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Pharmaceutical Marketing Strategies

Pharmaceutical Marketing Strategies

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Pharmaceutical Marketing Strategies

  1. 1. Pharmaceuticals Marketing Strategies MUHAMMAD ALI EMAIL:phr_ali91@hotmail.com
  2. 2. phr_ali91@hotmail.com Content Different Terminologies Of Drugs General Marketing Strategies ◦ Decision Area Strategies ◦ Strategies For Market Leaders ◦ Strategies For New & Switched Pharmaceutical Products Marketing Strategies And Product Life Cycle ◦ Product Life Cycle Analysis (Plc) Marketing Mix of Pharmaceutical Product (4P’s) ◦ Pricing Strategies ◦ Advertising And Promotion Strategies MUHAMMAD ALI 2
  3. 3. phr_ali91@hotmail.com Terminologies Generic Medicine: Medicines that are identified by a descriptive or official name, as opposed to branded medicines Branded Medicines: Medicines that are identified by a trade name Patented Medicines: Medicines whose sale is protected by patent rights. Over the Counter (OTC) Medicines: Medicines used for self-medication and can be sold without a doctor's prescription. Prescription Medicines: Medicines that may only be supplied to the public on prescription. MUHAMMAD ALI 3
  4. 4. phr_ali91@hotmail.com Introduction Pharmaceutical marketing, sometimes called medico-marketing or pharma marketing in some countries, is the business of advertising or otherwise promoting the sale of pharmaceutical drugs. Pharmaceutical marketing is based on “Below the line “marketing strategy where they are not focusing on direct user instead they target the doctors. Generally healthcare companies use following tools as their marketing strategy; Product Samples Scientific data (Product Literature) Product related Give-away CME’s or RTD’s MUHAMMAD ALI 4
  5. 5. phr_ali91@hotmail.com Definition Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Strategy is the mean by which objectives are consciously and systematically pursued and obtained over time. MUHAMMAD ALI 5
  6. 6. phr_ali91@hotmail.com Chain of Pharma Product The Product Chain This starts from selection of molecules and ends in the hands of patient. This chain is somehow intensive as it starts from the selection of molecules, then molecules are critically screened, after the screening of molecules the source of raw material is identified then the pilot batch manufacturing process starts at this stage pricing strategies and clinical trials are worked out. Once the pilot batch is manufactured then it starts with the commercialization of product, after commercialization product goes to distribution house and then it reaches the retailers. After patient’s diagnosis by doctor, patient purchases that product from retailer. Prescription chain This process starts by knowledge given to doctors by Pharmaceutical company`s medical Reps. They give the material in various ways such as; through in-clinical promotional activities and out-clinical promotional efforts. Then the doctor if is satisfied, prescribes the medicine to patient and patient purchase that product. Both product chain and prescription chain are linked to the core-marketing objective. MUHAMMAD ALI 6
  7. 7. phr_ali91@hotmail.com GENERAL MARKETING STRATEGIES MUHAMMAD ALI 7
  8. 8. phr_ali91@hotmail.com GENERAL MARKETING STRATEGIES There are many different General Marketing Strategies, though most can be viewed as falling into one of the following categories: 1. Market Expansion 2. Market Share Growth 3. Niche Market 4. Status Quo 5. Market Exit MUHAMMAD ALI 8
  9. 9. phr_ali91@hotmail.com GENERAL MARKETING STRATEGIES 1- Market Expansion – This strategy looks to grow overall sales in one of two ways: a) Grow Sales with Existing Products – With this approach the marketer seeks to actively increase the overall sales of products the company currently markets. This can be accomplished by: i. Getting existing customers to buy more; ii. Getting potential customers to buy (i.e., those who have yet to buy); or iii. Selling current products in new markets. b) Grow Sales with New Products – With this approach the marketer seeks to achieve objectives through the introduction of new products. This can be accomplished by: i. introducing updated versions or refinements to existing products; ii. introducing products that are extensions of current products; or iii. introducing new products not previously marketed. MUHAMMAD ALI 9
