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Muslim Lecture Entrepreneurship 12 Marketing Pharmaceutical Care
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Transcript of Muslim Lecture Entrepreneurship 12 Marketing Pharmaceutical Care
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Marketing
Pharmaceutical Care
Dr. Muslim Suardi, MSi., Apt.
Faculty of PharmacyUniversity of Andalas
2010
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Pharmaceutical Care
The responsible provision of drug
therapy for the purpose of achievingdefinite outcomes that
improve a patients
quality of life
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Marketing Mix
Is a process
Marketing efforts need to be ongoing
and marketing strategies should bemonitored & modified as needed.
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Marketing mix
Consists of:
Product
Price Promotion
Place
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Marketing mix
Additional elements:
Process management
Positioning
Because they are importantconsiderations in successful marketingeffort.
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Product
Item is being marketed
In Pharmaceutical Care, the product is
actually a service.
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Differ from goods
Intangible
Inconsistent
Inseparable
Non-inventoried
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Intangible
Services cannot be physically seen ortouched by patients.
To derive benefit from the service andappreciate its value, patient have toexperience it.
The quality of the interaction with thepharmacist that determine patientsatisfaction with pharmaceutical careservices.
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Inseparable
Patients cannot separate the servicefrom the provider of that service
The competencies & abilities ofindividual pharmacist will determinethe patients perceptions of quality &
value
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Patients perception of
quality Clinical competencies
Knowledge base
Communication skills
Personality of the pharmacists
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Non-inventoried
Services, unlike goods, cannot beinventoried
A pharmacist must be present todeliver pharmaceutical care serviceswhen they are delivered to a patient
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Price
Setting an appropriate price, thesecond element of the marketing mix,
is important to the successfulmarketing of any new service
Important considerations: theestimated cost of providing the service(salary, & benefits, materials,overhead, reasonable profit
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Promotion
Encompasses much more thanadvertising
Also includes:
Publicity
Public relations activities Sales promotion
Personal selling of the pharmaceutical
care service
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Place
Place refers to where & how a servicewill be delivered
The service must be made available inthe right place at the right time
A place & at a time that are
convenient & acceptable to patients. Creating a professional & private
setting to provide the service helps toenhance patients perception of value
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The Marketing Circle
1. Analyzing the market
2. Developing the market plan
3. Selecting & developing promotionalmaterials
4. Testing & refining marketing materials
5. Implementing the marketing plan6. Evaluating plan effectiveness
7. Applying findings of the evaluation to helpguide future marketing efforts
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Analyzing the Market
Identifies opportunities for a pharmacyto develop & implement services.
SWOT Analysis
Strength & weakness of the internalenvironment
Opportunities & threats presenting bythe external environment
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Analyzing the Market
External O & T will be most accuratewhen it is based on some initial
market research. Techniques: consumer questionnaires,
telp surveys, & patient focus group.
Additional sources: casualconversations with consumers,observation of consumer behavior, &
published market data.
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Developing the Market
Plan Marketing goals & objectives
Identify target market
Determine how each element of themarketing mix will be addressed
Lay the round-work for planimplementation
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Developing the Market
Plan Goals: general statement that outline
what a MP intends to accomplish
Objectives: the measurable stepsneeded to meet the goals.
Clearly stated, realistic & quantifiable
If the objectives areambiguous/difficult to measure, it willbe difficult to evaluate
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Developing
Promotional MaterialsAdvertising
Direct mail: review of products
features & benefits
Publicity
Sales Aid
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Advertising
Efforts for which pharmacists pay to havemessages to delivered to target audiences
For advertising to be successful it needs to:
Be consistent
Have a single, clear message
Inform, educate, attract, & move the targetmarket into action
Be able to break through the clutter ofmessages bombarding consumers daily.
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Advertising
Which media?
Depends on:
Message that the pharmacist wants topromote
Service being promoted
Target audience
Budget
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Advertising
Electronics: TV, radio, e-marketing
Printed, news paper, magazine Out door: Banner, bill board
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Advertising
Radio: can allow the pharmacist tocommunicate with a selected target
market. Bill boards: hits a broad target on a
regular, consistent basis
TV: reaches a comprehensivepopulation base
News paper: attract a large generalreadership
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Direct Mail
Review of products features & benefits
First: develop a target market mailing
list & tailor the message in the mailingto fit the target market
Patients data base
Mailing list of community memberswith specific interest (diabetes orasthma)
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Publicity
Is a promotional technique thatencompasses a number of strategies
to target special groups, includingmaking presentations & holdingspecial events.
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Testing & Refining
Marketing Materials
No guarantee that marketing
strategies & promotional materials willlead to the anticipated result
It is beneficial to allow adequate time
for field testing of new materials inthe marketplace.
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Possible Outcomes
Outcome measure:
Number of programs sold (out come
measure) Increase in pharmacy service revenue
Increase in referrals
Number of contracts with employer
Improved patient satisfaction surveys Number of third party payers who reimburse
for service
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Possible Outcomes
Process Measure:
Increased awareness of the service
(finding out where the customer heardabout the service).
Patients able to identify the features &benefits of the service.
Number of times the patientrecommended the service to others.
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Implementing theMarketing Plan
The marketing plan should beimplemented in a timely manner,
following the task time line createdduring the planning process.
A monthly planner or calendar canhelp to track everyones progress.
All staff members remain committed tothe marketing plan
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Evaluating Plan
Effectiveness Once again: Marketing is an ongoing
process.
Comparing the outcomes of themarketing strategies with the establishobjectives on a regular basis will help
guide future marketing effort.
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Applying findings of theevaluation to help guidefuture marketing efforts
As the findings are collected, an
updated market analysis, marketingplan, & budget can be adjusted torespond to new opportunities &
eliminate promotional strategies thatdo not yield the desired results.