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C ommunication strategy

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

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  1. Communication strategy

  2. 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.

  3. A successful communication effort from the seller to the consumer ===========> significant market penetration • Is the same communication techniques and tools with those of consumer goods that pharmaceutical product marketers use in their markets?

  4. They can be similar in their approaches, however the pharmaceutical industry is heavily regulated.

  5. The process of communication

  6. The prescribing decision • 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?

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

  8. Communication strategy

  9. Promotional Mix • The main activities of pharmaceutical marketing communication : • Advertising • Personal selling • Public relations • Sales promotion • Web communications Collectively called the promotional mix

  10. the promotional mix triple purpose: • To provide information • To persuade • To remind

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

  12. Personal selling • Direct communication with customers to generate a response and/or a transaction

  13. Public relations • The evaluation of public attitudes and the execution of plans to gain public understanding and acceptance

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

  15. Promotional planning • Identify target audience • Determine desired response • Decide on the message • Select media • Evaluate response

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