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Page 1: Communication in healthcare kailas

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COMMUNICATION IN COMMUNICATION IN HEALTHCAREHEALTHCARE

By

Dr. Kailas GhodkeMBBS, MMS PhD (Perusing in Marketing)

Pharma Consultant For Marketing, Branding, Promotions, Medico Marketing and

Training702 / 703, 11 - A, Happy Valley, Godbandher Road, Manpada,

Thane (W) Mumbai 400610, India.Email: [email protected] , [email protected]

Tel. Res.: + 91 022 - 2589 57 06, 2589 04 85 Cell: 98208 315 94

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COURSE SYLLABUSCOURSE SYLLABUS

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Medical Communication, Sampling & Evidence Based Marketing in Pharmaceuticals

Sr. No. Topic Hours Day Date Time1 Communications and Pharma / Medical Communication 2

Day 1Wed.

18/11/09

9 am - 11 am

2 Sampling and Evidence Based Marketing in Pharmaceuticals 1 11 am - 12 pm

3 AIDA and Product Offer ( USP, FAB, UPB’s, SWOT) 2Day 2 Fri.

20/11/09

9 am - 11 am

4 Brand Name, Brand Positioning, Pay off Line and Power of brand imagery in Communication 1 11 am - 12 pm

5 Copy Writing Decision and Creation Communication Material 4 Day 3 Wed. 25/11/09 9 am - 1 pm

6 Objection Handling 2Day 4 Fri.

27/11/09 9 am - 11 am

7 Detailing 2 11 am - 1 pm8 Fieldwork and RCPA 2

Day 5 Wed. 2/12/09

9 am - 11 am9 Integrated Marketing Communication 2 11 am - 1 pm

10 Communication Skills 3Day 6 Fri.

4/12/099 am - 12 am

11 Tips for preparing PPT 1 12 am - 1 pm12 Where is Marketing headed? 1

Day 7 Wed. 9/12/09

9 am - 10 am13 Assignment Presentation-Promotional Material-VA, LBL etc. 3 10 am - 1 pm

14 Workshop - Detailing Role Play 4 Day 8 Fri. 11/12/09 9 am - 1 pm

Total Hours 30

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PRESENTATION CONTENTPRESENTATION CONTENT

1.1. Communication in Communication in

GeneralGeneral

2.2. Cockburn Cockburn Modes of Modes of

Communication.Communication.

3.3. Factors Effecting Factors Effecting

CommunicationCommunication

4.4. Marketing Mix and Marketing Mix and

CommunicationCommunication

5.5. Product and Product and

CommunicationCommunication

1.1. Strategy and Strategy and

CommunicationCommunication

2.2. Communication in Communication in

Pharma IndustryPharma Industry

3.3. Pharma Product Pharma Product

Marketing and Marketing and

PromotionsPromotions

4.4. Promotional AidPromotional Aid

5.5. QuestionQuestion

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1) COMMUNICATION IN 1) COMMUNICATION IN GENERALGENERAL

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COMMUNICATIONCOMMUNICATION

Communication is a process that allows Communication is a process that allows

organisms to exchange information by organisms to exchange information by

several methods.several methods.

Communication is a process of transferring Communication is a process of transferring

information from one entity to another. information from one entity to another.

Communication are a process whereby Communication are a process whereby

information is enclosed in a package and is information is enclosed in a package and is

discreet and imparted by sender to a receiver discreet and imparted by sender to a receiver

via a channel/medium. via a channel/medium.

The receiver then decodes the message and The receiver then decodes the message and

gives the sender a feedback. gives the sender a feedback. 7

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COMMUNICATION COMMUNICATION CONTDCONTD..

Communication processes are sign-mediated Communication processes are sign-mediated

interactions between at least two agents which interactions between at least two agents which

share a repertoire of signs and semiotic (sign and share a repertoire of signs and semiotic (sign and

symbols)rules. symbols)rules.

Communication is commonly defined as "the Communication is commonly defined as "the

imparting or interchange of thoughts, opinions, or imparting or interchange of thoughts, opinions, or

information by speech, writing, or signs". information by speech, writing, or signs".

Although there is such a thing as one-way Although there is such a thing as one-way

communication, communication can be perceived communication, communication can be perceived

better as a two-way process in which there is an better as a two-way process in which there is an

exchange and progression of thoughts, feelings or exchange and progression of thoughts, feelings or

ideas (energy) towards a mutually accepted goal or ideas (energy) towards a mutually accepted goal or

direction (information).direction (information).

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COMMUNICATION COMMUNICATION CONTDCONTD..

Communication requires that all parties Communication requires that all parties

understand a common language that is understand a common language that is

exchanged. exchanged.

There are auditory means, such as speaking or There are auditory means, such as speaking or

singing, and nonverbal, physical means, such as singing, and nonverbal, physical means, such as

body language, sign language, paralanguage, body language, sign language, paralanguage,

touch, eye contact, or the use of writing.touch, eye contact, or the use of writing.

Communication happens at many levels (even for Communication happens at many levels (even for

one single action), in many different ways. one single action), in many different ways.

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WHY IS COMMUNICATION AN ISSUE WHY IS COMMUNICATION AN ISSUE WORTH DISCUSSING?WORTH DISCUSSING?

Communication is one of the fundamental to Communication is one of the fundamental to

your success.your success.

Because the need to communicate effectively is Because the need to communicate effectively is

mandatory for any sales, development, mandatory for any sales, development,

operations, and support.  operations, and support. 

Professional and Client must communicate to Professional and Client must communicate to

generate business.  generate business. 

Manager, Field Staff and operations staff must Manager, Field Staff and operations staff must

communicate.  communicate. 

