https://ajhsjournal.ph/index.php/gp

334

Asian Journal of Health and Science

p-ISSN: 2980-4302

e-ISSN: 2980-4310

Vol. 3 No. 11 November, 2024

Global Marketing of Lifesavingg Drugs: an Analogical Model

Rehan Haider1*, Geetha Kumari Das2, Zameer Ahmed3, Sambreen Zameer4

University of Karachi, Pakistan

Emails: rehan_haider64@yahoo.com1, dasgeetha342@gmail.com2,

ahmed_dr2003@yahoo.com3, sambreenzameer@yahoo.com4

Abstract

The global advertising and marketing of lifesaving drugs present unique challenges and

opportunities due to the critical nature of these treatments and the diverse healthcare

landscapes across countries. Lifesaving drugs, essential for managing severe and life-

threatening conditions, necessitate strategies that ensure timely availability,

affordability, and accessibility worldwide. This research proposes an analogical model

designed to optimize the international marketing strategies of pharmaceutical

companies for lifesaving drugs. Drawing on successful practices from various industries,

the model emphasizes scalability, adaptability, and cultural sensitivity. Core

components include strategic partnerships, local market adaptation, regulatory

compliance, and pricing strategies that balance profitability with social responsibility.

Additionally, the model underscores the role of digital platforms in awareness

campaigns, facilitating accurate information access for healthcare providers and

patients. The adoption of this model enables pharmaceutical companies to align their

commercial objectives with ethical imperatives, addressing global health inequities. By

improving the reach and impact of lifesaving drugs, this framework fosters both

corporate growth and enhanced health outcomes worldwide.

Keywords: Global Advertising and Marketing, Lifesaving Drugs, Pharmaceutical

Industry, Accessibility and Affordability, Strategic Partnerships, Digital Health

Platforms.

INTRODUCTION

In pharmaceutical advertising, the marketing of lifesaving tablets has recently

obtained explosive and vital attention. The pricing and distribution of HIV/AIDS capsules

specifically have attracted an even greater passionate media blitz and political

competition. Numerous constituencies from each the evolved and the growing countries

have accused the prescription drugs of rate gouging, overextended brand name patent

safety, blocking off the production of cheaper prevalent tablets, and failing to save the

millions of preventable deaths within the poorest nations who've died and could die from

the HIV (Fisher et al., 2022).

Several conventional solutions were proposed to remedy this hassle, including

unfastened market-driven pricing differential pricing, socially responsible pricing,

obligatory licensing, and pricing. Using the stakeholder version as a guide for these

answers is ideological, very popular, and fraught with many issues. Makins, 2022)

https://ajhsjournal.ph/index.php/gp

335

suggests an alternative "analogical" version that is unbiased of the models above or moral

ideologies. The analogical model solves a "target hassle" by way of looking for and

comparing "candidate solutions" from a " source enterprise" that bears near resemblance

to the target industry. Though one could practice the analog model to gain entry to any

lifesaving drug via people who want them maximum, our software on this paper is

associated with the lifesaving drugs for HIV/AIDS (Lewandowski, 2017). Our thrust is to

shape the right conditions so that the poorest of the poor can enter the critical medication

that they deeply want at less expensive costs. We divide this paper into four components:

1) An outline of the “goal problem” of the HIV/AIDS pandemic;

2) An exploration of the “supply industries and troubles” that might offer;

3) A possible set of " candidate solutions" to the pandemic; and

4) An evaluation of the “target hassle answer.”

We publish that the analogical model that seeks a bilateral case-by-case option for

this pandemic is nicely within pharmaceutical manufacturers' and distributors' domain,

competencies, and lengthy-term company interests. The analogical method is a bilateral,

market-through-market, drug emblem by drug logo, or maybe business enterprise-

through-patron (patient) approach. It's been mentioned that multilateral, preferred, and

ideological models haven't treated the problem of obtaining lifesaving pills for

individuals who need them with maximum charges that they could manage to pay. Even

appeals to pharmaceutical corporations' ethical obligations, ethical corporate citizenship,

and the software of the distributive justice standards to mandate the prevention of

preventable deaths have led to a deadlock. These models no longer generate any powerful

remedy to the teeming millions of lives at chance today; we want to have a look at

alternative models, including the analogical version, to provide valuable and conceivable

answers to the worldwide HIV/AIDS pandemic.

The Analogical model

Currently, (Dorst, 2015) has emphasized using instances or analogies in framing

and enforcing commercial enterprise techniques. Analogical reasoning (A.R.) makes

green use of records; however, it does not fail to keep every advertising and marketing

issue of the problem handy (Kotabe & Helsen, 2022). A.R. pays attention to select

statistics functions, sees their styles, and applies the patterns to the existing market

challenges. For example, the grocery store, a retail layout pioneered at some point in the

nineteen-thirties in the USA, has served as an analogical supply to many following

strategies. Charlie Merrill relied closely on his enjoyment as a grocery store government.

