Marketing Complex (4P) in the Pharmaceutical Sector
Isa Isazadeh 
Abstract. The marketing complex (4P) in the pharmaceutical sector includes the integration of product, price, place and promotion. Due to the characteristics of this sector, marketing activities are aimed at both consumers and professionals (doctors, pharmacies, health institutions). Information about the quality, safety, effect and use of drugs is important in the product area. Drug manufacturers and distributors offer different product variants (tablets, capsules, bottles, etc.) and provide information about the effectiveness of each.
Pricing policy is related to determining the price of drugs and their changes in accordance with market demand. Drug prices are also determined based on government regulations, competition and production costs. Price changes in this area also affect the increase or decrease in demand in the market. In the area of distribution, effective logistics systems must be established to deliver medicines to pharmaceutical companies, pharmacies and healthcare institutions. Pharmaceutical companies cooperate with pharmacies, online platforms and other sales channels to ensure the availability of medicines in various markets.
Promotion is essential for presenting pharmaceutical products to potential customers. This is done through advertising, discounts, outreach with the participation of doctors and pharmacies and informing medical representatives about the product. Promotion of pharmaceutical products also helps to improve the customer experience and differentiate the product in the market.
Keywords: Pharmacy, marketing, 4P, product, price, place, promotion