The Ph*rmac**tical Industry in Pakistan is seemingly active in marketing “Products” quite aggressively. However, barring few MNCs, the majority is not “Branding” their products. Giving molecules a name and focusing on obligatory marketing through sales is name of the game. Generics are gaining momentum at cheaper prices.

Never before, had the Ph*rmac**tical Industry realized, so intensely, the importance of branding their drugs. Creating an image in the mind of Doctors and Patients, by establishing a relationship between them and the drug, is now being viewed with renewed vigor in developed markets. With concerns about clinical efficacy, safety and side effects taking center role, intangible psychological benefits are taking prominence in acquiring market leadership and higher margins.