MarketingCOMMUNICATIONS
David Holdford, RPh, MS, PhDProfessor, School of PharmacyVirginia Commonwealth University
Communicating your value proposition
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Slides to Accompany Chapter 14 of “Marketing for Pharmacists”
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Learning ObjectivesDiscuss the purpose of marketing communications
Explain barriers to effective marketing communication, using the communication model
Describe the information processing model
Use the information processing model to discuss the relative effectiveness of various communication media
List the six forms of promotion used to communicate marketing messages
Explain the advantages and disadvantages of each of these forms of promotion
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Marketing CommunicationsTools used to communicate the promise made about a brand
More than just advertising
They comprise any contact between the marketer & customer that conveys a message to any of the five senses
Effective communications requires understanding the targeted audience
That understanding is used to craft the message and its delivery
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PURPOSE OF MARKETING COMMUNICATIONS
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Designed to…1. Inform
“Prescription refills now on the internet”
2. Persuade“Our prices can’t be beat!”
3. Remind‘Don’t forget, we’re still America’s most trusted”
4. Influence behavior “Try this!”
EVERYTHING a pharmacist does, writes, or says sends a message
9www.flickr.com/photos/easylocum/
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BRANDS & BRANDING
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A brand is a name, term, sign, symbol, design, or some combination intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors
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Name that brand!
__ __ __ __ __ __ __
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Name that brand message!
________________ _____________
BRAND AWARENESS
THE FIRST STEP
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Brand Awareness consists of…
•Which of the following pharmacies have you ever heard of? •Pharmacy A•Pharmacy B, etc.
BRAND RECOGNITI
ON
•Name all of the pharmacies you can think of.
BRAND RECALL
BRAND IMAGE
DOMINANT PERCEPTION OF BRAND
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BrandImage
Types ofAssociations
Favorability ofAssociations
Strength ofAssociations
Uniqueness ofAssociations
Brand Image is Made Up of Perceived Associations
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BrandImage
Types ofBrand Associations
Favorability ofBrand Associations
Strength ofBrand Associations
Uniqueness ofBrand Associations
Contrast Your Perceived Associations of Two Brands
What AdjectivesWould You Use Describe Each?
How Favorable,Strong, andUnique Are Your Associations?
WALMART
WALGREENS
BRAND EQUITY
ADDED VALUE THAT A BRAND GIVES
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Which would you prefer?
How much extra would you pay?
Measuring Brand Equity1. Assess consumer perceptions of a
brand’s reputation
2. Calculate the financial value added
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THE COMMUNICATION PROCESS
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Consumers are exposed to thousands of promotional communications daily
Only a fraction are consciously noticed, and only a handful of the noticed messages achieve a desired outcome
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Sender-pharmacist -pharmacy
Encode- words
-pictures-observed behaviors
Media/Message-TV/radio
-print-conversations
Decode- perceptions
-attitudes-knowledge
Receiver-patient
-consumer-public
Modify- message
-media-strategy
Response- purchase-adherence
-loyalty
Noise
COMMUNICATION PROCESS
INFORMATION PROCESSING MODEL
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Consumer decision-making is similar to a funnel where each step in the process allows fewer and fewer messages through
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A c tio n T a k e n in R e sp o n se to th e M e ssa ge
R e te n tio n o f th e M e ssa g e in M e m o ry
A c c e pta n ce o f the M essa ge
C o m p re h en sio n o f the M e ssa ge
A tte n tio n to th e M e ssa ge
E x p o su re to th e M e ssa ge
Message SentT h ro u g h a P ro m o tio na l M e d ium
Information ProcessingModel
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Important Points
Messages must run a path with multiple barriers to its progression
Failure at any step means ultimate failure of the communication
Communications must reach, grab attention, be comprehensible, be accepted, & be retained to be effective!!!
PROMOTIONAL METHODS
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There are numerous ways to communicate about brands
Two categories: marketer controlled and marketer influenced
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In marketer-controlled methods, the message, medium, and delivery are directly managed through monetary payment
Marketer-influenced methods involve no quid pro quo compensation for delivering the message
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In marketer-controlled methods, the message, medium, and delivery are directly managed through monetary payment
Marketer-influenced methods involve no quid pro quo compensation for delivering the message
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PROMOTIONALMETHODSMARKETER CONTROLLED
COMMUNICATIONSOral Two Way Personal Communications
Personal Selling (e.g., motivational interviewing)
One Way Non-personal Communication
Advertising(e.g., broadcast, print, Internet)
Individualized Non-Personal Communication
Direct Marketing(e.g., telemarketing, mailings)
Communication Designed to Promote Immediate Action
Promotional Sales(e.g., samples, coupons)
MARKETER INFLUENCEDSTRATEGIES
Strategies to Manage Public Image
Public Relations(e.g., political advocacy)
Strategies to Manage Word-of-mouth Conversations
Buzz Promotion(e.g., cultivating thought leaders)
PromotionalMethods
SOCIAL MEDIA MARKETING
Use of social media to serve the needs and wants of customers
Social media has upended traditional promotional communications
Social media can be done at a fraction of the cost of traditional promotional communications
A small number of social media savvy individuals can compete with billion dollar corporations with million dollar marketing budgets
Marketers just need a computer or smart phone to access social media platforms
The communications have also changed with social media
With social media, communications are more likely to be two-way with word-of-mouth discussions influencing decisions
Messages can be spread instantaneously across the world
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Primary Forms of
Social Media
Social networking
sites (Facebook, Linkedin)
Bookmarking (StumbleUpon)
Social news sites (Reddit)
Media sharing (YouTube)
Blogging and (WordPress)
Microblogging (Twitter)
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What people doShare Identity – reveal identities and information about themselves
Establish Presence - facilitate interactions by allowing users to know where others are located and what they are doing
Develop & Maintain Relationships – allow users to connect with other users to converse, share, meet up, or simply give a thumbs-up
Have Conversations - communicate with other users
Be Part of Groups - form and interact with communities and sub-communities of any type (e.g., professional) or topic (e.g., greyhound rescue)
Establish and Promote Reputations - users can identify the standing of others, including themselves via reputation measures like the number of recommendations, likes, or followers
Share Things – photos, videos, stories
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Types of Users
Spectators• Visit sites, follow others,
view posted content
Joiners• Signup, "like" posts,
establish and manage own page
Forwarders• Share posts, links,
photos, and videos of others
Commenters• Exchange public
messages and advocate ideas
Creators• Create and share new
content for others to consume
Moderators• Facilitates and manages
discussion threads in web conversations
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SummaryThe purpose of promotional communications is to achieve
objectives of the business
Achieving those objectives is hard due to
Noise in the environment
And ability of individuals to process, retain, & act on information
Understanding the strengths &weaknesses of different media can help improve chances that messages will achieve objectives
SEE ‘MARKETING FOR
PHARMACISTS FOR
MORE DETAILS
D HOLDFORD