Introduction to Specialty Pharmaceutical DistributionLaura Olson
Are you a third party service provider or pharmaceutical distributor dealing with specialty pharmaceuticals?
https://www.datexcorp.com/wms-for-third-party-pharmaceutical-outsource-service-providers-and-specialty-pharmaceutical-distribution/
These slides make an argument that marketing channels in pharmacy are not limited to distribution channels. They include information, financing, and more.
Market Access 101: Connecting Access Challenges to Brand OpportunitiesOgilvy Health
Last week, our payer marketing team hosted their inaugural All Access Festival event in our NJ headquarters. This rock concert-inspired event gave our colleagues an inside look at fundamental elements of optimizing market access strategies. Take a look at the presentation chock-full of insights from this event.
Pharmacy Practice
Scope of pharmacy practice
Community Pharmacy
Scope of community pharmacy
Community pharmacy management
Selection of Pharmacy site
Objective
Legal requirements
Drug procurement
Drug storage and inventory control
Pharmacy Practice is the discipline of pharmacy which involves developing the professional roles of pharmacists. Pharmacy Practice offers practicing pharmacists in-depth useful reviews and research trials and surveys of new drugs and novel therapeutic approaches.
This presentation was given at the 'Beyond Scaling Up: Pathways to Universal Access' workshop which was held at the Institute of Development Studies, Brighton on the 24-25 May, 2010. This event was co-sponsored by the Future Health Systems Research Programme Consortium and the STEPS Centre. Mackintosh presented on supply chains.
Introduction to Specialty Pharmaceutical DistributionLaura Olson
Are you a third party service provider or pharmaceutical distributor dealing with specialty pharmaceuticals?
https://www.datexcorp.com/wms-for-third-party-pharmaceutical-outsource-service-providers-and-specialty-pharmaceutical-distribution/
These slides make an argument that marketing channels in pharmacy are not limited to distribution channels. They include information, financing, and more.
Market Access 101: Connecting Access Challenges to Brand OpportunitiesOgilvy Health
Last week, our payer marketing team hosted their inaugural All Access Festival event in our NJ headquarters. This rock concert-inspired event gave our colleagues an inside look at fundamental elements of optimizing market access strategies. Take a look at the presentation chock-full of insights from this event.
Pharmacy Practice
Scope of pharmacy practice
Community Pharmacy
Scope of community pharmacy
Community pharmacy management
Selection of Pharmacy site
Objective
Legal requirements
Drug procurement
Drug storage and inventory control
Pharmacy Practice is the discipline of pharmacy which involves developing the professional roles of pharmacists. Pharmacy Practice offers practicing pharmacists in-depth useful reviews and research trials and surveys of new drugs and novel therapeutic approaches.
This presentation was given at the 'Beyond Scaling Up: Pathways to Universal Access' workshop which was held at the Institute of Development Studies, Brighton on the 24-25 May, 2010. This event was co-sponsored by the Future Health Systems Research Programme Consortium and the STEPS Centre. Mackintosh presented on supply chains.
Students will get the knowledge of :
- meaning of marketing channel
- channel design, channel members
- selection of appropriate channel, channel conflicts
- physical distribution management and its importance
Identifying & Overcoming Gaps in the Specialty-Pharmacy EcosystemCognizant
Specialty drug expenditures in the U.S. are rising dramatically, compelling manufacturers to accelerate the turnaround time from patient enrollment to drug disbursement. Using data analytics tools, these companies can track patients throughout their treatment and ensure continuous patient therapy.
Global pharmaceutical companies are modeled with a supply chain, which ensures that the right drug reaches the right people at the right time and in the right condition. The supply chain also ensures 100% product availability at optimum cost by carrying huge inventory, which maintains 100% fill rate. Manufacturers are trying to cut down development time to save costs. For example, a drug manufacturer who can trim development time by 19% can save up to USD 100 million. But if a drug is getting delayed to reach the market, the time delay costs the company around USD 1 million a day. So, pharmaceutical companies today are designing the supply chain to be as responsive as possible to reduce entry time to the market thereby increasing profit margins.
