Marketing Marketing Pharmaceutical CarePharmaceutical Care

Dr. Muslim Suardi, MSi., Apt. Dr. Muslim Suardi, MSi., Apt.

Faculty of PharmacyFaculty of Pharmacy

University of Andalas University of Andalas

20102010

Pharmaceutical CarePharmaceutical Care

“ “ The responsible provision of drug The responsible provision of drug therapy for the purpose of therapy for the purpose of

achieving definite outcomes that achieving definite outcomes that

improve a patient’s improve a patient’s

quality of life”quality of life”

Marketing MixMarketing Mix

Is a process Is a process Marketing efforts need to be Marketing efforts need to be

ongoing and marketing strategies ongoing and marketing strategies should be monitored & modified should be monitored & modified as needed. as needed.

Marketing mixMarketing mix

Consists of: Consists of: Product Product Price Price Promotion Promotion Place Place

Marketing mixMarketing mix

Additional elements: Additional elements: Process managementProcess management Positioning Positioning

Because they are important Because they are important considerations in successful considerations in successful marketing effort. marketing effort.

Product Product

Item is being marketed Item is being marketed In Pharmaceutical Care, the In Pharmaceutical Care, the

product is actually a service. product is actually a service.

Differ from goodsDiffer from goods

Intangible Intangible Inconsistent Inconsistent Inseparable Inseparable Non-inventoried Non-inventoried

Intangible Intangible

Services cannot be physically Services cannot be physically seen or touched by patients. seen or touched by patients.

To derive benefit from the service To derive benefit from the service and appreciate its value, patient and appreciate its value, patient have to experience it. have to experience it.

The quality of the interaction with The quality of the interaction with the pharmacist that determine the pharmacist that determine patient satisfaction with patient satisfaction with pharmaceutical care services. pharmaceutical care services.

InconsistentInconsistent

Since individual pharmacist are Since individual pharmacist are performing the services, they may not performing the services, they may not be delivered consistently each time. be delivered consistently each time.

Increasing service consistency: Increasing service consistency: The use of drug therapy protocols The use of drug therapy protocols Written policies & proceduresWritten policies & procedures Printed educational materialsPrinted educational materials

InseparableInseparable

Patients cannot separate the Patients cannot separate the service from the provider of that service from the provider of that serviceservice

The competencies & abilities of The competencies & abilities of individual pharmacist will individual pharmacist will determine the patients determine the patients perceptions of quality & value perceptions of quality & value

Patient’s perception of Patient’s perception of qualityquality Clinical competencies Clinical competencies Knowledge baseKnowledge base Communication skillsCommunication skills Personality of the pharmacists Personality of the pharmacists

Non-inventoriedNon-inventoried

Services, unlike goods, cannot be Services, unlike goods, cannot be inventoried inventoried

A pharmacist must be present to A pharmacist must be present to deliver pharmaceutical care deliver pharmaceutical care services when they are delivered services when they are delivered to a patientto a patient

PricePrice

Setting an appropriate price, the Setting an appropriate price, the second element of the marketing second element of the marketing mix, is important to the successful mix, is important to the successful marketing of any new service marketing of any new service

Important considerations: the Important considerations: the estimated cost of providing the estimated cost of providing the service (salary, & benefits, materials, service (salary, & benefits, materials, overhead, reasonable profit overhead, reasonable profit

PromotionPromotion

Encompasses much more than Encompasses much more than advertising advertising

Also includes: Also includes: Publicity Publicity Public relations activities Public relations activities Sales promotion Sales promotion Personal selling of the Personal selling of the

pharmaceutical care servicepharmaceutical care service

PlacePlace

Place refers to where & how a service Place refers to where & how a service will be delivered will be delivered

The service must be made available in The service must be made available in the right place at the right time the right place at the right time

A place & at a time that are A place & at a time that are convenient & acceptable to patients. convenient & acceptable to patients.

Creating a professional & private Creating a professional & private setting to provide the service helps to setting to provide the service helps to enhance patient’s perception of value enhance patient’s perception of value

The Marketing Circle The Marketing Circle

1.1. Analyzing the market Analyzing the market

2.2. Developing the market plan Developing the market plan

3.3. Selecting & developing promotional Selecting & developing promotional materials materials

4.4. Testing & refining marketing materials Testing & refining marketing materials

5.5. Implementing the marketing plan Implementing the marketing plan

6.6. Evaluating plan effectiveness Evaluating plan effectiveness

7.7. Applying findings of the evaluation to Applying findings of the evaluation to help guide future marketing efforts help guide future marketing efforts

Analyzing the Market Analyzing the Market

Identifies opportunities for a Identifies opportunities for a pharmacy to develop & implement pharmacy to develop & implement services. services.

SWOT Analysis SWOT Analysis Strength & weakness of the Strength & weakness of the

internal environment internal environment Opportunities & threats presenting Opportunities & threats presenting

by the external environmentby the external environment

Analyzing the MarketAnalyzing the Market

External O & T will be most accurate External O & T will be most accurate when it is based on some initial market when it is based on some initial market research.research.

Techniques: consumer questionnaires, Techniques: consumer questionnaires, teltelpp surveys, & patient focus group. surveys, & patient focus group.

Additional sources: casual Additional sources: casual conversations with consumers, conversations with consumers, observation of consumer behavior, & observation of consumer behavior, & published market data. published market data.

