Embed Size (px)
DESCRIPTION
The basics of creating effective medical communications products
Citation preview
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
INDIA20, Bharathi Park, 8th CrossSai Baba Mission PostCoimbatore 641011Tamil Nadu, Indiawww.markivmedical.comTelephone: +91 422 4385520Fax: +91 422 2430963Email: [email protected]
UNITED STATES225, West 36 Street Suite 800,New YorkNY 10018
Telephone: +1 646 383 1570Fax: +1 646 519 2757Email: [email protected]
GERMANYRepresentative German OfficeFriedrichstrasse 11-1342781 Haan - GERMANY
Telephone: (+492129) 94 05-23Fax: (+492129) 94 05-20Email: [email protected]
UNITED KINGDOM2nd Floor,145-157St. John Street,London EC1V 4PY
Telephone: +44 020 3239Email: [email protected]
