The effectiveness of marketing communication in the pharmaceutical industry in Ghana the case of Ernest Chemist

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The challenge for pharmaceutical firms is how to effectively design and deploy consistent, personalized communications across the growing range of communication delivery channels. This study assessed the effectiveness of marketing communication in the pharmaceutical industry. A convenient sampling technique was adopted in selecting fifty (50) customers. The purposive sampling technique was used to select (3) respondents each from doctors, pharmacists, nurses, health officers and chemical sellers. Questionnaires and interview were used to collect data from the respondents. The study revealed that the marketing communication strategy adopted by Ernest Chemist was to use Medical Sales representatives, Advertising, Public Relations and Sales promotion that offer excellent service to their customers. The end results of this should be the quality of services offered by Ernest Chemist, which should begin with the company’s marketing personnel and pharmacist having good relations with doctors, pharmacists, nurses, health officers, and licensed chemical sellers and educating them about the effectiveness of the company’s products. The respondents indicated that the communication process of the company was effective. The study revealed a lot of challenges that Ernest Chemist faces in its operations and these included competition and buying drugs at the counter without prescription. Ernest Chemist had adopted effective policies aimed at improving marketing communication.It was recommended that the amount of money allotted for marketing communication should be increased. It was also recommended that, all the stakeholders in the pharmaceutical industry collaborate, brainstorm and find workable and lasting solution to the selling of pharmaceutical products through the application of marketing communication.
A thesis submitted to The Department of Strategic Management and Consulting of KNUST School of Business in partial fulfilment of the requirements for the degree of Executive Master of Business Administration.