Employee and management must communicate.  Employee and management must communicate.  10

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TYPES OF COMMUNICATIONTYPES OF COMMUNICATION

1.1. Visual communicationVisual communication

2.2. Mass communication Mass communication

3.3. Facilitated communication Facilitated communication

4.4. Graphic communication Graphic communication

5.5. Oral communication Oral communication

6.6. Nonverbal communicationNonverbal communication

7.7. Science communication Science communication

8.8. Strategic Communication Strategic Communication

9.9. Technical communication Technical communication

10.10. Procurement communication Procurement communication 11

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THE SIX-STAGE COMMUNICATION THE SIX-STAGE COMMUNICATION PROCESSPROCESS

1.1. Understand what communications can do Understand what communications can do

2.2. Reflect and respond to cultural diversity Reflect and respond to cultural diversity

3.3. Involve the audience at all stages Involve the audience at all stages

4.4. Explore innovative strategies Explore innovative strategies

5.5. Use multiple channels Use multiple channels

6.6. Learn from successful programsLearn from successful programs

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2) COCKBURN 2) COCKBURN MODES OF MODES OF COMMUNICATION.COMMUNICATION.

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HOW DO WE COMMUNICATE?HOW DO WE COMMUNICATE?

Alistair Cockburn describes various modes of Alistair Cockburn describes various modes of communication that people may choose to communication that people may choose to apply when working together.  apply when working together. 

Figure 1, shows a graph comparing the Figure 1, shows a graph comparing the effectiveness of these modes of communication effectiveness of these modes of communication with the richness of the communication with the richness of the communication channel employed.  channel employed. 

The two arcs are interesting, the left-most one The two arcs are interesting, the left-most one listing communications options for when you listing communications options for when you are documenting and the other communication are documenting and the other communication options for when you are modelling.  options for when you are modelling. 

These relative value of these options are of These relative value of these options are of course dependent on the situational perhaps course dependent on the situational perhaps video conversation or video conferencing, is video conversation or video conferencing, is more effective between one group than a face-more effective between one group than a face-to-face conversation whereas the exact to-face conversation whereas the exact opposite is true between the other individuals.opposite is true between the other individuals.

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COCKBURN COCKBURN MODES OF MODES OF COMMUNICATION.COMMUNICATION.

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COCKBURN COCKBURN MODES OF COMMUNICATION MODES OF COMMUNICATION CONTDCONTD..

The most effective communication is person-to-The most effective communication is person-to-

person, face-to-face, particularly when person, face-to-face, particularly when

enhanced by a shared modeling medium such enhanced by a shared modeling medium such

as a plain old whiteboard, flip chart, paper, or as a plain old whiteboard, flip chart, paper, or

index cards. index cards.

As one move away from shared medium or As one move away from shared medium or

face-to-face there is a drop in communication face-to-face there is a drop in communication

effectiveness. effectiveness.

The richness of communication channel cools The richness of communication channel cools

once the physical proximity is lost .once the physical proximity is lost . 16

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COCKBURN COCKBURN MODES OF COMMUNICATION MODES OF COMMUNICATION CONTDCONTD..

The benefit of multiple modalities, the ability to The benefit of multiple modalities, the ability to

communicate through techniques other than communicate through techniques other than

words such as gestures and facial expressions is words such as gestures and facial expressions is

lost. lost.

Change in vocal modulation and timing is also Change in vocal modulation and timing is also

lost, people not only communicate via the words lost, people not only communicate via the words

they say but how they say those words. they say but how they say those words.

Speaker emphasize what they are saying, thus Speaker emphasize what they are saying, thus

changing the way they are communicating, by changing the way they are communicating, by

speeding up, slowing down, pausing, or speeding up, slowing down, pausing, or

changing tones. changing tones.

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COCKBURN COCKBURN MODES OF COMMUNICATION MODES OF COMMUNICATION CONTDCONTD..

Ability to Ability to answer questions answer questions in real time in real time

distinguishes the modeling options curve distinguishes the modeling options curve

from the documentation options curve.from the documentation options curve.

Answering the question is important to know Answering the question is important to know

the listeners understanding.the listeners understanding.

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COCKBURN COCKBURN MODES OF COMMUNICATION MODES OF COMMUNICATION CONTDCONTD..

The most effective way to follow the model The most effective way to follow the model

depends on the effective communication depends on the effective communication

technique one follow applicable to your situation.technique one follow applicable to your situation.

If you're working together in the same room, the If you're working together in the same room, the

best way is to discuss face-to-face at a best way is to discuss face-to-face at a

whiteboard rather then through a document.  whiteboard rather then through a document. 

If you're working with someone at another If you're working with someone at another

location, then set up regular video conference location, then set up regular video conference

calls with them, have a shared information and calls with them, have a shared information and

email regularly, meet them personally very often email regularly, meet them personally very often

so you can work face-to-face.so you can work face-to-face.19

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3) FACTORS EFFECTING 3) FACTORS EFFECTING COMMUNICATIONCOMMUNICATION

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PHYSICAL PROXIMITY. PHYSICAL PROXIMITY.

The closer people are to one another the The closer people are to one another the

greater the opportunities for communication. greater the opportunities for communication.

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TEMPORAL PROXIMITYTEMPORAL PROXIMITY

Whether or not two people are working at the Whether or not two people are working at the

same time affects communication. same time affects communication.

E.g. You may be separated from some of your E.g. You may be separated from some of your

co-workers by several time zones, it is quite co-workers by several time zones, it is quite

common for American firms to outsource work common for American firms to outsource work

from Asian companies, or even simply by from Asian companies, or even simply by

different personal schedules.different personal schedules.22

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AMICABILITYAMICABILITY Cockburn believes that amicability, the Cockburn believes that amicability, the

willingness of someone to hear the thoughts of willingness of someone to hear the thoughts of another person with good will and to speak another person with good will and to speak without malice, is an important success factor. without malice, is an important success factor.

