Effective Medical Communications in Pharmaceutical marketing


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The basics of creating effective medical communications products

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Effective Medical Communications in Pharmaceutical marketing

  1. 2. Communication is the process of transferring information from one source to another to create shared understanding.
  2. 3. communication by presenting information through Visual form . Uses text, Images, Graphs, Video, Animations.
  3. 4. Media Message Sender Encoding Response Feedback Noise Decoding Receiver Elements in the Communication Process
  4. 5. 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 How is pharmaceutical market different?
  5. 7. ( Marketing Communication matrix)
  6. 8. Promotional objectives <ul><ul><li>To support sales increases </li></ul></ul><ul><ul><li>To encourage trial </li></ul></ul><ul><ul><li>To create awareness </li></ul></ul><ul><ul><li>To inform about a feature or benefit </li></ul></ul><ul><ul><li>To remind </li></ul></ul><ul><ul><li>To reassure </li></ul></ul><ul><ul><li>To create an image </li></ul></ul><ul><ul><li>To modify attitudes </li></ul></ul>
  7. 9. Define your product's USP Evaluate company strategy
  8. 10. Create Unique selling proposition Fit with company's overall strategy
  9. 11. <ul><ul><li>Against (Vs a competitor brand) </li></ul></ul><ul><ul><li>Niche (a sub-division of a category) </li></ul></ul><ul><ul><li>New (breakthrough product) </li></ul></ul><ul><ul><li>Traditional </li></ul></ul>Positioning of product can be
  10. 12. Diversification Market Penetration Market Development Product Development Existing Markets New Markets Existing Products New Products Ansoff’s Matrix (Product/Market Matrix)
  11. 13. Segmentation of the market By Patient Diagnosis By Formulation By Product By Buyer
  12. 14. <ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Sales promotion </li></ul></ul><ul><ul><li>PR and Publicity </li></ul></ul><ul><ul><li>Personal selling </li></ul></ul><ul><ul><li>Direct marketing </li></ul></ul>
  13. 15. Choice of promotional strategy depends on- Objectives Stage of life cycle Market segment Product Type Competitive activity Channels of distribution
  14. 16. Choice of Marketing mix Which Media should I choose <ul><ul><li>Marketing objectives </li></ul></ul><ul><ul><li>Definition of problem e.g falling awareness </li></ul></ul><ul><ul><li>Evaluation of different tools </li></ul></ul><ul><ul><li>choice of optimum mix of promotional methods </li></ul></ul><ul><ul><li>Integration into overall marketing communication programme </li></ul></ul>Depends on-
  15. 17. 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
  16. 18. Effective Medical communication <ul><ul><li># Focus on the Receiver </li></ul></ul><ul><ul><li># Focus on the Proposition </li></ul></ul><ul><ul><li># Dramatize the Proposition </li></ul></ul><ul><li>&quot; Break the boredom barrier !&quot; </li></ul>
  17. 19. <ul><ul><li>Message complexity </li></ul></ul><ul><ul><li>Message overload </li></ul></ul>
  18. 20. Written by- Dr. Neelesh Bhandari MD (Path), PGP Human Rights Advisor (Medical Communications) Mark IV Medical Communications. http://tinyurl.com/drneelesh
  19. 22. INDIA 20, Bharathi Park, 8th Cross Sai Baba Mission Post Coimbatore 641011 Tamil Nadu, India www.markivmedical.com Telephone: +91 422 4385520 Fax: +91 422 2430963 Email: info@markivmedical.com UNITED STATES 225, West 36 Street Suite 800, New York NY 10018 Telephone: +1 646 383 1570 Fax: +1 646 519 2757 Email: us@markivmedical.com GERMANY Representative German Office Friedrichstrasse 11-13 42781 Haan - GERMANY Telephone: (+492129) 94 05-23 Fax: (+492129) 94 05-20 Email: olaf@markivmedical.de www.markivmedical.de UNITED KINGDOM 2nd Floor,145-157 St. John Street, London EC1V 4PY Telephone: +44 020 3239 Email: uk@markivmedical.com