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The document discusses marketing and sales roles in the pharmaceutical industry. It describes the key principles of marketing, including meeting consumer needs. It outlines the role of marketing in influencing activities from manufacturer to patient. Marketing helps remove gaps between parties interested in exchange. The document also discusses the unique aspects of pharmaceutical marketing, including the influence of physicians on purchasing. It defines different types of market research conducted, including environmental scanning, clinical trial planning, and post-marketing monitoring. Finally, it outlines sales roles like detailing and sample management.
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Marketing and sales roles in the pharmaceutical industry
This document discusses marketing and sales roles in the pharmaceutical industry. It describes key marketing concepts like focusing on customer needs and influencing activities to reach the right customers. It also discusses different types of market research used in the industry like surveys of pharmacies and physicians to understand product usage and effectiveness of marketing activities. The document also covers sales roles like detailing to physicians and sample management, as well as other marketing techniques like using key opinion leaders and medical science liaisons.
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The document discusses marketing and sales roles in the pharmaceutical industry. It describes the key principles of marketing, including meeting consumer needs. It outlines the role of marketing in influencing activities from manufacturer to patient. Marketing helps remove gaps between parties interested in exchange. The document also discusses the unique aspects of pharmaceutical marketing, including the influence of physicians on purchasing. It defines different types of market research conducted, including environmental scanning, clinical trial planning, and post-marketing monitoring. Finally, it outlines sales roles like detailing and sample management.
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Here are some key points to consider when managing a pharmaceutical product portfolio across the product life cycle:
- Balance pipeline, in-line, and mature products to ensure continuous revenue and profit streams as products move through stages of the PLC
- Allocate R&D, marketing resources appropriately based on products' stage in PLC
- Consider portfolio synergies - how products complement each other's markets, sales forces, etc.
- Manage patent expirations and generic competition for in-line products
- Continuously evaluate portfolio for gaps, underperformers, and divestment/acquisition opportunities
- Ensure pipeline has mix of early/late stage products and therapeutic areas for future growth
The goal is a balanced,
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This document discusses marketing strategies used by the pharmaceutical industry, including how they target physicians and consumers. It outlines common marketing tactics like the "4 P's" of product, price, promotion and placement. It also discusses how companies may indirectly influence prescribing through clinical guidelines and gifts/payments to physicians. The legal boundaries of promoting on-label versus off-label drug use are covered, as well as ethical standards to limit physician interactions with industry.
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1. Generics Pharmacy's target market is people aged 18-65 from social classes B, C, D, and E who want affordable yet high-quality medicines.
2. Consumers want good quality medicines at affordable prices. Generics Pharmacy competes with stores like Mercury Drug but offers more accessible generic drugs.
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Marketing and sales roles in the pharmaceutical industry
This document discusses marketing and sales roles in the pharmaceutical industry. It describes key marketing concepts like focusing on customer needs and influencing activities to reach the right customers. It also discusses different types of market research used in the industry like surveys of pharmacies and physicians to understand product usage and effectiveness of marketing activities. The document also covers sales roles like detailing to physicians and sample management, as well as other marketing techniques like using key opinion leaders and medical science liaisons.
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Here are some key points to consider when managing a pharmaceutical product portfolio across the product life cycle:
- Balance pipeline, in-line, and mature products to ensure continuous revenue and profit streams as products move through stages of the PLC
- Allocate R&D, marketing resources appropriately based on products' stage in PLC
- Consider portfolio synergies - how products complement each other's markets, sales forces, etc.
- Manage patent expirations and generic competition for in-line products
- Continuously evaluate portfolio for gaps, underperformers, and divestment/acquisition opportunities
- Ensure pipeline has mix of early/late stage products and therapeutic areas for future growth
The goal is a balanced,
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Communication involves transferring information from a sender to a receiver to create shared understanding. It can be presented visually using text, images, graphs, video and animations. Elements in the communication process include the sender, encoding, message, channel, noise, decoding and receiver. Factors like price sensitivity, government regulation, ethics and brand loyalty differ between consumer and pharmaceutical markets. Promotional objectives, product positioning, market segmentation, choice of promotional strategy and integrated marketing communication are important considerations for effective medical communication.
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This document outlines a research project framework to identify the market potential, preferred retail format, and additional facilities for pharmaceutical product retailing in Jaipur, India. It examines variables like product range, price, location, and advertising. The research will use a non-probability sample of 100 individuals through personal interviews using a questionnaire to understand consumer preferences on factors like retail format, branded vs generic products, pricing, and desired additional services like clinics or cafeterias. The goal is to determine the optimal retail strategy for pharmaceutical products in Jaipur.
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This document discusses marketing strategies used by the pharmaceutical industry, including how they target physicians and consumers. It outlines common marketing tactics like the "4 P's" of product, price, promotion and placement. It also discusses how companies may indirectly influence prescribing through clinical guidelines and gifts/payments to physicians. The legal boundaries of promoting on-label versus off-label drug use are covered, as well as ethical standards to limit physician interactions with industry.