The greater the amicability a greater amount The greater the amicability a greater amount and quality of information will be and quality of information will be communicated and less will be concealed. communicated and less will be concealed.

Amicability depend on the trust that people Amicability depend on the trust that people have for one another and the sense of have for one another and the sense of community that they share. community that they share.

Cockburn reports that sometimes amicability Cockburn reports that sometimes amicability can run too high, people can be so worried can run too high, people can be so worried about offending their colleagues that they are about offending their colleagues that they are afraid to disagree with them or be afraid to afraid to disagree with them or be afraid to take the initiative for fear of being perceived take the initiative for fear of being perceived as glory seekers. as glory seekers. 23

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OSMOTIC COMMUNICATIONOSMOTIC COMMUNICATION

When people are working close together, both When people are working close together, both physically and temporally, there exists an physically and temporally, there exists an opportunity for what Cockburn calls osmotic opportunity for what Cockburn calls osmotic communication communication indirect information transfer through indirect information transfer through

overhearing conversations or simply overhearing conversations or simply noticing things happening around you. noticing things happening around you.

Osmotic communication can often be Osmotic communication can often be beneficialbeneficial You can subconsciously picked up valuable You can subconsciously picked up valuable

information about your co worker, client , information about your co worker, client , management etc.management etc.

Osmotic communication can often be harmfulOsmotic communication can often be harmful particularly if another group of people is particularly if another group of people is

being rowdy near yourbeing rowdy near your or if you're picking up false rumours about or if you're picking up false rumours about

management etc.management etc.

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4) MARKETING MIX AND 4) MARKETING MIX AND COMMUNICATIONCOMMUNICATION

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THE MARKETING MIX AND THE MARKETING MIX AND COMMUNICATIONCOMMUNICATION

Marketing a product involves a marketing mix - Marketing a product involves a marketing mix -

also known as the four P's: Product, Price, also known as the four P's: Product, Price,

Promotion, and Place. Promotion, and Place.

In healthcare and social marketing, four more In healthcare and social marketing, four more

P's are added: Public, Partnership, Policy, P's are added: Public, Partnership, Policy,

Purse String . Purse String .

The first four P's provide the environment in The first four P's provide the environment in

which people can act; the last four P's provide which people can act; the last four P's provide

the strength and support for the programme / the strength and support for the programme /

campaign to operate in an efficient and campaign to operate in an efficient and

effective way. effective way. 26

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The 8 P's What they mean? Examples

1 ProductThe actual product, providing the desired benefits, features and qualities.

see next section

2 Price

The lower the price or effort, the more likely people will act: or the more the audience is convinced of the benefits / rewards,  the more one is prepared to pay.

Price in terms of time or effort , Quality , efficacy .  Low effort- price / high rewards.

3 Promotion

The effort and activity to promote the product. How to promote the message and make people use the product.

The communication activities undertaken to gain interest / explain the concept / to stimulate prscription / purchase

4 Place

The point of access to the product: its accessibility, its user-friendliness, its clear information and contact details.

Availability of product / facilities.

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The 8 P's What they mean? Examples

5 Public

All stakeholders, internal & external. Each stakeholders group has its own interests. Each group should be understood and addressed in terms of  its own interests and in its own language.

Pateint, General Pupblic, Docters, Scientists, students, partners, board of management, sponsors, policy makers, politicians, Employee etc.

6 Partnership The parties that co-operate.Chemist, Stockiest, CNF , Suppliers etc.

7 PolicyInclusion and involvement of the policy makers.

FDA, Govt. Policy, Local Associtions etc.

8 Purse stringFunding for the product, its development and its sustainability in the long run.

Lobbying, influencing, and presenting results that fit in with the interests of the subsidizing parties.

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5) PRODUCT AND 5) PRODUCT AND COMMUNICATIONCOMMUNICATION

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THREE PRODUCT LEVELSTHREE PRODUCT LEVELS

In marketing theory, Kotler et al. distinguish In marketing theory, Kotler et al. distinguish

between three levels inherent in a product: between three levels inherent in a product:

1.1. the core level the core level

2.2. the actual level the actual level

3.3. the augmented level. the augmented level.

The actual level is readily recognisable, while The actual level is readily recognisable, while

the other two levels (core and augmented) are the other two levels (core and augmented) are

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CORE LEVELCORE LEVEL At its core level, the core product represents the core At its core level, the core product represents the core

benefit or the problem-solving service it provides. benefit or the problem-solving service it provides.

The core level stands for the main benefit a product The core level stands for the main benefit a product

delivers and the core function of the product. delivers and the core function of the product.

It represents the essence of the product and its effect It represents the essence of the product and its effect

can be described in twenty seconds or one sentence. can be described in twenty seconds or one sentence.

Being able to define the core level demands vision Being able to define the core level demands vision

and knowledge of the market: and knowledge of the market:

why use this product? why use this product?

what will it do for the target audience?what will it do for the target audience?

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ACTUAL LEVELACTUAL LEVEL

At its actual level, the actual product turns the At its actual level, the actual product turns the

core product into a perceivable set of core product into a perceivable set of

characteristics. characteristics.

The actual level is readily recognisable. The actual level is readily recognisable.

A product has features, offers a certain quality, A product has features, offers a certain quality,

includes a design, sometimes a brand, as well as includes a design, sometimes a brand, as well as

an image and a label. an image and a label.

These are the product characteristics which give These are the product characteristics which give

the product a tangible identity. the product a tangible identity.

It is the product that is actually offered to the It is the product that is actually offered to the

market.market.

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AUGMENTED LEVELAUGMENTED LEVEL

At its augmented level, the augmented product At its augmented level, the augmented product

provides value additions, additional services and provides value additions, additional services and

benefits to enhance the core and actual product.benefits to enhance the core and actual product.

