c ommunication strategy
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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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Presentation Transcript
slide2
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.
slide3
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?
slide4
They can be similar in their approaches, however the pharmaceutical industry is heavily regulated.
the prescribing decision
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?
the pyramid of influence
The pyramid of influence
  • The prescribing decision is strongly influenced by the pyramid of influence
promotional mix
Promotional Mix
  • The main activities of pharmaceutical marketing communication :
    • Advertising
    • Personal selling
    • Public relations
    • Sales promotion
    • Web communications

Collectively called the promotional mix

slide27
the promotional mix triple purpose:
    • To provide information
    • To persuade
    • To remind
advertising
Advertising
  • Nonpersonal, paid communication about an organization, product, or idea by an identified sponsor
personal selling
Personal selling
  • Direct communication with customers to generate a response and/or a transaction
public relations
Public relations
  • The evaluation of public attitudes and the execution of plans to gain public understanding and acceptance
sales promotion
Sales promotion
  • Providing extra value or incentive to customers to purchase a product.
promotional planning
Promotional planning
  • Identify target audience
  • Determine desired response
  • Decide on the message
  • Select media
  • Evaluate response
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