The Problems of Herbal Medicines Marketing Channel from the Perspective of Manufacturers: A Qualitative Study

Abstract

Introduction: Herbal medicines are important in providing community health, both in terms of treatment and in preventing diseases. However, there has not yet been a slight change in the marketing channel and the distribution of herbal medicines in the country. In view of this, this study endeavored to identify the problems of herbal medicines marketing channel from the perspective of manufacturers. Methods: The population of this qualitative research were herbal medicine companies in Tehran and Qom provinces, Iran, from which 15 producers were selected as the sample using purposive and snowball sampling methods. Exploratory interviews were conducted with 15 chief executive officer (CEOs) and marketing and sales managers of herbal medicine companies, and the problems were identified and analyzed using framework content analysis method. Results: The problems of herbal medicine marketing channel were as destroying the product brand with inappropriate advertisements and discounts, topics related to visitors and orders, customer relationship management, scientific visit, relationships between distributors, speed, quality and quantity of distribution, termination of cooperation and distribution contracts, time and type of settlement, product returns, so on. Conclusion: To solve the marketing channel problems of the herbal medicine, we need to consider all marketing tactics with a systematic view, as these problems may interact.

Keywords

• marketing
• pharmaceutical distribution
• herbal medicine