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THE PHARMA REVIEW (JUNE 2008)

Marketing of Clinical Pharmacy Services in India: Impact of Globalization

Vijay Kumar Sharma, Kamal Dua, UVS Sara, M.V.Ramana

Abstract: Clinical Pharmacy Services (CPS) in India is now a days more commonly recognized as product services targeting patient as the customer because the mission of the pharmacy profession is being rapidly transformed from industrial pharmacy approach to patient oriented clinical pharmacy approach. Like any other product, marketing efforts are essentially required to satisfy the customer in case of CPS also. In the revolutionary age of technological advancement, globalization has greatly influenced the marketing of CPS in India. The present review highlights this impact of increased globalization and also recognizes the vital role to be played by the clinical pharmacist in this context.

Introduction
In this dynamic and rapidly changing scenario, Pharmacy profession is in transitional state. The future of Pharmacy does not lie merely in dispensing of medication but in the provision of relevant drug information and drug therapy recommendation to other health care providers and patients. Pharmaceutical care is an evolutionary way of practicing pharmacy, which requires considerable rethinking about what we have been practicing. The pharmacy profession has been associated with various missions collectively summarized in Fig-1.

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