The augmented level includes The augmented level includes

facilities that make the product easy to use, facilities that make the product easy to use,

lowering possible barrierslowering possible barriers

guaranteeing customer satisfaction - good guaranteeing customer satisfaction - good

customer service, clear instructions or customer service, clear instructions or

preventing long waiting.preventing long waiting.

AvailabilityAvailability

After Sales ServiceAfter Sales Service33

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Three levels of the

productWhat they do: Some examples:

1 Core productThe core benefit of the product or the problem-solving service it provides.

TV- Entertainment

2

Actual product (in 5 characteristics)

   

iProduct Quality

The qualities of product / services. The choice of these qualities and their level of consistency in maintaining these qualities influence the core product.  They address levels of accuracy, reliability, ease of use, comprehensiveness.

Better Picture Quality and Surround Sound. ISO, ISI, WHO GMP, UK MCA etc.

ii FeaturesThe Physical features , services. They address the direct needs of the customer

Slim, and flat screen, Broad spectrum activity, Safe,

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Three levels of the

productWhat they do: Some examples:

iiiProduct Design

The functionality and appearance of the product, contributing to the usefulness and attractiveness of the product.

Compact, Wall mountainable, Multipurpose, Drug Delivery

ivBrand (name, logo, etc) 

The way the product / services is perceived (e.g., prestigious, reliable, relevant, useful, innovative).

Targeted presentation of product / services via targeted audiences (e.g., a subject- oriented portal, harvesting across various IRs).

vPackaging & Labeling

The information about the product carried on the product itself. Information which increases the attractiveness of the product to potential users.

Damage proof packaging, easily assemble, Clear instructions, contact details, attractive design.

3Augmented product

Provides facilities to make the product easy to use and in a satisfactory way, encouraging use and re-use, reducing barriers.  

Good customer support, (i.e. helpful, accessible, fast), ‘after-care’ , easy to find / available details.

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6) STRATEGY AND 6) STRATEGY AND COMMUNICATIONCOMMUNICATION

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A FOUR-STRAND COMMUNICATION A FOUR-STRAND COMMUNICATION STRATEGYSTRATEGY

Developing a good product with good features Developing a good product with good features and value additions will encourage the sales and value additions will encourage the sales growth. growth.

But appropriate communication activities are But appropriate communication activities are just as indispensable. just as indispensable.

Communication strategy that helps instigate Communication strategy that helps instigate change and encourages favorable action change and encourages favorable action from the potential customer towards from the potential customer towards product .product .

Mee et al. developed a communications Mee et al. developed a communications strategy for encouraging people to purchase strategy for encouraging people to purchase more. more.

Their strategy provides us with a workable Their strategy provides us with a workable framework for developing a communications framework for developing a communications strategy to persuade customer to go for a strategy to persuade customer to go for a product or services.product or services.

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A FOUR-STRAND COMMUNICATION STRATEGY A FOUR-STRAND COMMUNICATION STRATEGY CONTDCONTD..

It is divided into four strands: It is divided into four strands:

1.1. A profiling strategyA profiling strategy

2.2. A pull strategyA pull strategy

3.3. A push strategyA push strategy

4.4. A consultation strategyA consultation strategy

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Page 39: Communication in healthcare kailas

PROFILING STRATEGYPROFILING STRATEGY

A profiling strategy is about convincing the A profiling strategy is about convincing the

audience of the benefits of the product and the audience of the benefits of the product and the

usefulness of the product. usefulness of the product.

Branding the programme and raising awareness of Branding the programme and raising awareness of

the product / services.the product / services.

Customer become aware and adopt a more positive Customer become aware and adopt a more positive

attitude towards it. attitude towards it.

The use of independent media, public relations The use of independent media, public relations

(PR), brochures, newsletters and Web sites are all (PR), brochures, newsletters and Web sites are all

appropriate to this type of strategy. appropriate to this type of strategy.

A profiling strategy may comprise information as to A profiling strategy may comprise information as to

why an product is useful. why an product is useful. 39

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PULL STRATEGY (DOCTORS PULL STRATEGY (DOCTORS LEVEL)LEVEL)

Through a pull strategy, is making the product Through a pull strategy, is making the product

attractive to potential customers and encouraging them attractive to potential customers and encouraging them

to purchase.to purchase.

The strategy encourages their engagement by offering The strategy encourages their engagement by offering

immediate rewards / scheme. Examples could be a free immediate rewards / scheme. Examples could be a free

gadget e.g. a free service, or even an invitation to lunch. gadget e.g. a free service, or even an invitation to lunch.

Such 'carrots' are useful for specific initiatives with a Such 'carrots' are useful for specific initiatives with a

clear goal and a specific timeline. clear goal and a specific timeline.

The challenge for this, however, is to find the right sort The challenge for this, however, is to find the right sort

of incentive that will effectively generate more interest of incentive that will effectively generate more interest

and engagement. and engagement.

Incentives have to reflect the customers' interests, and Incentives have to reflect the customers' interests, and

fit their needs. fit their needs. 40

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PUSH STRATEGY (CHEMIST PUSH STRATEGY (CHEMIST LEVEL)LEVEL)

The push strategy The push strategy Reinforces a positive attitude towards the Reinforces a positive attitude towards the

product and shows the positive effect.product and shows the positive effect. Encouraging conditions that make product Encouraging conditions that make product

purchase an attractive optionpurchase an attractive option This is either done in advance of the product This is either done in advance of the product

launch, by informing potential users and thus launch, by informing potential users and thus stimulating them to purchase / stock the goods, stimulating them to purchase / stock the goods, or it is done afterwards, by giving schemes.or it is done afterwards, by giving schemes.

