Académique Documents
Professionnel Documents
Culture Documents
"Detailing" forms one of the most important tools in pharmaceutical marketing and advertising When we detail, we are actually advertising the product to a particular targeted customer, to induce them into buying or prescribing it. It is a type of personal selling which is thoroughly rehearsed, internalised and practiced to an extent that when it is heard, it sounds as if it is coming out of one's own talk about the product Helps in creating a Brand Image
Cost of drug
Personal preference
Patient request
Brand
Doctors Comments
I view them as the liaison but I dont take them at their word all the time I hate negative marketing. The lack of objectivity is a big turnoff for me If they keep coming back with the same information, its a waste of both parties time I appreciate the information, but the reps can be pushy The thing I dislike the most is when the rep doesnt appreciate that I am busy and still tries to pitch the drug to me I dont believe that someone with a bachelors degree knows more about how a drug works than I do
8
78%
Biased information
47%
Inconvenient timing
44%
Too many from the same company
40%
Take too much time
28%
Not enough medical expertise
20%
Not enough samples
Source: The Forrester Report: Pharmas Detailing Overhaul, February 2001 (IMS Health, Scott-Levin, Forrester Research, Inc); (Ziment/WebSurveyMD.com); IBM Analysis
Detailing story highlights : The relevant points The unique selling points of the brand raising the doctor's interest It slowly creates a brand image Detailing story has to be perfect in having : Ideal mixture of scientific information Quality of product The manufacturing technique used
Advertisement of the company's product (a walking audio-visual). To create and arouse interest in the doctors mind regarding products thus influencing his prescribing habit.
To emphasize the advantages / benefits and the salient features of products. To generate more prescriptions
Even slight deviation could lead to wrong, misleading or unclear information. Small addition or deletion could lead to misinformation.
Clarity of Speech Audibility / Loudness Tone Modulation of Voice and Emphasis Timing and Pause
The distance for effective viewing be minimum three feet between the doctors eye and the visual aid. It gives 100% clarity. Secondly, folder / visual aid should be held at such an angle to the eye, so as to avoid any reflection of light. This avoids any distortion in vision.
It also helps in reducing distraction and private planning. Adds up the punches given by modulation and emphasis
Customers raise objections, make remarks This can be handled only if you actively listen Helps in closing the sale and generate prescriptions
Not only in the West, but more and more Companies in India are taking to iPads for detailing:
Reason for choosing iPads fast launch time No sleep mode and no standby Handy when you meet your customer User-friendly
Sales promotion
Sales promotion in Pharmaceutical Marketing
includes several communications activities that attempt to provide added value or incentives to The customers (doctors) The consumers (patient) The wholesalers (stockists) , retailers, or other organizational customers to stimulate immediate sales.
Sales promotion
The most popular methods of Sales promotion used in Pharmaceutical Marketing are:
Quantity discounts or Trade Offers Gifts to retail chemists and stockists on the purchase of a slab-wise predetermined quantity of a product or on value of an assortment of products
Usually the trade offers are also extended to dispensing doctors and nursing homes. This can dramatically improve the repeat usage by dispensing doctors and nursing homes. Sales Promotions are useful in achieving certain short term objectives like reducing inventories of products and increasing the stocking with the Trade provided there is simultaneously backing from the Companys side with advertising and Personal selling efforts to increase the demand.
The origin of these two terms refers to the supply chain and how the demand for the product is generated.
Sell a product by recommending it to end consumers Or by giving the products adequate display
Companies offer special offers, discounts or gifts to stockists and retailers to gain their support.
Advertising
Definition of advertising as per American Marketing Association:
Any paid form of non-personal presentation and promotion ideas, goods or services by an identified sponsor.
(The above definition clearly rules out any face to face communication with customers).
Advertising therefore can inform people, make them aware of your product, create interest and take them to a stage of evaluation. eg.
Advertising benefits
In Ethical Pharmaceuticals, an advertising campaign 1. Can create a better climate, a favourable disposition for the sales force to move in and clinch the sale. 2. Also, it can reassure a convinced user and maintain usage.
Advertising Limitations
In Ethical Pharmaceuticals, an advertising campaign 1. Is not permitted in mass media. 2. Cannot create or increase sales directly. 3. It can never be a substitute for the Medical Representative.
32
33
Web Marketing
The advent of the Internet as a legitimate marketing tool has created the first trackable massmarketing channel. Today, Internet marketing campaigns can capture even the most granular details of every interaction, which can then be stored for individual and aggregate analysis. Internet campaigns, unlike TV, radio, and print,
Target audiences are increasingly using the Internet as a key component in making healthcare decisions.
New drugs targeting smaller populations make traditional broadcast channels less desirable.
Public Relations
Usually PR is interpreted as Public Relations but in the case of Ethical Pharmaceuticals, it may be more appropriate to refer to it as Professional Relations. This cost effective medium for communicating our message includes Medical press releases (particularly for new products) Reports on Scientific meetings/symposia Reviews of publications Accounts of Clinical Trials and Professional meetings
necessary work Most large Companies in addition, have an internal PR department to liaise with the PR Agencies But sometimes given the medical nature of the briefings, the Product Manager in conjunction with the Medical Director/Medical department, is required to assist the internal PR department to brief the external PR Agencies by providing all the relevant data. The Product Manager also has to help the internal PR department, monitor and review the effectiveness and progress of the PR initiatives. .
Criticism against Medical meetings/ symposia/ congresses and OPPI / IFPMA guidelines
Travel Facilities: No travel facilities to be extended to a healthcare professional as a delegate, inside the country or outside, including rail, air, ship, cruise tickets, paid vacations, etc. for self and family members for vacation or for attending conference, seminars, workshops, CME programme, etc. Payments for Speakers and Presenters: Payments of reasonable fees and reimbursement of out-of-pocket expenses, including travel and accommodation, may be provided to healthcare professionals who are providing genuine services as speakers or presenters, other than delegates.
Conferences and Medical Events Hospitality/ Appropriate Venue/Limits of Hospitality / Entertainment excerpts from OPPI IFPMA guidelines
Hospitality: No hospitality, like hotel accommodation, for self and family members under any
pretext to be provided to a healthcare professionals other than as mentioned in sections 7.3 and 7.4
Appropriate Venue: All Events should be held in an appropriate venue that is conducive to
the scientific or educational objectives and the purpose of the Event or meeting. The additional requirements set forth in Article 7 of this Code also apply accordingly.
Medical Exhibitions
These can be relatively expensive on account of: Cost of renting space Cost of special stand Samples and Literature Staff time It is important therefore to predetermine the objectives of participation vis--vis the cost likely to be incurred.
Direct Mailings
Earlier it used to be by Post. Now internet has become a cost effective medium for Direct Mailings. The objective must be defined first so that the following can be planned: Tailor made message The Design The Target Audience and The Response Measurement
The trials must satisfy Companys own scientific and ethical standards
Patients
Caregivers Investors
Collaborators
Clinical trials prospects
Must make it easy for each of these groups to find content of relevance to them.
Engage your visitors
Be readily usable
Convey your companys top-level and supporting messages clearly
Reflect the quality of your company Provide analytics, so that visitor sources