Transcript Lecture 14
General provisions of pharmaceutical marketing LOGO What is Marketing? Process by which individuals and groups obtain what they need and want through creating and exchanging products exchanging products and value with others. More simply: Marketing is the delivery of customer satisfaction at a profit. What Motivates a Consumer to Take Action? What Will Satisfy Consumer’s Needs and Wants? How Do Consumers Choose Among Products and Services? How do Consumers Obtain Products and Services? Who Purchases Products and Services? Modern marketing system Objectives and types of pharmaceutical marketing. Supply-demand situation The goal of pharmaceutical marketing Type of pharmaceutical marketing Negative Building demand Conversion Missing Stimulating demand Stimulating Potential Development of new drugs Marketing developing Downward Increasing demand Remarketing Uneven Align demand Synchromarketing Satisfied Keeping demand Maintenance Excessive Reducing demand Demarketing Irrational Restrict access to medicines Counteractive Conversion marketing associated with the presence of negative demand for medicines and medical services, it is situation where all or most of the segments abandon the product. Tasks of pharmaceutical marketing is to create demand resulting from analysis of the causes of negative demand, development of tactics and strategy of the demand or supply that can provide better assortment structure or quality of drugs, lower prices, new forms of promotion of medicines on the market. Stimulating marketing associated with the lack of demand, it is the state in which the potential market showing no (or almost does not show) of interest in specific proposals. Reason is not in demand may be ignoring advertising, research competitiveness of drugs. Marketing Objectives - Activity awaken consumers based on finding ways to link the IMP inherent qualities of natural human needs and interests. Marketing developing associated with the demand for drugs, which is under formation (latent demand). Potential (hidden) demand occurs when some part of the consumer needs to solve some real problems which can not be satisfied by available in the market drugs and medical services. The task of marketing - to estimate the potential market and create effective medicines and medical services that would really satisfy the demand. Remarketing related to the situation drop down demand for drugs or medical services for a certain period of time due to depreciation, ignoring measures sales promotion, advertising updates, competition factors. Tasks of pharmaceutical marketing – is not only to extend the lifecycle of a medicinal product which is in a phase of decline in demand as a new product life cycle. Synchromarketing (irregular marketing) associated with uneven demand, fluctuations in it: a) seasonal (medicines for colds, gastro-intestinal diseases, etc.); b) daily (drugstores often visit on weekdays, a little - on weekends); c) hour (according to research chemist visit frequently during the period from eight to eleven o'clock and from five to seven in the evening). Because many drugs smooth out fluctuations in demand impossible, task of pharmaceutical marketing is the study of these fluctuations and to attach under them. Maintenance marketing is associated with the presence of satisfied demand. The task of marketing - demand will continue to maintain due to constant attention to factors that can change the level of demand: a) changing needs (reduction or increase in incidence); b) the entry of similar drugs and medical services to other companies for lower prices. You must solve a series of tactical tasks associated with conducting the policy of prices, while maintaining the necessary sales, coordination, implementation of cost control. Demarketing is associated with excessive demand; it is demand for drugs far exceeds supply (production capacity). Tasks of pharmaceutical marketing – is to reduce excessive demand by increasing prices, combating sales promotion, advertising, etc. analogues or substitutes. Counteractive marketing is associated with irrational (rational) demand from the harm of products in terms of health, welfare and consumer society. For example, the demand for alcohol, tobacco, narcotics and psychotropic substances and others. The task of marketing – is to eliminate or reorient demand or severely restrict access to the product or change its conditions of sale. Concentrated marketing - provides focus marketing efforts on a significant part of the market or more submarkets. Mass marketing – is associated with providing mass production, distribution, sales promotion of the same product to different buyers. Industrial marketing provides interaction with organizations of the company-consumers who buy goods for their further use in manufacturing or resale to other customers. Test marketing – is related to the realization of the product in one or more selected regions of observation of actual developments in the framework of a possible marketing plan. Depending on the scope of the object it is use different types of marketing: • Inner (within the same country) • Export (the study of foreign markets) • Import • Scientific and technical. •Marketing of direct investments (studying foreign investment activity conditions, the specific sales organization in the foreign market). THANK YOU FOR ATTENTION!