Introduction

Egypt is one of the largest countries in the field of

the pharmaceutical industry in THE Middle East and
north Africa (MENA)
Egypt's pharmaceutical market reached a value of
EGP33.1bn (USD4.29bn) in 2015, we expect it to
increase by 7.6% in local currency (-4.7% in US dollar
terms) to EGP35.6bn (USD4.09bn) in 2016.
And due to increase competition in the field of
pharmaceutical industry as all manufacturing
industries, so increase the need for intensive
marketing and promotional activities.
Marketing is the driving force of all industries also
pharmaceutical industry heavily reliable on it to
reach the desired goals such as increase the market
share, increase the profitability, and increase the
return on investment
Pharmaceutical marketing differs from the marketing
of other industrial products like Fast-Moving
Consumer Goods (FMCG) , Most of the
pharmaceutical marketing and promotional activities
target mainly the physician (intermediate customer)
who has the right to take the decision related to
purchase or non purchase more than the final
consumer ( patient )