Pharmaceutical Marketing Management.ppt

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Pharmaceutical
Marketing
Management
PRESENTED BY:-
Miss.- Harshada R. Bafna.
M. Pharmacy.(Q.A.)

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Contents-
 Marketing Planning and strategies.
Marketing Mix.
 Using PubMed and standard treatment algorithms to build
brand communication strategies.

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8/5/2022 Pharmaceutical Marketing
Management.(HRB)
Defination
 Pharmaceutical marketing –
 It is a process through which market for the pharmaceutical core
is actualized.
 It is also called as Medico Marketing .
 Strategy –
It is a plan of action designed to achieve a specific goal or series
of goals within an organizational framework.
 Planning –
It is the process of thinking about and organizing the activities
required to achieve a desired goal.

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Management.(HRB)
Marketing Planning and strategies
What is Marketing Strategic Planning?
 Marketing Strategic Planning means to plan all the activities of
a business to ensure competitive advantages and profitability.
 It involves adapting the firm to take advantage of opportunities
in its constantly changing marketing environment.
 It engages a firm to take advantages from the available
opportunities in frequently changing marketing environment.

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Management.(HRB)
 Steps involved in Marketing Strategic Planning
1. Defining the Company Mission
2. Setting Company Objective and Goals
3. Establishing Strategic Units
4. Performing Situational Analysis
5. Developing Marketing Strategy
6. Implementing Planning
7. Feed back

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Management.(HRB)
 In this involve a statement of organization’s purpose, what it
wants to accomplish in the larger environment.
 The mission statement should be base on the following facts
that it should be:
1. Market oriented rather than product oriented
2. Realistic
3. Specific
4. Fit the market environment
5. Base on its distinctive competencies
6. Motivating
1. Defining the Company Mission Statement

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Management.(HRB)
2. Setting Company Objective and Goals
 After to define company’s mission, the second step in marketing
strategic planning is the company objectives and goals.
 For each level of management of the company managers will
responsible to achieve them.
 If increase its market shares, the company should increase its
products availability and promotion.
 To take place in new markets it should cut its prices.

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Management.(HRB)
 The company’s mission is translated into a set of objectives for
the current period.
 The objectives should be
1. Specific and stated
2. Achievable
 For example “To increase our market share to 10% in one year”

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Management.(HRB)
3. Establishing Strategic Units
 Most companies operate several businesses.
 A business must be viewed as a customer satisfying process,
not a goods producing process.
 A business can be defined in three dimensions Customer
Group, Customer Needs & Technology.
 Large companies manage variety of businesses for each
business a strategy is needed.

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Management.(HRB)
 It is single business or collection of related business that can
be planned separately the rest of the company.
 It has it own set of competitors.
 It has a manager who is responsible for strategic planning
and profit performance

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Management.(HRB)
4. Performing Situational Analysis
 Performing situation analysis is the fourth step of marketing
strategic planning.
 In this involved both business analyse internal and external
environment.
1. Internal environment-
 Each Business needs to evaluate its internal environment
(Strengths and weaknesses) periodically.
 A company management or consultant review marketing,
financial, manufacturing and organizational competitors and
evaluate each factor as a major or minor strength and major or
minor weakness.

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Management.(HRB)
2. External environment-
 In External Environment the company analysis (opportunities
& Threats),
 After examination of opportunities and threats company get
started to solve problems.

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8/5/2022
Pharmaceutical Marketing
Management.(HRB)
5. Developing Marketing Strategy
 Strategy is the fifth step of marketing strategic planning.
 Strategy is a game plan for getting the objectives.
 Every business must plan a strategy and achieve its objectives
 Types of Marketing Strategy
1. Overall cost leadership.
2. Differentiation.
3. Focus.

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Management.(HRB)
1. Overall cost leadership
In this strategy the business work hard for low production and
distribution cost. So it price lower and win market share.
2. Differentiation.
The businesses try to achieve superior performance in an important
customers benefits area valued by large part of market.
3. Focus.
Here business focuses one or more narrow market segments. The
firm gets to know these segments either cost leadership or
differentiation within the target segment.

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Management.(HRB)
6. Implementing Planning
 In this stage managers will work a lot and get work from their
subordinates.
 Successful marketing implementation depends on who well the
company blends its people, organization structure, decision and
reward system, and company culture into a cohesive action
program that supports its strategies.
 The company’s formal organization structure plays an important
role in implementation marketing strategy.

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Management.(HRB)
7. Feed back
 After implementing its strategy the firm needs to track the
result and monitor new developments in external and internal
environment

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Management.(HRB)
Marketing Mix.
History
 The term marketing mix was coined in an article written by
Neil Borden called “The Concept of the Marketing Mix.”
 The marketer, E. Jerome McCarthy, proposed a four Ps
classification in 1960

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Management.(HRB)
What is Marketing Mix?
 The marketing mix is the combination of marketing
activities that an organization engages in so as to best meet
the needs of its targeted market.
 Traditionally the marketing mix consisted of just 4 Ps.
 Getting the mix of these elements right enables the
organization to meet its marketing objectives and to satisfy
the requirements of customers.

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Management.(HRB)
Four P’s

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Management.(HRB)
 This represents an item or service designed to satisfy customer
needs and wants.
 To effectively market a product or service, it's important to
identify what differentiates it from competing products or
services.
 It's also important to determine if other products or services
can be marketed in conjunction with it.
1.Product.

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Management.(HRB)
2. Price
 The sale price of the product reflects what consumers are
willing to pay for it.
 Marketing professionals need to consider costs related to
research and development, manufacturing, marketing, and
distribution—otherwise known as cost-based pricing.
 Pricing based primarily on consumers' perceived quality or
value.

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Management.(HRB)
3. Placement
 The type of product sold is important to consider when
determining areas of distribution.
 Basic consumer products, such as paper goods, often are readily
available in many stores.
 Premium consumer products, however, typically are available
only in select stores.
 Another consideration is whether to place a product in a
physical store, online, or both.

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8/5/2022
Pharmaceutical Marketing
Management.(HRB)
4. Promotion
 Joint marketing campaigns also are called a promotional mix.
 Activities might include advertising, sales promotion, personal
selling, and public relations.
 A key consideration should be for the budget assigned to the
marketing mix.
 Marketing professionals carefully construct a message that often
incorporates details from the other three Ps when trying to reach
their target audience.
 Determination of the best mediums to communicate the message
and decisions about the frequency of the communication also are
important.

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Management.(HRB)
PubMed
 PubMed is a free search engine accessing primarily the
MEDLINE database of references and abstracts on life sciences
and biomedical topics.
 The United States National Library of Medicine at the National
Institutes of Health maintain the database as part of the Entrez
system of information retrieval.
 PubMed, first released in January 1996, ushered in the era of
private, free, home- and office-based MEDLINE searching.
 The PubMed system was offered free to the public starting in
June 1997.
 https://pubmed.ncbi.nlm.nih.gov/

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Management.(HRB)
Standard Treatment Algorithms
 It has been defined as a systematically developed statement
designed to assist practitioners and patients in making
decisions about appropriate health care for
specific clinical circumstances.
 Example – American heart association guidelines for the
Prevention of Infective Endocarditis.

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Using
PubMed and standard treatment algorithms
to build
brand communication strategies.

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Management.(HRB)
 Brand communications strategy is about getting to know
your audience, crafting the right message, and making sure
you're present on the right channels.
 Eventually, better communications result in stronger, more
memorable brand experiences for your audience, which lead to
bigger sales
Brand communications strategy

Pharmaceutical Marketing Management.ppt

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