A push strategy can also focus on lowering A push strategy can also focus on lowering barriers that are perceived by potential users, barriers that are perceived by potential users, such as a poor image of an product / company, such as a poor image of an product / company, availability issues, an unclear location, or availability issues, an unclear location, or unclear or inaccessible instructions. unclear or inaccessible instructions.

This can be done by effective communication This can be done by effective communication of the benefits and by clear information of the benefits and by clear information refuting misperceptions.refuting misperceptions.

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CONSULTATION STRATEGYCONSULTATION STRATEGY It is seeking to establish two-way communication It is seeking to establish two-way communication

and the involvement of the target audience.and the involvement of the target audience. Instead of sending one-way messages to customers, Instead of sending one-way messages to customers,

a two-way communication is important. (Eureka a two-way communication is important. (Eureka Forbs)Forbs)

Their feedback will provide the right arguments to Their feedback will provide the right arguments to send out convincing messages, appealing to their send out convincing messages, appealing to their own interests and in their own language . own interests and in their own language .

Two-way communication can be achieved through Two-way communication can be achieved through surveys, meetings, informal conversations, by surveys, meetings, informal conversations, by holding panels etc.holding panels etc.

Secondly, it is important to encourage customers to Secondly, it is important to encourage customers to promote the product services to their peers as an promote the product services to their peers as an effective means of communication, (e.g., effective means of communication, (e.g., testimonials, word-of-mouth, or 'viral marketing”- testimonials, word-of-mouth, or 'viral marketing”- MLM. MLM.

The message will get dispersed more widely and The message will get dispersed more widely and more quickly and will have more impact when more quickly and will have more impact when spread by colleagues.spread by colleagues.

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A Four-fold Communication Strategy for an IR

Sr. No.

The four strands of the

communications strategy

What How By means of

1Profile strategy. ‘make the issue important’

Position your product by profiling its

rationale and benefits.

Inform PR, Media

Raise awarenessAwareness Web site

Educate Newsletters

Re-tell success stories Viral Marketing

2

Pull Strategy. ‘make the

product an attractive

commodity.’

Create an environment

that makes the product

attractive .

Make it easy Specific actions

Make it attractiveInform about its practicalities (where and how)

Offer a bonus / schemes Send reminders to

encourage required action. Praise, thank,

Persuade, Remind

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Sr. No.

The four strands of the comm.

strategyWhat How By means of

3

Push Strategy. ‘reinforce a

positive attitude or give that little extra push for product display’

Encourage conditions that

make  an product

attractive and easily

available.

Involve innovators and opinion leaders, Key Distributers

Lobby, provide feedback

Involve policy makers, administration and  management. Include stakeholders in the communications plan

Encourage incentives from a management level

Provide feedback on product usage

Provide logfile data and/or citation data

4

Consultation Strategy. ‘know your

audience well’. ‘let customer do

part of the promotion’

Seek two-way communication and involve people from the target audience.

Talk with them

Surveys, face-to-face meetings, informal conversations,  working groups, panels.

Seek feedbackBrand Ambasadar endorsements

Be domain-specific Viral Marketing Mobilise and involve customer / celebraty in brand promotions

 

Page 45: Communication in healthcare kailas

7) COMMUNICATION IN 7) COMMUNICATION IN PHARMA INDUSTRYPHARMA INDUSTRY

Page 46: Communication in healthcare kailas

COMMUNICATION IN PHARMA COMMUNICATION IN PHARMA INDUSTRYINDUSTRY

Effective and efficient communication between Effective and efficient communication between

healthcare providers is vital for improving healthcare providers is vital for improving

patient safety and providing quality care. patient safety and providing quality care.

Communication shall be structured to improve Communication shall be structured to improve

communication between healthcare provider communication between healthcare provider

physicians, Pharma professional and other physicians, Pharma professional and other

healthcare providers with patient and masses. healthcare providers with patient and masses.

Communication is needed to improve patient Communication is needed to improve patient

safety, increase patient satisfaction, and allow safety, increase patient satisfaction, and allow

healthcare teams to work more effectively. healthcare teams to work more effectively.

Good Communication helps brand building.Good Communication helps brand building.46

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8) PHARMA PRODUCTS 8) PHARMA PRODUCTS MARKETING AND MARKETING AND PROMOTIONSPROMOTIONS

Page 48: Communication in healthcare kailas

PHARMA PROMOTIONSPHARMA PROMOTIONS

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The Pharma Promotions or the marketing strategy

is focused on the following level

a) External Customer

Doctor level

Chemist Level

Patient level

Patient Relative Level

Masses level

Packaging Level

Price level

b) Internal Customers

Sale team level

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49

1) DOCTOR LEVEL1) DOCTOR LEVEL

Type of Type of DoctorDoctor

GP ( MBBS or Non MBBS)GP ( MBBS or Non MBBS)..

Specialist or super Specialist or super

specialistspecialist

Independent practitioner Independent practitioner

or attached to hospitals or attached to hospitals

(Gov or Private)(Gov or Private)

Physicians or SurgeonPhysicians or Surgeon

Type of the patients Type of the patients

served by the doctorsserved by the doctors

Urban or Rural PatientUrban or Rural Patient

Economical Status – Economical Status –

Upper class or Middle Upper class or Middle

classclass

Urban working class Urban working class

or Business class or Business class

patientpatient

Well read and aware of Well read and aware of

Latest trend Latest trend

Type of Doctor- Target CustomerType of Doctor- Target Customer

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PROMOTIONAL AIDPROMOTIONAL AID USED FOR USED FOR DOCTORSDOCTORS

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The objective to promote Pharma brands to the The objective to promote Pharma brands to the Doctors is to get their prescriptionDoctors is to get their prescription