At the same time, he developed the monetary grocery store for Merrill Lynch Co. Later,

Charles Lazarus employed the supermarket version when he conceived and designed

Toys R Us in the Fifties. Then, Thomas Stemberg modeled Staples at the "mini-grocery

store" Toys R Us. In every one of these three instances

A.R. changed into carried out. A.R. permits solving novel issues because the

precedent is used from a similar but one-of-a-kind problem set. In brief, a previous

answer can be transferred to resolve a present problem. The cost of the utility of

precedent is fully diagnosed in analogical reasoning. As an instance, had Charles Lazarus

analyzed all the interdependent configurations of choices in toy retailing– from

advertising to operations, from human aid management to logistics– it's miles not going

that he would have found a strategy as coherent and powerful as the only Toys R Us he

ultimately followed. In other phrases, A.R. encourages one to suppose absolutely " out of

doors of the box." The analogy of a supermarket gave Toys R Us a powerful framework,

an incorporated bundle of picks that covered exhaustive selection, meager fees, rapid

https://ajhsjournal.ph/index.php/gp

336

replenishment of inventory, deep investment in the information era, and self-service with

purchasing carts (Desrochers & Brookes, 2018).

We apply A.R. as follows: Given a target problem (i.e., the speedy and effective

distribution of living HIV/AIDS pills to the developing nations whose terrible populations

want them the most at less high prices), A.R. appears for similarity mapping the use of

source industries with their supply problem (e.g., other comparable industries that

tackled similar troubles) that provide candidate solutions (product redesigning and

reengineering, wider distribution, close collaboration with locals) to the goal trouble.

Figure 1 outlines the analogical version.

Figure 1. The analogical model applied to pharmaceuticals

Source:

Tailored from Gavetii and Rivkin {2005, p 60

The target hassle: the AIDS pandemic

The HIV/AIDS disaster may be the worst pandemic because of the fourteenth

century and the Black Plague. The first case of AIDS (received immune deficiency

syndrome) was diagnosed in June 1981 by way of the United States Middle for Disorder

Management (CDC) as an unprecedented illness among homosexuals (Patterson, 2017).

In 1983, the retrovirus dubbed HIV (human immunodeficiency virus) was diagnosed as

the reason for the deadly AIDS ailment. Although the latency duration between HIV

infection and complete-blown AIDS can remain for many years, untreated HIV ultimately

kills all its patients.

HIV is complicated to control or eliminate after infection has occurred. No person

has advanced a treatment or vaccine for HIV. Numerous businesses have advanced pills

that inhibit the capability of HIV to both reflect or input host cells. The great that can be

accomplished at gift is to temporarily suppress the virus inside the HIV-affected person,

thus delaying the progression of the infection. The medications that suppress HIV are

known as antiretrovirals. Burroughs Welcome brought AZT, also acknowledged as

Retrovir, in 1987, the primary drug that suppresses HIV. AIDS now kills more people

globally than some other infectious ailment. Already, more than 22 million men, ladies,

and youngsters have died from AIDS since 1981, which includes three million deaths

(Granich et al., 2015). Almost all of the 42 million presently inflamed AIDS sufferers will

die from AIDS-related complications in the next many years (Zicari et al., 2019). Greater

Than half of those people living with HIV/AIDS are ladies and children. A predicted five

million people have been newly inflamed with HIV in 2003. More than 95 percent of all

new HIV/AIDS infections are in growing nations in which medical and financial resources

are very scarce. By way of 2010, until the pandemic is substantially managed, we may

also register more than 100 million HIV-inflamed humans outside of Africa. Even though

https://ajhsjournal.ph/index.php/gp

337

the pandemic is mainly in developing nations, AIDS is now every person’s enterprise

(Chowdhury & Jomo, 2020). The countrywide, worldwide, and worldwide health

protection dimensions of HIV are an increasing number of clean.

A robust approach to the HIV/AIDS pandemic, consequently, is in the long-term

interest of all, which includes the United States and the rest of the advanced international.

We endorse the analogical model as a movement-oriented, negotiating, holistic, and

compassionate approach to such tragic human problems. Mainly, we Submit that the

HIV/AIDS pandemic wishes a case-by-off-case approach that interprets an affected

person-by-off-affected person, marketplace-by-of-marketplace, and country-by-country

strategy. Decreasing it to a price that "transfers" to all or an ideological problem

oversimplifies the hassle.

The supply industries and issues

As a consequence, the "goal trouble" is a way to swiftly produce and correctly

distribute lifesaving HIV/AIDS treatments within the developing nations that need them

most. The " source industries" are all the industries and agencies that have efficaciously

and profitably resolved the trouble of manufacturing and advertising products and

services critically needed with the aid of developing countries at cheap charges. In

general, improving most brand-call prescription drugs takes location in developed

nations (e.g., the United States of America, Canada, Western Europe, and Japan), and

fitness issues are widespread in some countries. For example, no powerful drug remedy

for tropical illnesses ravaging developing nations may exist. The developed international

locations eat 85 percent of the pharmaceuticals even though they constitute much less

than 15 percent of the arena's population. The want for prescribed drugs is notable in the

developing world, even though the assets and the infrastructure vital to creating,

purchasing, and supplying prescribed drugs are mainly absent. As a result, the developing

world is characterized by firm scientific wishes and weak monetary capability.

The markets of the growing nations are underserved for excessive tech and great

products. The traditional reasoning is that even though massive, those markets have a

meager energy shopping price and, consequently, can't find the money for lifesaving

services and products. Approximatelylifesavingg pills, such reasoning means that "they

who cannot pay, die." New wondering has proved that this traditional reasoning is flawed.

