A Systematic Review of Pharmaceutical Marketing Strategies and Outcomes: The 7Ps–6D Framework with Sustainability as a Key Emerging Theme

Purpose: This study reviews the empirical research on pharmaceutical marketing strategies to develop a pharmaceutical sector-specific framework that links strategies with outcomes.

Design/Methodology/Approach: A systematic review of 64 studies (2013–2024) was conducted using Preferred Reporting Items for Systematic Reviews and Meta-Analyses, (PRISMA) guidelines, followed by bibliometric mapping using Litmaps and thematic coding using NVivo.

Findings: This study proposes a modified 7Ps model in which sustainability (“Green P”) is included as the seventh P alongside six outcome dimensions (6Ds): prescribing behaviour, commercial performance, brand loyalty, stakeholder engagement, regulatory access, and sustainability impact.

Practical Implications: The 7Ps–6D framework serves as an important tool for marketers to align marketing strategies with ethical standards, regulatory norms, and sustainability goals.

Originality/Value: This is the first pharmaceutical sector-specific model to combine traditional and evolving marketing drivers with outcomes.

Research Limitations/Implications: Findings are based on published empirical studies and may not fully reflect real-life practices that are undocumented.

Keywords: Pharmaceutical Marketing; 7Ps Marketing Mix; Sustainability; Ethical Promotion; Regulatory Compliance; Brand Loyalty; Systematic Literature Review.

Citation: Anthuvan, T., Kumar, A., Maheshwari, K. and Naresh, B. (2026): A Systematic Review of Pharmaceutical Marketing Strategies and Outcomes: The 7Ps–6D Framework with Sustainability as a Key Emerging Theme. World Journal of Entrepreneurship, Management and Sustainable Development (WJEMSD), Vol. 22, Nos 1-2, pp. 153-172.