Most commonly used promotional tools to promote Most commonly used promotional tools to promote Pharma products to doctors is as follows,Pharma products to doctors is as follows,

i.i. Visual aidVisual aid

ii.ii. LiteratureLiterature

iii.iii.Gift articlesGift articles

iv.iv.Prescription padPrescription pad

v.v. LBLLBL

vi.vi.StickersStickers

vii.vii.Clinical trialsClinical trials

viii.viii.Physicians SamplesPhysicians Samples

ix.ix.PostersPosters

x.x. Catch coverCatch cover

x.x. PackagingPackaging

xi.xi. Journal Journal advertisementsadvertisements

xii.xii. ReferencesReferences

xiii.xiii.Participation in Participation in Symposium, Medical Symposium, Medical conferences and CME conferences and CME

xiv.xiv.Involvement in Brand Involvement in Brand launch and various launch and various other field activityother field activity

xv.xv.SponsorshipsSponsorships

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2) CHEMIST LEVEL2) CHEMIST LEVEL Understand what type of the chemist isUnderstand what type of the chemist is What type of customers he is serving (Doctors What type of customers he is serving (Doctors

and Patient Class)and Patient Class) Most commonly used promotional tools to Most commonly used promotional tools to

promote Pharma products at chemist level is promote Pharma products at chemist level is as follows,as follows,

Bonus offerBonus offer Chemist FolderChemist Folder StickersStickers Chemist LBL (Vernacular Language)Chemist LBL (Vernacular Language) PostersPosters GiftsGifts 51

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Page 52: Communication in healthcare kailas

3) PATIENT AND PATIENT RELATIVE 3) PATIENT AND PATIENT RELATIVE LEVELLEVEL

Patients are targeted indirectly for brand Patients are targeted indirectly for brand

promotionspromotions

The best time to divert the patients attentions The best time to divert the patients attentions

is when they are waiting in consultancy for is when they are waiting in consultancy for

their turn.their turn.

Tools used for patients promotions;Tools used for patients promotions;

Patient Educations literaturePatient Educations literature

PostersPosters

Medical CampsMedical Camps52

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Page 53: Communication in healthcare kailas

4) MASSES LEVEL4) MASSES LEVEL

Pharma products which can be promoted at Pharma products which can be promoted at

mass level includes;mass level includes;

OTC drugs- Aspirin, Iodex, Move Crocine, OTC drugs- Aspirin, Iodex, Move Crocine,

Corex, Sugar freeCorex, Sugar free

Food Supplements - Protein Powder- Food Supplements - Protein Powder-

Horlics, Boost etcHorlics, Boost etc

Tonics / Chavanprashs - Baidanath , Zandu Tonics / Chavanprashs - Baidanath , Zandu

etc. etc.

Neutraceuticals – Calcuim SandozeNeutraceuticals – Calcuim Sandoze

Herbal Medicines – Himalaya ProductsHerbal Medicines – Himalaya Products53

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4) MASSES LEVEL 4) MASSES LEVEL CONTDCONTD..

Tools used to promote OTC products through Tools used to promote OTC products through

Mass Media advertisements are,Mass Media advertisements are,

RadioRadio

TVTV

Print - News Paper, Magazines etc.Print - News Paper, Magazines etc.

MailersMailers

Internet Media - Emails , website, BlogsInternet Media - Emails , website, Blogs

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Page 55: Communication in healthcare kailas

5) PACKAGING LEVEL5) PACKAGING LEVEL

Packaging is important not only to promote Packaging is important not only to promote

OTC products but also ethical promotions.OTC products but also ethical promotions.

Packaging serves four purposesPackaging serves four purposes

i.i. To protect the inside products from Physical, To protect the inside products from Physical,

natural , environmental and chemical damagenatural , environmental and chemical damage

ii.ii. To attract the customersTo attract the customers

iii.iii. To build the perceived value of the productsTo build the perceived value of the products

iv.iv. To build customers trust on the products.To build customers trust on the products. 55

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6) PRICE LEVEL6) PRICE LEVEL

Promotion at price level always carry a risk Promotion at price level always carry a risk

when the competitors reduces their prices.when the competitors reduces their prices.

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7) SALE TEAM LEVEL7) SALE TEAM LEVEL

Sales team is the most important link between Sales team is the most important link between

the company and the customers.the company and the customers.

It is said the sales team is the eyes and the It is said the sales team is the eyes and the

ears of the company.ears of the company.

Sales team are burden with more then 20 – 30 Sales team are burden with more then 20 – 30

products.products.

During the launch campaign one must During the launch campaign one must

convinced and motivate the sales team convinced and motivate the sales team

regarding the new brand.regarding the new brand.57

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Page 58: Communication in healthcare kailas

7) SALE TEAM LEVEL SALE TEAM LEVEL CONTDCONTD..

Tools used to motivate the sales teamTools used to motivate the sales team

i.i. Various competition at Regional , Zonal and Various competition at Regional , Zonal and

national level.national level.

ii.ii. First Prescriptions , First 5 prescriptions or First Prescriptions , First 5 prescriptions or

maximum pr4escriptions in a stipulated periodmaximum pr4escriptions in a stipulated period

iii.iii. Launch gifts to the sales teamLaunch gifts to the sales team

iv.iv. Various field activity involving the doctors like Various field activity involving the doctors like

Brand launch in a particular area , CME, Brand launch in a particular area , CME,

Medical camps etc.Medical camps etc.58

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9) PROMOTIONAL AID9) PROMOTIONAL AID

Page 60: Communication in healthcare kailas

PROMOTIONAL AIDPROMOTIONAL AID

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Most commonly used promotional tools in the Most commonly used promotional tools in the pharmaceuticals industry arepharmaceuticals industry are

