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C ommunication strategy. Pharmaceutical companies put forth great effort when identifying their customer needs and wants T hey then invest in R & D hoping to discover and launch innovative products.

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C ommunication strategy

Communication strategy


  • Pharmaceutical companies put forth great effort when identifying their customer needs and wants

  • They then invest in R & D hoping to discover and launch innovative products.

  • Before a new pharmaceutical product wins its first prescriber or patient, theprescribing or buying customer must be aware of the characteristics and benefits in order for the product to capture their attention and interest.




The process of communication
The process of communication pharmaceutical industry is heavily regulated.


The prescribing decision
The prescribing decision pharmaceutical industry is heavily regulated.

  • In the pharmaceutical industry, the primary audiences are:

    • Prescribers

    • Patients

  • How can a physician’s prescribing process or a patient’s purchacing process can be influenced by industry communication?


The pyramid of influence
The pyramid of influence pharmaceutical industry is heavily regulated.

  • The prescribing decision is strongly influenced by the pyramid of influence


Communication strategy
Communication strategy pharmaceutical industry is heavily regulated.


Promotional mix
Promotional Mix pharmaceutical industry is heavily regulated.

  • The main activities of pharmaceutical marketing communication :

    • Advertising

    • Personal selling

    • Public relations

    • Sales promotion

    • Web communications

      Collectively called the promotional mix



Advertising
Advertising pharmaceutical industry is heavily regulated.

  • Nonpersonal, paid communication about an organization, product, or idea by an identified sponsor


Personal selling
Personal selling pharmaceutical industry is heavily regulated.

  • Direct communication with customers to generate a response and/or a transaction


Public relations
Public relations pharmaceutical industry is heavily regulated.

  • The evaluation of public attitudes and the execution of plans to gain public understanding and acceptance


Sales promotion
Sales promotion pharmaceutical industry is heavily regulated.

  • Providing extra value or incentive to customers to purchase a product.


Promotional planning
Promotional planning pharmaceutical industry is heavily regulated.

  • Identify target audience

  • Determine desired response

  • Decide on the message

  • Select media

  • Evaluate response


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