  10. 10. phr_ali91@hotmail.com GENERAL MARKETING STRATEGIES 2-Market Share Growth – This strategy looks to increase the marketer’s overall percentage or share of market. In many cases this can only be accomplished by taking sales away from competitors. Consequently, this strategy often relies on aggressive marketing tactics. 3-Niche Market – This strategy looks to obtain a commanding position within a certain segment of the overall market. Usually the niche market is much smaller in terms of total customers and sales volume than the overall market. Ideally this strategy looks to have the product viewed as being different from companies targeting the larger market. MUHAMMAD ALI 10
  11. 11. phr_ali91@hotmail.com GENERAL MARKETING STRATEGIES 4-Status Quo – This strategy looks to maintain the marketer’s current position in the market, such as maintaining the same level of market share. 5-Market Exit – This strategy looks to remove the product from the organization’s product mix. This can be accomplished by: 1) selling the product to another organization, or 2) eliminating the product MUHAMMAD ALI 11
  12. 12. phr_ali91@hotmail.com DECISION AREA STRATEGIES These are used to achieve the General Marketing Strategies by guiding the decisions within important marketing areas (product, pricing, distribution, promotion, target marketing) For example, a General Marketing Strategy that centers on entering a new market with new products may be supported by Decision Area Strategies that include: - Target Market Strategy - Product Strategy - Pricing Strategy - Distribution Strategy - Promotion Strategy MUHAMMAD ALI 12
  13. 13. phr_ali91@hotmail.com DECISION AREA STRATEGIES Target Market Strategy – employee segmenting techniques. pharmaceutical market segmentation is a two step process. One the level of the customers and second the consumers Pharmaceutical OTC and Nutraceutical market is more depend on the second level as doctor’s intervention is minimal in OTC usage by consumers in minor ailments. A holistic view on segmentation process would enable the OTC and Nutra marketing companies to develop much needed insights and perspectives that are essential for developing a winning strategy in this OTC and Nutra market which is yet too explored as in west. MUHAMMAD ALI 13
  14. 14. phr_ali91@hotmail.com DECISION AREA STRATEGIES Product Strategy – develop new product line and effective product management for success will help in managing existing brands, nurturing new products and developing them to successful brands Pricing Strategy – create price programs that offer lower pricing versus competitors. price can be used as an effective tool of marketing communication .understanding the psychological effects o pricing and the communication the perceptions of consumers on the pricing will help in developing new strategy. MUHAMMAD ALI 14
  15. 15. phr_ali91@hotmail.com DECISION AREA STRATEGIES Distribution Strategy – use methods to gain access to important distribution partners that service the target market. Managing distribution channels is changing with the change in modern trade formats .it has become multidimensional in case of OTC and Nutra products as they are treated more of Fast-moving healthcare goods like FMCG. Promotion Strategy: create a plan that can quickly build awareness of the product. Understanding of how communication strategy works is important to formulate communication strategy which is consumer centric. OTC promotion are done through T.V. advertisements, news paper adverstiments and many more communication tools are used to promote the product .A typical OTC advertising should have rational appeals, emotional appeals and usefulness of the products in an advertisements. MUHAMMAD ALI 15
  16. 16. phr_ali91@hotmail.com STRATEGIES FOR MARKET LEADERS The organization objectives and resources, managerial attitudes to risk, the structure of the market, Competitor’s strategies and very importantly, the organization’s position within the market. The significance of market position and its often very direct influence upon strategy. Market leader - In the majority of Pharmaceutical companies there is one firm that is generally recognized to be the leader. It typically has the largest market share and, by virtue of its pricing, advertising intensity, distribution coverage, technological advance and rate of new product introductions, it determines the nature, pace and bases of competition. It is this dominance that typically provides the benchmark for other companies in the industry. MUHAMMAD ALI 16
