Consumer Behaviour in Pharma and Healthcare Marketing offers a comprehensive look at how patients, healthcare professionals, and payers make decisions in today’s fast-evolving, consumer-driven healthcare landscape. Blending behavioural science with real-world industry insights, the book explores the psychological, social, and cultural factors shaping healthcare choices, the critical role of intermediaries, and the unique challenges posed by trust, ethics, and regulation in pharma.
Organised into six parts, it covers foundational consumer behaviour concepts, internal and external influences, HCP engagement, the pharma marketing mix, adherence and loyalty strategies, and future trends including AI, telemedicine, digital health, and personalized care. With practical frameworks, case studies, and actionable guidance, this book equips students, researchers, and industry professionals to design ethical, patient-centric, and effective healthcare marketing strategies that create meaningful impact in an increasingly complex digital world.
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Dr. Sudhinder Singh Chowhan & Dr. Shilpi Chowhan
Dr. Sudhinder Singh Chowhan is a distinguished academician and pharmaceutical marketing professional with over 23 years of experience across academia, research, training, and industry. Currently a Professor at IIHMR University, Jaipur, he combines 19 years of academic leadership with four years of corporate experience in the pharmaceutical sector.
An accomplished researcher, he has guided nine Ph.D. scholars, authored eight books, contributed to eight design patents, and published over 40 research papers. His expertise spans pharmaceutical marketing, consumer behaviour, and strategic management, enriched by international presentations in Denmark, Russia, Sri Lanka, Dubai, and Nepal.
A sought-after speaker and educator, Dr. Chowhan is a member of several professional bodies, including
APTI, PCI, IAOIP, IFERP, and IAENG, and actively contributes to community service and leadership initiatives.
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Dr. Shilpi Chowhan is an accomplished academician with over 15 years of experience in teaching, research, and academic leadership. She currently serves as an Associate Professor at Nirwan University, Jaipur, and has held a range of senior academic and administrative positions during her career.
Her academic qualifications include a Ph.D. in Botany, an M.Sc. in Environmental Science, and an MBA, reflecting a strong interdisciplinary grounding in life sciences and management.
Dr. Chowhan is widely recognized for her academic presentations at conferences and institutions, where
she is known for conveying complex concepts in management, pharmaceutical studies, and life sciences
with clarity and precision. Her teaching approach emphasizes strong conceptual understanding, active
participation, and sustained student engagement.
