Medical Communication best practices

Effective Medical Communication

Communication is the process of transferring information from one source to another to create shared understanding. Communication

communication by presenting information through Visual form .

Uses text, Images, Graphs, Video, Animations.

Visual communication All in 1

Media Message Sender Encoding Response Feedback Noise Decoding Receiver Elements in the Communication Process

How is pharmaceutical market different? Higher Lower Price sensitivity Lower Higher Degree of govt. regulation Consumer Pharmaceuticals Factors compared Lower Higher Importance of ethics Lower Higher Brand loyalty True Not True Consumer is decision maker

Communication Tactics

( Marketing Communication matrix) MarCom Matrix

Promotional objectives

To support sales increases

To encourage trial

To create awareness

To inform about a feature or benefit

To remind

To reassure

To create an image

To modify attitudes

Define your product's USP Market Positioning Evaluate company strategy

Create Unique selling proposition Fit with company's overall strategy Positioning

Against (Vs a competitor brand)

Niche (a sub-division of a category)

New (breakthrough product)

Traditional

Positioning of product can be

Diversification Market Penetration Market Development Product Development Existing Markets New Markets Existing Products New Products Ansoff’s Matrix (Product/Market Matrix) Know your Objective

Segmentation of the market Target chosen Market segment By Patient Diagnosis By Formulation By Product By Buyer

Advertising

Sales promotion

PR and Publicity

Personal selling

Direct marketing

Promotional tools Mix

Choice of promotional strategy depends on- Objectives Stage of life cycle Market segment Product Type Competitive activity Channels of distribution

Choice of Marketing mix Which Media should I choose

Marketing objectives

Definition of problem e.g falling awareness

Evaluation of different tools

choice of optimum mix of promotional methods

Integration into overall marketing communication programme

Depends on-

Designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation . Importance of Integrated marketing communication

Effective Medical communication

# Focus on the Receiver

# Focus on the Proposition

# Dramatize the Proposition

" Break the boredom barrier !"

Message complexity

Message overload

Barriers to successful Communication

Written by- Dr. Neelesh Bhandari MD (Path), PGP Human Rights Advisor (Medical Communications) Mark IV Medical Communications. http:// tinyurl.com/drneelesh

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