The bad are human beings, and as far as lifesaving capsules are concerned, society

owes them the get admission to lifesaving tablets with the aid of unsigned social

contracts, un-reduced in size joint responsibility, and international distributive justice

rather than by using patent legal guidelines. No longer all illnesses are self-inflicted, and

most of the people living with HIV/AIDS are children of HIV/AIDS-inflamed mothers and

fathers. Humanitarianism is coming to the aid of these victims, a reaction to the call to

respect human dignity and the proper lifestyles of all of the world's humans. Serving

people experiencing poverty in the world, which can be the most affected by HIV/AIDS,

can be a super uncontested business opportunity (Kafarhire Murhula, 2016).

The developing global offers multinational corporations an opportunity to locate

new resources of price and be profitable simultaneously. An invisible, undiscovered,

overlooked, and untapped marketplace is waiting at the lowest of the monetary pyramid–

a marketplace of 5 billion folks who stay on less than $2 a day. Nevertheless, their annual

marketplace exceeds $three.6 trillion. The negative may be profitable. Selling to those

adverse is a uniquely powerful way of accomplishing breakthroughs in manufacturing

and marketing products and services. The markets at the lowest of the economic pyramid

may be a sandbox for innovation, a powerful force to reconsider prices, scale of

operations, and use of capital (Ramdorai et al., 2015). Inside the context of the HIV/AIDS

https://ajhsjournal.ph/index.php/gp

338

pandemic, moreover, people with low incomes desperately want lifesaving tablets and

may also be capable of having the funds for them so long as they are marketed to them in

innovative approaches (Cheng et al., 2020). Let us discover how the "source industries"

addressed similar problems with growing international locations.

Candidate solution type

While Aravind Eye Care in India proposed to provide low-cost cataract surgery to

people experiencing poverty in southern India, it knew that its customers might want to

by no means find the money for the exact old manner cost of $3,000 inside the developed

international. The organization, therefore, reengineered the system and innovated a

system with excessive exceptional that decreased the price from $3,000 to $30 in keeping

with the technique. Aravind Eye Care is now the largest eye-care facility in the globe. It

plays more than two hundred 000 surgeries a year. The first-rate care Aravind supplies

is as desirable as any in the advanced world. Debt-unfastened and noticeably worthwhile,

Aravind Eye Care facts an annual go-back on equity of more than 75%. The bad can,

indeed, be worthwhile.

Casas Bahia, a Brazilian store, constructed an exceptionally profitable $2.5-billion-

a-yr chain of three hundred stores, often within the nation's shantytowns. This retailer

has advanced skills to evaluate the creditworthiness of the terrible, even though their

incomes are uneven and frequently unreported. The corporation offers credit scores at a

low value that permits its clients to shop for, for example, their favorite kitchen appliance

or television. The bad additionally hunger for credit, the right merchandise, and era.

Obsolete products and technologies cannot fulfill the lowest of the economic

pyramid any more significantly than they can at its pinnacle. Within the Nineties, the

Singer organization confirmed that the stitching system would be a splendid, efficient

asset in terrible international locations. Understanding that the world couldn't afford its

then rate of $one hundred and greater, Singer devised a credit score device for developing

nations wherein it charged customers $five a month. The ordinary terrible ladies put the

system to precise productive and income-earning use, paid off their loans within 20

months, or even applied for second Singer machines.

The Singer employer changed into a roaring achievement inside the developing

nations. Similar is the story of Mohammad Yunus, the founder of the Grameen financial

institution. The philosophy of Grameen became that character clients are not simply

purchasers of credit scores or mere laborers but "marketers." Since 1983, and after 5

years of successful pilot packages in Bangladesh, the bank has been extending credit

scores to companies of the poorest of the terrible. Grameen does not now make home

loans to the bad; instead, it makes loans to their factories, where they work out their

entrepreneurial abilities in handicrafts. Grameen has been replicating credit score

applications in Indonesia, Africa, and Latin America, and now, at some point, in South

Asia. Grameen achieves reimbursement costs of 98% and extra, much higher than what

maximum banks obtain on collateralized loans within the developed world. When

mainstream markets of the evolved global get saturated and competitive techniques

targeted on differentiation indicate diminishing returns, marketers are best placed to

penetrate full-size rising markets of developing countries (Sheth et al., 2020).

Cemex, a Mexican employer and presently the sector's 1/3 largest cement

employer, used center methods and talents to sell its premium-priced cement to more

and more low-income, do-it-yourself homebuilders who are part of "patrimony-

constructing" (Patrimonio Hoy) golf equipment. Like other conventional cement groups,

it did not merely sell cement with the aid of cubic yards; alternatively, it changed its

enterprise unit to best deliveries. The company began turning in the precise amount of

https://ajhsjournal.ph/index.php/gp

339

cement in a timely style to every one of its vast and small customers (Biernacki et al.,

2017). Cemex soon began selling homes or parts to its customers during the sector.

Cemex created the Patrimonio Hoy application, a Los Angeles Carte Grameen bank. This

membership signs and symptoms do-it-your-self homebuilders into a device for building

houses one room at a time. Patrimonio's clients are a part of Corporation 3 and take joint

obligations.

Or making weekly bills. Their payments entitle them to quality building materials

for a completely new room, which is delivered in approximately the middle of the

payment program. The Patrimonio Hoy also counsels clients on designing their rooms,

warehousing privileges, rights to transport, and different rights with preferred local

sellers.

By the summer of 2003, the Cemex Patrimonio membership had 39,000

households as members, and over 100,000 had effectively exceeded through the Hoy.

