Promotion of Life Saving Drug to Pharma Industry

8/4/2019 Promotion of Life Saving Drug to Pharma Industry

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Presented by: Inder Mankoo (097) Shweta Shintre (072) Swetha Vijayan (100)Vikrant Gole (075)


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Indexy Our Product

y Consumer Behavior

y Marketing Research/Strategiesy Target Group

y References


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Life Saving Drug Adrenalin

y Available Dosage Form:

y Inject abley Solution

y GenericName:

y Epinephrine (Injection Route)


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Life Saving Drug Adrenalin

Prescribed for:

1. Hypertension2. Low Blood Pressure

3. CardiacArrest

4. Bleeding control (BDS)

5. Asthma6. Hypoglycemia


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Adrenalin

Side Effects:

1. Restlessness2. Palpitation

3. Anxiety

4. Tremor

5. Pallor6. Heart Attack

7. Increases blood pressure


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Consumer Behavior In Pharma

yFear Leads to Consumption


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Consumer Behavior In Pharmay Understanding consumer behavior is still difficult in the

field of Pharma as the target customer is not the end userbut the influencer, i.e. the doctor who generates theprescription

y Pharma selling is amultiple tier process

y Consumer/user is not in direct contact with the salesman

y Medical Practitioner decides on behalf ofpatient/consumer

y Which product, quantity, time & duration ofcontinuity


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Consumer Behavior In Pharmay Cultural Factors

y Social Factors

yPersonal Factors

y Psychological Factors perception , learning

y Psychographic Factors


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Consumer Behavior In Pharmay It is observed through survey that majority of Indianconsumers opt for a product which offers them a chance towin great gifts

y ADoctor while prescribing a product, they are likely toprefer those brands that offers tangible and intangiblebenefits attached with the brand

y Tangible Gifts, samples, participation in CME or

conferences, etc.

y Intangible Patient compliance, duration of therapy,effectiveness ofproduct, company image, etc.


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Target Group

1. Panel of Doctors of Hospitals (e.g. Fortis, MGM)

2. Owners of Private Hospitals (individual hospitals)

3. Distributors

4. Medical shops in the vicinity of hospitals5. Doctors associated with industries

6. Head Nurses


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Marketing Strategiesy According to resources, Marketing is the process of

interesting potential customers and clients in your

product/servicey Marketing involves researching, promoting, selling,

and distributing your product/service


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TraditionalMarketing Strategiesy The pharmaceutical companies traditionallyused to

adopt fourmajormarketing strategies for promoting

their products:1. Giving drugs as free samples to doctors

2. Providing details of their products through journalarticles or opinion leaders

3. Gifts that hold the company logo or details of one ormultiple drugs

4. Sponsoring continuingmedical education


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NewMarketing StrategiesyWe adopted themulti-channelmarketing strategies in

order to improve the Return-On-Investment (ROI)

yThe concept of blockbuster drugs is dying out for bigpharmaceutical companies

yWith the use of digital media, having a lowerinvestment cost (both for the company and its targeted

customer) can easily improve return on investment


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NewMarketing StrategiesyWebsitemarketing, onlinemarketing, blogs, socialmedia, forums, chat rooms and any other suchmedia

is an influential means to present the company'sproducts and offers through opinion leaders

y Customer behavior (doctors behavior) is rapidlychanging

y

Doctors, who are getting more and more busy withincreasing patients, can be hardly seen by themedicalrepresentatives


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Promotional Strategy

1. Head Doctors of Institutes

y

Mailer giving information about the company & producty Printed literature / Hand outs

y Printed stationary indicating brand name

y Sponsoring stethoscope / blood pressure apparatus /

weighing scale with our companys brand name.y Sponsoring Continuous Medical Education Programs,

with food & beverages (Seminars)


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Promotional Strategy2. Owners of PrivateHospitals

y

Free samplesy Sponsoring stethoscope / blood pressure apparatus /

weighing scale with our companys brand name.

y Sponsoring Continuous Medical Education Programs,

with food & beverages (Seminars)y Providing tour packages with family

y Additional discounts / free samples in case of smallprivate hospitals having their own medical shops


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Promotional Strategy3. Distributors

y

Working with experienced distributors who already have avery high reach in the urban & rural market of India

y Low initial investments for distributorship

y Providing required storage units for storing the drug as

per specified requirementsy Providing free samples & discounts on stocking our

product

y High margins


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Promotional Strategy4. Medical shops in the vicinity of hospitals

y

Providing required storage units for storing the drug asper specified requirements

y Providing free samples & discounts on stocking ourproduct

y

Margin


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Promotional Strategy5. Doctors associated with Industries

y Sponsoring stethoscope / blood pressure apparatus /weighing scale with our companys brand name.

y Sponsoring Continuous Medical Education Programs,with food & beverages (Seminars)

y Free samples

y Printed material / Hand outs

6. Nurses

y Commission to nurses


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Pricing StrategyyWe have adopted competitive pricing strategy -

Adranaline Pluss SVIS Pharma Rs140 (10mg)

y Present Competitors :y Adrenaline Tratarate P&B Lab - Rs 150 ( 10mg)

y Adrulin VHB Rs170 ( 10mg)

y Vascom Neaon Labs Rs 145 ( 10mg)


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Source:y http://www.consumerpsychologist.com

y http://www.drugs.com/cons/adrenalin-injection.html

y http://www.pharmaceutical-drug-manufacturers.com/articles/marketing-strategy.html

y Dr. Trilochan Singh Panesar


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Thank You!!

Promotion of Life Saving Drug to Pharma Industry

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