1. Pharmaceuticals Marketing Strategies -- -- - - - - -- - ---------- ------ -- ---- --

2. C o n t e n t Different Terminologies Of Drugs General Marketing Strategies Declslon Area Strategies Strategies For Market Leaders Stramgles For New &Switched Pharmaceutical Products Marketing Strategies And Product Life Cycle Product LIre Cycle AnalysIs (Pie) M ar keti ng Mix of Pharmaceutic.aI Product (4P's) Pricing Strategies Advertising And Promotion Strategies CONTENI -

3. Terminologies Generic M edi cine: Medicines that are identified by a descriptive or official name, as opposed to branded medicines Branded M edi cines: Medicines that are identified by a trade name Patented M edicines: Medicines whose sale is protected by patent rights. Over the Counter (OTC) M edicines: Medicines used for self.m edication and can be sold without a doctor's prescript ion. Prescription Medj cines: Medicines that may only be supplied to the public on prescrip ti on.

4. Introduction Pharmaceutical marketing, sometimes called medico-marketing or pharma marketing in some countries, is the business of advertising or otherwise promoting the sale of pharmaceutical drugs. Pharmaceutical marketing is based on "'Below the line "marketing strategy where they are not focusing on direct user instead they target the doctors.Generally healthcare companies use following tools as their marketing strategy; Product Samples Scientific data (Product Literature) Product related Give-away CME's or RTD's

5. Definit ion Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clie nts, partners, and society at large. Strategy is the mean by which objectives are consciously and systematically pursued and obtained over time.

6. Chain of Pharma Product The Product Chain: This starts from selection of molecules and ends in the hands of patient. This chain is somehow intensive as it starts from the selection of molecules, then molecules are critically screened, after the screening of molecules the source of raw material is identified then the pilot batch manufacturing process starts at this stage pricing strategies and cl inical trials are worked out. Once the pilot batch is manufactured then it starts with the commercialization of prod uct, after commercialization product goes to distribution house and then it reaches the retailers. After patient's diagnosis by doctor, patient purchases that product from retailer. Prescription chain: This process starts by knowledge given to doctors by Pharmaceutical company's medical Re ps. They give the material in various ways such as; through in clinical promotional activities and out--clinical promotional efforts. Then the doctor if sa t isfied, prescribes the medicine to patient and patient purchase that prod uct. Both product chain and prescription chain are linked to the core-marketing objective.

7. GENERAL M ARKETIN·G STRATEGIES

8. GENERAL MARKETING STRATEGIES There are many different General Marketing Strategies, though most can be viewed as falling into one of the following categories: 1.Market Expansion 2.Market Share Growth 3.Niche Market 4.Status Quo 5.Market Exit

9. GENERAL MARKETING STRATEGIES 1 - Market Expansion - This strategy looks to grow overall sales in one of two ways: a)Grow Sales with Existing Products -With this approach the marketer seeks to actively increase the overall sales of products the company currently markets. This can be accomplished by: Getting eclstlngcustomers to buy more; it Getting potential customers to buy (i.e., those who have yet to buy); or i Selling cu rre nt products In new markets. b) Grow Sales with New Products -With this approach the marketer seeks to achieve objectives through the introduction of new products. This can be accomplished by: i. Introducing updated versions or refinements to @Xlstlng prod ucts; iLIntroducing products that are extensions or current products; or Introducing new products not previously marketed.

10. GENERAL MARKETING STRATEGIES 2 M ark et Sh are Gro wt h -This strategy looks toincrease the marketer's overall percentage or share of market. In many cases this can only be accomplished by taking sales away from competitors. Consequentl y, this strategy often relies on aggressive marketing tactics. 3-Niche Market - This strategy looks to obtain a commanding position within a certain segment of the overall market. Usually the niche market is much smaller in terms of total customers and sales volum e than the overall market. Ideally this strategy looks to have the product viewed as being different fromcompanies targetingthe larger market.

11. GENERAL MARKETING STRATEGIES 4 -Status Quo - This strategy looks to maintain the marketer's current position in the market, such as maintaining the same level of market share. 5-M arket Exit -This strategy looks to remove the product from the organization's product mix. This can be accomplished by: 1)selling the product to another organization, or 2)eliminating the product

12. DECISION AREA STRATEGIES These are used to achieve the General Marketing Strategies by guiding the decisions within important marketing areas (product, pricing, distribution, promot io, n target marketing) For example, a General Marketing Strategy that centers on entering a new market with new products may be supported by Decision Area Str ategies that include: Target Market Strategy ProductStrategy Pricing Strategy Distribu t ion Strategv Promotion Strategy

13. DECISION AREA STRATEGIES Target Market Strategy -employee segmentingtechniques. pharmaceutical market segmentation is a twostep process. One the level of the customers and second the consumers Pharm aceut ical OTC and Nutraceutical market is more depend on the second level as doctor's intervention is minimal in OTC usage by consumers in minor ailments. A holistic view on segmentation process would enable the OTC and Nutra marketing companies to develop much needed insights and perspectives that are essential for developing a winningstrategy in this OTC and Nutra market which is yet too explored as in west.

