OBJECTIVES: Due to recent changes in global pharmaceutical marketing, companies' interests are switching to focus on branding strategies. Iran is one of the largest pharmaceutical markets in Middle East which experienced a suitable growth in recent years; therefore, a proper framework for Iran's pharmaceutical market branding strategy is necessary. This study aims to investigate branding impact on pharmaceutical market from Key Opinion Leaders (KOL) perspective.

METHODS: At first a systematic review was done. Studies were identified via searching electronic databases, search engine and reviewing citations (1990 – June 2016). Only articles published in English were included. Ninety six articles were reviewed and sixteen studies met inclusion criteria. Based on the aforementioned systematic review findings, qualitative questionnaire was designed. Semi-structured questionnaire with open ended questions had been applied as data collection tool. We conducted interviews and after fifteen interviews, tape recorded with participants' consent, analysis showed that we had reached theoretical saturation.

RESULTS: Based on systematic review, four types of main branding strategies were recognized within pharmaceutical industry: Therapy area, Corporate, Product, and Condition branding. These strategies were applied as as questionnaire dimensions. As result, 54% of interviewees indicated that corporate branding is the best strategy to be implemented in Iran pharmaceutical industry from interviewees' point of view. The rest of responses were as follows: 20% recommended therapy area branding, 26% recommended product branding and 0% recommended condition branding.

CONCLUSIONS: This interview-based study provides new evidence on Iran's pharmaceutical market branding position. It becomes clear that companies must be focused on branding strategies. Corporate branding strategy, detected to be the most useful approach in Iranian pharmaceutical market. In order to these strategies implementation, major modifications are needed in both legislation and policies. Further branding studies should be carried out focusing on how to change this behavioral algorithms to reach a sustainable success in branding.