SERVICE WITH CHARACTER TO CREAT CUSTOMER VALUE
IN INDONESIA PHARMACEUTICAL INDUSTRY PART 3
Moch Kurniawan
4 MAIN BUYING PARTIES FOR PRESCRIPTION
DRUGS:
• prescribing rights vary internationally and this category
may include doct...
http://sophisticatedfinance.typepad.com/.a/6a00e00981da57883301901dcf024b970b-pi
THE EVOLUTION OF UNDERSTANDING THE
CUSTOM...
REASON FOR THE PURCHASE
Mood
Personal Factors
Psychological Factors
Societal Factors
Reference Groups and Opinion Leaders
...
RATE EACH SOURCE ON ITS ABILITY TO PROVIDE YOU WITH THE
INFORMATION YOU NEED TO MAKE A DECISION ABOUT YOUR
GENERAL HEALTH ...
PROMOTIONAL SPENDING BY TYPE OF
MARKETING ACTIVITY, 1989 TO 2008
(Billions of dollars)
Source: Congressional Budget Office...
HOW DOES THE PHARMACEUTICAL INDUSTRY
MARKET ITS DRUGS AND HOW MUCH DOES IT
SPEND?
http://www.pewhealth.org/other-resource/...
PHARMACEUTICAL MARKETING SPEND
http://pharmamkting.blogspot.com/2012/03/china-enjoys-burst-of-pharma-marketing.html
A Special Report by J.D. Power and Associates | November 2011
http://pharmamkting.blogspot.com/2011/03/new-phrma-survey-of-physicians-are.html
http://satoriengine.com/the-new-path-to-purchase/[27/02/2014 20:50:34]
THE PURCHASE FUNNEL
THE CONSUMER DECISION JOURNEY
McKinsey Quarterly 2009 Number 3
10 REASONS CUSTOMERS WON’T SWITCH TO YOUR
PRODUCT EVEN THOUGH THEY UNDERSTAND THE VALUE OF
IT:
Migrating from the existing...
6 WAYS TO PROTECT YOUR CUSTOMERS FROM
COMPETITORS
http://sales.about.com/od/customerservice/tp/6-Ways-To-Protect-Your-Cust...
Reasons for switching: Customer service and
competitive rates top the list as the most important
factors
http://www.thisis...
http://www.business2community.com/customer-experience/customer-experiences-and-social-media-0237738
WHICH PART OF THE TREATMENT EXPERIENCE
IS THE MOST FRUSTRATING FOR YOU?
PwC Health Research Institute | Customer experienc...
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Service with character to creat customer value in indonesia pharmaceutical industry part 3

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Service with character to creat customer value in indonesia pharmaceutical industry part 3

  1. 1. SERVICE WITH CHARACTER TO CREAT CUSTOMER VALUE IN INDONESIA PHARMACEUTICAL INDUSTRY PART 3 Moch Kurniawan
  2. 2. 4 MAIN BUYING PARTIES FOR PRESCRIPTION DRUGS: • prescribing rights vary internationally and this category may include doctors, dentists, pharmacists, nurses and optometrists Prescriber • hospitals, nurses, professors, reimbursement agenciesInfluencer • patientConsumer • partly patient, partly government or third party (varies by country), managed health care organization (hospitals, Health Maintenance Organisations etc.) Financier Electronic Journal of Business Ethics and Organization Studies | Vol 9 no 2
  3. 3. http://sophisticatedfinance.typepad.com/.a/6a00e00981da57883301901dcf024b970b-pi THE EVOLUTION OF UNDERSTANDING THE CUSTOMER
  4. 4. REASON FOR THE PURCHASE Mood Personal Factors Psychological Factors Societal Factors Reference Groups and Opinion Leaders Principles of Marketing, v. 2.0 by John F. Tanner, Jr. and Mary Anne Raymond
  5. 5. RATE EACH SOURCE ON ITS ABILITY TO PROVIDE YOU WITH THE INFORMATION YOU NEED TO MAKE A DECISION ABOUT YOUR GENERAL HEALTH AND DRUG INFORMATION Epsilon Research: April 2010
  6. 6. PROMOTIONAL SPENDING BY TYPE OF MARKETING ACTIVITY, 1989 TO 2008 (Billions of dollars) Source: Congressional Budget Office based on data from SDI Promotional Audits. Notes: The starting date for each type of marketing reflects the date at which SDI began including the series in its collection of data. Detailing refers to the practice in which pharmaceutical representatives make sales calls to physicians and other health care professionals to discuss the uses of a particular prescription drug and its benefits for patients. DTC = direct to consumer.
  7. 7. HOW DOES THE PHARMACEUTICAL INDUSTRY MARKET ITS DRUGS AND HOW MUCH DOES IT SPEND? http://www.pewhealth.org/other-resource/persuading-the-prescribers-pharmaceutical-industry-marketing-and-its-influence-on-physicians-and-patients-85899439814
  8. 8. PHARMACEUTICAL MARKETING SPEND http://pharmamkting.blogspot.com/2012/03/china-enjoys-burst-of-pharma-marketing.html
  9. 9. A Special Report by J.D. Power and Associates | November 2011
  10. 10. http://pharmamkting.blogspot.com/2011/03/new-phrma-survey-of-physicians-are.html
  11. 11. http://satoriengine.com/the-new-path-to-purchase/[27/02/2014 20:50:34] THE PURCHASE FUNNEL
  12. 12. THE CONSUMER DECISION JOURNEY McKinsey Quarterly 2009 Number 3
  13. 13. 10 REASONS CUSTOMERS WON’T SWITCH TO YOUR PRODUCT EVEN THOUGH THEY UNDERSTAND THE VALUE OF IT: Migrating from the existing product is too expensive/time consuming Skills Enterprise lock-in Your product functionality is too narrow Politics/Relationships Customization/Implementation costs are too high Your company is too small You can’t provide 24/7 service You can’t support the customer’s environment Your product is better but not THAT much better http://www.rocketwatcher.com/blog/2010/08/startups-10-reasons-customers-wont-switch-to-your-product.html
  14. 14. 6 WAYS TO PROTECT YOUR CUSTOMERS FROM COMPETITORS http://sales.about.com/od/customerservice/tp/6-Ways-To-Protect-Your-Customers-From-Competitors.htm
  15. 15. Reasons for switching: Customer service and competitive rates top the list as the most important factors http://www.thisismoney.co.uk/money/saving/article-2442349/Santander-Nationwide-big-current-account-gainers-year.html
  16. 16. http://www.business2community.com/customer-experience/customer-experiences-and-social-media-0237738
  17. 17. WHICH PART OF THE TREATMENT EXPERIENCE IS THE MOST FRUSTRATING FOR YOU? PwC Health Research Institute | Customer experience in the pharmaceutical sector: Getting closer to the patient | November 2013

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