A look at medical communication, planning, market strategy, choice of promotional tool and barriers to medical communications

2. Communication is the process of transferring
information from one source to another to
create shared understanding.

3. communication by presenting information through Visual form.
Uses text, Images, Graphs, Video, Animations.

4. Media
Message
Sender Encoding
ResponseFeedback
Noise
Decoding Receiver
Elements in the Communication Process

5. Factors compared Pharmaceuticals Consumer
Consumer is
decision maker
Not True True
Brand loyalty Higher Lower
Importance of
ethics
Higher Lower
Degree of govt.
regulation
Higher Lower
Price sensitivity Lower Higher
How is pharmaceutical market different?

7. ( Marketing Communication matrix)

8. Promotional objectives
• To support sales increases
• To encourage trial
• To create awareness
• To inform about a feature or benefit
• To remind
• To reassure
• To create an image
• To modify attitudes

9. Define your product's USP
Evaluate company strategy

10. Create Unique
selling proposition
Fit with company's
overall strategy

11. • Against (Vs a competitor brand)
• Niche (a sub-division of a category)
• New (breakthrough product)
• Traditional
Positioning of product can be

12. Diversification
Market
Penetration
Market Development
Product Development
Existing Markets New Markets
ExistingProductsNewProducts
Ansoff’s Matrix (Product/Market Matrix)

13. Segmentation of the market
By Buyer By Product
By Formulation By Patient Diagnosis

14. • Advertising
• Sales promotion
• PR and Publicity
• Personal selling
• Direct marketing

15. Choice of promotional strategy depends on-
Objectives
Stage of life cycle
Market segmentProduct Type
Competitive activity
Channels of distribution

16. Choice of Marketing mix
Which Media should I choose
• Marketing objectives
• Definition of problem e.g falling awareness
• Evaluation of different tools
• choice of optimum mix of promotional
methods
• Integration into overall marketing
communication programme
Depends on-

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

18. Effective Medical communication
• # Focus on the Receiver
• # Focus on the Proposition
• # Dramatize the Proposition
"Break the boredom barrier!"

19. • Message complexity
• Message overload

20. Written by-
Dr. Neelesh Bhandari
MD (Path), PGP Human Rights
Advisor (Medical Communications)
Mark IV Medical Communications.
http://tinyurl.com/drneelesh

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