This became a terrific achievement, given that the biggest sponsored Mexican authorities

plan had captured the most effective 4,000 families. The entire charge after the

construction was obtained was changed to 99. single-serve packs of shampoo, detergents,

tea, aspirin, matches, pickles, and ketchup are commonplace in India, China, the

Philippines, and other growing nations. Nearly 60%of the cost of all shampoo sold in India

is in single-serve packets, offered for a penny apiece.

This marketplace became a profitable enterprise for worldwide companies,

including Unilever P&G and local firms. Profiting on penny sachets of shampoo or

detergents is only a beginning. The markets at the bottom of the monetary pyramid

venture managers to re-engineer design, manufacturing, exceptional, advertising, and

marketing. The goal solutions within the past, the logo-call prescribed drugs of the

developed world, have followed several strategies to market lifesaving tablets to terrible

countries, however, without giant long-run results. Some of those techniques encompass

the subsequent.

Discount pricing

Bargain pricing has been a standard solution in dispensinglifesavingg tablets to

developing countries. As an example, on extreme and growing stress from protestors (the

ACT UP coalition), which includes policymakers from the USA and Europe, Burroughs

Welcome (now GlaxoSmithKline or GSK) pared the charge with the aid of 20 percent in

1987 and again via 30 percentage in 1989. Stress for discounting HIV/AIDS-related

tablets was sparked in the wake of Fuzeon being delivered in early 2003 by way of

Timeris and Roche at a $23,000 rate in step with patient consistent with annum, two

times the charge of any preceding AIDS therapy. With multiplied strain from international

government agencies and particularly from sub-Saharan African nations, GSK, Timeris

and Roche, and other leading HIV/AIDS drug producers have provided closely discounted

drug fees to growing international locations. In the 12 months of 2000, producers started

talking to numerous U.N. businesses about imparting AIDS remedies to African

international locations at "low" prices. However, fee reductions won't be a powerful

answer for the HIV/AIDS pandemic. For example, Bristol-Myers Squibb (BMS) decreased

the charge of two broadly used AIDS drugs, dd and d4T, to $500 or so in Senegal. Senegal

has over 80,000 HIV/AIDS sufferers. Except for capsules, patients need drug remedy,

hospitalization, rehabilitation, checking out and counseling, prevention, and palliative

care, which, together with the wanted capsules, should fee well over $2,000 in keeping

with the patient.

The median profits in Senegal are around $550, consistent with 12 months, which

makes cut-price pricing ineffective. Arguably, the case is comparable in nearly all growing

https://ajhsjournal.ph/index.php/gp

340

nations in which HIV/AIDS is an extreme hassle. Cutting edge, furthermore, may be bound

by troubles of time and amount limitations and could most likely depend upon the

capricious goodwill of the prescription drugs.

Donation of drugs

Since 1987, Merck has donated Mectizan (ivermectin) to all of us stricken with

river blindness, so long as the drug is wanted. Maximum pills go to Africa, Latin American

countries, and Yemen. In 2002, Merck donated the 250 millionth dose. Pfizer agreed to

offer fluconazole to South Africans stricken by cryptococcal meningitis. Boehringer-

Ingelheim, for a restricted duration, donated. Nevirapine is a drug validated to reduce the

mother-toddler transmission of HIV appreciably. The fact that those donations are

voluntary and not coerced indicates an assumption of moral urgency and moral duty with

the aid of organizations. However, the trouble with these handouts is that they offer ad-

hoc answers, frequently fraught with dependency situations, time and amount-based

total obstacles, and the contingencies of corporate goodwill. They also spell paternalism

and the continuing dependence of growing countries on the generosity of

pharmaceuticals for their healthcare planning. For those and other motives, this donation

solution may not be sustainable or acceptable over the years, specifically while thousands

and thousands of immediately preventable deaths are at stake.

Differential pricing

Drug producers interact in differential pricing or price discrimination for patented

capsules. That is, they feel better charges in markets with greater willingness to pay and

decrease expenses in nations with decreased shopping for power (Wieseke et al., 2014).

Better expenses in advanced countries regularly subsidize lower fees (just above

marginal prices) within the growing countries. The drug price differential between

developed and growing international locations can be as good as tenfold. This tenfold

price differential has created many problems, including parallel importing. The latter

implies parallel pricing and exchange; this is, it may adequately oppose the shipment of

medicine from low-rate markets to excessive-fee markets by unauthorized dealers,

consequently, miserable home charges inside the United States of America and Western

Europe. South Africa's 1997 Drugs Act sought to legalize parallel imports and obligatory

licensing as part of a marketing campaign to fight AIDS. If markets cannot be separated

(as with globalized markets), massive parallel change can undermine and shortly

neutralize differential pricing and its advantages. For these and different motives, we do

not help discount and differential pricing nor the donation of medication as a long-run

powerful solution to the HIV/AIDS pandemic. We've got recourse to the candidate

solution cautioned by analogical reasoning.

Analogical candidate answer: modern manufacturing and distribution techniques

The analogy between supply industries and the target industry and between

candidate answers and the target solutions must be actual and well-taken into

consideration inside a concrete framework (determine 1). Each the supply and the goal

industries should: relate to earnestly wished products and services, inclusive of eye care

(Aravind Eye Care), credit for rural entrepreneurship (the Grameen bank), cement for

individual home production (Cemex), and HIV/AIDS pills (prescription drugs); relate to

developing international locations such as India, Bangladesh, Mexico, and Brazil; and

relate to the distribution, expenses, and logistics that make feel too vulnerable and

deprived clients.

