Tehran University of Medical Sciences Journal of Pharmacoeconomics and Pharmaceutical Management 2383-4498 11 03 2026 10 03 9 25 Bhupender Nehra Department of Pharmaceutical Sciences, Guru Jambheshwar University of Science & Technology, Hisar-125001, Haryana, India Jitender Singh Department of Pharmaceutical Sciences, Lord Shiva College of Pharmacy, Sirsa-125055, Haryana, India Mohit Bishnoi Department of Pharmaceutical Sciences, Lord Shiva College of Pharmacy, Sirsa-125055, Haryana, India Manish Kumar Department of Pharmaceutical Sciences, Lord Shiva College of Pharmacy, Sirsa-125055, Haryana, India Navjeet Dhaka Department of Pharmaceutical Sciences, Lord Shiva College of Pharmacy, Sirsa-125055, Haryana, India Mohit Sheoran Department of Pharmaceutical Sciences, Lord Shiva College of Pharmacy, Sirsa-125055, Haryana, India 2025 07 13 2025 12 02 Background: Neuromarketing is an interdisciplinary approach generated by integrating neuroscience, psychology, and marketing. It has emerged as a powerful tool to understand and influence consumer behavior by analyzing neural responses to marketing stimuli. In the pharmaceutical sector, decision-making is complex and often emotionally charged; neuromarketing offers novel insights into patient and healthcare professional engagement and brand communication strategies. Methods:  This review comprehensively discusses the role of neuromarketing in different fields, including pharmaceutical marketing, with a focus on the utility of neuroimaging and psychophysiological tools such as fMRI, EEG, eye-tracking, galvanic skin response, and others to decode subconscious responses to pharmaceutical advertisements, packaging, and digital campaigns. A critical analysis of existing literature from healthcare and related sectors was conducted. Results: The reviewed literature highlights the significance of these tools in enhancing the efficacy of marketing strategies and promoting ethical consumer interactions. The review also addresses safety concerns associated with neuromarketing practices, including data privacy, informed consent, and the potential for manipulation. The integration of neuroscientific data into marketing raises important ethical and regulatory challenges, especially in the health sector. In addition, future research directions emphasize the need for standardized methodologies and long-term impact assessments to ensure that neuromarketing contributes constructively to public health communication. Conclusion: The reviewed literature highlights the significance of these tools in enhancing the Overall, this article underscores the transformative potential of neuromarketing in the pharmaceutical domain while advocating for a balanced approach that safeguards consumer autonomy and promotes improved evidence-based marketing practices.. https://jppm.tums.ac.ir/index.php/jppm/article/view/259