Communication strategy

Communication strategyPharmaceutical companies put forth great effort when identifying their customer needs and wantsThey then invest in R & D hoping to discover and launch innovative products.

Before a new pharmaceutical product wins its first prescriber or patient, the prescribing or buying customer must be aware of the characteristics and benefits in order for the product to capture their attention and interest. A successful communication effort from the seller to the consumer ===========> significant market penetration

Is the same communication techniques and tools with those of consumer goods that pharmaceutical product marketers use in their markets?They can be similar in their approaches, however the pharmaceutical industry is heavily regulated.

The process of communication

The prescribing decisionIn the pharmaceutical industry, the primary audiences are:Prescribers Patients

How can a physicians prescribing process or a patients purchacing process can be influenced by industry communication?

The pyramid of influenceThe prescribing decision is strongly influenced by the pyramid of influence

Communication strategy

Promotional MixThe main activities of pharmaceutical marketing communication :AdvertisingPersonal sellingPublic relationsSales promotionWeb communications

Collectively called the promotional mixthe promotional mix triple purpose:To provide informationTo persuadeTo remind

AdvertisingNonprsonal , paid communication about an organization, product, or idea by an identified sponserPersonal sellingDirect communication with customers to generate a response and/or a transactionPublic relationsThe evaluation of public attitudes and the execution of plans to gain public understanding and acceptanceSales promotionProviding extra value or incentive to customers to purchase a product.

Promotional planning Identify target audienceDetermine desired responseDecide on the messageSelect mediaEvaluate response