  17. 17. phr_ali91@hotmail.com STRATEGIES FOR MARKET LEADERS Market challengers and followers - Firms with a slightly smaller market share can adopt one of two stances. They may choose to adopt an aggressive stance and attack other firms, including the market leader, in an attempt to gain share and perhaps dominance (market challengers), or they may adopt a less aggressive stance in order to maintain the status quo (market followers). Market nichers - Virtually every industry has a series of small firms that survive, and indeed often prosper, by choosing to specialize in parts of the market that are too limited in size and potential to be of real interest to larger firms. MUHAMMAD ALI 17
  18. 18. phr_ali91@hotmail.com STRATEGIES FOR MARKET LEADERS Leaders: can expand the market, Protect the current share and Expand share Challengers: Discount or cut prices, Cheap goods, Innovate products and distribution, Improve services, Advertise heavily, Proliferate the range and Reduce costs Nichers: Get smart Followers – Segment carefully, Use R&D cleverly and Challenge conventional wisdoms MUHAMMAD ALI 18
  19. 19. phr_ali91@hotmail.com STRATEGIES FOR NEW & SWITCHED PHARMACEUTICAL PRODUCTS Marketing strategies available for a prescription drug facing competition from existing generic product involve a trade-off between brand building and price competition . Low Price strategy: On one hand, this strategy has the lowest potential for brand building. On the other hand, narrowing the price gap with Revital addresses the main problem created by the expiry of the patent; that the equity of the brand can no longer sustain a large price differential with what is, essentially, the same product. At the extreme, comparing the price with the generic will make doctors, pharmacists and regulators indifferent between the two and may force the weakest generic makers out of the business, given their lower economies of scale. On the other hand, price competition invites retaliation and can quickly degenerate into a price war that would kill all the profits in the category. MUHAMMAD ALI 19
  20. 20. phr_ali91@hotmail.com STRATEGIES FOR NEW & SWITCHED PHARMACEUTICAL PRODUCTS Divest strategy: This strategy involves cutting all promotional and research expenses once the brand faces direct competition from Revital and redirecting the savings towards brands that are still enjoying patent protection. Sometimes, this ‘milking’ strategy actually involves price increases to take advantage of the higher brand equity of the brand among the smaller segment of hard-core loyal customers. This strategy leads to the lowest levels of brand building as the brand is not supported and price Competition as the price advantage is not challenged. The success of this strategy depends on the inertia of doctors, patients and the other Stakeholders. When their motivation to switch to the newly-available generic is low, either because of low financial incentives or strong attachment to the brand or to the value of brand equity for funding research and development, such a strategy can deliver high profitability, at least over the short term. MUHAMMAD ALI 20
  21. 21. phr_ali91@hotmail.com STRATEGIES FOR NEW & SWITCHED PHARMACEUTICAL PRODUCTS Provide more value for the money: Introducing new and improved flavors, packaging, or delivery systems can lead to additional emotional or functional consumer benefits. The resulting differentiation enhances the awareness and image of the brand and hence increases its equity. Innovation strategy: Short of introducing a completely new molecule, pharmaceutical companies can innovate by launching new forms and dosages or by demonstrating effectiveness for new indications. They can also innovate by offering better services for doctors and better communication on the illness and on the brand through higher promotion by the medical representatives. MUHAMMAD ALI 21
  22. 22. phr_ali91@hotmail.com STRATEGIES FOR NEW & SWITCHED PHARMACEUTICAL PRODUCTS Invest in generics: Pharmaceutical companies can try to fight at both ends of the market by introducing their own generic. This will reduce the profitability of generic makers and may discourage them from entering the category. MUHAMMAD ALI 22
  23. 23. phr_ali91@hotmail.com MARKETING STRATEGIES AND PRODUCT LIFE CYCLE MUHAMMAD ALI 23
  24. 24. phr_ali91@hotmail.com MARKETING STRATEGIES AND PRODUCT LIFE CYCLE Understanding the Product Life Cycle (PLC) is of critical importance to a firm launching a new products companies whose patents of a products are about to expire and the products is about to die.. It helps a firm to manage the risk of launching a new product more effectively, converting the products or switching the product to another category what normally pharmaceutical company’s do, whilst simultaneously maximizing the sales and profits that could be achieved throughout the product's life cycle. The typical PLC consists of five main aspects: 1) Product Development 2) Introduction 3) Growth 4) Maturity 5) Decline MUHAMMAD ALI 24
