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MPS Entrepreneurship & Management in Pharmacy Seminar MPS Entrepreneurship & Management in Pharmacy Seminar
Key Elements in Key Elements in Pharmaceutical Marketing & PromotionPharmaceutical Marketing & Promotion
An industry view by Suhktiab SinghAn industry view by Suhktiab Singh
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ContentContent
What is Marketing?What is Marketing?
Pharmaceutical MarketingPharmaceutical Marketing
Marketing PrinciplesMarketing Principles
Key Elements in Marketing Key Elements in Marketing
Pharmacist in Pharmaceutical Pharmacist in Pharmaceutical Marketing & SalesMarketing & Sales
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What is Marketing?What is Marketing?
Definition“A business planning function which encompasses avariety of activities designed to increase product sales.”
Description“…“….. develops strategies and plans that coordinate the promotion, .. develops strategies and plans that coordinate the promotion, pricing, and distribution of the product in order to satisfy cuspricing, and distribution of the product in order to satisfy customers tomers wants and needs with the product.wants and needs with the product.””
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Marketing Approaches
Product ApproachSelling ApproachIntegrated Approach
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Product Approach
The product sells itself.
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Selling Approach
The salesperson sells the product.
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Integrated Approach
The customer’s need is identified and then met.
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The Complexity of Marketing
IS
Finance
Public Affairs
Sales
Promotion
MarketResearch
Research andDevelopment
MARKETING
Legal
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Pharmaceutical MarketingPharmaceutical Marketing
Evidence Base Medicine
Laws & RegulationsCode / Ethics
• PhAMA code of conduct
• IFPMA
• Corporate Std/ Guidelines
• Poisons Act
• Poison B / C / OTC
• Medicine (Advertising / Sales) Act
• DCA Guidelines• AE reporting
• Clinical Trials
Healthcare Profession
Patients Corporate
• Headquarters• Regional
• Individuals
• Patient Groups
• Pharmacist
• Doctors
• Paramedics• Nurses , Dieticians, Physiotherapist
•Associations / Societies
Distributor
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Basic Principles ofMarketing Management
Analysis
Planning
Implementation
Control
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Pharmaceutical Marketing Planning FrameworkPharmaceutical Marketing Planning Framework
Analysis
Planning
Implementation
Control
UnderstandMarket Thoroughly
UnderstandMarket Thoroughly
DevelopMarketing Objectives
& Strategy
DevelopMarketing Objectives
& Strategy
Design& Implement
Integrated Campaign
Design& Implement
Integrated Campaign
Track& CarefullyReevaluate
Track& CarefullyReevaluate
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Key Elements in Pharmaceutical MarketingKey Elements in Pharmaceutical Marketing
1. Understand the customer’sperspective
2. Anticipate and outmaneuverthe competition
6. Shape the customer’sperceptions
7. Ensure that execution isefficient, consistent and wellintegrated
8. Track results andre-evaluate decisions
3. Concentrate on selectedaudiences and behaviors
4. Define the product’sdistinctive value toselected audiences
5. Plan for sequenced growththroughout the product’slife cycle
Analysis
Planning
Implementation
Control
UnderstandMarket Thoroughly
UnderstandMarket Thoroughly
DevelopMarketing Objectives
& Strategy
DevelopMarketing Objectives
& Strategy
Design& Implement
Integrated Campaign
Design& Implement
Integrated Campaign
Track& CarefullyReevaluate
Track& CarefullyReevaluate
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Pharmacists in Pharmaceutical Marketing & SalesPharmacists in Pharmaceutical Marketing & Sales
Product Spec
Product Exec
New Product Planning Exec
Training Exec
Senior Product Spec
Area Mgr
Regulatory Exec
Clinical Research Assoc
Product Mgr
Market Research Mgr
Training Mgr
Sales Mgr
Regulatory Mgr
Clinical Research Mgr
Medical Services Mgr
Business Director
Marketing Director
IS Director
HR Director
Corporate Affairs Director
Medical Director
Managing DirectorSales Force
Effectiveness Mgr
Strategic Mktg & Sales Mgr
Regional Director
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Pharmacists in Pharmaceutical Marketing & SalesPharmacists in Pharmaceutical Marketing & Sales
SpecialistsSpecialists GeneralistsGeneralists
ExecutivesExecutives
- Technical- Specialist- Customer
focus
Middle ManagersMiddle Managers
- Leaders- People managers- Specialist
DirectorsDirectors
- Leaders- P & L
Product Spec
Product Exec
New Product Planning Exec
Training Exec
Senior Product Spec
Area Mgr
Regulatory Exec
Clinical Research Assoc
Product Mgr
Market Research Mgr
Training Mgr
Sales Mgr
Regulatory Mgr
Clinical Research Mgr
Medical Services Mgr
Business Director
Marketing Director
IS Director
HR Director
Corporate Affairs Director
Medical Director
Managing DirectorSales Force
Effectiveness Mgr
Strategic Mktg & Sales Mgr
Regional Director
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