14. DECISION AREA STRATEGIES Product Strat eg y- develop new product line and effective product management for success will help in managing existing brands, nurturing new products and developing them to successful brands Pricing Strateg y - create price programs that offer lower pricingversus competi tor s. price can be used as an effective tool of marketing communication.undem anding the psychological effects o pricing and the communication the perceptions of consumers on the pricing will help in developing new strategy.

15. DECISION AREA STRATEGIES D ist ri but io n St rate gy- use methods togain access to important distribution partners that service the target market. Managing distribution channels is changing with the change in modem trade formats.it has become multidimensional in case of OTC and Nutra products as they are treated more of Fast-movinghealthcare goods like FM CG. Promotion Strategy: create a plan that can quickly build awareness of the pro duct. Understanding of how communication strategy works is important to formulate communication strategy which is consumer centri c. OTC promotion are done through T.V. adi,ertisem ent s, news paper ad\-erstiments and many more communication tools are used to promote the product.A typical OTC advertising should have rational appeals, emotional appeals and usefulness of the products in an advertisements.

16. STRATEGIES FOR MARKET LEADERS The organization objectives and resources, managerial attitudes to risk,the structure of the market, Compet itor's strategies and very importa ntly, the organization ' s position within the market. The significance of market position and its often very direct inf!uence upon strategy. Market l eader In the majority of Pharmaceutical companies there is one firm that is generally recognized to be the leader. It typically has the largest market share and, by virtue of its pricin, g advertising intensity, distribution coverage, technological advance and rate of new product introductions, it determines thenature, pace and bases of compet ition. It is this dominance that typically provides the benchmark forother companies in the industry.

17. STRATEGIES FOR MARKET LEADERS Market challengers and foUow ers- Firms with a slightly smaller market share can adopt one of two stances. They may choose to adopt an aggressive stance and attack otherfirms, including the market leader, in an attempt to gain share and perhaps dominance (market challengers), or they may adopt a less aggressive stance in order to maintain the status quo (market followers). Market n ichers- Virt ually every industry has a series of small firms that survive, and indeed often prosper, by choosing to specialize in parts of the market that are too limited in size and potential to be of real interest to larger firms.

18. STRATEGIES FOR MARKET LEADERS Le aders: can expand the market, Protect the current share and Expand share Challengers: Discount or cut prices 1 Cheap go ods, Innovate products and distribut ion, Impro'lle services, Advertise heavily, Proliferate the range and Reduce costs Nichers: Get smart Followers- Segment car efully, Use R&D cleverly and Challenge conventional wisdoms

19. STRATEGIES FOR NEW & SWITCHED PHARMACEUTICAL PRODUCTS Marketing strategies available for a prescription drug facingcompetition from existinggeneric product inwlve a trade-off between brand building and price competition. Low Price strategy: On one hand, this strategy has the lowest potential for brand buildi ng. On the other hand, narrowing the price gap withRevital addresses the main problem created by the expiry of the patent; that the equity of the brand can no longer sustain a large price differential with what is, essentially, the same pr oduct. At the extreme, comparing the price with the generic will make doctor s, pharmacists and r egulators indifferent between the two and may force the weakest generic makers out of the business, given their lower economies of scale. On the other hand, price competition invites retaliation and can quickly degenerate into a pricewar that would kill alI the profitsin the category.

20. STRATEGIES FOR NEW & SWITCHED PHARMACEUTICAL PRODUCTS Divest strategy: This strategy involves cuttiall promotional and research expenses oncethe brand faces direct competition from Revital and redirecting the savings towards brands that are still enjoying patent protection. Sometimes, this ' milking ' strategy actually involves price increases to take advantage of the higher brand equity of the brand among the smaller segment of hard-core loyal custome rs. Thisstrategy leads to the lowest levels of brand building as the brand is not supported and price Competition as the price advantage is not challenged. The success of this strategy dependson the inertia of docto,rs patients and the other Stakeholders. When their motivation to switch to the newly-availablegeneric is low, either because of low financial incentives or strong attachment to the brand or to the valueof brand equity for funding research and develo pme nt, such a strategy can deliver high profita bility, at least over the short term.