The fundamental differences between the above examples are that the source

industries are the companies associated with lifestyles-improving services and products

(e.g., eye care, credit, home constructing, rural entrepreneurship) while the target

https://ajhsjournal.ph/index.php/gp

341

enterprise is targeted lifesaving products and services consisting of HIV/AIDS capsules

and therapy. A ways from weakening, this distinction even reinforces analogical

reasoning and urges its quick software for preventing hundreds of thousands of

preventable deaths due to HIV/AIDS within developing countries. If the source industries

substantially innovated production and distribution for life-improving products and

services, the target enterprise needs to do that for lifestyle-saving situations. We now

suggest numerous techniques to this effect. Reengineering the product/service package

is a necessity. All the formerly stated source enterprise organizations should have

reengineered and redesigned their products to emerge as relevant and low-cost to the

marketplace situations of the growing countries. In place of simply entering, penetrating,

and exploiting a current marketplace, the source industry organizations need to have and

assemble the markets from a bottoms-up perspective of developing credit score potential

and worthiness of indigent clients using participating with nearby distribution logistics

and by turning in a complete product/provider from the beginning to the stop. The goal

(pharmaceutical lifesaving HIV/AIDS drug) enterprise has to, consequently, respond in

its most green and robust manner. In all the above examples, the supply industry groups

succeeded in increasing revenues and income. The pharmaceutical enterprise will enjoy

a similar consequence if it re-engineers and remodels the drug remedy package from its

beginning (prevention, testing, and detection) to its quit (remedy, control, and rehab).

This is feasible. For instance, in February 2001, the Indian pharmaceutical

organization Cipla presented to make standard AIDS drugs available to the governments

of growing international locations for $six hundred in line with affected persons per year.

The same year, Cipla similarly reengineered its product to decrease that charge to $350

to the Nobel Prize-prevailing healthcare resource agency, Me'decinsMe'decins Sans

Frontier Volunteer licensing modern production of medication in developing nations can

be spurred with the aid of voluntary licensing, particularly, using brand call prescribed

drugs of the advanced world. WhileWhile patents expire, competing manufacturers are

usually permitted (through the 1984 Hatch-Waxman Act) to introduce widespread

versions of the medicine that quickly pressure down the charges of logo-call pills. The

1984 Hatch-Waxman Act no longer applies to "biologicals" (drugs derived from organic

strategies) instead of those synthesized from accessible chemical compounds. A few HIV

pills (e.g., Emtriva) are biological. Volunteer licensing should ensure pleasant, time-

honored manufacturing in growing international locations with provisions to block

parallel trading. In 2001, Cipla, an Indian pharmaceutical corporation, supplied 5 percent

royalties to emblem-call businesses of the West in exchange for licensing agreements to

promote everyday variations of their drugs in developing countries. The chance of

widespread opposition brought about massive charge reductions through such logo-

name innovator corporations as Bristol-Myers Squibb, GlaxoSmithKline (GSK), Merck,

and Pfizer. GSK has allowed South African corporations to provide and market its AIDS

capsules. GSK is the marketplace chief in the U.S., with a 40 percent market percentage of

AIDS-associated tablets. It also owns 66 % of all patents for AIDS in 53 African countries.

Thus, volunteer licensing can be very effective, especially when GSK is used in African

countries. It can also stimulate the reengineering and redesigning of the whole lifesaving

product/provider so that millions of preventable deaths may be hastily avoided.

Cooperation in prevention

Drug therapy is not keeping pace with the raging boom of the HIV/AIDS pandemic.

For example, the U.N.'s intention of treating three million HIV sufferers in 2005 will not

fit the 8 million new HIV infections as a way to come about using 2005. Except the average

annual increment of 5 million HIV infections falls sharply, treatment packages will now

https://ajhsjournal.ph/index.php/gp

342

not shape the variety of people in want (Klatt, 2017). Prevention, subsequently, is higher

than cure, and HIV/AIDS remains a preventable situation even in terrible countries. For

instance, the splendid decline of HIV contamination rates in Senegal, Botswana, and South

Africa is strongly correlated with fundamental conduct changes in sexual practices.

Several African international locations are working on prevention techniques. Uganda

has received a hanging reduction in the prevalence of HIV from 21 percent in 1991 to 10

percent in 1998 to 6 percent in 2001 (Low-Beer & Stoneburner, 2017).

While prescribed drugs allow the universal manufacturing of living capsules,

developing international locations suffering from HIV/AIDS should simultaneously and

actively engage their people in prevention modalities that manage the spread of the

disease. Subsequently, to attain a lifesaving remedy, people living with HIV need to be

knowledgeable and recommended to meticulously observe the whole drug therapy

treatment routine for effective management of the sickness. The prescription drugs that

volunteer licensing and accelerate everyday production have to exert pressure on

neighborhood governments and on affected human beings and their families to do their

element in preventing the ailment via suitable conduct modifications and, if suffering

from the ailment, to dedicate themselves to the entire drug routine and remedy that may

keep away from untimely deaths.

Managerial Implication:

Pharmaceutical corporations face massive R&D charges due to advanced era

requirements, lengthy development timelines, high capital investment, and sizeable

financial risks as the most effective round of 30 percent of new tablets reach the

marketplace. Consequently, shielding highbrow belongings via patents is critical, as it

allows organizations to get better investments and maintain the economic incentive to

innovate, particularly for critical drugs.

