medical communication best practices
DESCRIPTION
A look at medical communication, planning, market strategy, choice of promotional tool and barriers to medical communicationsTRANSCRIPT
Communication is the process of transferring information from one source to another to create shared understanding.
communication by presenting information through Visual form.
Uses text, Images, Graphs, Video, Animations.
Media
MessageSender Encoding
ResponseFeedback
Noise
Decoding Receiver
Elements in the Communication Process
Factors compared
Pharmaceuticals Consumer
Consumer is decision maker
Not True True
Brand loyalty Higher Lower
Importance of ethics
Higher Lower
Degree of govt. regulation
Higher Lower
Price sensitivity Lower Higher
How is pharmaceutical market different?
( Marketing Communication matrix)
Promotional objectives
• To support sales increases• To encourage trial• To create awareness• To inform about a feature or benefit• To remind• To reassure• To create an image• To modify attitudes
Define your product's USP
Evaluate company strategy
Create Unique selling proposition
Fit with company's overall strategy
• Against (Vs a competitor brand)
• Niche (a sub-division of a category)
• New (breakthrough product)
• Traditional
Positioning of product can be
Diversification
Market Penetration
Market Development
Product Development
Existing Markets New Markets
Exi
stin
g P
rod
uct
sN
ew P
rod
uct
s
Ansoff’s Matrix (Product/Market Matrix)
Segmentation of the market
By Buyer By Product
By Formulation By Patient Diagnosis
• Advertising
• Sales promotion
• PR and Publicity
• Personal selling
• Direct marketing
Choice of promotional strategy depends on-
Objectives
Stage of life cycle
Market segmentProduct Type
Competitive activity
Channels of distribution
Choice of Marketing mix Which Media should I choose
• Marketing objectives
• Definition of problem e.g falling awareness
• Evaluation of different tools
• choice of optimum mix of promotional methods
• Integration into overall marketing communication programme
Depends on-
Designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.
Importance of Integrated marketing communication
Effective Medical communication
• # Focus on the Receiver
• # Focus on the Proposition
• # Dramatize the Proposition "Break the boredom barrier!"
• Message complexity
• Message overload
Written by-Dr. Neelesh BhandariMD (Path), PGP Human RightsAdvisor (Medical Communications) Mark IV Medical Communications.
http://tinyurl.com/drneelesh
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