Developing the Developing the Market Plan Market Plan

Marketing goals & objectives Marketing goals & objectives Identify target market Identify target market Determine how each element of Determine how each element of

the marketing mix will be the marketing mix will be addressedaddressed

Lay the round-work for plan Lay the round-work for plan implementation implementation

Developing the Market Developing the Market PlanPlan Goals: general statement that outline Goals: general statement that outline

what a MP intends to accomplishwhat a MP intends to accomplish Objectives: the measurable steps Objectives: the measurable steps

needed to meet the goals. needed to meet the goals. Clearly stated, realistic & quantifiable Clearly stated, realistic & quantifiable If the objectives are If the objectives are

ambiguous/difficult to measure, it will ambiguous/difficult to measure, it will be difficult to evaluate be difficult to evaluate

Developing Developing Promotional Promotional Materials Materials

Advertising Advertising Direct mail: review of products Direct mail: review of products

features & benefits features & benefits Publicity Publicity Sales Aid Sales Aid

AdvertisingAdvertising

““Efforts for which pharmacists pay to have Efforts for which pharmacists pay to have messages to delivered to target audiences”messages to delivered to target audiences”

For advertising to be successful it needs to: For advertising to be successful it needs to: Be consistent Be consistent Have a single, clear message Have a single, clear message Inform, educate, attract, & move the target Inform, educate, attract, & move the target

market into action market into action Be able to break through the clutter of Be able to break through the clutter of

messages bombarding consumers daily. messages bombarding consumers daily.

AdvertisingAdvertising

Which media? Which media?

Depends on: Depends on: Message that the pharmacist Message that the pharmacist

wants to promote wants to promote Service being promoted Service being promoted Target audience Target audience Budget Budget

AdvertisingAdvertising

Electronics: TV, radio, e-Electronics: TV, radio, e-marketing marketing

Printed, news paper, magazine Printed, news paper, magazine Out door: Banner, bill board Out door: Banner, bill board

AdvertisingAdvertising

Radio: can allow the pharmacist to Radio: can allow the pharmacist to communicate with a selected communicate with a selected target market. target market.

Bill boards: hits a broad target on Bill boards: hits a broad target on a regular, consistent basis a regular, consistent basis

TV: reaches a comprehensive TV: reaches a comprehensive population base population base

News paper: attract a large News paper: attract a large general readershipgeneral readership

Direct MailDirect Mail

Review of products features & benefits Review of products features & benefits First: develop a target market mailing First: develop a target market mailing

list & tailor the message in the mailing list & tailor the message in the mailing to fit the target market to fit the target market

Patient’s data base Patient’s data base Mailing list of community members Mailing list of community members

with specific interest (diabetes or with specific interest (diabetes or asthma) asthma)

PublicityPublicity

Is a promotional technique that Is a promotional technique that encompasses a number of encompasses a number of strategies to target special strategies to target special groups, including making groups, including making presentations & holding special presentations & holding special events. events.

Testing & Refining Testing & Refining Marketing Materials Marketing Materials

No guarantee that marketing No guarantee that marketing strategies & promotional strategies & promotional materials will lead to the materials will lead to the anticipated resultanticipated result

It is beneficial to allow adequate It is beneficial to allow adequate time for “field testing” of new time for “field testing” of new materials in the marketplace. materials in the marketplace.

Possible OutcomesPossible Outcomes

Outcome measure: Outcome measure: Number of programs sold (out come Number of programs sold (out come

measure) measure) Increase in pharmacy service revenue Increase in pharmacy service revenue Increase in referrals Increase in referrals Number of contracts with employerNumber of contracts with employer Improved patient satisfaction surveys Improved patient satisfaction surveys Number of third party payers who Number of third party payers who

reimburse for service reimburse for service

Possible OutcomesPossible Outcomes

Process Measure: Process Measure: Increased awareness of the service Increased awareness of the service

(finding out where the customer (finding out where the customer heard about the service). heard about the service).

Patients able to identify the features Patients able to identify the features & benefits of the service.& benefits of the service.

Number of times the patient Number of times the patient recommended the service to others. recommended the service to others.

Implementing the Implementing the Marketing Plan Marketing Plan

The marketing plan should be The marketing plan should be implemented in a timely manner, implemented in a timely manner, following the task time line created following the task time line created during the planning process. during the planning process.

A monthly planner or calendar can A monthly planner or calendar can help to track everyone’s progress. help to track everyone’s progress.

All staff members remain committed All staff members remain committed to the marketing plan to the marketing plan

Evaluating Plan Evaluating Plan EffectivenessEffectiveness

Once again: Marketing is an Once again: Marketing is an ongoing process. ongoing process.

Comparing the outcomes of the Comparing the outcomes of the marketing strategies with the marketing strategies with the establish objectives on a regular establish objectives on a regular basis will help guide future basis will help guide future marketing effort. marketing effort.

Applying findings of Applying findings of the evaluation to help the evaluation to help guide future guide future marketing effortsmarketing efforts

As the findings are collected, an As the findings are collected, an updated market analysis, marketing updated market analysis, marketing plan, & budget can be adjusted to plan, & budget can be adjusted to respond to new opportunities & respond to new opportunities & eliminate promotional strategies eliminate promotional strategies that do not yield the desired results. that do not yield the desired results.