How to improve business and patient welfare - Ravinandan A PRavinandan A P
Pharmacists are the primary contact person among health care professionals. By adopting these ideas/plans in his profession he can succeed.
Delivered a talk as a special presentation speaker on “How to improve business and Patient Welfare” in an International Pharmacist Webinar in for the Pharmacists organized by Karnataka Registered Pharmacist Association (KRPA) and Sree Siddaganga College of Pharmacy, Tumkur, Karnataka, and Tumkur Chemist and Druggist Association with the collaboration with Group Pharmaceuticals Ltd. On 25-July-2020.
The pharmaceutical marketing channel represents the intricate network through which pharmaceutical products move from manufacturers to end-users, encompassing various stakeholders and channels of distribution. At its core, this channel involves the coordination and collaboration between pharmaceutical companies, distributors, pharmacies, healthcare providers, and patients.
Manufacturers play a central role in this channel, investing in research, development, and production of pharmaceutical products. Distributors facilitate the logistics and transportation of these products, ensuring they reach their intended destinations efficiently. Pharmacies and healthcare providers act as crucial intermediaries, dispensing medications and providing essential healthcare services.
However, in recent years, the landscape of pharmaceutical marketing channels has undergone significant transformation, largely influenced by digital advancements and changing consumer behaviors. Direct-to-consumer advertising, social media marketing, and online pharmacies have emerged as key components, reshaping how pharmaceutical products are promoted and accessed by patients.
Navigating this complex channel requires a deep understanding of regulatory requirements, market dynamics, and consumer preferences. Effective channel management strategies involve segmentation, targeting, and positioning of products, as well as forging strong partnerships with key stakeholders.
In essence, the pharmaceutical marketing channel represents a dynamic ecosystem where innovation, collaboration, and regulatory compliance intersect to ensure the safe and effective distribution of life-saving medications to those in need.
Unlock the intricacies of the pharmaceutical marketing channel with my insightful PowerPoint presentation, crafted for dissemination on SlideShare. Delve into the multifaceted landscape of pharmaceutical marketing, where manufacturers, distributors, retailers, healthcare providers, and patients intersect. Navigate through the evolving trends shaping the industry, from the surge in digital marketing to the nuances of direct-to-consumer advertising and the impactful role of social media. Gain a deeper understanding of key stakeholders and their pivotal contributions, from manufacturers driving innovation to healthcare providers influencing prescribing decisions. Discover effective strategies for channel management, including segmentation, value proposition development, and forging robust partnerships. Explore the power of digital marketing tools, such as website optimization, social media engagement, and mobile applications, in reaching and engaging target audiences. Navigate the complex regulatory landscape with insights into FDA guidelines and ethical considerations. Illuminate your understanding through compelling case studies highlighting successful marketing campaigns and lessons learned.
Distribution is significant rated as a significant function of marketing. After
production a product moves to the market and finally to the consumer.
▪ This journey of the product from the manufacturer or producer to the consumer is
made possible through certain defined paths, termed as, “Channels of
Distribution”
Ravinandan A P Innovative Strategies for Pharmacist in COVID 19 Ravinandan A P
Innovative strategies for Pharmacists-
Delivered a talk as a speaker on “Innovative Strategies for Pharmacist in COVID-19” in an International Pharmacist Webinar in for the Pharmacists organized by Karnataka Registered Pharmacist Association (KRPA) and RR College of Pharmacy, Bangalore, Karnataka with the collaboration with Group Pharmaceuticals Ltd. On 13-July-2020.
The Role of the Pharmacist in Patient Care (Book Review)clinicsoncology
Most people on the outside of the health care profession are not familiar with this new role of the pharmacist. The general public has created a stereotypical pharmacist’s picture as being a person who stands behind a counter, dispenses medicine with some instructions to the respective consumer. Pharmacy practice has changed substantially in recent years.
