Transcript Pharmaceutical Marketing

Pharmaceutical Marketing
Dr. Muslim Suardi, MSi., Apt.
Faculty of Pharmacy
Market
“A group of customers who have an
unsatisfied need for a particular
product or service”
Marketing Concept
“The belief that consumers wants
and needs are the driving force
behind any product development or
marketing effort”
Marketing Plan
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Defines & Quantifies
Consumers
Demand
Competition
Geographic market
Pricing policy for a specific small
business.
Marketing Mix
Four variables:
 Product
 Place
 Price
 Promotion
that must be manipulated to ensure
success in marketing
Marketing Success
The right product
At the right place
At the right price
With the right promotion
Market Segmentation
Process of dividing the market into
groups of similar customers
Target Marketing
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Achieved by answering the following questions:
Where do my customers live & work?
What level of income is needed to purchase my
product or service?
What is the life-style of the people who are
most likely to need my product or service?
Which of my potential customers will receive
the greatest benefit from my product/service?
Which group of consumers will buy the most of
my product or service?
Marketing Strategy
“Planned activity designed to
increase the sale of a business’s
products or services”
Marketing Plan, Marketing Mix, Sales,
Pricing Strategy
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Marketing Concept & Marketing Mix
Marketing Strategy, Market Share &
Marketing Target.
Penyusunan rencana penjualan, & Target
Sales.
Advertisement, promotion, & sales
Price & calculation of price
Pricing Strategy & tahapan sales
Pharmaceutical Marketing
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Pharmaceutical Marketing Strategy
Marketing Plan & Sales Target
Action Plan
Product Knowledge
Sarana Promotion
Field Force
Detailing & product presentation.
Kepustakaan
1.
2.
3.
Moorman, J.W. & Halloran, J.W. (1993)
Enterpreneurship. 174-182.Ohio: South
Western
McDonough,R.P. et.al (2003). Marketing
Phamaceutical Care. In: A practical guide
to Pharmaceutical Care, Second Ed.
Washington: AphA., p. 204-221.
Hagel, H.P. (2003). Developing a
Practice Implementation Plan. In: A
practical guide to Pharmaceutical Care,
Second Ed. Washington: AphA., p. 174182.