The 7th Lecture 31 March 07 Promotion

8/8/2019 The 7th Lecture 31 March 07 Promotion

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Life Cycle Considerations

Products go through various stages of a product life cycle,

and one of the challenges of the promotion function is toadopt to and sometime influence each stage.

In the Introductory Stage, marketing must inform of

availability and sometimes, as in the case of Celebrex, create

primary demand by explaining a new class of drugs. The

first entrant does some work for those who follow.

In the Growth Stage, promoters are charged with

establishing that ³our brand is best´± stimulating selective brand demand. Comparative promotion based on price,

safety, efficiency, ease of use and other factors often used in

this stage.



Life Cycle Considerations

In the Market Maturity stage, when there may

be many competitors, promotion must work even

harder, and often spend even more, to maintain

market share. For firms with consistent high

market share, ³reminder´ promotions maybe aless expensive way to say, ³ Our brand is better,

really.´

In the Sales Decline Stage, promotion usuallydecreases, although targeted efforts may be

directed towards those known to continue to

prefer the product.



Pharmaceutical Promotion

Overall the primary target for promotion of prescription (and to some extent non

prescription) medications has been and for the

foreseeable future will continue to be, the

prescribing physician. The physician has been

joined, however, by a variety of other decision

makers, each of whom may need to be considered

as targets for the promotion of a given product.Amongst these are: Pharmacists, Nurses, Other

doctors, Policy makers, Consumers and their

representatives.




The promotional messages (as discussed in appeals and

advertising) consists of one of three objectives.

Informing: These messages are educational in nature:

1. We are new and we are available.

2. We have changed.

3. This is how to used our product successfully.

Persuading: Much of promotion is persuasive in nature:

³Choose this product and here are the reasons why.´These kinds of appeals are persuasive and used in

various combinations in the industry and in all

promotional media.




Reminding: Perhaps there is little new to say, butdoes not shut off the engines at 40,000 feet

because the plane is going along well. An ad with

a pictue of an apple occupied the back of the Journal of the American Medical Association for

years. It stated simply, ³Recephin Once a Day.´



± In-Clinic Promotional Tools

± Detailing Aid:

Detailing aid are the product literatures, folders,

brochures or display cards, which are meant to

help the salesperson during the discussion withthe doctors.





± Leave Behind Material:

Leave behind material is for two main purposes;

first, to act as a reminder, and second, to leave

some detailed material with the doctor is case hewants to know more details about what was

briefly discussed during the meeting.





± Samples:

Samples are meant to generate trial, and to build

confidence of the doctors. Probably one of the

most misused items in whole pharmaceuticalpromotional kitty.





±G

ifts/G

iveaways:The purpose is to establish a relationship, to

oblige the doctor, and to ensure support.

However, these objectives are achieved only if

at least one of the following criteria are met:

i) The gift is unique and exclusive

ii) It has some direct relevance with the product

iii) It has some utility in doctor¶s clinic





± Direct Mailers :

This is an effective method of sending reminders

to the doctor by non-personal means, but this

proves to be effective only if the contents providesomething of the value for the doctors.




± Out-of-Clinic Promotional Tools

±C

linical Trials/S

tudies:

± Advantages

± First hand experience

± Differentiation based

on data

± Head-start

± Material for future

± Enhanced image

± Disadvantages

± Cost

± Time

± Risk of failure

± Risk of wrong choice

of centre or doctor

± Risk of incompletion





±S

eminars/S

ymposia/RTD:

± Factors to be considered

± Interest of doctors

± Credibility of speaker

± Clear objectives & effective moderation

± Proceedings should be preserved and used

effectively





±S

talls/S

peaker¶sS

ponsorship at Events:


± Creativity is the rule of the game

± Extra care to ensure that academic credibility

remains intact





± FilmS

hows:

± Advantages

± Cost effective

± Consistency

± Creative options

± Time chosen by

doctors

± Enhanced image

± Disadvantages

± Non-interactive

± One time interest





± Advertisements:


± Unreliable readership count

± Unreliable circulation data

± Relevance of content

± Non-selective distribution





± Public Relation ± E-marketing

± Other multi-media options

Future Tools: Be Ready to Go Aggressive




Developing EffectiveDeveloping Effective

CommunicationCommunication

- Identify the Target Audience

- Determining the Communication Objective- Doctor¶s readiness stage, doctors¶ profile, product

profile, product lifecycle stage.

- Designing a Message

- Choosing Method of Delivery

- Collecting Feedback



Pricing Distribution

Channels

Company Product Wholesalers

Retailers

Commercialization

Promotion

Test Marketing/ Patients

User Trials

Marketing Pilot Batch Private

Strategy Practitioners

Sourcing of

Raw MaterialHospitals

Prescription Molecule Screening

Chain

Product Molecule Identification

Chain



The Key to Marketing Success

The Key to Marketing Success

Effective Positioning!



The Key to Effective Positioning

The Key to Effective Positioning

Differentiation!



Product Attributes

Efficacy

SafetyDosage Form

Packaging

Pricing

Place (Distribution)

Promotion

The Avenues to Differentiate

The Avenues to Differentiate



Most of the positioning stances alreadytaken

Positioning helps in branding, and brandingitself is a transforming concept these days

Different attributes are perceived differently by people

Issues«.Issues«.



Then W

hat is

It All About«««

Then W

hat is

It All About«««

Broadening your horizon & thinking beyond the traditional 4 P¶s & conventional

product management!



What Marketers Should Look for?What Marketers Should Look for?

A Common Ground«

Which makes it possible for them to get noticed

& registered, transfer the equity across the

brand portfolio, control costs and ensure long-

term success.

Documents

The 7th Lecture 31 March 07 Promotion