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2026
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| Online Access: | https://doi.org/10.5281/zenodo.18397308 |
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| author | Mohanraja P R*, Akshob N, Deepaknath R, Nisha S R |
| author_facet | Mohanraja P R*, Akshob N, Deepaknath R, Nisha S R |
| contents | <p><span lang="EN-US">Affordable medicines, commonly known as generic drugs, play a crucial role in improving access to healthcare, particularly in developing countries like India, where high drug prices remain a major barrier to effective treatment. This study focuses on the marketing development of affordable medicines, emphasising the importance of generic pharmaceuticals in reducing healthcare expenditure without compromising quality, safety, or efficacy. The work highlights affordability as a key determinant of healthcare access and discusses the role of price regulation, competition, and government policies in ensuring equitable medicine availability. Azithromycin, a widely used macrolide antibiotic, was selected as a representative product due to its broad therapeutic applications, established safety profile, and cost-effectiveness. The study outlines the complete new product development (NPD) process, including idea generation, screening, concept development, business and marketing strategy, product development, test marketing, and commercialisation. In addition, the product life cycle of generic medicines is discussed, demonstrating how patent expiry and market competition contribute to significant price reductions over time. Marketing mix elements such as product positioning, pricing strategies, promotion, distribution, packaging, and branding are analysed to illustrate how affordable medicines can achieve market penetration and sustainability. The findings suggest that well-planned marketing strategies, combined with efficient regulatory frameworks and competitive pricing, can enhance the uptake of generic medicines, reduce out-of-pocket healthcare expenses, and support universal health coverage. Overall, affordable medicines are essential for strengthening healthcare systems and addressing the growing disease burden in resource-limited settings.</span></p> |
| format | Recurso digital |
| id | zenodo_https___doi_org_10_5281_zenodo_18397308 |
| institution | Zenodo |
| language | |
| publishDate | 2026 |
| publisher | Zenodo |
| record_format | zenodo |
| spellingShingle | Marketing Development of Affordable Medicine Mohanraja P R*, Akshob N, Deepaknath R, Nisha S R Affordable medicine, Generic drugs, Pharmaceutical marketing, Azithromycin, Product life cycle <p><span lang="EN-US">Affordable medicines, commonly known as generic drugs, play a crucial role in improving access to healthcare, particularly in developing countries like India, where high drug prices remain a major barrier to effective treatment. This study focuses on the marketing development of affordable medicines, emphasising the importance of generic pharmaceuticals in reducing healthcare expenditure without compromising quality, safety, or efficacy. The work highlights affordability as a key determinant of healthcare access and discusses the role of price regulation, competition, and government policies in ensuring equitable medicine availability. Azithromycin, a widely used macrolide antibiotic, was selected as a representative product due to its broad therapeutic applications, established safety profile, and cost-effectiveness. The study outlines the complete new product development (NPD) process, including idea generation, screening, concept development, business and marketing strategy, product development, test marketing, and commercialisation. In addition, the product life cycle of generic medicines is discussed, demonstrating how patent expiry and market competition contribute to significant price reductions over time. Marketing mix elements such as product positioning, pricing strategies, promotion, distribution, packaging, and branding are analysed to illustrate how affordable medicines can achieve market penetration and sustainability. The findings suggest that well-planned marketing strategies, combined with efficient regulatory frameworks and competitive pricing, can enhance the uptake of generic medicines, reduce out-of-pocket healthcare expenses, and support universal health coverage. Overall, affordable medicines are essential for strengthening healthcare systems and addressing the growing disease burden in resource-limited settings.</span></p> |
| title | Marketing Development of Affordable Medicine |
| topic | Affordable medicine, Generic drugs, Pharmaceutical marketing, Azithromycin, Product life cycle |
| url | https://doi.org/10.5281/zenodo.18397308 |