A Systematic Review of Pharmaceutical Marketing Strategies and Outcomes: The 7Ps–6D Framework with Sustainability as a Key Emerging Theme, Dr Thamburaj Anthuvan, Dr Anuj Kumar, Dr Kajal Maheshwari, Dr Naresh
Dr Thamburaj Anthuvan
Senior Vice President – USV Pvt Ltd Ph.D. Scholar
PCET's S.B. Patil Institute of Management
India
ORCID: 0009-0004-0756-2089
Head of Research
Rushford Business School
Switzerland
ORCID: 0000-0002-1205-2794
Dr Kajal Maheshwari
Associate Professor
PCET's S.B. Patil Institute of Management
India
ORCID: 0000-0003-3597-8001
Dr B. Naresh
Assistant Director (Academics)
Pune Institute of Business Management
India
ORCID: 0000-0003-2025-7973
Purpose: This study systematically reviews empirical evidence on pharmaceutical marketing strategies to develop a sector-specific framework that connects strategic variables with measurable outcomes. It addresses growing concerns around compliance, digital transformation, and sustainability in the pharmaceutical domain.
Design/Methodology/Approach: A systematic review of 64 peer-reviewed empirical studies published between 2013 and 2024 was conducted using PRISMA guidelines. Strategic themes and outcome variables were identified through bibliometric mapping (Litmaps Pro) and thematic coding (NVivo). The extracted data were synthesized to build an evidence-informed framework.
Findings: The review led to the development of a revised 7Ps model—Product, Price, Place, Promotion, People, Process, and Green P (Sustainability)—linked to six outcome domains: prescribing behaviour, commercial performance, brand loyalty, stakeholder engagement, regulatory access, and sustainability impact. This integrated 7Ps–6D framework reflects both traditional drivers and emerging ethical imperatives in pharmaceutical marketing.
Practical Implications: The framework enables marketing teams to evaluate and recalibrate strategies in response to evolving regulatory and stakeholder expectations. It supports ethical branding, promotes transparent communication, and offers a structured tool for aligning marketing investments with social and business outcomes.
Originality/Value: By extending the traditional marketing mix with sustainability and aligning it with outcome-based dimensions, the 7Ps–6D model offers a contemporary and context-sensitive lens for pharmaceutical marketing. It provides a practical blueprint for firms navigating hybrid engagement models, regulatory scrutiny, and growing sustainability mandates.
Keywords: Pharmaceutical marketing, 7Ps marketing mix, sustainability, ethical promotion, 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, Vol. 22, Nos 1-2, pp. xx-xx.