(جامعة الوادي University of Eloued, 2024-10-31) Bouzerouata Ilhem; Chetih Hichem
The aim of our research is to analyse pharmaceutical marketing in new product launches and to look at
the problems in applying the marketing mix for new medicines, as well as the effectiveness of B-to-B
communication in the context of a new product launch.
We used a qualitative approach, conducting semi-structured interviews with key opinion leaders and
board members such as heads of marketing departments. The results show the importance of the relationship
between the organisation and these professionals, as well as the relationship between the marketing department
and healthcare professionals: doctors and pharmacists