The Role of the Pharmacist in Patient Care (Book Review)pateldrona
Most people on the outside of the health care profession are not familiar with this new role of the pharmacist. The general public has created a stereotypical pharmacist’s picture as being a person who stands behind a counter, dispenses medicine with some instructions to the respective consumer. Pharmacy practice has changed substantially in recent years.
The Role of the Pharmacist in Patient Care (Book Review)komalicarol
Patient Care; Patient Compliance; Patient Counseling; Extemporaneous
Prescription Compounding; Framework for Medication Safety; Patient
Behavior; Patient Education; Patient-Provider Relationship; Patient Relationship Management; Patient Problem Solving and Preventive Care;
Pharmacovigilance; Patient Safety; Pharmaco-Economics; Long-term
Care; Community Liaison Pharmacists in Home Care; Pharmacists in
Ambulatory Care; Critical Care Pharmacists; Rational Use of Drugs; Surgical Dressing; Medication Risk Management; Medication History Taking and Reconciliation; Drug Related Problems; Medication Reconciliation; Palliative and Hospice Car
Five Steps to Find your 'Beyond the Pill' Strategyexecutiveinsight
A short window of opportunity exists for pharmaceutical companies to establish indispensable beyond the pill services, which may even help them 'own' particular disease areas.
Students will get the knowledge of :
- meaning of marketing channel
- channel design, channel members
- selection of appropriate channel, channel conflicts
- physical distribution management and its importance
Identifying & Overcoming Gaps in the Specialty-Pharmacy EcosystemCognizant
Specialty drug expenditures in the U.S. are rising dramatically, compelling manufacturers to accelerate the turnaround time from patient enrollment to drug disbursement. Using data analytics tools, these companies can track patients throughout their treatment and ensure continuous patient therapy.
Global pharmaceutical companies are modeled with a supply chain, which ensures that the right drug reaches the right people at the right time and in the right condition. The supply chain also ensures 100% product availability at optimum cost by carrying huge inventory, which maintains 100% fill rate. Manufacturers are trying to cut down development time to save costs. For example, a drug manufacturer who can trim development time by 19% can save up to USD 100 million. But if a drug is getting delayed to reach the market, the time delay costs the company around USD 1 million a day. So, pharmaceutical companies today are designing the supply chain to be as responsive as possible to reduce entry time to the market thereby increasing profit margins.
How to improve business and patient welfare - Ravinandan A PRavinandan A P
Pharmacists are the primary contact person among health care professionals. By adopting these ideas/plans in his profession he can succeed.
Delivered a talk as a special presentation speaker on “How to improve business and Patient Welfare” in an International Pharmacist Webinar in for the Pharmacists organized by Karnataka Registered Pharmacist Association (KRPA) and Sree Siddaganga College of Pharmacy, Tumkur, Karnataka, and Tumkur Chemist and Druggist Association with the collaboration with Group Pharmaceuticals Ltd. On 25-July-2020.
The pharmaceutical marketing channel represents the intricate network through which pharmaceutical products move from manufacturers to end-users, encompassing various stakeholders and channels of distribution. At its core, this channel involves the coordination and collaboration between pharmaceutical companies, distributors, pharmacies, healthcare providers, and patients.
Manufacturers play a central role in this channel, investing in research, development, and production of pharmaceutical products. Distributors facilitate the logistics and transportation of these products, ensuring they reach their intended destinations efficiently. Pharmacies and healthcare providers act as crucial intermediaries, dispensing medications and providing essential healthcare services.
However, in recent years, the landscape of pharmaceutical marketing channels has undergone significant transformation, largely influenced by digital advancements and changing consumer behaviors. Direct-to-consumer advertising, social media marketing, and online pharmacies have emerged as key components, reshaping how pharmaceutical products are promoted and accessed by patients.
Navigating this complex channel requires a deep understanding of regulatory requirements, market dynamics, and consumer preferences. Effective channel management strategies involve segmentation, targeting, and positioning of products, as well as forging strong partnerships with key stakeholders.