1.1. Visual aidVisual aid

2.2. Literature Literature

3.3. Product MonographProduct Monograph

4.4. Gift articlesGift articles

5.5. Prescription padPrescription pad

6.6. LBLLBL

7.7. FlierFlier

8.8. BrochureBrochure

9.9. StickersStickers

10.10.Clinical trialsClinical trials

10.10.Physicians SamplesPhysicians Samples

11.11.Catch coverCatch cover

12.12.Journal Journal

advertisementsadvertisements

13.13.ReferencesReferences

14.14.Participation in Participation in

Symposium., Medical Symposium., Medical

conferences and CMEconferences and CME

15.15.Bonus offersBonus offers

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VISUAL COMMUNICATIONVISUAL COMMUNICATION Visual communication as the name suggests is Visual communication as the name suggests is

communication through visual aid. communication through visual aid. It is the conveyance of ideas and information in It is the conveyance of ideas and information in

forms that can be read or looked upon. forms that can be read or looked upon. Primarily associated with two dimensional Primarily associated with two dimensional

images, it includes: signs, typography, drawing, images, it includes: signs, typography, drawing, graphic design, illustration, colour and graphic design, illustration, colour and electronic resources. electronic resources.

It solely relies on vision. It solely relies on vision. It is form of communication with visual effect. It is form of communication with visual effect. It explores the idea that a visual message with It explores the idea that a visual message with

text has a greater power to inform, educate or text has a greater power to inform, educate or persuade a person. persuade a person.

It is communication by presenting information It is communication by presenting information through visual form.through visual form.

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VISUAL AIDVISUAL AID

The evaluation of a good visual design is based The evaluation of a good visual design is based

on measuring comprehension by the audience, on measuring comprehension by the audience,

not on aesthetic or artistic preference. not on aesthetic or artistic preference.

There are no universally agreed-upon principles There are no universally agreed-upon principles

of beauty and ugliness. of beauty and ugliness.

In VA the focus is on the presentation of text, In VA the focus is on the presentation of text,

pictures, diagrams, photos, etc.pictures, diagrams, photos, etc.

The commonly used VA is a spiral bound The commonly used VA is a spiral bound

material with PVC - mount stand with several material with PVC - mount stand with several

laminated pages with product messageslaminated pages with product messages62

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ADVANTAGES VISUAL AIDADVANTAGES VISUAL AID

Ensure attention of the customer, the picture and Ensure attention of the customer, the picture and

messages printed on it are to attract the customers messages printed on it are to attract the customers

attention you can point out relevant portions on the attention you can point out relevant portions on the

pages and deliver the detailing story. This ensures pages and deliver the detailing story. This ensures

Audio- visual presentation. The doctors “sees” and Audio- visual presentation. The doctors “sees” and

“hear” at the same time.“hear” at the same time.

Helps to create audiovisual impact, communicate Helps to create audiovisual impact, communicate

message to doctor in a logical sequence message to doctor in a logical sequence

Helps to discuss many product at a timeHelps to discuss many product at a time

Helps to skip the detailing of products not meant for Helps to skip the detailing of products not meant for

a particular specialtya particular specialty

Very effective communicating toolVery effective communicating tool 63

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LITERATURES AND COMPETITORS LITERATURES AND COMPETITORS LITERATURE LITERATURE

Literatures:Literatures:

A good input for detailing particular product in A good input for detailing particular product in

terms of prescribing information, dosages, terms of prescribing information, dosages,

adverse reaction features, benefits, adverse reaction features, benefits,

contraindication etc.contraindication etc.

Competitors Literature:Competitors Literature:

It helps to convey the promotional message of It helps to convey the promotional message of

competitors to the doctors. Through indication competitors to the doctors. Through indication

and variations references we can pass and variations references we can pass

information to H.O. so as to develop counter information to H.O. so as to develop counter

attacksattacks

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LEAVE BEHIND CARD / LITERATURE LEAVE BEHIND CARD / LITERATURE (LBL)(LBL) Literature or Handout is usually a LBL which Literature or Handout is usually a LBL which

facilates detailling.facilates detailling. A LBL can have anything from 2 – 8 pages or A LBL can have anything from 2 – 8 pages or

even moreeven more LBL has an advantages that more info. Can be LBL has an advantages that more info. Can be

printed on it then VA.printed on it then VA. LBL give specific information on the service or LBL give specific information on the service or

product. product. First page is usually “attention getter”, the First page is usually “attention getter”, the

subsequent pages contain product info.subsequent pages contain product info. Supportive evidence in the form of clinical trails Supportive evidence in the form of clinical trails

quotes are mention .quotes are mention . The last page contain the prescribing info.The last page contain the prescribing info. 65

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LBL CONTD.LBL CONTD.

LBL helps doctors as a reminder for our LBL helps doctors as a reminder for our product, in our absence. But it must be detail product, in our absence. But it must be detail at the time of presentationat the time of presentation

LBL is not meant for mass distribution, it is LBL is not meant for mass distribution, it is targeted towards the potential target targeted towards the potential target audience. audience.

Any literature which is given in person to the Any literature which is given in person to the potential client e.g. MR gives the literature to potential client e.g. MR gives the literature to the doctor after his/her sales presentation. the doctor after his/her sales presentation.

These literatures are not taken back by the These literatures are not taken back by the MR but it is leaved behind so that the doctor MR but it is leaved behind so that the doctor in his leisure time can go through it. in his leisure time can go through it.

Practically, the paper used for LBL printings is Practically, the paper used for LBL printings is above 175 GSM and mostly it is a 4 colour job.above 175 GSM and mostly it is a 4 colour job.

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FLIERFLIER

Any literature which is distributed to masses i.e. Any literature which is distributed to masses i.e.

for mass distribution. for mass distribution.

The flier is usually used to pass on the The flier is usually used to pass on the

information's for the masses, sp. Info on some information's for the masses, sp. Info on some

event venue, tel. no. etc. event venue, tel. no. etc.

The fliers are usually distributed at the railway The fliers are usually distributed at the railway

station, some local fair or some event or station, some local fair or some event or

distributed by putting it in the news paper. distributed by putting it in the news paper.

