Assessment of impact of change and challenges on the performance of pharmaceuticals companies with their leading brands - A case of Pakistan pharmaceutical industry

Abstract

This is a research on the performance of pharmaceutical branding in contemporary change and challenging environment of pharmaceutical market in Pakistan, the changes in the demographic, psychographic, geographic, ethnographic, technological changes, attitude, behavior, life style, deregulation or antitrust law and free market concept. Branding help the companies deal with elements of change in market in which they operate. The changing healthcare environment has presented new challenges to the pharmaceutical industry. Businesses have had to adapt to contend with new demands from their buyers while still striving to meet financial targets. The research is  based on Pakistan Pharmaceutical industry, due to the large number of changes it exhibits and conducted using an extensive literature search. Within the context the usage of branding in the pharmaceutical industry was found to be increasing in both significance and sophistication as a mean of countering the challenges long posed by the market. The overall purpose of this research is to create brand loyalty through effective branding can in short term insulate a company from market changes and challenges which would normally lead to decrease sales. A pharmaceutical brand is a collection of tangible and intangible values which are perceived by patient/doctors.