Pharmaceutical Marketing in UAE: Trends and Future Outlook

Pharmaceutical marketing in UAE has been growing in recent years due to the country's increasing population and high standard of living. The question is whether the existing strategy for pharmaceutical marketing will be effective in the rapidly changing environment of patient advocacy, preventative care, and strict requirements for outcome verification. However, we believe pharmaceutical marketing in UAE has a promising future.

The UAE has a highly developed healthcare system, and many residents have private health insurance. Pharmaceutical companies can utilize this opportunity by marketing their products to private hospitals and clinics. In addition, the UAE has a high level of internet penetration, which provides another avenue for pharmaceutical marketing.

The One-Size-Fits-All Strategy Will No Longer Be Effective

Traditional marketing tactics in this sector have centered on aggressively promoting prescription medications that decision-makers believe would generate revenue. Aggressive digital marketing and promotional efforts are typically directed at physicians and are credited with commercial success. The primary objective hasn't always been to meet the needs and expectations of patients, providers, and payers, but that's about to change.

Pharmaceutical marketing is complicated and often follows two routes: direct-to-consumer or direct-to-provider/payer. Unfortunately, nowadays, pharmaceutical companies rarely make a distinction between these two channels. They frequently adopt a one-size-fits-all strategy. This is contrary to current thinking, which emphasizes personalization, customer experience, and targeted omnichannel marketing utilizing the appropriate product, at the proper time, for the relevant user, and with the suitable media.

Value-Based Healthcare is Now the Norm

More value than ever is expected from pharmaceutical makers in our rapidly evolving industry. Value in this context refers to increased cost-effectiveness, validated patient outcomes, and increased value added along the entire value chain to the patient experience.

Value-based health care continues to be hampered by the strict regulations and environment around pharmaceutical marketing. Notably, little evidence points to a quick improvement in the regulatory environment for marketing pharmaceuticals.

A Multidisciplinary Strategy for Providing Healthcare

The healthcare system is adopting a multidisciplinary approach to healthcare in response to the developing trend toward integrated health management. Pharmaceutical companies are responding with more individualized, enhanced products tailored to satisfy patients' unique needs across the healthcare value chain.

In addition, the UAE's strategic location and status as a regional hub for trade and commerce make it an attractive market for pharmaceutical companies. However, the UAE's pharmaceutical market is still in its early stages of development and lacks regulations and guidelines governing pharmaceutical marketing practices. Therefore, it can create challenges for companies that want to enter pharmaceutical marketing in UAE.

We at Pharmadeel provide pharmaceutical consultancy and medical services in UAE, such as cosmetics, skincare products, pharmaceuticals, vitamins & supplements, nutrition, gym & fitness equipment, etc., at affordable costs.

The Complete FDA Drug Approval Process

A marketed drug has three names: a compound name, a conventional name, and a brand name. A compound name is given when a new chemical entity (NCE) is created. The chemical name is a scientific term based on the compound's structure (e.g., 6-thioguanine) and is rarely used in clinical or marketing contexts. The conventional name is given by the USAN Council and is commonly used to identify the drug during its clinical life. The brand name is created by the company that licenses the drug, and it is used for the 17 years the company holds the exclusive right to make, sell, and use it under patent law.

The process for naming a marketable drug involves five stages: NCE submission and patent application, generic naming, brand naming, FDA review, and final approval.

NCE Submission and Patent Application

A pharmaceutical company submits information about a new compound to the FDA to classify it as an NCE, which grants permission for animal testing to evaluate any beneficial and harmful effects. Patent application is typically submitted before or during this period, and the legal process can take an average of two years.

Generic Naming Process

The USAN Council is responsible for assigning generic names to chemicals with potential as new drugs. The council is made up of representatives from the United States Pharmacopeia (USP), the American Medical Association (AMA), and the American Pharmaceutical Association (APhA), with the FDA acting as a liaison member. After approval by the USAN Council, the name is sent to the World Health Organization (WHO) for final approval. At this stage, the company begins animal testing for efficacy and toxicity.

Criteria for Generic Name Selection

The USAN Council follows several criteria for selecting a generic name:

• The name should be appropriate for the drug, short, easy to pronounce, and suitable for use both in the United States and internationally.
• The name must not be misleading, confusing, or suggest efficacy or association with specific body parts.
• Related drugs usually have a common stem (e.g., angiotensin-converting enzyme inhibitors ending in "pril").

Brand Naming Process

If a new drug proves effective and safe after animal testing, the company files for an investigational new drug (IND) exemption to allow human testing. The application must include records of preclinical testing and a description of the proposed clinical trials. The IND application is typically around 2,000 pages long.

Companies generally start developing a brand name during Phase I of the IND process, as a strong brand name is crucial to marketing success. Key considerations for brand names include:

• It must be easy to remember and preferred by doctors.
• Short names with subconscious connotations are highly favored.
• Letters such as "X" or "Z" are often associated with brands (e.g., Glaxo and Upjohn).
• If expected to be sold over the counter, the name should not sound too medicinal.