  25. 25. phr_ali91@hotmail.com MARKETING STRATEGIES AND PRODUCT LIFE CYCLE PLC analysis can be used both proactively and retrospectively. Proactively, companies need to assess how they think that their product will perform through its PLC and the marketing strategies and marketing mix that should accompany each stage. After all, a company should aim to prolong the growth stage of its product and look at ways of revitalizing the product during its maturity stage. However, firms should assess how they are going to do this well before they reach each stage. The proactive approach is particularly useful for market pioneers, because they are often not only introducing a new product, but also creating a whole new market. Alternatively, the PLC can be used as a retrospective tool to assess when a firm should enter an existing market with a new product. This is important because firms need to examine what marketing strategies and marketing mix will enable them to differentiate their product offering from those of existing firms. If implemented effectively, imitators and later entrants can make significant inroads into a market and, in some cases, overtake incumbents. MUHAMMAD ALI 25
  26. 26. phr_ali91@hotmail.com MARKETING STRATEGIES AND PRODUCT LIFE CYCLE Introduction stage of PLC The need for immediate profit is not a pressure. The product is promoted to create awareness. If the product has no or few competitors, a skimming price strategy is employed. Limited numbers of product are available in few channels of distribution. Advertising differentiates the product. Growth stage of PLC Competitors are attracted into the market with very similar offerings. Products become more profitable and companies form alliances, joint ventures and take each other over. Advertising spend is high and focuses upon building brand. Market share tends to stabilize. Advertising establishes participation with the marketplace. MUHAMMAD ALI 26
  27. 27. phr_ali91@hotmail.com MARKETING STRATEGIES AND PRODUCT LIFE CYCLE Maturity stage of PLC Those products that survive the earlier stages tend to spend longest in this phase. Sales grow at a decreasing rate and then stabilize. Producers attempt to differentiate products and brands are key to this. Price wars and intense competition occur. At this point the market reaches saturation. Producers begin to leave the market due to poor margins. A promotion becomes more widespread and uses a greater variety of media. Advertising puts price ahead of the competition. Decline stage of PLC At this point there is a downturn in the market. For example more innovative products are introduced or consumer tastes have changed. There is intense price-cutting and many more products are withdrawn from the market. Profits can be improved by reducing marketing spend and cost cutting. Defensive advertising or for revitalization. MUHAMMAD ALI 27
  28. 28. phr_ali91@hotmail.com MARKETING STRATEGIES AND PRODUCT LIFE CYCLE Sources of information on the product life cycle When engaging in a PLC analysis, a researcher may benefit from using some of the following resources: 1) annual reports; 2) academic and commercial marketing journals and magazines; 3) news reports on the internet; and 4) product reports. MUHAMMAD ALI 28
  29. 29. phr_ali91@hotmail.com Marketing Mix of Pharmaceutical Product MUHAMMAD ALI 29
  30. 30. phr_ali91@hotmail.com MUHAMMAD ALI 30 Pharmaceutical Marketing Mix Product Therapeutic Class Generic or Branded Dosage Form Frequency of dosing Efficacy & Quality of Product Price Competition Margins Treatment Cost Discount Promotion Detail Aid Clinical Papers CME Programs Symposia's / RTD Personal Selling International events Place Hospital Pharmacies Distribution strategy Supply chain and Storage Regulatory requirements Controlled versus non controlled
  31. 31. phr_ali91@hotmail.com Product Strategies Product: Product denotes the goods and services that organization offers to its target markets . on the basis of Quality, potency, brand name packaging etc. Strategies dictate the manner in which the product and market are defined. Competitive strategies may be implemented by stressing on high quality, better and more features and attributes in the product MUHAMMAD ALI 31 • Which health needs and wants does a customer have? • Which features will meet the need? • How, when and where will the product be used? • Form of delivery? • Name? • Brand? • Differentiation versus competitors? USPs?
