Comparative Study of the Marketing Strategies of Local vs. Multinational Pharmaceutical Companies in Loosely Regulated highly Competitive Markets

This paper looks at the marketing strategies used by the pharmaceutical companies in Lebanon, a loosely regulated highly competitive market. It provides a comparative analysis between Multinational Companies (MnC) and local companies when it comes to their marketing practices to doctors. 34 medical representatives were interviewed in-depth and their narratives were analyzed. While both MnCs and Local companies utilized profiling techniques of doctors, this study revealed that MnCs provide longer, more comprehensive, more frequent trainings that stress on ethical marketing practices than local companies. MnCs emphasized science and information sharing during detailing sessions with doctors versus more interpersonal public relations approach utilized by local companies. Local companies had lower prices that catered to the less advantaged communities.