Muslim Lecture Entrepreneurship 12 Marketing Pharmaceutical Care

8/12/2019 Muslim Lecture Entrepreneurship 12 Marketing Pharmaceutical Care

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Marketing

Pharmaceutical Care

Dr. Muslim Suardi, MSi., Apt.

Faculty of PharmacyUniversity of Andalas

2010


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Pharmaceutical Care

The responsible provision of drug

therapy for the purpose of achievingdefinite outcomes that

improve a patients

quality of life


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Marketing Mix

Is a process

Marketing efforts need to be ongoing

and marketing strategies should bemonitored & modified as needed.


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Marketing mix

Consists of:

Product

Price Promotion

Place


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Marketing mix

Additional elements:

Process management

Positioning

Because they are importantconsiderations in successful marketingeffort.


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Product

Item is being marketed

In Pharmaceutical Care, the product is

actually a service.


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Differ from goods

Intangible

Inconsistent

Inseparable

Non-inventoried


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Intangible

Services cannot be physically seen ortouched by patients.

To derive benefit from the service andappreciate its value, patient have toexperience it.

The quality of the interaction with thepharmacist that determine patientsatisfaction with pharmaceutical careservices.


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Inseparable

Patients cannot separate the servicefrom the provider of that service

The competencies & abilities ofindividual pharmacist will determinethe patients perceptions of quality &

value


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Patients perception of

quality Clinical competencies

Knowledge base

Communication skills

Personality of the pharmacists


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Non-inventoried

Services, unlike goods, cannot beinventoried

A pharmacist must be present todeliver pharmaceutical care serviceswhen they are delivered to a patient


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Price

Setting an appropriate price, thesecond element of the marketing mix,

is important to the successfulmarketing of any new service

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


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Promotion

Encompasses much more thanadvertising

Also includes:

Publicity

Public relations activities Sales promotion

Personal selling of the pharmaceutical

care service


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Place

Place refers to where & how a servicewill be delivered

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

A place & at a time that are

convenient & acceptable to patients. Creating a professional & private

setting to provide the service helps toenhance patients perception of value


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The Marketing Circle

1. Analyzing the market

2. Developing the market plan

3. Selecting & developing promotionalmaterials

4. Testing & refining marketing materials

5. Implementing the marketing plan6. Evaluating plan effectiveness

7. Applying findings of the evaluation to helpguide future marketing efforts


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Analyzing the Market

Identifies opportunities for a pharmacyto develop & implement services.

SWOT Analysis

Strength & weakness of the internalenvironment

Opportunities & threats presenting bythe external environment


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Analyzing the Market

External O & T will be most accuratewhen it is based on some initial

market research. Techniques: consumer questionnaires,

telp surveys, & patient focus group.

Additional sources: casualconversations with consumers,observation of consumer behavior, &

published market data.


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Developing the Market

Plan Marketing goals & objectives

Identify target market

Determine how each element of themarketing mix will be addressed

Lay the round-work for planimplementation


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Developing the Market

Plan Goals: general statement that outline

what a MP intends to accomplish

Objectives: the measurable stepsneeded to meet the goals.

Clearly stated, realistic & quantifiable

If the objectives areambiguous/difficult to measure, it willbe difficult to evaluate


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Developing

Promotional MaterialsAdvertising

Direct mail: review of products

features & benefits

Publicity

Sales Aid


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Advertising

Efforts for which pharmacists pay to havemessages to delivered to target audiences

For advertising to be successful it needs to:

Be consistent

Have a single, clear message

Inform, educate, attract, & move the targetmarket into action

Be able to break through the clutter ofmessages bombarding consumers daily.


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Advertising

Which media?

Depends on:

Message that the pharmacist wants topromote

Service being promoted

Target audience

Budget


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Advertising

Electronics: TV, radio, e-marketing

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


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Advertising

Radio: can allow the pharmacist tocommunicate with a selected target

market. Bill boards: hits a broad target on a

regular, consistent basis

TV: reaches a comprehensivepopulation base

News paper: attract a large generalreadership


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Direct Mail

Review of products features & benefits

First: develop a target market mailing

list & tailor the message in the mailingto fit the target market

Patients data base

Mailing list of community memberswith specific interest (diabetes orasthma)


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Publicity

Is a promotional technique thatencompasses a number of strategies

to target special groups, includingmaking presentations & holdingspecial events.


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Testing & Refining

Marketing Materials

No guarantee that marketing

strategies & promotional materials willlead to the anticipated result

It is beneficial to allow adequate time

for field testing of new materials inthe marketplace.


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Possible Outcomes

Outcome measure:

Number of programs sold (out come

measure) Increase in pharmacy service revenue

Increase in referrals

Number of contracts with employer

Improved patient satisfaction surveys Number of third party payers who reimburse

for service


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Possible Outcomes

Process Measure:

Increased awareness of the service

(finding out where the customer heardabout the service).

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

Number of times the patientrecommended the service to others.


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Implementing theMarketing Plan

The marketing plan should beimplemented in a timely manner,

following the task time line createdduring the planning process.

A monthly planner or calendar canhelp to track everyones progress.

All staff members remain committed tothe marketing plan


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Evaluating Plan

Effectiveness Once again: Marketing is an ongoing

process.

Comparing the outcomes of themarketing strategies with the establishobjectives on a regular basis will help

guide future marketing effort.


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Applying findings of theevaluation to help guidefuture marketing efforts

As the findings are collected, an

updated market analysis, marketingplan, & budget can be adjusted torespond to new opportunities &

eliminate promotional strategies thatdo not yield the desired results.

Documents

Muslim Lecture Entrepreneurship 12 Marketing Pharmaceutical Care