Marketing development of Affordable Medicines

ABSTRACT

Access to affordable medicines remains a critical challenge in global healthcare, particularly in lowand middle-income countries, where high drug costs, patent restrictions, and fragmented distribution systems often prevent patients from receiving essential treatments¹. While the availability of generics and biosimilars has expanded opportunities for cost reduction, uptake is frequently hindered by regulatory barriers, supply chain inefficiencies, and skepticism among healthcare providers and patients. This article explores the role of marketing strategies in improving access to affordable medicines². It examines pricing approaches such as tiered pricing, advance market commitments, and patient-assistance programs, alongside distribution mechanisms including pooled procurement, local manufacturing, and public–private partnerships. Product strategies, including voluntary licensing, generics, and biosimilars, are discussed, highlighting their impact on both cost and accessibility. The importance of promotional and awareness campaigns in building trust and encouraging the use of affordable alternatives is also emphasized. To illustrate these strategies, global case studies are presented, including Thailand’s compulsory licensing for HIV drugs³, India’s Jan Aushadhi scheme, Gavi’s Advance Market Commitment for pneumococcal vaccines, and the Clinton Health Access Initiative’s HIV self-testing program. The article also discusses challenges such as regulatory and legal hurdles, financial sustainability, stakeholder coordination, and public perception. Finally, future directions are proposed, focusing on technological integration, policy advocacy, and collaborative frameworks to strengthen equitable access.

Keywords: Affordable medicines, Biosimilars, Generics, Global health access, Marketing strategies, Public–private partnerships, Tiered pricing.