LOGO General provisions of pharmaceutical marketing

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 NegativeBuilding demandConversion MissingStimulating demandStimulating PotentialDevelopment of new drugsMarketing developing DownwardIncreasing demandRemarketing UnevenAlign demandSynchromarketing SatisfiedKeeping demandMaintenance ExcessiveReducing demandDemarketing IrrationalRestrict access to medicinesCounteractive

 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).

We define marketing management as the analysis, planning, implementation and control of programmes designed to create, build and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives. Thus, marketing management involves managing demand, which in turn involves managing customer relationships.

Marketing management

Marketing management philosophies

The production concept The production concept holds that consumers will favour products that are available and highly affordable, and that management should therefore focus on improving production and distribution efficiency. This concept is one of the oldest philosophies that guides sellers.

The production concept  The production concept is a useful philosophy in two types of situation. The first occurs when the demand for a product exceeds the supply. Here, management should look for ways to increase production. The second situation occurs when the product's cost is too high and improved productivity is needed to bring it down.

The product concept Another important concept guiding sellers, the product concept, holds that consumers will favour products that offer the most quality, performance and innovative features, and that an organization should thus devote energy to making continuous product improvements.

The selling concept  Many organizations follow the selling concept, which holds that consumers will not buy enough of the organization's products unless it undertakes a large-scale selling and promotion effort. The concept is typically practised with unsought floods - those that buyers do not normally think of buying, such as encyclopaedias and funeral plots. These industries must be good at tracking down prospects and convincing them of product benefits.

The marketing concept The marketing concept holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do. Surprisingly, this concept is a relatively recent business philosophy.

Marketing & Sales Concepts Contrasted

 The selling concept and the marketing concept are frequently confused. The selling concept takes an inside-out perspective. It starts with the factory, focuses on the company's existing products and calls for heavy selling and promotion to obtain profitable sales. It focuses on customer conquest - getting short-term sales with little concern about who buys or why. In contrast, the marketing concept takes an outside-in perspective. It starts with a well-defined market, focuses on customer needs, co-ordinates all the marketing activities affecting customers and makes profits by creating long-term customer relationships based on customer value and satisfaction.

The societal marketing The societal marketing concept holds that the organization should determine the needs, wants and interests of target markets. It should then deliver the desired satisfactions more effectively and efficiently than competitors in a way that maintains or improves the consumer's and the society's well-being. The societal marketing concept is the newest of the five marketing management philosophies.

The societal marketing concept

Strategic Planning and the Marketing Process

Strategic Planning Process

Mission statement

Designing the business portfolio

Analyzing Current SBU’s: Boston Consulting Group Approach

Analyzing Current SBU’s: GE Strategic Business-Planning Grid

Developing Growth Strategy

Product/ Market expansion grid

Marketing’s role in strategic planning

The Marketing Process

Marketing Mix – The four P’s

Managing the marketing effort

Elements of marketing plan

Marketing implementation

Marketing Control

Marketing Audits

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