This document discusses marketing challenges and strategies for the pharmaceutical industry in India. It provides the following key points: 1. The Indian pharmaceutical industry has grown significantly between 2006-2010 and is expected to continue growing rapidly, reaching $100 billion by 2020. 2. Pharma marketing faces challenges like complex decision-making between doctors, patients, and other stakeholders, inefficient sales representative models, and patent and regulatory issues. 3. Marketing strategies differ between chronic and acute drug segments, with the "super core model" focusing on a small number of chronic drugs and the "core model" targeting a larger number of acute medications.

1. Marketing Management in
PHARMA INDUSTRIES
Garware Institute of Career Education & Development
PGDBM 2012/13
8 SLIDES : 10 MINS
03 SOMNATH GHOSH
09 ASHISH I KOSAMBIA
10 VINEET KULKARNI
11 RAJESH KUVESKAR
24 SACHIN SONAVANE
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2. Pharma Industry – at a glance
• Between 2006-10, the industry grew by 70.22%
at an average rate of 17.56% p.a
at an average rate of 17.56% p.a
• It is expected to grow 5 fold in the next 7 years,
to reach 5 lac cr. By 2020
• The Indian pharmaceutical industry is the third
largest in terms of volume, and 10th in terms of
value, globally.
• The sector is growing at 14 per cent per annum.
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3. Pharma
Pharma
Pharma
Pharma Marketing Challenges
Marketing Challenges
Marketing Challenges
Marketing Challenges
• A complex web of decision-makers determines the nature of the
transaction (prescription) for which, a direct customer of pharma
transaction (prescription) for which, a direct customer of pharma
industry (doctor) is responsible. Essentially, the end-user (patient)
consumes a product and pays the cost
• Use of Med. Rep – Manual, inefficient, high attrition, cost etc.
• Patents – most developing countries allow only process patents,
while others have patented medicines
• NDA – New Drug Approval
• Highest R & D cost, almost 17 %
• Competition : Relatively high for Acute segment, not so for Chronic
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4. Acute V/s Chronic
• SUPER CORE MODEL :
- Small No. Medicines
- Small No. Medicines
- Chronic Segment
• CORE MODEL :
- Large no. Medicines
- Acute Segment
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5. Marketing ModelS
CORE CUSTOMER
(DOCTOR)
CORE CUSTOMER
(DOCTOR)
(DOCTOR)
END CUSTOMER
(PATIENT)
NON CORE CUSTOMER
(RETAILER)
CUSTOMER
(DOCTOR)
END CUSTOMER
(PATIENT)
CORE CUSTOMER
(RETAILER)
CORE CUSTOMER
CUSTOMER
(STOCKIST)
CUSTOMER
(C & F AGENT)
CORE CUSTOMER
(STOCKIST)
CUSTOMER
(C & F AGENT)
SUPER CORE CORE
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6. • In an ethical market Product promotion is directed
towards qualified doctors
PRODUCT PROMOTION
towards qualified doctors
• No advertising mentioning brand names is allowed in the
lay press
• Medical representatives play a major role in the
promotion process by directly meeting the doctors and
promotion process by directly meeting the doctors and
promoting their products
• Other medias like Direct mail, journal, advertising and
conferences also play a role but a limited one.
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7. • A valuable tool for effective CRM
• Brand awareness campaigns, new launch mailers and
contests all can be conducted though direct marketing
DIRECT MARKETING
contests all can be conducted though direct marketing
initiatives.
• An cost effective method which can reach a large
audience at cheaper costs
• Easily measurable with reply devices which can gauge the
efficacy of a campaign
• The primary rationale is to save the time of the field by
• The primary rationale is to save the time of the field by
promoting low involvement products, promote brand
recall for new product etc..
• Media like telemarketing and web have also been tried in
terms of direct marketing
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8. Interaction Process
• During interaction process the idea is to know the doctor
intimately, his hobbies, likes, dislikes, family details etc0
intimately, his hobbies, likes, dislikes, family details etc0
• Individuality of doctor is to be maintained and decision
on how the data collected will be used is to be decided
with utmost importance
• Interaction can be at two levels
• Interaction can be at two levels
– One, the MR can personally collect most of the information
from his day to day interaction with doctors.
– Second, at corporate level by sending structured
questionnaires and seeking further details by email
communication
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9. customization
• Customization involves utilizing the colleted data to provided
personalized service to the doctors
personalized service to the doctors
• Like greeting on birthday, anniversary by simple card
personally signed to a phone call to wish them
• Even gifts, bouquets can be delivered at doorstep
• Major importance lies in how to customize the interaction
with the doctor based on the data collected
• Gifts based on interest and hobbies can be presented
• The success of the whole CRM programme depends on how
well the companies can pass on the data of the doctor to its
field force and train them on how to use this data
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10. THANK YOU
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