In essence, the pharmaceutical marketing channel represents a dynamic ecosystem where innovation, collaboration, and regulatory compliance intersect to ensure the safe and effective distribution of life-saving medications to those in need.
Unlock the intricacies of the pharmaceutical marketing channel with my insightful PowerPoint presentation, crafted for dissemination on SlideShare. Delve into the multifaceted landscape of pharmaceutical marketing, where manufacturers, distributors, retailers, healthcare providers, and patients intersect. Navigate through the evolving trends shaping the industry, from the surge in digital marketing to the nuances of direct-to-consumer advertising and the impactful role of social media. Gain a deeper understanding of key stakeholders and their pivotal contributions, from manufacturers driving innovation to healthcare providers influencing prescribing decisions. Discover effective strategies for channel management, including segmentation, value proposition development, and forging robust partnerships. Explore the power of digital marketing tools, such as website optimization, social media engagement, and mobile applications, in reaching and engaging target audiences. Navigate the complex regulatory landscape with insights into FDA guidelines and ethical considerations. Illuminate your understanding through compelling case studies highlighting successful marketing campaigns and lessons learned.
Distribution is significant rated as a significant function of marketing. After
production a product moves to the market and finally to the consumer.
▪ This journey of the product from the manufacturer or producer to the consumer is
made possible through certain defined paths, termed as, “Channels of
Distribution”
Ravinandan A P Innovative Strategies for Pharmacist in COVID 19 Ravinandan A P
Innovative strategies for Pharmacists-
Delivered a talk as a speaker on “Innovative Strategies for Pharmacist in COVID-19” in an International Pharmacist Webinar in for the Pharmacists organized by Karnataka Registered Pharmacist Association (KRPA) and RR College of Pharmacy, Bangalore, Karnataka with the collaboration with Group Pharmaceuticals Ltd. On 13-July-2020.
The Role of the Pharmacist in Patient Care (Book Review)clinicsoncology
Most people on the outside of the health care profession are not familiar with this new role of the pharmacist. The general public has created a stereotypical pharmacist’s picture as being a person who stands behind a counter, dispenses medicine with some instructions to the respective consumer. Pharmacy practice has changed substantially in recent years.
The Role of the Pharmacist in Patient Care (Book Review)pateldrona
Most people on the outside of the health care profession are not familiar with this new role of the pharmacist. The general public has created a stereotypical pharmacist’s picture as being a person who stands behind a counter, dispenses medicine with some instructions to the respective consumer. Pharmacy practice has changed substantially in recent years.
The Role of the Pharmacist in Patient Care (Book Review)komalicarol
Patient Care; Patient Compliance; Patient Counseling; Extemporaneous
Prescription Compounding; Framework for Medication Safety; Patient
Behavior; Patient Education; Patient-Provider Relationship; Patient Relationship Management; Patient Problem Solving and Preventive Care;
Pharmacovigilance; Patient Safety; Pharmaco-Economics; Long-term
Care; Community Liaison Pharmacists in Home Care; Pharmacists in
Ambulatory Care; Critical Care Pharmacists; Rational Use of Drugs; Surgical Dressing; Medication Risk Management; Medication History Taking and Reconciliation; Drug Related Problems; Medication Reconciliation; Palliative and Hospice Car
Five Steps to Find your 'Beyond the Pill' Strategyexecutiveinsight
A short window of opportunity exists for pharmaceutical companies to establish indispensable beyond the pill services, which may even help them 'own' particular disease areas.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
1. PLACE - CHANNELS OF
DRUG DISTRIBUTION
DR. ALI AKHTAR
PHARM.D
MS (CLINICAL PHARMACY)
PHD (CLINICAL PHARMACY)
2. Place in marketing mix stands for the channels of drug distribution.
Distribution is transferring a drug from a producer to the ultimate consumers
needing it. Thus, distribution is reaching the product to its target market successfully.