Most pharmaceutical companies hire outside consultants to assess potential brand names for conflicts and submit recommendations. The cost for these consultations can range from $100,000 to $700,000.

FDA and Patent Review

The U.S. Patent and Trademark Office (PTO) reviews drug names to avoid similarities that could cause confusion. The Lanham Act empowers the PTO to grant exclusive rights to companies for trademarks, but the PTO is not authorized to consider how the name will be used commercially. Internationally, names must also be submitted to European patent and trademark offices.

Final FDA Approval Process

After passing through the IND process, the company files a new drug application (NDA) with the FDA, which contains all scientific data and typically runs to 100,000 pages. If the drug is deemed safe and effective, it is approved for marketing and sale.

Impact of Regulation and Pressure on the FDA

The average time for FDA approval in the 1980s was 8.3 years, with the IND process taking 5.5 years and the NDA process taking 2.8 years. However, the Prescription Drug User Fee Act of 1992 helped reduce the NDA process from 30.3 months in 1991 to 17.8 months in 1996. The legal minimum length for an NDA is six months.

Political and public pressure on the FDA to shorten the regulatory process, particularly from patient advocates and pharmaceutical companies, has led to significant changes within the agency. Organizations may pay fees to expedite the NDA process, and the Food and Drug Administration Modernization Act of 1997 further increased these fees, making the review process faster.

Pharmaceutical Marketing in the Hybrid Era

The COVID-19 pandemic forced pharmaceutical companies to radically transform their marketing approaches. Concepts like "contactless engagement" and digital-first strategies became essential as traditional in-person methods were disrupted.

The healthcare sector faced unique challenges - clinical trials paused, hospital access limited, and conferences canceled. This accelerated digital adoption across pharma, with tools like Veeva CRM, Zoom meetings, and targeted digital advertising becoming standard.

Key Focus Areas for the Hybrid World

• Customer Experience: Design seamless digital/in-person journeys
• Data Analytics: Leverage insights to personalize engagement
• Content Strategy: Create platform-optimized medical content
• Channel Integration: Coordinate touchpoints across platforms
• Technology Stack: Implement connected MarTech solutions

Modern HCP Engagement Strategies

Traditional one-size-fits-all approaches no longer work. Successful pharma marketers now use data to build detailed HCP profiles - understanding prescription patterns, channel preferences, and engagement behaviors to deliver personalized experiences.

The Digital Transformation

From EHR integration to social media engagement, pharma now operates across multiple digital touchpoints. Leading companies are adopting real-time personalization techniques similar to consumer tech giants, moving beyond basic e-detailing.

Content Evolution

The era of 32-page PDFs is over. Successful pharma content is now bite-sized, visual, and platform-optimized - adopting "create once, publish everywhere" strategies across owned, earned and paid channels.

Emerging Channels

While established platforms like Medscape remain important, forward-thinking companies are exploring newer channels like TikTok and influencer partnerships to reach next-generation HCPs and patients.

Technology Integration

Breaking down silos between CRM (Veeva/Salesforce), marketing automation (Marketo), and content systems is critical for delivering seamless omni-channel experiences in today's hybrid marketplace.

Sales navigator

How to Use LinkedIn Sales Navigator to Generate Leads

LinkedIn Sales Navigator is an essential tool for B2B sales professionals looking to target the right prospects and generate quality leads. TetraScience, a leading company in life sciences, uses Sales Navigator to grow its outreach by identifying key personas and creating an account-based marketing (ABM) strategy. Below, we explore how TetraScience leveraged this powerful tool for success.

How TetraScience Used LinkedIn Sales Navigator for Lead Generation

TetraScience needed a way to target the right personas within the life sciences sector, aiming to reach executives with decision-making power. LinkedIn Sales Navigator enabled the company to identify and connect with potential buyers, refining their outreach through advanced search filters.

Implementation Strategy

Using Sales Navigator’s account search functionality, TetraScience identified financial buyers in life sciences. The advanced search tools allowed them to narrow down their target audience based on company size, industry, and geographic location, significantly improving lead quality.

Results of Using Sales Navigator

Since adopting Sales Navigator, TetraScience has experienced a 5.3x increase in deal size, with 74% of its CRM deals influenced by the platform. The ability to connect with key decision-makers and understand their organizational hierarchy has been instrumental in their growth.

Benefits of Using LinkedIn Sales Navigator

• Precision Targeting: Advanced search filters help identify relevant prospects based on industry and company size.
• Lead List Management: Organize leads effectively with Lead Lists and stay on top of your sales pipeline.
• ABM Integration: Easily identify and approach decision-makers, improving the success rate of account-based marketing strategies.
• Real-Time Data: Ensure your lead information is always up-to-date with real-time data on prospects and their organizations.

Conclusion

LinkedIn Sales Navigator has proven to be a vital tool for companies like TetraScience. By refining their prospecting approach and targeting the right individuals, they have enhanced their sales processes and achieved significant growth. Whether you're just starting with Sales Navigator or looking to optimize your strategy, its features can help you stay ahead in today’s competitive business environment.