Introduction: Pharmaceutical industry in India is one of the important contributors to the economy of our country, the total industry size forecasted to reach the US $280 billion by 2021. One of the reasons for a high growth rate is attributed to more customer orientation of the promotional strategy of the pharmaceutical companies. Objective: This research deals with analysing the change in customer orientations. Methods: 300 Doctors in the Nagpur region were randomly selected and the survey questionnaire consisted of 44 items. Results: It was observed that the transformation in the pharmaceutical industry is taking place which was proved by applying various statistical techniques like t-test, regression analysis and factor analysis. Conclusion: The association with the physician is the key to the success of registering the brand with him. More the physician is associated with the company and more time he spends with the executives, the more are the chances of him remembering the brand and prescribing it.