A channel is a medium or route that carries the product from the producer to the
final consumer. The channel of distribution is a mean that closes the gap
between producers and consumers and thus, also referred to as middleman. A
middleman is a setup that renders services directly related to the purchase and/or sales
of a product as it flows from producer to the consumers. The middleman usually takes
physical possession of product and facilitates actively in transferring of ownership of
the product.
3. MEMBERS OF DISTRIBTUION CHANNEL
A distribution channels consists of the set of intermediaries involved in the
flow of drug from producer to the final consumer. A distribution channel typically
includes the producer, wholesaler, retailers and the consumer. All these members are
essentially involved in the purchase or sale.
4. Producer
A producer produces and then distributes its products with varying
distribution intensities. Intensive distribution is delivering of products through
every reasonable outlet in the market. Selective distribution is supplying of
products through multiple, but not all available outlets in the market. The
exclusive distribution is supply of drugs through a single wholesaler and/or
retailer in the market. Some pharmaceutical manufacturers use multiple
wholesaling parties.
5. Wholesaler
Wholesaler is an intermediary party involved in buying of products for the
purpose of resale. In wholesaling, a firm may sale in bulk to any customer except to an
ultimate consumer who buys products for personal and non-business use. Wholesaler is
involved in the distribution of drugs on the behalf of some producers or even its
own. Therefore, a wholesaler sometimes also called distributor.
6. Wholesalers can be categorized as independent full-service, Limited
function and manufacturer-owned wholesalers. Independent full-service wholesaler is
an establishment that acts as an intermediary for numerous pharmaceutical firms.
Limited function wholesaler is narrow in scope and works for a few of producers only.
The manufacturer-owned wholesaler is managed and operated by a single producer and
is dedicated for the sale of only a specific producer's products. Some producers,
instead of owning a wholesaler, enter into a contractual agreement with party for
dedicated distribution. This is termed as contractual distribution.
Another classification of the distributors is local or national wide
wholesalers. Muller and Philips (M&:P'), united distribution limited (UDLJ, Spenser,
Vikor, and few others are the distributor having national wide coverage in Pakistan.
7. Retailer
A retailer links the producer to the final consumer. Contrary to a wholesaler, the
retailer sales drugs to a final consumer for one's personal use only. The wholesale and of
retail sale thus, can be distinguished by the intention of the purchase. Obviously, this sale
would be in small quantities and not for resale. In this perspective, purchase of bulk
quantities for personal use by a final consumer will not be wholesaling.
8. Consumer
The consumer is the last member in a distribution chain who
buys the products for personal and non-business use. In pharmaceutical
market, the final consumer is the patient.
9. IMPORTANCE OF MARKETING CHANNELS
Direct transfer of a product from a producer to the consumer would be the shortest and
simplest distribution channel. But it is not always possible practically for a manufacturer and final
consumer to deal directly with each other. Usually, multiple drugs are prescribed to a patient. The
drugs of only a single producer have not been prescribed to a patient coupled with it, large
number of producer and patient has been at hundreds of miles away from each other. Thus, making
it impossible for a patient to deal with produces for purchase of drugs. However, a market channel
makes it possible for patients to get drugs of multiple sources from one site.
10.
11. VARIOUS CHANNELS OF DISTRIBUTION
Producer- consumer
This is a direct route for reaching a consumer. This is the simplest and shortest
distribution channel but not practicable as mentioned before. When considering this channel
at industrial level, it is non-existent. However, highly perishable pharmaceuticals prepared
in hospital settings are directly dispensed to the patients (consumers). The total parenteral
nutrition (TPN) prepared in the clinics (producers) assumes this way to reach to the patients'
hands. Similarly, the delivery of a dispensing item prepared by a dispensing pharmacy to a
patient does not involve the intermediary party.
12. Producer- Retailer- Consumer
Some larger retailers buy directly from the manufacturers
and sale the products to the ultimate consumers. This is not a very
common channel of distribution in pharmaceutical market. However,
the chain drug stores are usually involved in this practice.
