Brand Positioning Strategies for Prescription Drugs

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@article{1718055,
      author = {Anjali Sharma, Tanuja Singh, Vikash Kumar Bharti, Upendra Singh, Ashvani Kumar; Hakim Singh Rajput},
      title = {Brand Positioning Strategies for Prescription Drugs},
      journal = {Iconic Research And Engineering Journals},
      year = {2026},
      volume = {9},
      number = {11},
      pages = {2074-2083},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1718055.pdf},
      abstract = {Brand positioning in the pharmaceutical industry, particularly for prescription drugs, is a complex and strategic process aimed at differentiating products in a highly regulated and competitive market. Unlike consumer goods, these drugs are primarily marketed to healthcare professionals, requiring strong scientific evidence and ethical promotion. Effective positioning depends on clinical differentiation, safety, efficacy, and therapeutic value. Pharmaceutical companies use strategies such as first-in-class, best-in-class, and differentiation to establish a unique identity. The role of the marketing mix, especially promotion through detailing and digital platforms, is crucial in influencing prescribing behavior.Physician-centric and patient-centric approaches are increasingly important in modern healthcare systems.Value-based positioning emphasizes cost-effectiveness and improved patient outcomes. However, challenges such as regulatory restrictions, generic competition, and pricing pressures persist. Emerging trends like digital marketing, real-world evidence, and data-driven strategies are transforming pharmaceutical branding. Overall, successful brand positioning requires integration of scientific credibility, strategic marketing, and stakeholder-focused communication.},
      keywords = {Brand Positioning, Pharmaceutical Marketing, Prescription Drugs, Clinical Differentiation, Physician-Centric Approach, Patient-Centric Care, Value-Based Positioning, Digital Health, E-Detailing, Generic vs Branded Drugs},
      month = {May},
      doi = {https://doi.org/10.64388/IREV9I11-1718055}
  }