Practically the paper used for flier printings is Practically the paper used for flier printings is

less than 100 GSM, mostly 80 GSM maplito less than 100 GSM, mostly 80 GSM maplito

paper, may be one colour 2 colour or 4 colour paper, may be one colour 2 colour or 4 colour

job.job.

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BROCHUREBROCHURE

This literature gives the in-depth knowledge of the This literature gives the in-depth knowledge of the

service / product targeted to the potential client. service / product targeted to the potential client.

Practically it is more the 4 - 6 pagesPractically it is more the 4 - 6 pages

Mostly all pages are bound together either simple Mostly all pages are bound together either simple

binding or back to back pastingbinding or back to back pasting

Each pages are about 175- 200 GSM if it is a simple Each pages are about 175- 200 GSM if it is a simple

binding or for back to back pasting 150-175 GSM.binding or for back to back pasting 150-175 GSM.

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CATCH COVERCATCH COVER AND AND PHYSICIAN PHYSICIAN SAMPLESSAMPLES

Catch Cover:Catch Cover: This tells you about the product details, This tells you about the product details,

composition, composition, colourcolour, manufactured date, expiry , manufactured date, expiry date etc.date etc.

Physician Samples:Physician Samples: Samples enable doctor to asses the physical Samples enable doctor to asses the physical

characteristics of our productcharacteristics of our product To assess the efficacy of our products in various To assess the efficacy of our products in various

s indicationss indications As a reminderAs a reminder To fulfill the doctors need for his patients, To fulfill the doctors need for his patients,

family members or himself and friends family members or himself and friends 69

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PACKAGE INSERTPACKAGE INSERT

It gives all the product info. On the productIt gives all the product info. On the product

Pharma Co. has to give relevant and correct Pharma Co. has to give relevant and correct

details regarding product.details regarding product.

No false or exaggerated claims can be printed No false or exaggerated claims can be printed

therethere

Info on side effects, indication, Info on side effects, indication,

contraindications etc shall be available on contraindications etc shall be available on

package insertpackage insert70

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GIFTSGIFTS

Gifts helps to express our gratitude for the Gifts helps to express our gratitude for the

support of doctors, which he is extending to support of doctors, which he is extending to

our productsour products

To enhance the recall value of our product- To enhance the recall value of our product-

Brand Reminder.Brand Reminder.

Improves doctor rapportImproves doctor rapport

To convert doctors prescriptions of competitors To convert doctors prescriptions of competitors

brands to our brandbrands to our brand

Always give value to the gift by presenting it Always give value to the gift by presenting it

nicely and never convey the real value of the nicely and never convey the real value of the

gift to the doctor.gift to the doctor.

Gifts have to be distributed on a selective Gifts have to be distributed on a selective

basis.basis.

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BONUS OFFERBONUS OFFER

It ensure better stocking of our product at the It ensure better stocking of our product at the

retail countersretail counters

It generates enthusiasm amongst the retailersIt generates enthusiasm amongst the retailers

It takes care of increased prescription demand It takes care of increased prescription demand

you have generated for a particular product.you have generated for a particular product.

Sometimes helps you to boost sales. With Sometimes helps you to boost sales. With

bonus offer you must sale at least 21/2 times bonus offer you must sale at least 21/2 times

more compared to your normal sales.more compared to your normal sales.72

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STICKERSSTICKERS

It is used mainly as a medium for remembranceIt is used mainly as a medium for remembrance

The sticker ensure that products name is The sticker ensure that products name is

visible from the walls or from the place where visible from the walls or from the place where

the doctors can read the namethe doctors can read the name

Don’t put stickers where there is already Don’t put stickers where there is already

hundreds of stickers are stuckhundreds of stickers are stuck

Select a proper place where your sticker can be Select a proper place where your sticker can be

easily visible, eye level to the customereasily visible, eye level to the customer

Remember, before you put stickers, get the Remember, before you put stickers, get the

permission from the doctors to do so.permission from the doctors to do so.73

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Page 74: Communication in healthcare kailas

CLINICAL TRAILSCLINICAL TRAILS

Clinical Trails create an awareness of the Clinical Trails create an awareness of the

product and establish rapport between the product and establish rapport between the

doctors and the company.doctors and the company.

It may help to get entry for the product in It may help to get entry for the product in

hospitals and institutions and generate hospitals and institutions and generate

prescription on large scaleprescription on large scale

These are conducted to evolve testimonials for These are conducted to evolve testimonials for

a product and for the doctors to get a first hand a product and for the doctors to get a first hand

impression.impression.

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Page 75: Communication in healthcare kailas

PRESCRIPTION PADPRESCRIPTION PAD

Prescription pads are in a way blend of a Prescription pads are in a way blend of a

literature and a gift.literature and a gift.

They carry sales messages , provide info and They carry sales messages , provide info and

have practical utility.have practical utility.

Act as a brand reminder.Act as a brand reminder.

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JOURNAL ADVERTISEMENTSJOURNAL ADVERTISEMENTS

Journal advertisement are released in a Journal advertisement are released in a

reputed journals to get a wider exposure of reputed journals to get a wider exposure of

the product and for remembrance value, on a the product and for remembrance value, on a

regular basis.regular basis.

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Page 77: Communication in healthcare kailas

SYMPOSIUM AND MEDICAL SYMPOSIUM AND MEDICAL CONFERENCESCONFERENCES

They important to promote productsThey important to promote products

Opinion makers look forward to Pharma Co. to Opinion makers look forward to Pharma Co. to

display / promote their brands in regional, display / promote their brands in regional,

national , international Medical Conferences national , international Medical Conferences

and CME programsand CME programs

Video demonstrations at local doctors meet.Video demonstrations at local doctors meet. 77

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