INTRODUCTION TO MARKETING

DAVID HOLDFORD, R.PH., M.S., PH.D. PROFESSOR, VIRGINIA

COMMONWEALTH UNIVERSITY SCHOOL OF PHARMACY

The First Steps to Making a Difference in Pharmacy Practice

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Slides to Accompany Chapter 1 in “Marketing for Pharmacists”

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LEARNING OBJECTIVES

Define the term “marketing”Explain what it means to have a marketing mindsetContrast transactional marketing with relationship marketingDiscuss some misconceptions surrounding the concept of marketingSuggest reasons why pharmacists need to market themselves and their services

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DEFINITION OF MARKETING

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Figure 1.1: The Basic Elements of Marketing

“exchanges between people in which something of value is traded for the purpose of satisfying needs and wants”

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WHAT IS A MARKETING MINDSET?

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A MINDSET DETERMINES HOW PROBLEMS ARE APPROACHED AND SOLVED

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A MARKETING MINDSET PUTS THE CUSTOMER FIRST AND USES THE MARKETING PROCESS TO ADDRESS CUSTOMER NEEDS

OLD COMMUNITY PHARMACIST MINDSETI control the drugs. Deal with it.I am the expert. Listen to me.Whatever happens outside of the pharmacy has nothing to do with me.Fill faster. Fill faster.I don’t need this job. I can get another tomorrow.Is this why I went to pharmacy school?

NEW COMMUNITY PHARMACIST MINDSETI am one of your many options for medication therapy. Let me show how I am the option for you.We are a team. Let me help you achieve the health outcomes your want.I want to influence all aspects of the medication use process – even prescribing and administration.Focus on outcomes. Emphasize the experience.Every day I must compete to serve my customers.This why I went to pharmacy school!

EXCHANGES ARE KEY TO MARKETINGThere must be an exchange of something of value to satisfy needs or wantsIn an exchange in a pharmacy, the pharmacist and patient both give something and get something If both sides are satisfied afterwards, the exchange is a success

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PHARMACISTS HAVE EXCHANGES WITH:

1. Patients2. ____________3. ____________4. ____________5. ____________

TWO WAYS OF LOOKING AT MARKETING EXCHANGES

1. TRANSACTIONAL

2. RELATIONSHIP

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TRANSACTIONAL MARKETING

RELATIONSHIP MARKETING

Transaction Relationship

Advertising Conversation

Dispensing MTM

Counseling Motivational Interviewing

Patient medication list Therapeutic plan

Sales Long term satisfaction

“What can I do to get you to buy this?”

“What do you need? How can I help you?”

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MISCONCEPTIONS ABOUT MARKETING

1. Marketing is selling. 2. Marketing is bad. 3. Health care professionals do not

need to market. 4. Employee pharmacists in

community pharmacies do not need to market.

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CONCLUSION

The status quo is unacceptable in pharmacyThe challenges facing the profession can be met if they are faced with a marketing mindsetIf you want success in pharmacy, learn to generate business for your employer

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SEE MARKETING FOR

PHARMACISTS FOR

MORE DETAILS

D HOLDFORD