Analysis of Marketing Mix (7P) Strategies on Sales Improvement in Pharmacies : Systematic Literature Review

Abstract

Increasing competition in the pharmaceutical sector requires pharmacies to implement effective marketing strategies to maintain and increase sales volume. One widely used approach is the marketing mix strategy (7P), which includes product, price, place, promotion, people, process, and physical evidence. The purpose of this study is to analyze the contribution of each element of the marketing mix strategy to increasing turnover in pharmacies. This study uses a Systematic Literature Review method with the PRISMA approach. A systematic search of relevant databases (Google Scholar, Science Direct, and PubMed) was conducted to identify studies published between 2015 and 2025, which focused on the implementation of marketing mix strategies in efforts to increase pharmacy turnover. A total of 10 articles were selected from 322 initial articles based on their relevance and methodological quality. The results of the systematic review indicate that strategies that emphasize the provision of quality products, competitive pricing, targeted promotions, and friendly and professional service have been proven to be able to drive sales growth, influence consumer purchasing decisions, and increase pharmacy turnover. In addition, a combination of strategies that are consistent and adapted to local market characteristics has also been shown to support marketing effectiveness. In conclusion, the implementation of an appropriate and comprehensive marketing mix strategy can have a positive impact on increasing product sales in pharmacies, as well as being the basis for developing a sustainable pharmaceutical marketing strategy.