A Systematic Review of Pharmaceutical Marketing Strategies and Outcomes: The 7Ps–6D Framework with Sustainability as a Key Emerging Theme, Thamburaj Anthuvan, Anuj Kumar, Kajal Maheshwari, B. Naresh
Thamburaj Anthuvan
Senior Vice President, USV Pvt Ltd, Mumbai, India
India
ORCID: 0009-0004-0756-2089
Anuj Kumar
Head of Research, Rushford Business School, Switzerland
Malaysia
ORCID: 0000-0002-1205-2794
Kajal Maheshwari
Associate Professor, PCET’s S.B. Patil Institute of Management, Pune
India
ORCID: 0000-0003-3597-8001
B. Naresh
Assistant Director (Academics), Pune Institute of Business Management, Pune
India
ORCID: 0000-0003-2025-7973
Type of Paper: Research
Received: 11 December 2025 / Revised: 19 January 2026 / Accepted: 30 January 2026 / Published: 12 February 2026
DOI: 10.47556/J.WJEMSD.22.1-2.2026.9
Purpose: This study reviews the empirical research on pharmaceutical marketing strategies to develop a pharmaceutical sector-specific framework that links strategies with outcomes.
Design/Methodology/Approach: A systematic review of 64 studies (2013–2024) was conducted using Preferred Reporting Items for Systematic Reviews and Meta-Analyses, (PRISMA) guidelines, followed by bibliometric mapping using Litmaps and thematic coding using NVivo.
Findings: This study proposes a modified 7Ps model in which sustainability (“Green P”) is included as the seventh P alongside six outcome dimensions (6Ds): prescribing behaviour, commercial performance, brand loyalty, stakeholder engagement, regulatory access, and sustainability impact.
Practical Implications: The 7Ps–6D framework serves as an important tool for marketers to align marketing strategies with ethical standards, regulatory norms, and sustainability goals.
Originality/Value: This is the first pharmaceutical sector-specific model to combine traditional and evolving marketing drivers with outcomes.
Research Limitations/Implications: Findings are based on published empirical studies and may not fully reflect real-life practices that are undocumented.
Keywords: Pharmaceutical Marketing; 7Ps Marketing Mix; Sustainability; Ethical Promotion; Regulatory Compliance; Brand Loyalty; Systematic Literature Review.
Citation: Anthuvan, T., Kumar, A., Maheshwari, K. and Naresh, B. (2026): A Systematic Review of Pharmaceutical Marketing Strategies and Outcomes: The 7Ps–6D Framework with Sustainability as a Key Emerging Theme. World Journal of Entrepreneurship, Management and Sustainable Development (WJEMSD), Vol. 22, Nos 1-2, pp. 153-172.