Mgt682week9

Marketing and Sales Roles in the Pharmaceutical Industry

The “Marketing Concept” - Key Principles ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing as an “Actualizing Process” ,[object Object],[object Object],Source: McInnis; “A Conceptual Approach to Marketing” MARKET SEPARATORS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],EXCHANGE FLOWS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],MARKETING ACTIVITIES Assembly, transportation storage, packaging, grading Advertising, personal selling, publicity, labeling, sales promotions, marketing research, consumer complaints, drug education programs Credit and cash payments Purchasing and selling, pricing, post transactional rights PRODUCERS CONSUMERS

IT’s Role in the “Actualizing Process” ,[object Object],[object Object],Source: McInnis; “A Conceptual Approach to Marketing” MARKET SEPARATORS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],IT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Unique Aspects of Pharmaceutical Marketing and Sales ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Definitions ,[object Object],[object Object],[object Object],[object Object]

Market Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Questions Answered by Market Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Questions Answered by Market Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Questions Answered by Market Research ,[object Object],[object Object],[object Object],[object Object],This can be critical in product defense situations! Example : Pfizer’s defense of Viagra when suits were filed alleging an increased risk of stroke.

Types of Market Research Periodic Surveys Retail Pharmacy Purchases Hospital Purchases Warehouse Withdrawals Promotional Media Physician Panels Retail Pharmacy Prescriptions Retail Pharmacy Sales

Types of Market Research ,[object Object],[object Object],[object Object],[object Object],[object Object],Periodic Surveys Retail Pharmacy Purchases

Types of Market Research ,[object Object],[object Object],[object Object],[object Object],[object Object],Periodic Surveys Hospital Purchases 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

Types of Market Research ,[object Object],[object Object],[object Object],[object Object],[object Object],Periodic Surveys Warehouse Withdrawals Can be valuable in dealing with questions of individual territory performance and potential or different selling techniques

Types of Market Research ,[object Object],[object Object],[object Object],[object Object],[object Object],Periodic Surveys Retail Pharmacy Prescriptions

Types of Market Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Periodic Surveys Physician Panels

Types of Market Research ,[object Object],[object Object],[object Object],[object Object],[object Object],Periodic Surveys Retail Pharmacy Sales

Types of Market Research ,[object Object],[object Object],[object Object],[object Object],Periodic Surveys Promotional Media

Generic Stages of Market Research Marketing Problem ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Research Design Research Proposal Select Sample Design Survey & Feedback Design coding, analysis instructions Interpret Present Findings Take Action and Monitor Written marketing brief Costing Was this what was requested? Source: Smith, “Pharmaceutical Marketing”

Market Research Organizations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Market Research Industry Associations ,[object Object],[object Object],[object Object]

Sales Roles ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Effective Detailing Influences on Physician Prescribing Habits Source: IBM Analysis Side Effects Drug delivery method Cost of drug Efficacy Potential drug-drug interactions Dosage Payor formulary status Brand Personal preference Patient request

Detailing’s Value to the Physician ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: IBM Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Comments From Physician Interviews Value of Relationship with PharmaCos to Physicians

Detailing - Physician Concerns 20% Not enough samples 28% Not enough medical expertise 40% Take too much time 44% Too many from the same company Inconvenient timing Biased information “ What are your top complaints about detailers? Source: The Forrester Report: “Pharma’s Detailing Overhaul”, February 2001 (IMS Health, Scott-Levin, Forrester Research, Inc); (Ziment/WebSurveyMD.com); IBM Analysis 78% 47% ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Physician Comments

Companies Are Experimenting with e-Detailing Source: IMS Health, iPhysicianNet website, Aptilon.com website, IBM Analysis There have been promises made about the benefits of e-Detailing Benefits to Physicians ,[object Object],[object Object],[object Object],[object Object],[object Object],Benefits to PharmaCos ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Sample Management ,[object Object],[object Object],* Source: IMS Health

Sample Management and Regulatory Requirements ,[object Object],[object Object],[object Object],[object Object],Source: FDA

Typical Sample Distribution Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Pharmiweb

OTHER MARKETING & SALES TECHNIQUES

Key Opinion Leader Management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Medical Science Liaisons (“MSLs”) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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