Marketing of p Harm Care

8/13/2019 Marketing of p Harm Care

1/34

Marketing Pharmaceutical Care

By group 4:

Rabyatun Sallina 1011013005

Novita Ermiati 101113007

Aivi Yola Dwiputri 1011013012

Dhita Aulia Sari 1011013015

Suraiya Rahmi 1011013018


2/34

Pharmaceutical Care

The responsible provision of drug therapy for

the purpose of achieving definite outcomes

that

improve a patients

quality of life


3/34

Marketing Mix

Is a process

Marketing efforts need to be ongoing and

marketing strategies should be monitored &

modified as needed.


4/34

Marketing mix

Consists of:

Product

Price

Promotion

Place

Additional elements:

Process management & positioning


5/34

Marketing mix

Additional elements:

Process management

Positioning

Because they are important considerations in

successful marketing effort.


6/34

Product

Item is being marketed

In Pharmaceutical Care, the product is actually

a service.


7/34

Differ from goods

Intangible

Inconsistent

Inseparable Non-inventoried


8/34

Intangible

Services cannot be physically seen or touchedby patients.

To derive benefit from the service and

appreciate its value, patient have toexperience it.

The quality of the interaction with the

pharmacist that determine patient satisfactionwith pharmaceutical care services.


9/34

Inconsistent

Since individual pharmacist are performing

the services, they may not be delivered

consistently each time.

Increasing service consistency:

The use of drug therapy protocols Written policies & procedures

Printed educational materials


10/34

Inseparable

Patients cannot separate the service from the

provider of that service

The competencies & abilities of individual

pharmacist will determine the patients

perceptions of quality & value


11/34


12/34

Non-inventoried

Services, unlike goods, cannot be inventoried

A pharmacist must be present to deliver

pharmaceutical care services when they are

delivered to a patient


13/34


14/34

Promotion

Encompasses much more than advertising

Also includes:

Publicity

Public relations activities

Sales promotion

Personal selling of the pharmaceutical careservice


15/34

Place

Place refers to where & how a service will bedelivered

The service must be made available in the

right place at the right time A place & at a time that are convenient &

acceptable to patients.

Creating a professional & private setting toprovide the service helps to enhance patientsperception of value


16/34

The Marketing Circle

1. Analyzing the market

2. Developing the market plan

3. Selecting & developing promotional materials

4. Testing & refining marketing materials

5. Implementing the marketing plan

6. Evaluating plan effectiveness

7. Applying findings of the evaluation to help guidefuture marketing efforts


17/34

Analyzing the Market

Identifies opportunities for a pharmacy to

develop & implement services.

SWOT Analysis

Strength & weakness of the internal

environment

Opportunities & threats presenting by the

external environment


18/34

Analyzing the Market

External O & T will be most accurate when it is

based on some initial market research.

Techniques: consumer questionnaires,

telephone surveys, & patient focus group.

Additional sources: casual conversations with

consumers, observation of consumer

behavior, & published market data.


19/34

Developing the Market Plan

Marketing goals & objectives

Identify target market

Determine how each element of themarketing mix will be addressed

Lay the round-work for plan implementation


20/34

Developing the Market Plan

Goals: general statement that outline what a

MP intends to accomplish

Objectives: the measurable steps needed to

meet the goals.

Clearly stated, realistic & quantifiable

If the objectives are ambiguous/difficult to

measure, it will be difficult to evaluate


21/34

Developing Promotional

Materials

Advertising

Direct mail: review of products features &

benefits

Publicity

Sales Aid


22/34

Advertising

Efforts for which pharmacists pay to have messages

to delivered to target audiences

For advertising to be successful it needs to: Be consistent

Have a single, clear message

Inform, educate, attract, & move the target market

into action

Be able to break through the clutter of messagesbombarding consumers daily.


23/34

Advertising

Which media?

Depends on:

Message that the pharmacist wants topromote

Service being promoted

Target audience Budget


24/34

Advertising

Electronics: TV, radio, e-marketing

Printed, news paper, magazine Out door: Banner, bill board


25/34

Advertising

Radio: can allow the pharmacist tocommunicate with a selected target market.

Bill boards: hits a broad target on a regular,

consistent basis TV: reaches a comprehensive population base

News paper: attract a large general readership


26/34

Direct Mail

Review of products features & benefits

First: develop a target market mailing list &

tailor the message in the mailing to fit the

target market

Patients data base

Mailing list of community members with

specific interest (diabetes or asthma)


27/34

Publicity

Is a promotional technique that encompasses

a number of strategies to target special

groups, including making presentations &

holding special events.


28/34

Testing & Refining Marketing

Materials

No guarantee that marketing strategies &

promotional materials will lead to theanticipated result

It is beneficial to allow adequate time for

field testing of new materials in themarketplace.


29/34

Possible Outcomes

Outcome measure:

Number of programs sold (out come measure)

Increase in pharmacy service revenue

Increase in referrals

Number of contracts with employer

Improved patient satisfaction surveys

Number of third party payers who reimburse forservice


30/34

Possible Outcomes

Process Measure:

Increased awareness of the service (findingout where the customer heard about the

service). Patients able to identify the features &

benefits of the service.

Number of times the patient recommendedthe service to others.


31/34

Implementing the Marketing Plan

The marketing plan should be implemented ina timely manner, following the task time linecreated during the planning process.

A monthly planner or calendar can help totrack everyones progress.

All staff members remain committed to the

marketing plan


32/34

Evaluating Plan Effectiveness

Once again: Marketing is an ongoing process.

Comparing the outcomes of the marketing

strategies with the establish objectives on a

regular basis will help guide future marketing

effort.


33/34


34/34

Documents

Marketing of p Harm Care