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Evaluation of Pharamceutical Marketing in Bangladesh

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Evaluation of pharmaceutical Marketing and Management



March 31, 2009

Prof.Dr. Ekramul Haque


Department of Pharmacy


Sub: Project on Evaluation of pharmaceutical Marketing and Management

Dear Sir,

Please find the report on the above topic. This is part of my four years (Hons.) Bachelor of Pharmacy, It is great pleasure for us to present you such type of report. This report was a challenging experience for me and gave me a theoretical as well as practical knowledge. I tried my best to make the report a sound regarding your valuable counseling and proper guidance.

Hope you would appreciate our since effort.

Sincerely yours,

Abdullah Al Masum


Dept. of Pharmacy



At first, we convey my gratitude to the almighty for giving us the ability to work hard for preparing this project. On this occasion we would like to recall appreciation and thank the support and co-operation I have received from our Chairman Prof. Dr. Ekramul Haque Dept of Pharmacy Atish Dipankar University of Science and Technology and Raonok Jahan Lecturer Dept of Pharmacy Atish Dipankar University of Science and Technology. And special thank to Kohinoor Biswas (Former Coordinator Dept of pharmacy ADUST) Faculty of East West University of Bangladesh. I express my gratitude towards my parents for their encouraging support, incandescent sprit and endurance towards the making of this project.

I would like to acknowledge my friends who were always helping me for preparing this project.


|SL |TOPIC |Page No |

|1 |Background of Pharmaceutical Market in Bangladesh |1-15 |

|2 |Pharmaceutical Marketing Strategies in Bangladesh |16-24 |

|3 |Executive Summary of Marketing and management of Pharmaceutical Companies |25-39 |

|5 |Evaluation |40 |

* Background of Pharmaceutical Market in Bangladesh

Before the Drug (Control) Ordinance, 1982, there were 4,170 brands of various kind of drugs produced under Drug Act of 1940. The drug Act of 1940 was grossly inadequate for control of prices of pharmaceutical raw materials and processed drugs. It also largely failed to prevent the appearance of substandard and spurious drugs on market, unethical promotion, and the proliferation of harmful and useless drugs. Most of the drugs were useless, unnecessary and harmful. Out of 166 licensed Pharmaceutical companies, only eight multinational pharmaceutical companies produced 75 % of total drugs. The drug manufacturer did not bother to ensure getting essential and life saving drugs to the common people of least developed and poor country like Bangladesh. The manufacturers were engaged in production of unnecessary and drugs of doubtful value such as vitamin, tonics, enzymes, alkalisers, gripe waters, cough mixtures etc. To stop the production of these useless, unnecessary and harmful drugs, to control the import of drugs, to ensure the basic health needs for the poor and vulnerable people, to stop the misuse and dispatch of foreign currency, a eight member expert committee was formed headed by Professor Nurul Islam on 27 April 1982. According to their recommendations, a National Drug Policy (NDP) was promulgated on 12 June 1982.

In most of the cases, due to the presence of some side effects, generally pharmacology recommends to produce single drugs. On the other hand, combination drug with two or three active ingredients do not increase its efficacy but increase its manufacturing cost. Moreover, side effects may increase at mathematical rate. Without any suitable reason, a lot of companies were manufacturing such combination drugs before NDP of 1982.

The drug policy would ensure procurement, local production, quality control, distribution and utilization of drugs under unified legislative and administrative control. Only on the basis of such a policy, an effective measure was taken to provide widest coverage to people with the most relevant essential drugs at minimum cost. Accordingly, a unanimous decision was made and sixteen criteria were set up in NDP of 1982 to guide the evaluation of all registered/licensed pharmaceutical products already manufactured in, or imported into Bangladesh, as well as the evaluation of all new drugs. The first 11 criteria were based exclusively on scientific reasoning while number 14 was based on political and economic considerations as well: the hope was that multinational companies, no longer allowed to manufacture or market antacids and oral vitamins, would concentrate on producing more useful drugs such as antibiotics and other life-saving drugs, and that the ban would also help in prevention monopoly cartels. The remaining four criteria (12, 13, 15 and 16) were for the benefit of the local national industry.

|The sixteen criteria are as follows: |

|1. |

|The combination of an antibiotic with another antibiotic, or antibiotics with corticosteroid, or other active substances will be |

|prohibited. Manufacture in liquid form of antibiotics harmful to children (e.g. tetracycline) will not be allowed.



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