This study reviews the empirical research on pharmaceutical marketing strategies to develop a pharmaceutical sector-specific framework that links strategies with outcomes.
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.
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.
This is the first pharmaceutical sector-specific model to combine traditional and evolving marketing drivers with outcomes.
Findings are based on published empirical studies and may not fully reflect real-life practices that are undocumented.
The 7Ps–6D framework serves as an important tool for marketers to align marketing strategies with ethical standards, regulatory norms, and sustainability goals.
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.
