Effective Medical Communications in Pharmaceutical marketing

Communication is the process of transferring information from one source to another to create shared understanding.

communication by presenting information through Visual form.Uses text, Images, Graphs, Video, Animations.

MediaMessageSender Encodi

ng

Response

Feedback

Noise

Decoding

Receiver

Elements in the Communication Process

HigherLower Price sensitivity

LowerHigherDegree of govt. regulation

ConsumerPharmaceuticalsFactors compared

LowerHigherImportance of ethics

LowerHigherBrand loyalty

TrueNot TrueConsumer is decision maker

How is pharmaceutical market different?

( Marketing Communication matrix)

Promotional objectives

• To support 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

Define your product's USP

Evaluate company strategy

Create Unique selling proposition

Fit with company's overall strategy

•Against (Vs a competitor brand)•Niche (a sub-division of a category)

•New (breakthrough product)•Traditional

Positioning of product can be

Diversification

Market Penetration Market Development

Product Development

Existing Markets New Markets

Existing Products

New Products

Ansoff’s Matrix (Product/Market Matrix)

Segmentation of the market

By Patient DiagnosisBy Formulation

By ProductBy Buyer

• Advertising

• Sales promotion

• PR and Publicity

• Personal selling

• Direct marketing

Choice of promotional strategy depends on-

Objectives

Stage of life cycle

Market segmentProduct Type

Competitive activity

Channels of distribution

Choice of Marketing mixWhich 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-

Designed to make all 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

Effective Medical communication

• # Focus on the Receiver

• # Focus on the Proposition

• # Dramatize the Proposition"Break the boredom barrier!"

•Message complexity

•Message overload

Written by-Dr. Neelesh BhandariMD (Path), PGP Human RightsAdvisor (Medical Communications) Mark IV Medical Communications.

http://tinyurl.com/drneelesh

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