It has been observed that most of the middle size pharma organization are running with traditional products with traditional information i.e. lack of updated information, time bound strategies, proper scientific background as day to day generic medicines made pharma industry more competitive.  Medical compliance and legal guidelines are different than OTC market so unique strategies are needed such as brand name, unique packaging, advertising, using unique logos, slogan, pricing, medical communication with scientific promotional material and consistency in call frequency & way of doctors query/objection handling in last but not least brand quality had a significant value that could influence purchasing decision of customers/users. Continuity in brand advertising should also become more important, based on a consistent rather than changing strategy wherever possible, but this does not mean that exactly the same advertising should run forever, or everywhere in the world…!!!