Marketing management

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Marketing management

  1. 1. MARKETING MANAGEMENT CASE STUDY A TV COMMERCIAL 1/28/2015 GAUTAM PAUL (67) KRISHNASHIS CHAKRABORTY (68) UTPAL SINHA (69)
  2. 2.  Direct-to-consumer advertising (DTC advertising) usually refers to the marketing of pharmaceutical products and is directed toward patients, rather than healthcare professionals.  The American firms can promote prescription drugs.  Ads on prescription drugs in US are estimated to be around $1 billion in 1998 which exceeded the ad expenditure in beer. 1/28/2015
  3. 3.  In 2002 the spending on DTC advertising increased to $2.8 billion.  The first direct-to-consumer print ad was for Merck's Pneumovax, (pneumonia vaccine) which appeared in Reader's Digest in 1981.  On May 13, 1983, Boots Pharmaceuticals launched TV ads in Florida for the prescription brand of Ibuprofen called Rufen. 1/28/2015
  4. 4. Role of Direct Advertising  Direct advertising helps people to keep taking their drugs.  People tend to see their doctors after seeing a drug ad and in most of the cases it is seen that once asked the doctors prescribed that medicine.  The TV ads of Valtrex, used for treating genital herpes made Glaxo receive 6lac calls. 1/28/2015
  5. 5. Continued……  Direct advertising help people to keep taking their drug. Non-compliance has a high cost for drug firms.  Ads also educate people about their treatment for common ailments. In some cases patients learn more about rapidly than doctors do e.g. HIV infection  Life style drugs are better sold through ads.
  6. 6. Life Style Diseases  Lifestyle diseases (also sometimes called diseases of longevity or diseases of civilization interchangeably) are diseases that appear to increase in frequency as countries become more industrialized and people live longer. They can include Alzheimer's disease, atherosclerosis, asthma, cancer, chronic liver disease or cirrhosis, Chronic Obstructive Pulmonary Disease, Type 2 diabetes, heart disease, metabolic syndrome, nephritis or chronic renal failure, osteoporosis, acne, stroke, depression and obesity.
  7. 7. Causes  Factors in diet, lifestyle, and the house are thought to influence susceptibility to the diseases listed below. Drug abuse, especially tobacco smoking and alcohol drinking, as well as the lack of exercise may increase the risk of certain diseases in later life.  LIFESTYLE DRUGS  Lifestyle drug (also lifestyle medicine) is an imprecise term commonly applied to medications which treat non-life threatening and non-painful conditions such as baldness, impotence, wrinkles, or acne, which perceives as either not medical problems at all or as minor medical conditions relative to
  8. 8. Higher income, life style diseases to place India among top 10 drug market  India is all set to be listed among the world’s top 10 drug markets by the end of 2015  About 140 million people in India would be able to live better life in next ten years  The per capita disposable income would touch $765 by from $463 2015 now because of the rapid growth of the Indian economy  The pharmaceutical market is likely to grow to $20bn by the year 2015
  9. 9. Drawbacks  Advertising of product with limited efficacy, such as hair restoring agents, can tempt impressionable minds and erode self esteem  Self medication  Over prescription  Expensive new drugs are promoted in place of simple molecules
  10. 10. Challenges ahead  Disease management through advertising is the next step.  Informercials can be developed for chronic diseases like diabates and arthirtis.  Some Indian Ads for lifestyle drugs like..  Sugar Free, Revital, Accu Check
  11. 11. Thank You

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