Transcript PHAR 746 Pharmacy Management

PHAR 746
Pharmacy Management
Stacy Ramirez, Pharm.D.
Clinical Assistant Professor
Department of Pharmacy Practice
Marketing
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Telemarketers
Used car salespeople
Cosmetic counter ladies
Insurance salespeople
Recruiters
Marketing
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Definition:
– “Marketing is the process of planning and
executing the conception, pricing,
promotion, and distribution of ideas,
goods, and services to create exchanges
that satisfy individual and organizations
objectives.”
Marketing
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Process
Ideas
Goods and Services
Exchange
Broad applications
Universal Functions
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Buying
Selling
Transporting
Storing
Standardizing; grading
Financing
Risk Taking
Information gathering
Marketing Mix
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Product
– Includes tangible and intangible good
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Price
– Actual vs. perceived
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Place
– Site
Marketing Mix
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Promotion
– Sales, PR, DTC, Personal selling
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Positioning
– Distinct place
Branding
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Instant Recognition
Broad appeal
Simple
Brand=Noun
– To “Fed-ex”
SWOT
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Strengths
Weaknesses
Opportunities
Threats
Strengths
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Current or future assets
Abilities
Unique characteristics
Meets a need
Weaknesses
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Lack of abilities
Physical plant
Same as everyone else
Undefined need
Opportunities
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Matched with Strengths
Ways to capitalize on strengths
– Should take general concepts (strengths)
and reduce them to actual ideas
Threats
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Matched with weaknesses
Ways to minimize or fix weaknesses
– Should take general concepts
(weaknesses) and list ideas to combating
Healthcare Marketing
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Goods and services
Perceptions
Consumer mix
Regulatory factors
ROI
Physical plant