UNIT 4
Pharmaceutical Marketing Channels
INTRODUCTION
Pharmaceutical marketing channels ensure the distribution of medicines and devices from the manufacturer to wholesalers, retailers and then to the end customer. These channels help in ensuring product availability, act as a differentiation tool, enhance speed and efficiency in moving the product through the value chain. Figure 4.1 demonstrates that the central warehouse, wholesaler, distributor and regional distributor mediate the flow of products from the manufacturer to the end consumer. Customers receiving vaccines, medicines or a medical device may have no idea of the enormous effort ...
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