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exchange earner, and has been able to underline its presence in the global pharmaceutical arena as one of the top 35 drug producers worldwide. Currently, there are more than 2,400 registered pharmaceutical producers in India. There are 24,000 licensed pharmaceutical companies. Of the 465 bulk drugs used in India, approximately 425 are manufactured here. India has more drug-manufacturing facilities that have been approved by the U.S. Food and Drug Administration than any country other than the US. Indian generics companies supply 84% of the AIDS drugs that Doctors without Borders uses to treat 60,000 patients in more than 30 countries.

Therapeutic Area wise

Total Pharma Market

Category

Value Market Share%

Anti-Infective

16.4

Gastrointestinal

10.9

Cardiac

10.3

Respiratory

10.2

Vit./Minerals/Nutrient

9.6

Pain/Analgesics

9.5

Dermatologics

5.4

Gynecology

5.3

Neuro psychiatry

5.3

Antidiabetics

4.4

Opthologicals

1.7

Others

11.0

Total

100.00

However total pharmaceutical market is as follows:

Fig.1

It is very much evident from above fig.1 that chronic therapy area (Gastro Cardiac, Respiratory, Neuro Psychiatry and Ant diabetics) is dominating the market in long run.

2.Pharma Marketing Process and its Challenges

While many pharmaceutical companies have successfully deployed a plethora of strategies to target the various customer types, recent business and customer trends are creating new challenges and opportunities for increasing profitability. In the pharmaceutical and healthcare industries, a complex web of decision-makers determines the nature of the transaction (prescription) for which direct customer (doctor) of pharma industry is responsible . Essentially, the end-user (patient) consumes a product and pays the cost .

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