A pharmaceutical company selling prescription drugs in France for the past 10 years has had moderate sales in a crowded market, as its rivals manufacture and market drugs of similar efficacy and having similar safety precautions, but that have superior market share. This particular pharmaceutical company's greatest challenge is to increase French doctors' prescribing their drugs. What would be the most effective strategy to improve sales performance in the existing market?

Question

Quizplus · Accepted Answer

Modifying marketing communication to increase brand familiarity within key physician segments would be the most effective strategy in this scenario. Since rival companies manufacture drugs of similar efficacy and having similar safety precautions, building a strong brand identity would help in creating differentiation and standing out in the crowded market. Additionally, targeting key physician segments would increase the likelihood of them prescribing the company's drugs, leading to an improvement in sales performance. The other options may not address the specific challenge of increasing French doctors' prescribing their drugs.

A Pharmaceutical Company Selling Prescription Drugs in France for the Past