Bouzerouata IlhemChetih Hichem2024-11-282024-11-282024-10-31Bouzerouata, Ilhem. Chetih , Hichem . Launch Of A New Pharmaceutical Product . Journal of business and finance economy. Vol. 09. N. 02. 31 october2024. faculty of economie commercial and management sciences. university of el oued [visitedin ../../….]. availablefrom[copy linkhere].2543-3660https://dspace.univ-eloued.dz/handle/123456789/35805The 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 pharmacistsenProduct launchesNew productsPharmaceutical.. industrypharmaceutical marketingcommunicationArticle