1. International Indexed & Referred Research Journal, April, 2012. ISSN- 0975-3486, RNI-RAJBIL 2009/30097;VoL.III *ISSUE-31
Research Paper
E-Marketing
(With special reference to Pharmaceutical Industry)
April, 2012
* Dr. Sachin Gupta ** Dr. Shweta Gupta
* Asst. Prof.,Dept. of Commerce & Mgt. Studies The IIS University, jaipur.
** Head & Sr. Assit. Prof., Dept.of Accounting and Taxation, The IIS University, Jaipur.
A B S T R A C T
The advent of the Internet has opened a vast new frontier to marketers. The pharmaceutical industry is in its' infancy in this area.
The market audience that they must deliver to is difficult to segment. Specific physicians that treat a specific diagnosis are hard
to reach. The same may be said for the patients this industry may try to market their product to. The industry has so far, focused
its' attention on a marketing mix of traditional marketing ideas such as printed materials, educational materials, and the
traditional sales force. Combining the traditional methods with online information they have discovered a successful pattern. This
industry has found that market positioning to be highly important as patents expires and the market is flooded with generic
products.
Keywords: Advent, marketing mix, market positioning
E-Marketing Strategies are becoming more effective tation and positioning are critical activities in product
in the Pharmaceutical Industry. The technology that design and are crucial to ensure that product features
is available today has changed the marketing strate- match the requirements of the target customers
gies for most businesses. The traditional marketing (www.betterproductdesign.net). One challenge the
methods such as of print, television, and direct mail- pharmaceutical companies face with e-marketing
ings are being complemented with the use of e-mar- continues to be targeting or accessing the correct
keting strategies. E-marketing in the healthcare arena physician.
is an information providing service. The pharmaceu- This is where traditional marketing strate-
tical industry is currently developing ideas and strat- gies are employed. Today most pharmaceutical com-
egies on how to use the Internet for marketing pur- panies will make available detailed information, in-
poses. The following paper will discuss current and cluding results of clinical trials, over the Internet. The
future ideas, problems, and needs of this industry's traditional sales person will visit the specific physi-
use of the Internet as a marketing tool. William (Bill) cian; discuss the drug and deliver enough literature to
Hokanson, Senior Sales Manager for Novartis Phar- create curiosity. This information will almost always
maceutical provided a great deal of information dur- contain the phrase "Additional information may be
ing an interview on October 24, 2003. Mr. Hokanson found at www.wherever.com." Once the physician
deals primarily with the Oncology division of Novartis visits the web site the company may be able to gather
Pharmaceutical and manages a Midwest sales force additional information from the physician for future
of twelve Sales Representatives covering four states. e-marketing use.
Rational and e-Marketing Strategies: Product Branding: According to Mr.
Today, the use of the Internet as a marketing Hokanson, market research indicates that the "brand-
tool is in its' infancy for the pharmaceutical industry. ing" of a product is improved if the physician sees a
Rebak (2002) states, "Since early 1996 when combination of pharmaceutical representatives per-
Claritin.com first appeared on the scene, hundred of sonally detailing a product and the use of additional
pharmaceutical e-marketing initiatives have been advertising methods such as printed materials or elec-
launched." Although there has been considerable tronic advertisements. He points out that this market
change in these initiatives, there has been far too research demonstrates that if a physician observes an
many that have not. Hokanson mentions that most electronic advertisement that promotes a specific drug
oncology companies continue to consider e-market- but the physician never discussed this drug with the
ing as part of any new product that they launch. sales representative, the impact of the electronic ad-
One of the most important rules of marketing is to vertisement is likely to be minimal.
know your target audience. The introduction of a new As consumers become more familiar with informa-
drug into the market causes this target audience to tion technology, they become more curious to explore
become very specific or segmented. Market segmen- or hunt for information. The Pharmaceutical industry
RESEARCH AN ALYSI S AND EVALU ATION
81

2. International Indexed & Referred Research Journal, April, 2012. ISSN- 0975-3486, RNI-RAJBIL 2009/30097;VoL.III *ISSUE-31
currently provides web sites that concentrate on their tient. An example of successful positioning would be
products. The consumer is constantly confronted with brand names such as Coca Cola, McDonalds, and
traditional marketing that always provides them with Kodak. Although substitutes exist for all of these prod-
an Internet address. They may also simply place the ucts, the consumer overwhelmingly prefers them to
name of a particular drug in any search engine to all others. This concept is very important in the phar-
locate the web site. The Internet is unique in that it maceutical industry as patents expire and a host of
can deliver on more than one objective. generic products are introduced into the market.
The pharmaceutical industry has recognized Tylenol is a brand name in the pharmaceutical area
several trends by consumers from their e-marketing that has achieved successful position. The product
attempts. Mr. Hokanson mentions that patients and sales have remained fairly constant even while ge-
physicians respond better to a marketing mix of tra- neric acetaminophen products are available.
ditional and e-marketing stimulations. Another ben- Conclusion:
efit seen is that these sites can also increase the like- It is obvious that e-marketing is new to the
lihood of patient compliance and persistency. This pharmaceutical industry. New strategies must be de-
results in more sales generating added revenue. The veloped in order to communicate the message to the
industry is beginning to understand how the Internet target market. As new technologies become available
can cost effectively influence, affect and change con- to this industry it is important that senior manage-
sumer behavior at different point in the healthcare ment must be convinced of the importance of testing
decision making process. e-marketing initiatives. The limited success this in-
Market Positioning: Market positioning is dustry has had in this area may cause many at that
very important in the pharmaceutical industry. The level to second guess whether or not to invest finan-
purpose of positioning is to allow the product to be cial resources. If senior management buys into the
thought of, as having no substitute even if one exists, idea and market research assists with relative results,
so that the brand name sticks to the physician or pa- then the result could resolve financial issues.
R E F E R E N C E
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82 RESEARCH AN ALYSI S AND EVALU ATION