  32. 32. phr_ali91@hotmail.com Pricing Strategies Pricing: price denotes the money that a customer pays in exchange of goods and services. Pricing is sensitive phenomenon as generic drugs are available at low price and competition on other side is making companies reduce their cost on products without hindering the quality of product. It is important to the seller because it represents the returns of efforts .to a buyer price is the value that is assigned to the satisfaction of need and wants. Several price characteristics such as discounts, mode of payment, allowances ,credit terms etc. affect pricing plans and polices .the use of high or low prices for their products is extensively used by pharmaceutical companies. MUHAMMAD ALI 32
  33. 33. phr_ali91@hotmail.com Pricing Strategies Product Pricing Strategies ◦ Market-skimming Pricing Setting a high price for a new product to skin maximum revenues layer by layer from the segments willing to pay the high price; the company makes fewer but more profitable sales ◦ Market-penetration Pricing Setting a low price for a new product in order to attract a large number of buyers and a large market share. Price-Adjustment Strategies ◦ Discount and Allowance Pricing Cash Discount: A price reduction to buyers who pay their bills promptly. Quantity Discount: A price reduction to buyers who buy large volumes. ◦ Reference Prices that buyers carry in their minds and refer to when they look at a given product. ◦ Promotional Pricing Temporarily pricing products below the list price, and sometimes even nearer to cost, to increase short-run sales. Like in government tender business. MUHAMMAD ALI 33
  34. 34. phr_ali91@hotmail.com Place Strategies Place: pharmaceutical distribution channel plays an important role in implementation of marketing strategy. Distribution plans and polices address themselves to issues such as the channels of distribution used, transportations, logistics, and inventory and storage management, coverage to markets. The use of distribution plans and polices in marketing function as well as strategy implementation. The success of market oriented strategies in this competitive environment largely depends upon efficiency and effectiveness of distribution system. Companies offer better margins and support the distributor as they are one who makes products available to the retailers MUHAMMAD ALI 34
  35. 35. phr_ali91@hotmail.com Promotion Strategies Promotion: promotion deals with marketing communication intended to convey the company, products image to the perspective buyer. Across the whole range of different media from advertising campaigns to internet search engines. There are twelve different communication tools in pharmaceutical communication mix -advertising, personal selling, sales promotion, publicity, direct marketing , sponsorships, exhibitions, word of mouth, merchandising ,internet and Point –of-purchase MUHAMMAD ALI 35 • Where, when and how to get across the marketing messages to the target market? • Which channels should be used to communicate the messages? • What do the competitors do?
