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Pharmaceutical Marketing At Merck
 

Pharmaceutical Marketing At Merck

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    Pharmaceutical Marketing At Merck Pharmaceutical Marketing At Merck Presentation Transcript

    • Pharmaceutical Marketing at Merck
    • Marketing at Merck
      • Merck Human Health Divisions
        • Asia Pacific
        • Europe, Middle East, & Africa
        • The Americas (US Human Health, Canada, Latin America)
        • Worldwide Human Health Marketing
      • Merck Vaccine Division
        • U.S. Vaccine Marketing
        • Merck Vaccine International
    • Pharmaceutical Industry Characteristics
      • Highly Competitive but Fragmented industry
      • Complicated business model with numerous stakeholders
      • Very Technical/Scientific products
      • Major R&D expenditures and High Risk product development environment
      • Long Product-Development Timelines
    • Pharmaceutical Marketing Characteristics
      • Long Marketing-Planning horizons
      • Highly regulated industry and highly regulated marketing communications by FDA
      • Primary targets: Healthcare Professionals and Consumers
        • Numerous “customers” with variety of information needs requires multiple approaches to creating marketing campaigns and communications
      • Evolving selling environment
      • Use of e-channel still in its infancy in our industry
    • STAGES OF PRODUCT DEVELOPMENT Role of Marketing
      • Recommend development
      • Define product profile needs
      • Define comparators
      • Define Outcomes Research needs
      • Develop market
      • Develop strategy
      • Input on product labeling
      • Recommend filing strategy
      • Define launch plan
      • Develop positioning and branding
      • Finalize strategy
      • Finalize pricing
      • Finalize promotion and branding
      • Implement launch campaign
      • Finalize field sales plans
      • Monitor performance
      • Adjust strategy and tactics
      • Sequence promotion
      • Manage product life cycle
      • Provide background on market and product potential
      Postlaunch Marketing Product Launch Regulatory Approval Clinical Studies Basic Research
    • Merck Marketing Principles
      • Understand the customer’s perspective
      • Anticipate and outmaneuver the competition
      • Concentrate on selected audiences and behaviors
      • Define the product’s distinctive value to selected audiences
      • Plan for sequenced growth throughout the product’s life-cycle
      • Shape customer’s perceptions
      • Ensure that execution is efficient, consistent, and well integrated
      • Track results and re-evaluate decisions
    • Brand Management is the HUB of pharmaceutical marketing Market Research Marketing Communications Customer Marketing Pricing Analysis Business Development Professional Sales Medical Services Brand Management
    • Pharmaceutical Branding
    • Currently: Limited penetration and use of e-channel
      • Unclear regulatory guidance
      • Limited e-commerce opportunity except with major wholesellers—EDI works fine
      • Difficult ROI measurement with consumers
      • Commitment to personal selling model with physicians
      • Challenging privacy issues
      • Physician role as “learned intermediary” has to be considered and respected
    • Consumers are increasingly being asked to take an “active role” in managing their healthcare
      • Numerous treatment options and decisions to consider. Consumers are expected to “partner” with their physicians to consider risks and benefits and make choices.
      • Third-party payers and employers are adopting cost-sharing models of healthcare coverage. (Spending accounts, 3-tier co-pays, etc.)
    • Healthcare information is a Primary destination on the web
      • BUT brings concerns about:
          • Credibility/Accuracy
          • Privacy Protection
          • Relevance
      • The Web Offers:
          • Speed
          • Convenience
          • Robust Resources
          • Anonymity
      • The changing e -Health Landscape:
      • In 1999 there were 750 health-information web sites
      • Majority based on “advertising revenue” model
      • Today there are ~ 50 such properties
        • 400 filed for bankruptcy
        • 100 were acquired and then went out of business
        • 200 closed or disappeared with no explanation
    • Studies estimate between 73M-100M US Adults have gone online to look for health information
      • 73M or 62% with internet access using the Web to look at Healthcare information
      • 68% of health seekers say the material affected their decision about treatments and care for themselves or a loved one.
      • 61% of health seekers said the internet has improved the way they take care of themselves
      • Top Reasons:
        • 93% looked for info about a particular illness or condition
        • 65% look for nutrition, exercise, weight control advice
        • 64% looked for info on prescription drugs
        • 55% gathered info before visiting a doctor
      Source: “The Online Health Care Revolution”, “Vital Decisions”; Pew Internet & American Life, 11/26/00, 05/22/02
    • The internet provides new Opportunities for Pharmaceutical Companies
      • We have complex, highly technical products
      • The empowered consumer needs information they can learn from and use in discussions with their physician
      • Educated customers have always been our best customers and we have a significant offline commitment to education
      • We are now bringing that commitment online to better meet our customers’ needs through the web channel
      • This new channel requires us to evolve from a “push” to a “pull” model as consumers demand greater control and convenience in how they access online healthcare information
    • What has Merck Done? Create Online Websites with Merck Product Information
      • Integrated part of our marketing campaigns that provide additional information online
      • Can be accessed directly (www.product.com) or through links at our corporate site, 3rd party sites, or from banners throughout the web
      • Originated as “Brochureware”
      • Evolving towards greater robustness, interactivity, customization and permission-based marketing approach
      • Primarily Consumer Focused
        • Developing an educational/ less advertising oriented approach to healthcare professionals
    • Some Examples of Websites
    • What else has Merck Done? Create Online Medical Education Resources for physicians and patients
      • MerckMedicus is a health-information portal designed to support the medical-education needs of physicians
      • MerckSource is a health-information resource for patients
      • Both sites offer objective, credible, evidenced-based resources to support the doctor-patient dialog
      • They deliver online on Merck’s commitment to support the medical-education needs of customers
      • “ Merck Manuals” of the 21st Century
    • Issues for our Industry
      • The web promises instant access to all information, yet our regulated environment poses limits on how we can use this channel to meet customer expectations
      • Our traditional “product-centric” approach vs the “customer-centric” web environment requires adjustments in how we create and offer information to customers
      • Supporting and respecting the doctor-patient, payor and employer relationships while adequately serving the consumer is a challenging balancing act
      • Privacy Protection is critical. Healthcare status impacts employment and social relationships.
    • Where are we headed in the future? Towards more integrated offerings PULL PUSH Corporate Info Customer Focus Fully Integrated Information & Services Corporate, Product Focus Discrete Sets of Information Product Info Limited Interactivity Customization Personalization High Trust High Value Relationship Brochureware Enriched Product and Medical Education sites