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Medical Communication best practices
The document discusses the communication process in marketing, especially within the pharmaceutical sector, highlighting the importance of integrated marketing communication strategies. It emphasizes the roles of promotional objectives, unique selling propositions, and market segmentation in developing effective marketing campaigns. The document outlines various promotional tools and the significance of aligning communication efforts for maximum impact.
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Medical Communication best practices
- 2. Communication is theprocess of transferring information from one source to another to create shared understanding.
- 3. communication by presentinginformation through Visual form. Uses text, Images, Graphs, Video, Animations.
- 4. Media Message Sender Encoding ResponseFeedback Noise Decoding Receiver Elementsin the Communication Process
- 5. Factors compared PharmaceuticalsConsumer 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 Communicationmatrix)
- 8. Promotional objectives • Tosupport 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'sUSP Evaluate company strategy
- 10. Create Unique selling proposition Fitwith company's overall strategy
- 11. • Against (Vsa 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 ExistingMarkets New Markets ExistingProductsNewProducts Ansoff’s Matrix (Product/Market Matrix)
- 13. Segmentation of themarket By Buyer By Product By Formulation By Patient Diagnosis
- 14. • Advertising • Salespromotion • PR and Publicity • Personal selling • Direct marketing
- 15. Choice of promotionalstrategy depends on- Objectives Stage of life cycle Market segmentProduct Type Competitive activity Channels of distribution
- 16. Choice of Marketingmix 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 makeall 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. NeeleshBhandari MD (Path), PGP Human Rights Advisor (Medical Communications) Mark IV Medical Communications. http://tinyurl.com/drneelesh
- 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