  36. 36. phr_ali91@hotmail.com Promotion Tools In-Clinic Promotional Mix Detailing Aid Leave Behind Material Samples Gift/Giveaways Out-of-Clinic Promotional Mix Clinical Trials/Studies Seminars/Symposia/Round Table Discussion Sponsorships Advertisements Public Relations Free Medical Camps Corporate Marketing Hospital/Ward Improvement Programs E-Marketing Mobile Apps MUHAMMAD ALI 36
  37. 37. phr_ali91@hotmail.com ADVERTISING AND PROMOTION STRATEGIES Advertising: is defined as “any non personal paid form of communication using any form of mass media”. Direct to consumer advertisements in OTC marketing . Direct to consumer advertisements seek to change patients' behavior, pharmaceutical companies are more interested in changing doctors' behavior. Drug marketers work hard to persuade doctors to prescribe their branded drug over generics and other competitors, and to change other medical practices that limit company profits. Rebranding is a highly effective marketing strategy which coverts patients turned into consumers. MUHAMMAD ALI 37
  38. 38. phr_ali91@hotmail.com ADVERTISING AND PROMOTION STRATEGIES Sales promotion: Commonly used to obtain an increase in sales short term. Personal selling: Selling a product service one to one. The concepts of direct selling in OTC marketing can be done very effectively as seen in many FMCG products. MUHAMMAD ALI 38
  39. 39. phr_ali91@hotmail.com Message & Media Strategy An effective communication campaign should comprise of a well thought out message strategy. What message are you trying to put across to your target audience? How will you deliver that message? Will it be through the appropriate use of branding? Logos or slogan design? The message should reinforce the benefit of the product and should also help the company in developing the positioning strategy of the product. Companies with effective message strategies include: Media strategy refers to how the organization is going to deliver their message. What aspects of the promotional mix will the company use to deliver their message strategy. Where will they promote? Clearly the company must take into account the readership and general behavior of their target audience before they select their media strategy. What newspapers does their target market read? What TV programmes do they watch? Effective targeting of their media campaign could save the company on valuable financial resources. MUHAMMAD ALI 39
  40. 40. phr_ali91@hotmail.com Pull Strategy & Push Strategy Push: Communication by the manufacturer is not only directed towards consumers to create demand. A push strategy is where the manufacturer concentrates some of their marketing effort on promoting their product to retailers to convince them to stock the product. A combination of promotional mix strategies are used at this stage aimed at the retailer including personal selling, and direct mail. The product is pushed onto the retailer, hence the name. Pull: A pull strategy is based around the manufacturer promoting their product amongst the target market to create demand. Consumers pull the product through the distribution channel forcing the wholesaler and retailer to stock it, hence the name pull strategy. Organizations tend to use both push and pull strategies to create demand from retailers and consumers. MUHAMMAD ALI 40
  41. 41. phr_ali91@hotmail.com Communication Model - AIDA AIDA is a communication model which can be used by pharmaceutical companies to aid them in selling their product. AIDA is an Acronym for Attention, Interest, Desire, and Action. When a product is launched the first goal is to grab attention. Use well-known personalities to sell products? Once you grab attention how can you hold Interest, through promoting features, clearly stating the benefit the product has to offer? The third stage is desire, how can you make the product desirable to the costumer? By demonstrating it? The final stage is the purchase action; if the company has been successful with its strategy then the target customer should prescribed or purchase (OTC) the product. MUHAMMAD ALI 41
  42. 42. phr_ali91@hotmail.com Communication Model - AIDA MUHAMMAD ALI 42
  43. 43. phr_ali91@hotmail.com Internet Promotion The development of World Wide Web has changed the business environment forever. Dot com fever has taken the industry and stock markets by storm. The e-commerce revolution promises to deliver a more efficient way of conducting business. Pharmaceutical companies are exploring online marketing as an alternative way to reach physicians. Emerging e-promotional activities include live video detailing, online events, electronic sampling, and physician customer service. MUHAMMAD ALI 43
  44. 44. phr_ali91@hotmail.com Mobile Apps Growth in the numbers of Apple and Android devices has extended the potential reach of apps, and companies have responded by diversifying their output. As well as adherence, diary and text-based education apps. Pharmaceutical companies can aid their customers in many ways by developing B2C mobile applications. Features such as push notifications help remind you to take your medicine or tell you when a prescription has been delivered to your pharmacy. Also, customers can look up side effects to their medicine if they can’t reach their clinician, or if they have a quick question MUHAMMAD ALI 44 http://www.fiercebiotech.com/r-d/20-big-pharma-and-biotech-mobile-apps-2013
  45. 45. phr_ali91@hotmail.com “NEVER STOP LEARNING, BECAUSE LIFE NEVER STOP TEACHING” MUHAMMAD ALI 45

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