But, preserving profitability does now not want to struggle with making lifesaving

medicines accessible to poorer nations. Agencies like Aravind Eye Care, Grameen

Financial Institution, and Unilever have verified that it's possible to profitably serve low-

profit markets by remodeling commercial enterprise fashions to fulfill particular market

needs. For pharmaceutical corporations, adopting similar strategies—inclusive of fee-

effective production and flexible distribution models—can enable the less costly right of

entry without compromising product price or brand integrity.

Differential pricing is one practical approach, allowing businesses to offer

decreased charges in lower-income markets while maintaining famous costs elsewhere.

Moreover, building partnerships, leveraging nearby networks, and establishing

production facilities in growing regions can beautify attain and affordability sustainably.

By adopting those techniques, pharmaceutical corporations can stabilize financial

desires with social responsibility, expanding the international right of access to vital

drugs while supporting public health objectives. This technique reinforces the

enterprise'senterprise's position in innovation, aligns with worldwide health desires, and

strengthens long-term marketplace presence across numerous monetary landscapes.

Worthwhile and generate sufficient revenues to cover their improvement fees

(Fabregas et al., 2019). A few HIV capsules are hard and pricey to manufacture. At some

point in the Nineties, on average, each new compound value was near $800 million, and

those fees have increased yearly by more than 7 percent. New drug patents have

increased in the United States for two decades from the submission date. Long scientific

trials and the FDA approval manner are eight-15 years of actual patent shelf lifestyles.

Patent protection is essential to the drug enterprise. However, while shielding their

patents, logo-call prescribed drugs can also interact with reengineering and remodeling

https://ajhsjournal.ph/index.php/gp

343

lifesaving capsules. Hence, they have grown to be unexpectedly and successfully available

to the increasing millions of people living with HIV/ AIDS in the growing international

locations.

Commonplace drug manufacturers from developing nations have copied leading

brand names, nearly defying the patent protection laws of the developed international.

Obligatory licensing as an answer (Brown & Andersson, 2019) can lead to such defiance;

therefore, we do not suggest it. Brazil surpassed a brand new patent safety law in 1996

that calls for emblem call groups to produce patented capsules domestically within three

years from their introduction inside the advanced global or face obligatory licensing with

the aid of Brazilian nation-run factories. Brazil enforced this law to leverage fee discounts.

It labored, as the prevalence of HIV has decreased by 80 percent since 1996, although this

"achievement" implied an open defiance of the general patent regulation. We do now not

suggest such patent infringement. Suppose charge discounting, patent infringement in

the growing nations, and patent threats within the developed world continue. In that case,

the high-tech HIV/AIDS drug enterprise may not be able to get better R&D expenses on

the one hand and allocate sources for destiny R&D on the other. This will be a loss-loss

scenario. Furthermore, this may severely discourage, if not paralyze, HIV/AIDS research

and new drug development within the advanced global, consequently developing a

problem worse than the answer to the pandemic. That is when a case-by-case analogical

approach turns into a vital and robust solution.

Analogies are context-structured. Depending on the context, students or strategists

may additionally, in another way, establish the analogy among a "target trouble," the

"supply enterprise," and the "candidate solution" and, for this reason, arrive at distinctive

answers to the goal trouble. Proper evaluation and validation of the analogy and the

candidate solution are needed before selection and implementation. Analogical

wondering is independent of ideologies or ethical systems. It does not interact with them

but might also derive aid from them. The analogical version can assist discussants in

communicating with one another without unnecessarily getting trapped within the

ideological variations and info that underlie, for example, the stakeholder and capitalist

models. It's miles for these motives that we invoke the analogical model as a solution

technique to the HIV/AIDS pandemic.

A.R. can be a source of fantastic insight. Business faculties typically teach an

approach to case research that provides an abundance of analogies from which students

can draw hassle answers. According to consultants, the first-rate method is to attract

classes from one enterprise and practice them to any other. A.R., however, wishes careful

causal reasoning. Risks stand up while strategists draw an analogy primarily based on

superficial similarity instead of the actual causal traits among the goal and source hassle.

We need breakthrough thinking in distributing lifesaving drugs, and A.R. presents a

splendid opportunity.

In producing and advertisinglifesavingg tablets, producers and vendors want to

redefine their unit of commercial enterprise evaluation (Cervantes, 2017). It can't only

be a drug regimen for HIV/AIDS priced at low-priced ranges to the growing markets. An

affected person must enjoy training, medicine, therapy, hospitalization, and

rehabilitation. The prescribed drugs want to. Immerse"themselves in this holistic revel in

ministering to fragile patients and affected households whose lives replicate unspoken

resignations. This is what Me'decinsMe'decins Sans Frontieres (MSF) did, and the

pharmaceuticals could take this lead. The philosophy of MSF is humanitarian medicine,

one individual at a time. MSF places the man or woman at the center of its interest and

deals with the entire patient in an utterly humanitarian manner (Fox, 2014).

https://ajhsjournal.ph/index.php/gp

344

Based on this background, this research aims to develop an analogical model as an

innovative strategy in the production and distribution of life-saving medicines,

particularly for HIV/AIDS, with a focus on accessibility and affordability in developing

countries. The model adapts best practices from other industries to create sustainable

solutions in the face of the pandemic. This research is expected to provide strategic

guidance for pharmaceutical companies, support global efforts to reduce health access

disparities, and assist governments and other stakeholders in providing affordable and

effective medicines to people in need.

https://ajhsjournal.ph/index.php/gp

345

RESEARCH METHOD

This takes an obobservational approach, using qualitative research approach,

especially an analogical case hastudyssessment, to loexamineow successful companies

ououtsideharmaceutical organizations have marketed vital goods and services in low-

income areas. The aim is to perceive strategies pharmaceutical corporations must

exercise to enhance global geaccess by savingg drugs.

