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Chapter 1 Introduction to Marketing. Chapter 1 slides for Marketing for Pharmacists, 2nd Edition. Learning Objectives. Define the term marketing . Describe four key elements associated with the act of marketing. Compare and contrast transactional marketing and relationship marketing. - PowerPoint PPT Presentation
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Chapter 1Introduction to Marketing
Chapter 1 slides for Marketing for Pharmacists, 2nd Edition
Learning Objectives Define the term marketingmarketing. Describe four key elements associated with the
act of marketing. Compare and contrast transactional marketing
and relationship marketing. Analyze some of the misconceptions
surrounding the practice of marketing. Justify the need for pharmacists to market
themselves and their services. Differentiate various approaches to marketing
from the “marketing concept.” Assess key obstacles to the marketing of
pharmacists’ professional services.
Basic Marketing Principles
What is marketing?
And why does it have such a bad reputation?
TIP Marketing is not bad ---only some marketers.
Honesty and Ethical Ratings of People in Different Professions,
% % %Very high/ Average Low/
High Very low
Nurses 82 15 3
Pharmacists 67 28 4
Medical doctors 65 31 4
High school teachers 64 27 7
Policemen 61 31 8
Clergy 54 35 8
Bankers 41 48 10
Journalists 28 44 27
Lawyers 18 46 35
Congressmen 14 44 41
Advertising practitioners 11 50 35
Car salesmen 8 41 49
Telemarketers 7 31 60
2005 Gallup Poll
How have marketers benefited you and
society?
Whether marketing is “good” or “bad” depends
on how it is practiced.
TIP Actual practice depends
on your approach.
Marketing Defined
TIP It’s all aboutexchanges.
Definition of marketingDefinition of marketing
Exchanges between people in which something of value is traded for the purpose of satisfying needs and wants
Pharmacist exchangesDispensing a drugHelping patients select OTC
medicationsProviding drug information to patients
or health care professionalsTaking a patient’s blood pressureCounseling patients about drug
regimens
Pharmacists have exchanges with
PatientsPhysiciansThird-party insurersTheir employerTheir bossPharmacist co-workers
Transactional versus Relationship Marketing
Two ways of looking at marketing exchanges (a.k.a. transactions)
Way 1: Isolated, individual transactions; participants never expect to do business again (transactional marketing )
Way 2: Series of transactions over timeCalled relationship marketing (RM)RM focuses on developing long-term
relationship (i.e., customer loyalty)
Relationship marketingParties focus less on bargaining hard for
deals and more on meeting the needs of the other party.
Marketers cultivate relationships over time that will benefit both parties.
The choice Transactional marketing – get what you can and
get the patient out of the door Relationship marketing – every interaction with a
customer is an opportunity to help the customer and strengthen the relationship
Characteristics ofRelationship Marketing Develop a relationship
with customer. Collect and manage
customer information. Individualize your
services to customers. Involve front-line
personnel. Emphasize long-term
outcomes.
Pharmaceutical Care Establish therapeutic
relationship Assess and record patient
needs. Create an individualized
care plan. Delegate clerical tasks to
free up time for professional duties.
Monitor impact on patient outcomes.
Is pharmacy practice predominantly transactional or
relationship-oriented?
Transactional Transactional OrientationOrientation
Relationship Relationship OrientationOrientation
Every pharmacist is a marketer.
Everything pharmacists do can be called marketing:
Dispensing a prescription drug Assisting patients in the selection of OTC
medications Providing drug info to patients or health care
professionals Taking a patient’s blood pressure Counseling patients about drug regimens Recruiting pharmacists for a new job Educating pharmacy students
Why study marketing?Marketing is
A way of problem solving in the real world
A way of influencing othersApplication of marketing can
Help you get the job you wantMake you a more effective pharmacist
Misconceptions about Marketing
Misconceptions about marketing
Marketing is selling or advertising.
PricingPricing
MarketingMarketingResearchResearch
SellingSelling
AdvertisingAdvertisingDistributionDistribution
MerchandisingMerchandising
Marketing
Other misconceptions about marketing
Marketing is evil.Health care professionals
do not need to market.Employee pharmacists do
not need to market.Only retail pharmacists
need to market.
Approaches to Addressing Marketing Problems in
Pharmacy
The way you approach a problem will determine
how it is solved.
Some process-centered approaches to marketing
Production – fast and cheap
Sales – fast and cheap with heavy selling
Product – better mousetrap
Customer-centered approaches to marketing
Marketing conceptNeeds and wantsTargeted customersProducts and services that satisfy
Societal marketingConsiders societal impact
What is the dominant approach in pharmacy
practice?
What is your approach?
Major Trends that Will Affect Pharmacist Practice
Consumer-driven health care (CDHC)
Costsharing
Disease/wellness
management
Health savingsaccounts
High-deductibleinsurance plan
Aging of the baby boomers
Retirement of post-World War II baby boom generation Demanding, activistsUnwilling to accept health care
status quo Expect to live longer and healthier
lives throughout their retirement
Around-the-clock societyPeople expect services and
products 24/7/365. Convenience is no longer an
option in pharmacy practice. HoursLocationSpeedChoice
Service technology
Voice-operated telephone and information systems
Bar-code and RFID trackingRobotics
Service technology:Robotics
Speed service Touch-screen interactive kiosksElectronic refill remindersElectronic prescribing, fax prescribingATM-like dispensing machines
Increase service Convenience/accessibility
Telepharmacy, telephone call centersInternet pharmacyTouch-screen interactive kiosksDiagnostic technologies (e.g., blood pressure machine)Videos and other educational technologiesWeb education, CD ROMs
Customize service Personalized patient e-profilesCustomer relationship management (CRM) cardsInteractive kiosksInteractive Web pages
Improve service quality, solve drug-related problems
Telephone call centersElectronic prescribing
Maintain a patient relationship
Personalized patient e-profilesCRM cardsWeb support groups
Using Technology to Serve Patients
Health care budgetary constraints
Rising health care expenditures concern government and other payers.Medicare, Medicaid, Social Security, and
other funding responsibilities Funding battle among health care
providersHealth care marketers must compete
for funds.
Healthcare innovations PharmacogenomicsNanotechnology
Rising global competitionMedical tourism
Thailand, India, Malaysia, Mexico, and Canada competing for the U.S. health care dollar
Patients without health care insurance or large-deductible health insurance plans
Drug importation/exportationLarge cross-border price differentials
Key problems with marketing pharmacist services
Control of practice by nonpharmacists
Product orientationConflicting professional and
merchant rolesPoorly defined image of
pharmacists among publicPharmacist shortagesSilos of health care
Demand for pharmacists
New pharmacies opening dailyPharmacist shortages
Rising payOverworkChanging responsibilities
Pharmacy
Dr’s Office
HomeHealth
NursingHome
Hospital
Insurer
ConclusionMarketing can change your way of
thinking about current pharmacy practice.The goal of this course is to help you develop
a marketing mindset.Application of marketing principles can
help you change pharmacy practice.Marketing can give you the tools to
successfully promote yourself, your ideas, and the profession.
Questions?