chapter 2 important marketing concepts tip tip know the terms to know the concepts. tip tip know the...
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Chapter 2Important Marketing
Concepts
Chapter 2Important Marketing
Concepts
TIP TIP Know the terms to knowKnow the terms to know
the concepts. the concepts.
TIP TIP Know the terms to knowKnow the terms to know
the concepts. the concepts.
Chapter 2 slides for Marketing forPharmacists, 2nd Edition
Chapter 2 slides for Marketing forPharmacists, 2nd Edition
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Learning ObjectivesLearning Objectives
• Define the following marketing terms: product; core, expected, and augmented product; marketing myopia; potential, target, and actual markets; the marketing mix; the 4 P’s; positioning.
• Describe two major categories of competitors.• Differentiate internal from external customers.• Explain the difference between the “products”
of pharmaceutical care and of dispensing activities mandated by OBRA ’90 legislation.
• Identify and differentiate the various marketing tasks, the type of demand they regulate, and suggested strategies.
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Defining the Product Provided by Pharmacists
Defining the Product Provided by Pharmacists
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Defining a “product” as a tangible object
Defining a “product” as a tangible object
Typically defined by nonmarketers as physical objects of value, such as a pill. For marketers, the tangible product is only a
means of packaging a benefit.Many benefits come in intangible packages
(e.g., pure services such as drug information).
People do not buy drugs. They buy the benefits that drugs can provide.
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How marketers define “product”
How marketers define “product”
Anything satisfying a need or want
Can be an object, service, activity, person, place, organization, or idea
This broad definition discourages focusing only on tangible objects (e.g., drugs)
Changes focus from tangible object to benefits received
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Total product conceptTotal product concept
Defines productsDefines products
on several levelson several levels
Defines productsDefines products
on several levelson several levels
CoreProduct
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Core productCore product
Definition -- benefits resulting from the overall product package
It is what the customer is really buying. What is the core product ofA camera?Makeup?Drugs?Medication therapy management (MTM)
services?
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Marketing myopiaMarketing myopia
Shortsightedness of marketers who become preoccupied with selling the tangible product while failing to consider their core productHow might pharmacists
suffer from marketing myopia?
What are the consequences of this?
TangibleTangibleProductProduct
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CoreProduct
Total product conceptTotal product concept
ExpectedExpectedProductProduct
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Expected productExpected product
Definition –what the customer expects from the marketer
Depends on the purchasing situation and the expectations set by the marketerStudies have shown that patients do not
expect much from pharmacists.What do patients expect?
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CoreProduct
ExpectedProduct
AugmentedProduct
Total product conceptTotal product concept
TangibleTangibleProductProduct
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Augmented product (a.k.a. “differentiated”)
Augmented product (a.k.a. “differentiated”)
Definition -- bundle of services that accompany the tangible product
Used to differentiate one’s product package from competitors
Anything provided that is more than that expected by the customer is “augmented”
List some ways that pharmacists augment the core product.
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Example: AspirinExample: Aspirin
Tangible
Core
Expected
Augmented
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Medication therapy management services
Medication therapy management services
Tangible
Core
Expected
Augmented
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Differentiating Pharmaceutical Care
from Basic Dispensing
Differentiating Pharmaceutical Care
from Basic Dispensing
Quickly and clearly describe the difference between
pharmaceutical care and basic dispensing services.
Quickly and clearly describe the difference between
pharmaceutical care and basic dispensing services.
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BackgroundBackground
Many pharmacists and students can’t clearly explain the difference between pharmaceutical care and typical dispensing.This is a serious problem because payers and patients
often wrongly believe that pharmaceutical care services are covered by dispensing fees.
In truth, dispensing fees cover only the minimum level of service pharmacists are capable of providing.
If pharmacists wish to expand their service compensation beyond dispensing fees, they must be able to articulate the differences.
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BackgroundBackground
OBRA ’90 established the minimum level of care required by pharmacists.
It mandated that pharmacistsAccurately dispenseClarify incomplete or illegible prescriptionsNot dispense “obvious” errors Keep patient profilesCarry out simple drug-use review activities“Offer” to counsel.
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Limitations of OBRA ’90Limitations of OBRA ’90
Focuses on tangible products
Addresses only flagrant drug-related problems (DRPs)
Doesn’t recognize value of pharmaceutical care
Establishes standards that are far less than what pharmacists are capable of providing
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Pharmaceutical care/MTMPharmaceutical care/MTM
Assistance with drug therapy individualized to patient need Detects, prevents, and minimizes DRPs that
may not be revealed in normal dispensingRequires a greater level of communication,
monitoring, and problem solving e.g., patient and provider consultation,
planned monitoring and follow-up, care plans, education
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Services not covered by OBRA ’90
Services not covered by OBRA ’90
Consultations with patients, prescribers, and other health care providers
Treatment plans
Detecting “safe” but less-than-optimal therapyIf it doesn’t hurt, then dispense it.