Studies design: A qualitative case study uses an approach determined directly to

allow in-intensity exploration of hit models. By reading the operations of corporations

like Grameen Financial Institution, Aravind Eye Care, and Unilever, which have

conquered cost boundaries in low-profit markets, the study seeks to derive relevant

analogies for pharmaceutical packages.

Records series: facts modified into accrued from case studies, industry reviews, and

literature opinions on businesses that have pioneered specific strategies to make their

products low-cost and handy. Primary property blanketed journal articles, white papers,

and company reports detailing the operations and techniques of these corporations in

low-income settings.

Analysis: A comparative case analysis technique is employed to emerge as privy to

habitual themes and achievement techniques that are tailored for pharmaceutical

advertising and marketing. They test and examine every case to recognize critical

elements like differential pricing, financing improvements, and distribution partnerships,

drawing parallels to the pharmaceutical enterprise's capacity techniques for the

developing accessibility of vital capsules.

RESULTS AND DISCUSSION

The findings show numerous essential techniques and insights for pharmaceutical

organizations based on the analogical models studied. Diagnosed models and Key

strategies: numerous regular strategies emerged from evaluating successful style.

Organizations like Grameen Financial Institution and Aravind Eye Care have carried out

Differential Pricing, supplying services or products at costs adapted to the buying

strength of different markets (Nagle & Müller, 2017). This model can permit

pharmaceutical corporations to offer crucial drug treatments at reduced costs in low-

income areas while retaining higher prices in wealthier markets to stabilize profitability.

Flexible Financing and Microfinancing: Grameen Bank's microfinancing model has

enabled low-income clients to raise cash for products over the years. Pharmaceutical

groups need to undertake comparable methods, providing financing alternatives or

partnerships with local financial establishments to lower the prices of life-saving drugs

in growing international locations (Strasser, 2014).

Reengineered merchandise: some corporations changed their merchandise,

especially for mass production, at decreased prices without sacrificing satisfaction. This

could advise growing simplified versions of prescription drugs that maintain efficacy but

lessen manufacturing prices, considering broader distribution (Uraikin, 2017).

Nearby Partnerships for Distribution: groups like Unilever leveraged nearby

vendors to construct trusted networks, making their products reachable in far-flung

regions without problems. Pharmaceutical corporations can consider comparable

partnerships with nearby healthcare providers or NGOs to increase their acquisition.

https://ajhsjournal.ph/index.php/gp

346

Pharmaceutical industry Implications: These analogies propose that the

pharmaceutical enterprise might also want to implement comparable strategies to

improve drug accessibility without compromising income. For instance, differential

pricing must help pharmaceutical agencies serve both low- and high-profit markets,

while community partnerships and simplified production can reduce distribution and

manufacturing costs.

Discussion

The outcomes of those findings highlight the capacity for pharmaceutical

corporations to adopt flexible and modern commercial organization fashions to serve

low-earnings populations extra correctly:

Pharmaceutical corporations must recognize the appropriate needs of low-income

markets, which may not be addressed via traditional high-cost models. Emulating

organizations like Aravind Eye Care, which tailored its business model to satisfy the

needs of economically disadvantaged populations, could help in designing low-cost and

accessible prescription drug solutions. Previous research by Prahalad (2004) on the

"bottom of the pyramid" strategy emphasizes the potential of creating innovative

business models to address the needs of underserved populations while remaining

profitable.

While profitability is crucial, pharmaceutical companies have a social responsibility

to contribute to public health. As organizations like Grameen Bank and Unilever have

demonstrated, a balanced approach enables companies to achieve financial success while

fulfilling social responsibilities (Crane et al., 2014). Differential pricing, cost-effective

production, and reengineered distribution models may help pharmaceutical companies

maintain profitability while ensuring lifesaving drugs remain accessible to those who

need them most. (Nagle & Müller, 2017) highlight that differential pricing strategies have

been successfully implemented in various industries, including healthcare, to balance

market demand with financial sustainability.

Implementing these strategies poses several challenges, including navigating

regulatory constraints, potential resistance to differential pricing, and concerns over

brand equity. The effectiveness of these models may vary across regions, requiring

pharmaceutical companies to tailor their strategies based on local infrastructure, market

dynamics, and public health needs. Research by (Peng et al., 2022) highlights the

importance of government and NGO collaboration in overcoming regulatory and

logistical barriers.

CONCLUSION

In conclusion, this study shows that applying an analogous model to the advertising

and global distribution of lifesaving medicines enables pharmaceutical organizations to

achieve social and profitability outcomes. By leveraging successful business models from

companies that have successfully served low-income markets, pharmaceutical

organizations can design affordable and accessible drug distribution systems. This

analogous model offers a viable approach for pharmaceutical groups to expand their

reach into low-income regions without compromising profits. Through integrating

https://ajhsjournal.ph/index.php/gp

347

strategies such as differential pricing, microfinance, and local partnerships,

pharmaceutical companies can bridge the affordability gap in underserved regions and

improve access to essential medicines.

