Académique Documents
Professionnel Documents
Culture Documents
MARKETING
All the resources of the firm should be organized into a total system aimed at meeting the needs of the consumer
The role of marketing is to influence or direct activities from the manufacturer to the patient:
The right products In the right quantity At the right place For the right price At the right time
MARKETING ACTIVITIES
Assembly, transportation storage, packaging, grading
QUANTITY
ASSORTMENT
CONSUMERS
Source: McInnis; A Conceptual Approach to Marketing
IT
Enabling information access Enhancing personalization Right use Right amount Right need Increasing the number of available options
QUANTITY
ASSORTMENT
Veto/authorization power of physicians consumers need an authorized document to purchase a prescription drug
Importance of the disease to identifying and classifying markets Professional licensing required to stock and sell pharmaceutical products Records of every transaction are kept that are specific to:
Patient Physician Product
6
Definitions
Market Research:
Determination and assessment of qualitative and quantitative dimensions of a market
Marketing Research:
Analysis of the effects of various marketing activities of a company or its competitors
Market Research
Environmental scanning:
Physicians Pharmacists Pharmacies Hospitals
Data gathering and analysis Influence of unique aspects of the pharmaceutical market on market research:
Known list of entities Knowledge-based decisions Similarities in education and thinking (professionalization) Availability of records for transactional activity
Premarketing Planning:
What physician specialties are important in a given therapy or diagnosis? What patient characteristics are important? Who are our competitors in this market? How do our competitors promote their product? Are there unsatisfied portions of the market? How do physicians perceive a proposed product?
10
This can be critical in product defense situations! Example: Pfizers defense of Viagra when suits were filed alleging an increased risk of stroke.
11
Promotional Media
Periodic Surveys
Physician Panels
12
Periodic Surveys
13
Periodic Surveys
Growth of pharmaceutical purchases by hospitals has greatly exceeded purchases from pharmacies on a proportional basis
In many communities, the hospital has become more important in routine care
Measures the inflow of products from the manufacturer to the hospital OTC Prescription drugs Indirect (through wholesalers) Direct purchases from manufacturers
14
Warehouse Withdrawals
Does not reflect direct purchases from manufacturers Provides ability to analyze small segments of the marketplace such as zip code or territories
Periodic Surveys
Can be valuable in dealing with questions of individual territory performance and potential or different selling techniques
15
Periodic Surveys
16
Periodic Surveys
Tracking of new prescriptions over time and monitors changes in doctor prescribing habits
Physician Panels
17
Historically used for nonprescription pharmaceuticals Data typically collected for products of interest Collect unit and dollar information at the package size level Main use is to obtain prescription counts by product Used for pricing analysis and cross-tabulation analysis using data warehouses
18
Promotional Media
Periodic Surveys
Monitoring of detailing visits to physicians by sales representatives Monitoring of journal advertising Monitoring of direct mail advertising Physician sampling
19
21
22
SALES
23
Sales Roles
Detailing
Face-to-face visits to physicians or purchasing managers (e.g., hospitals, HMOs) to present new prescription drugs Influence prescribing habit Increase current prescription usage Deliver samples Build relationships with doctors Get drug into a formulary; pull through
Sample Management
Track delivery of prescription drug samples to physicians or other purchasers
24
Effective Detailing
Influences on Physician Prescribing Habits Side Effects Drug delivery method Efficacy Potential drugdrug interactions Dosage Payor formulary status
Cost of drug
Personal preference
Patient request
Brand
25
26
Physician 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 27
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
Benefits to Physicians
Allows physicians to see sales reps, gather information they deem important, and to have the flexibility and control to do it in their own schedule Offers physicians a range of convenient interactive channels Provides timely updated drug information Provides simpler sample ordering and delivery Provides quality peer-to-peer discussions on a topic that interests a physician.
Better control of detailing content: as a result, e-Detailing can be used as an efficient way to train less-skilled sales reps
Capture relevant physician practice data: with this information, Companies can identify potential high prescribers that sales reps can target later Counter detailing and off-the-label discussion: with e-Detailing, the companys medical experts can speak with physicians about competing drugs clinical trial flaws and offthe-label prescription, which is normally not allowed in a sales reps visit Increased sales of under-marketed drugs
Source: IMS Health, iPhysicianNet website, Aptilon.com website, IBM Analysis
28
Sample Management
The pharmaceutical industry in America distributed $6.7 billion worth of samples to physicians in 1999 * During a typical month, the average pharmaceutical sales representative will visit 150 physicians, distribute thousands of packages of drug samples, obtain FDA required signatures on 150 sample distribution forms and receive scores of new sample cartons to their home-based office, and expend as much as 25% of their time tediously managing a paper-based process
29
Source: FDA
30
32
Exchange ideas with other physicians regarding new products or indications or adverse events Helps convince other doctors to prescribe new products and can make the difference between a successful product launch and a major disappointment Program is actively integrated with marketing program:
Physician recruitment (specialty, name recognition, etc.) Matching to appropriate R&D efforts Matching to appropriate marketing programs
33
34