Assisting in selection of appropriate drugs
Training patients
“Brown bag” drug review sessions
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the Market for Determining
Pharmacist Services
the Market for Determining
Pharmacist Services
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MarketMarket
A market is a set of anyone who might conceivably buy a given product.Actual buyersPotential buyers
Whenever there is a potential for exchange, there is a market.
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PotentialCustomers
TotalPopulation
TargetedCustomers
ActualCustomers
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MarketMarket
Actual market size depends onInterest of the customer
Ability to access and pay for the product
Willingness to pay.
Actual market may include untargeted customers.
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What is the market for MTM services?
What is the market for MTM services?
Potential customers
Target customers
Actual customers
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What do pharmacists need to do to expand the market
for MTM services?
What do pharmacists need to do to expand the market
for MTM services?
Think interest, ability, and willingness.
Think interest, ability, and willingness.
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Marketing mix (a.k.a. 4 P’s)
Marketing mix (a.k.a. 4 P’s)
TIP TIP Everything you do is partEverything you do is part
of the marketing mix. of the marketing mix.
TIP TIP Everything you do is partEverything you do is part
of the marketing mix. of the marketing mix.
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ProductProduct
PlacePlace
PromotionPromotion
PricePrice
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Product
Place
Promotion
PricePositioning
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Positioning (the 5th P)Positioning (the 5th P)
Process of creating a favorable image of a product or business in the minds of the customer (i.e., target markets)
Image results from everything that the customer see, hears, touches, smells, tastese.g., Starbucks
Whether there is an active positioning effort or not, an image will occur in the mind of customers
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What is the image of:What is the image of:
OprahArnold SchwarzeneggerChristina AguileraBritney SpearsDonald RumsfeldMartha StewartThe average pharmacist
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CompetitorsCompetitors
Need to be identified, monitored, and beaten in the market
Identification of competitors requires a clear definition of one’s product(s), customer(s), and market(s)What markets are served by CVS or
Walgreens?
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Competitor typesCompetitor types
Intratype - similar or the same products as the organization or individualGM/Ford, McDonald’s/Burger King
Intertype - distinctly different and competing organizations or individualsMovie theaters, Richmond Braves, TV
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CompetitionCompetition
Intratype competitors compete by offering similar tangible and augmented products.
Intertype competitors compete in terms of the benefits provided.
Therefore, it is critical for pharmacists to understand how customers view their product.Competition depends on how a product is defined in
the mind of customers.
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http://marketplacemoney.publicradio.org/display/web/2005/09/16/clinic_on_aisle_one/
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Options for illnesses after MD office hours
Options for illnesses after MD office hours
Urgent Care Clinic
Emergency Room
Retail Store Clinic
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What is a customer?What is a customer?
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CustomerCustomer
Marketers consider a customer to be any person or group involved in or affected by an exchange.
External – people outside the organization (patients, suppliers, third-party payers, family members, other health care professionals)
Internal – people within the organization (technicians, boss, people in other departments)
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Customers of MTM services provided by Walgreens
Customers of MTM services provided by Walgreens
External – people outside the organization
Internal – people within the organization
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DefinitionsDefinitions
Customer chain – relationships between internal and external customers that lead to final product
Internal marketing – when management treats internal customers as they would treat external customers
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The task of marketing is to influence demand The task of marketing
is to influence demand
through various combinations of the marketing mix.
through various combinations of the marketing mix.
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Marketing tasksMarketing tasksConversional marketing
Negative demand (dislike of product)
Understand why people dislike and develop strategies
Stimulational marketingNo demand (indifference or
disinterest)Find ways to connect benefits of
product with person’s needs and interests
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Marketing tasks (cont)Marketing tasks (cont)
Developmental marketingLatent demand (strong
need, no product)Identify unmet needs and
develop new products
RemarketingDeclining demand (and
further declines likely)Regenerate demand by
repackaging product
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Marketing tasks (cont)Marketing tasks (cont)
SynchromarketingIrregular demand (undesirable
fluctuations in business)Even out by “training” your customers
Maintenance marketingFull demand (ideal situation)Prevent erosion of demandMaintain quality, keep up with customer
tastes, and outdo the competition
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Marketing tasks (cont)Marketing tasks (cont)Demarketing
Overfull demand (demand exceeds supply)
Long-term solution - increase production. Short term – raise prices, cut corners, restrict access
CountermarketingUnwholesome demand (socially
undesirable)Help people give up bad behavior
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SummarySummary
Knowing marketing terminology helps in learning marketing concepts.
Those concepts can be used toCommunicate with managers
Understand more complex topics.
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Questions?Questions?