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1. Generics Pharmacy's target market is people aged 18-65 from social classes B, C, D, and E who want affordable yet high-quality medicines.
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3. The generic drug market in the Philippines is estimated at $1.2 billion based on surveys showing 55% of Filipinos using generic medicines.
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3) Identify and utilize "Key Opinion Leaders" (KOLs) like physicians and nurses to promote the product throughout the hospital.
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Marketing and promotion_facts_071108_final
Pharmaceutical marketing aims to educate consumers and healthcare professionals about new treatments. While some question the value of marketing, it plays an important role in disseminating medical information. Recent changes include voluntary principles for direct-to-consumer ads and a strengthened industry code of ethics. Studies show marketing helps address underdiagnosis and undertreatment by raising disease awareness and prompting patients to see doctors. However, most physicians say clinical knowledge and patient needs strongly influence prescribing over marketing.
Marketing and promotion_facts_071108_final
Pharmaceutical marketing to healthcare providers provides information on new treatment options, but it is only one of many factors that influence prescribing decisions. Surveys find clinical knowledge, patient factors, and insurance policies have greater impacts. Approximately 67% of US prescriptions are for generic drugs, much higher than other countries. While representatives provide information, prescribing is shaped more by clinical guidelines, peers, formularies, and insurers' prior authorization requirements than representative interactions.
LATAMMA16_m
This document provides an overview and agenda for a multi-day conference on market access in Latin America for pharmaceutical and medical device companies. The conference will cover topics such as demonstrating product value to local health technology assessment agencies and payers, market growth and access trends in Latin America, and generating real-world evidence. Speakers will include representatives from industry, academia, health technology assessment organizations, regulators, and payers. Attendees will learn about different approaches to market access across Latin America and how to develop strategies to partner with customers. The conference aims to help companies successfully bring products to these diverse and dynamic healthcare markets.
Unit 1.pptx
The document discusses marketing and the pharmaceutical market. It defines marketing as the process of exploring, creating, and delivering value to satisfy customer needs at a profit. The role of marketing is to influence activities from manufacturer to patient, ensuring the right product is available at the right time, place, price and quantity. It also discusses components of marketing like research, advertising, pricing. Competitive analysis and understanding consumer behavior are important aspects of pharmaceutical marketing due to its unique regulatory environment. Market research is key to identifying opportunities and evaluating marketing performance.
Enterpreneurial -Pharmaceutical-Marketing (Long Ming).pdf
The document discusses various aspects of pharmaceutical marketing including how companies use sales representatives, drug samples, direct-to-consumer advertising, and pricing to promote their drugs, generate sales, and increase profits, though some argue these practices can negatively impact prescribing decisions and increase healthcare costs. It also outlines the drug development and approval process, and perspectives on the pharmaceutical industry from both advocates and critics.
White Paper: Best Practices for Medical Benefit Management (MBM)
Biologic, biotechnology-based, rare disease, or high-cost pharmaceuticals — collectively known as specialty drugs — can be covered under the pharmacy benefit, the medical benefit, or both depending on the benefit design plan sponsors require of the third-party administrator (including the pharmacy benefit manager – PBM; administrative service organization – ASO; or any administrator of a medical or pharmacy benefit).
On average, up to 50% of specialty drugs today are covered under the medical benefit.
With the exception of a few key therapy areas, traditional tools used to manage specialty drugs under the medical benefit, such as prior authorizations and medical benefit carve-outs (i.e., “white-bagging”), have yielded limited value to plan sponsors.
This thought leadership analysis, with insights from recognized industry experts, will provide an overview of the challenges.
Download the complete white paper to get the rest of the report, including a summary of the key issues plan sponsors must address and insights into best practices through an innovative new approach, Medical Benefit Drug Management (MBM).
Link: http://www.PharMedQuest.com/White-Paper
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Mgt682week9
- 1. Marketing and Sales Roles in the Pharmaceutical Industry
- 2. MARKETING
- 12. Types of Market Research Periodic Surveys Retail Pharmacy Purchases Hospital Purchases Warehouse Withdrawals Promotional Media Physician Panels Retail Pharmacy Prescriptions Retail Pharmacy Sales
- 23. SALES
- 25. Effective Detailing Influences on Physician Prescribing Habits Source: IBM Analysis Side Effects Drug delivery method Cost of drug Efficacy Potential drug-drug interactions Dosage Payor formulary status Brand Personal preference Patient request
- 32. OTHER MARKETING & SALES TECHNIQUES
Editor's Notes
- Dependent on each instructor’s requirements
- Dependent on each instructor’s requirements
- Dependent on each instructor’s requirements
- Dependent on each instructor’s requirements