Volume : I, Issue : I, June - 2012

Paradigm Changes in Healthcare Marketing

Dr Mahalaxmi Krishnan

Abstract :

This research paper analyses the paradigm shift in healthcare market from curative treatment to preventive medication. People are increasingly resorting to self medication and OTC purchases of health supplements and noncore drugs. This is inging fundamental shifts in healthcare industry with the blurring of borders between the pharma companies and food products manufacturers leading to vast empty spaces in the market, at once throwing up new vistas and challenges in marketing healthcare products. The contours of the healthcare market have changed from predominantly prescription market to new segmentations. Nutraceuticals is an emerging market stream in the Indian healthcare industry. Consequently, pharma marketing has shifted from core pharma marketing to holistic healthcare marketing. With fast changing consumer beliefs, values and aspirations, and convergence of food manufacturing companies with pharmaceuticals, Fast Moving Health Goods (FMHG, in short) has emerged as an exciting prospect for marketing executives in the composite market

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Article: Download PDF   DOI : 10.36106/ijsr  

Cite This Article:

Dr Mahalaxmi Krishnan Paradigm Changes in Healthcare Marketing International Journal of Scientific Research, Vol.I, Issue.I June 2012

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