Marketing Communications Process on the Pharmaceutical Market in Ghana

The issue of marketing communications is currently generating growing interest among researchers and entities operating on the pharmaceutical market in Ghana. The unique nature of pharmaceutical products , i.e. a medicine that supports or saves human lives, the system of co-financing pharmaceutical production by the state and other entities in the distribution channels, legal restrictions on promotional activities, expectations of end buyers (i.e. patients) on that market, as well as the general considerations related to the globalization process and the emergence of new communications technologies has influence on the communications processes observed in the pharmaceutical sector in Ghana . The aim of this paper is to demonstrate the impact of the pharmaceutical market’s unique nature on the communication processes and related tools, taking into account the latest trends, as well as to point out the need for an integrated approach towards communication process management. This paper argues that marketing communications on the pharmaceutical market in Ghana should be integrated at three levels: promotional tools, marketing mix components (pharmaceutical product, price and distribution methods) and the overall company strategy.