Future research contributions could encourage pharmaceutical companies to invest

in research and development focused on cost-effective solutions for low-income markets.

In addition, future research should explore the local adaptability of this model and test

its practical applications. Future research could also assess the impact of specific

innovations, such as mobile health delivery or local production facilities, on improving

access to medicines. Pharmaceutical companies can play an essential role in improving

global health by adopting innovative and socially responsible business models. Balancing

economic sustainability with public health contributions will expand access to essential

medicines, reinforce goodwill, and strengthen the long-term success of pharmaceutical

companies in various global markets.

BIBLIOGRAPHY

Biernacki, J. J., Bullard, J. W., Sant, G., Brown, K., Glasser, F. P., Jones, S., Ley, T.,

Livingston, R., Nicoleau, L., & Olek, J. (2017). Cements in the 21st century:

challenges, perspectives, and opportunities. Journal of the American Ceramic

Society, 100(7), 2746–2773.

Brown, S., & Andersson, M. (2019). Analyzing the efficacy of the pharmaceutical patent

system.

Cervantes, A. (2017). Strategies to Expand the US Automated External Defibrillator Market.

Walden University.

Cheng, J.-F., Juhasz, A., & Shahani, N. (2020). AIDS and the Distribution of Crises. Duke

University Press.

Chowdhury, A. Z., & Jomo, K. S. (2020). Responding to the COVID-19 pandemic in

developing countries: lessons from selected countries of the global south.

Development, 63(2), 162–171.

Crane, A., Matten, D., & Spence, L. (2014). Corporate social responsibility: Readings and

cases in a global context. Routledge.

Desrochers, P., & Brookes, K. (2018). Miracle of Supermarkets. Montreal Economic

Institute.

Dorst, K. (2015). Frame innovation: Create new thinking by design. MIT press.

Fabregas, R., Kremer, M., & Schilbach, F. (2019). Realizing the potential of digital

development: The case of agricultural advice. Science, 366(6471), eaay3038.

Fisher, W., Okediji, R. L., & Sampath, P. G. (2022). Fostering production of

pharmaceutical products in developing countries. Mich. J. Int’l L., 43, 1.

Fox, R. C. (2014). Doctors without borders: humanitarian quests, impossible dreams of

Médecins Sans Frontières. JHU Press.

Granich, R., Gupta, S., Hersh, B., Williams, B., Montaner, J., Young, B., & Zuniga, J. M.

(2015). Trends in AIDS deaths, new infections and ART coverage in the top 30

countries with the highest AIDS mortality burden; 1990–2013. PloS One, 10(7),

e0131353.

Kafarhire Murhula, T. (2016). United States Foreign Policy Toward HIV/AIDS in Africa:

The Role of Pharmaceutical Companies in the Formulation and Implementation of the

https://ajhsjournal.ph/index.php/gp

348

President’s Emergency Plan for AIDS Relief (PEPFAR) 2003-2008.

Klatt, E. C. (2017). Pathology of HIV/AIDS. The Mercer University of Medicine Savannah,

6–50.

Kotabe, M. M., & Helsen, K. (2022). Global marketing management. John Wiley & Sons.

Lewandowski, J. (2017). How (Much) to save a life: Evaluating the impact insurance

companies have on health care. U. Ill. L. Rev., 2045.

Low-Beer, D., & Stoneburner, R. (2017). Uganda and the Challenge of HIV/AIDS. In

The political economy of AIDS in Africa (pp. 165–190). Routledge.

Makins, N. (2022). Essays on moral doubt, meta-ethics, and choice. London School of

Economics and Political Science.

Nagle, T. T., & Müller, G. (2017). The strategy and tactics of pricing: A guide to growing

more profitably. Routledge.

Patterson, A. (2017). Institutional Negligence: The AIDS Crisis in 1980s America.

Peng, S., Jia, F., & Doherty, B. (2022). The role of NGOs in sustainable supply chain

management: a social movement perspective. Supply Chain Management: An

International Journal, 27(3), 383–408.

Ramdorai, A., Herstatt, C., Ramdorai, A., & Herstatt, C. (2015). Study 1: The Bottom

of the Pyramid Market as a Source for Disruptive Innovations. Frugal Innovation

in Healthcare: How Targeting Low-Income Markets Leads to Disruptive Innovation, 47–

74.

Sheth, J., Uslay, C., & Sisodia, R. (2020). Global Rule of Three. Springer.

Strasser, G. (2014). The Grameen Bank and Beyond the Millennium Development Goals:

Microfinance and Poverty Alleviation.

Uraikin, V. (2017). Staff cost reduction in the company through re-engineering of production

layout.

Wieseke, J., Alavi, S., & Habel, J. (2014). Willing to pay more, eager to pay less: The

role of customer loyalty in price negotiations. Journal of Marketing, 78(6), 17–37.

Zicari, S., Sessa, L., Cotugno, N., Ruggiero, A., Morrocchi, E., Concato, C., Rocca, S.,

Zangari, P., Manno, E. C., & Palma, P. (2019). Immune activation, inflammation,

and non-AIDS co-morbidities in HIV-infected patients under long-term ART.

Viruses, 11(3), 200.

Rehan Haider, Geetha Kumari Das, Zameer Ahmed, Sambreen Zameer (2024)

First publication right:

AJHS - Asian Journal of Health and Science

This article is licensed under a Creative Commons Attribution-ShareAlike 4.0

International.