13. Producer- > Clinical setting- Consumer
A clinical setting like a hospital is sometimes the intermediary for
the distribution of specialized items to the ultimate consumers.
Wholesalers or the retailers are avoided in this channel because of
associated health hazards, special precautions even during transportation
and the constraints and associated health hazards. This channel is
used for delivery of radiopharmaceuticals and highly perishable drugs
directly to the clinical setting for consumers due to possible radiation
hazards and very short shelf life, respectively.
14. Producer- Wholesaler- Retailer- Consumer
This channel is a traditional and common distribution system for
supply of drugs to the ultimate consumers. Most of the pharmaceutical
producers follow this route of drug transfer to the consumers.
15. SELECTION OF A CHANNEL
Product Characteristics
The product characteristics taken into account in the selection of
distribution channel include the product nature, unit value, product
perishability, and product technicality.
16. Product nature
The placing of prescription drugs is pre-decided since, these are
'directed goods' and their sales result from the derived demand. A
traditional distribution channel such as 'producer-- wholesaler- retailer
-> consumer' is appropriate for such drugs.
Product unit value
A channel with least intermediaries is sought for the products with
higher unit value. Sometimes it is through a direct channel (i.e.,
without a single channel intermediaries). This is because of the
availability of more funds for the products.
17. Products Perishability
The highly perishable drug products sought a more direct channel such as
'producer-> consumer'. This is not usually practicable and thus an intermediary
is needed for delivery of product to the patent. For this, e.g; the route adopted is;
'producer-> clinical setting- consumer’.
The total parenteral nutrition requires a more direct channel, i.e., from
'producer (hospital pharmacy department) -> consumer'. Similarly, a medicament prepared
by a dispensing pharmacy is delivered directly to the consumer.
18. Product Technically
When special instructions for any reason after sale or administration of a
product are required, the tendency of a firm is towards the direct selling.
Use of a distribution channel for the supply of radiopharmaceuticals can
be cited as an example. The administration of a radiopharmaceutical need's
instructions to the patients for the purpose of radiation protection and for
this, 'producer- clinical setting- consumer' route is adopted.
19. Degree of market acceptance
If there is less degree of market demand for some
products when the company or its products are not
well known, the use of middleman is indicated. Channel
of 'producer wholesaler-> retailer- consumer' is a suitable
choice for such products.
20. Market Characteristics
The market characteristics that influence the decision of
distribution channel selection include product user, market size,
and geographic distribution.
21. Product user
This channel is selected on the basis of the product users.
For example, if the product is useful only in the hospitals, it
may be feasible to sell directly to the hospitals.
Market size
The smaller the market size, the less feasible it becomes
to sell with a direct channel. In this situation, a traditional
distribution channel mentioned above is an appropriate choice.
22. Geographic Distribution
More direct channel is used if the market for the product is
geographically concentrated. On the other hand, market
dispersion requires the help of an intermediary for an efficient
distribution.
23. Manufacturer’s Characteristics
The characteristics of manufacturer affecting selection of distribution
channel include manufacturer's financial capabilities, reputation, and
polices.
Financial Capabilities
The financial capability is one of the major determinants for decision of a
distribution channel. Direct selling for example, is costly so much that even
though a producer may desire to do so, it may find it impossible because of
high financial involvement
24. Reputation
The ability to obtain effective distribution directly/indirectly depends on the
producer's reputation for integrity and fair dealing.
Manufacturer’s policies
Clear-cut policies are needed by the firms as they relate to channels of
distribution. In some cases, these policies are so strong that they become dominated
considerations regarding channel decisions.
25. Availability
A middleman preferred by a firm may not be available because of some reasons. It may
be carrying competitive products and do not want to add another product line. Else the best
middleman is in a contractual agreement with some other producer and due to its contractual
agreement, is not available.
Compatibility of policies
Sometimes the firm's choice for channel is limited because of incompatibility of their
marketing policies.