1. PHARMACEUTICAL MARKETING : AN OVERVIEW
By Dr. S.R.Lahoti Professor Dr. Rafiq Zakaria Campus Y.B.Chavan College of Pharmacy, Aurangabad.

2. Marketing an overview Difference between sales and marketing ?
Evolution of Marketing Concept.
Product oriented view/ Customer oriented view
Production concept
Product concept
Selling Concept
Marketing Concept
Types of Pharmaceutical products Sales:
Trade Sales
Institutional Sales

3. Pharmaceutical Marketing
Different from consumer marketing?
Customers and consumers are different/ Indirect Marketing.
Customer is very well qualified and intelligent
Consumers have no choice.
Scientific Marketing /Technical marketing
Governed by laws and Government regulations
For purchase of product needs prescription
Types of Pharmaceutical Products
Dosage forms/ formulations ) OTC 2) Prescription based
Bulk drugs and surgical appliances
Four P of Marketing (Marketing Mix) : Product, Price, Place and Promotion.

4. Product life Cycle
Journey of product from the development up to removal from the market. Phases in product life cycle: 1) Gestation phase/ Developmental phase 2) Introductory Phase 3) Growth phase 4) Maturity Phase a) Growth b) Stable c) Decline 5) Decline Phase

5. Product life Cycle Factors governing the length of the phase:
Complexity
Price
Need of market
Competition---1) Innovative 2) Imitative
The Changes in marketing mix at various stages of products life cycle:
Place
Product
Promotion
Uses:
Development of marketing strategies
Modifications in product to extend the Cycle
Launching of new product
Re-entry of product

6. Product Acceptance Process (Customer Behavior)
Types of doctors:
Brand loyalist
Portfolio Man
Impulse Prescriber
Value Seeker
Rational decision maker/ Emotional decision maker
Types of customers as per Product acceptance Process:
Innovators (2-3%)
Early adaptors (10%)
Early majority (35%)
Late Majority (45%)
Lizards (8%)

7. New Product Development
New Product: New to company, New to market
Innovative, Imitative or Replacement (SR or CR)
Steps in development:
Exploration (Idea Generation)
Screening
Specifications
Development
Testing / test marketing
Commercialization
Feedback

8. New Product Development
Reasons for Failure :
Inadequate market research
Higher production cost
Poor timing
Competition
Insufficient marketing efforts
Inadequate sales force
Weakness in distribution
Wrong target customer

9. Sales Promotion
It is marketing communication that attempts to inform and remind individuals and make them to accept, recommend, resell or use a product or service.
Buying process:
Unawareness Awareness Interest Evaluation Trial Usage Repeat use
Part of promotion Mix:
Personal Selling
Advertisement
Sales promotion Schemes
Publicity

10. Personal Selling Direct contact with customer.
Sales by convincing the customer
Very old, reliable and result oriented method
Control over inventories
Effect can be evaluated directly
Competitors activity can be known directly
Flexible presentation
Can not be used for consumers products (High No. of customers)
Costly method
Limited coverage
Very successful in pharmaceutical marketing
Suitable for technical, costly and industrial products

11. Personal Selling Steps in personal selling :
Prospecting : Identifying and qualifying (SVL)
Preparation : Pre-approach and call planning
Presentation: Approach and demonstration
Objection Handling
Closing the sale
Follow up
Ideal Characters of a sales representative:
Physical dimensions: personality, appearance etc
Mental dimensions: Knowledge of product, market, customer
Emotional dimensions : Attitudes, dependability, initiativeness etc.

12. Advertisement
Non personal and paid form presentation of idea, massage or theme
Economic due to vast coverage
No guarantee of sales
Non flexible communication
For pharmaceutical governed by law: D&C act, objectionable advt. act and schedule J.
Steps in development of advertisement:
Legal aspect of advt.
Selection of Product
Advt. Budget
Selection of media, duration and frequency.
Massage framing
Major effect of Advt.

13. Sales Promotion Schemes
Temporary activity to increase the sales on immediate basis
To liquidate the inventories, short dated or slow moving products
To introduce new product
To boast the normal sale
To increase sales in decline phase
To motivate and attract new customers
To overcome competition
Methods:
Quantity /discounts rebate scheme
Incentives to MR
Display at retailer point
Container premium
Product premium (Slow moving product)
Gift to doctors/ chemists

14. Price Role Of DPCO and NPPA Pricing Strategies: High Skimming
Low Skimming
Penetration
Customary
Ongoing price
Psychological
Marginal Price
As Per Government Rules.

15. Various Avenues in Pharmaceutical Marketing
Sales Team
Product Management Team
Training Team
Scientific Support Team
Brand Management Team
Market Research Team
Export Team
International Marketing Team