Author(s): Thamburaj Anthuvan, Kajal Maheshwari, B. Naresh
Pharmaceutical brands compete in tightly regulated markets where legitimacy with authorities and trust among physicians and patients determine enduring success. Yet most studies remain promotion-centric and overlook how the full marketing mix shapes sustained brand equity and market outcomes. This paper advances a 7Ps–3D framework that embeds a distinct, auditable Green P sustainability as an equal element of the marketing mix. The model links all seven Ps to three sequential outcomes: legitimacy (Dâ??), trust-based equity (Dâ????), and market impact (Dâ????) under a governance overlay of claim–practice congruence, substantiation files, and third-party assurance. Fourteen propositions connect Dâ?? → Dâ???? → Dâ????, moderated by regulatory stringency, therapy risk, and digital maturity, with boundary effects where incongruence weakens outcomes. For managers, the framework offers a diagnostic blueprint to integrate sustainability metrics and governance safeguards into marketing decisions, enabling defensible gains in legitimacy, equity, and performance while aligning competitive advantage with ESG priorities