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
Ph.D. Scholar, PCET’s S.B. Patil Institute of Management, Pune
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.