21. STRATEGIES FOR NEW & SWITCHED PHARM ACEUTICAL PRO DUCTS Provide more value for the money: Introducing new and improved fl avo,rs packaging, or delivery systems can lead to additional emotional or functiona I consumer benefits. The resulting differentiat ion enhances the awareness and image of the brand and hence increases its equity. In novat ion strate gy: Short of introducinga completely new molecule, pharmaceutical companies can innovate by launching new forms and dosages or by demonstrating effectiveness for new indications. They can also innovate by offering better services fur doctors and better communication onthe illness and on the brand t hroughhigher promotion by the medical representatives.

22. STRATEGIES FOR NEW & SWITCHED PHARMACEUTICAL PRODUCTS Invest in generics: Pharmaceutic.a I companies can try to fight at both ends of the market by introducing their own generic. This will reduce the profitability of generic makers and may discourage them from entering the category. -

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24. MARKETING STRATEGIES AND PRODUCT LIFE CYCLE Understanding the Product Life Cycle (PLC) is of critical importance to a firm launching a new products companies whose patents of a products are about to expire and the products is about to die.. It helps a firm to manage the risk of launching a new product more effectively, converting the products or switching the product to another category what normally pharmaceutical company's do, whilst simultaneously maximizing the sales and profits thatcould be achieved throughout the product's life cycle. The typical PLC consists of five mainaspects: 11 Product Development ZIntroduction 3 Growth 4, Maturity 5Decline

25. MARKETING STRATEGIES AND PRODUCT LIFE CYCLE PLC analysis can be used both proactively and retrospective ly.,Proactively, companies need to assess how they think that their product will perfonn through its PLC andthemarketing strategies and marketing mix that should accompany each st age. After aII, a company should aim to prolong the growth stage of its product and look at ways of revitalizing the product during its maturity stage. However, firms should assess how they are going to do this well before they reach each stage. The proactive approach is particularly useful for market pioneers, because they are often not only introducing a new prod uct, but also creating a whole new market.,Alte rna tively, the PLC can be used as a ret ros pective tool to assess when a firm should enter an existing market with a new product. This is important because firms need to examine what marketing strategies and marketing mix will enable them to differentiate their product offering from those of existing firms. If implemented effe ctively, imitators and later entrants can make significant inroads into a market and, in some cases, overtake incumbents.

26. MARKETING STRATEGIES AND PRODUCT LIFE CYCLE I n tr od u ct ion stage of PLC The need for immediate profit is not a pressure. The product is promoted to create awareness. If the product has no or few competitors, a skimming price strategy is employed. Limited numbers of product are avail able in few channels of distribut ion. Advertising differentiates the product. Growth stage of PLC Competitors are attracted into the market with very similar offerings. Pr oduct s become more profitable and companies form alliances, joint ventures and take each other over. Advertising.spend is high and focuses upon building brand. Market share tends to stabilize. Advertising estab li shes part icipati on with themarketplace.

27. MARKETING STRATEGIES AND PRODUCT LIFE CYCLE M at ur it y stage of PLC Those products that survive the earlier stages tend to spend longest in thisphase. Sales grow at a decreasing rate and then stabilize. Producers attempt to differentiate products and brandsare key to this. Price wars and intensecompetition occur. At this point the market reaches satura tion. Producers begin to leave the market due to poor margins. A promotion becomes more widespread and uses a greater variety of media. Advertising puts price ahead of the compet ition. Declinestageof PLC At this point there is a downturn in the market For example more innovati-..e products are introduced or consumer tastes have changed. There is intense price--cuttingand ma rrt more products are withdrawn from the market. Profits can be improved by reducing marketing spend and cost cutti ng. Defensive advertising or for revitaliz:ation.

28. MARKETING STRATEGIES AND PRODUCT LIFE CYCLE Sources of information on the product life cycle When engaging in a PLC analysis, a researcher may benefit from using some of the following resources: 1))annual reports; 2)academic and commercial marketing journals and magazines; 3)news reports on the internet; and 4)product reports.

29. Marketing Mix of Pharmaceutical Product

30. Pharmaceutical Marketing Mix Product lherapeueit Cbu Ot1Hpr«m r.-e-nqofdoMnc mc.y,a Quality of f'racluct Price I Map,s Promotion CMC nu 5rn,posia's / RT1> l nw nallonaf - Place Hmpilal Oiatri:Nttion Slratec'f I

31. Product Strategies Product: Product denotes the goods and services that organization offers to its target markets. on the basis of Quali,ty pot ency, brand name packaging etc. Strategies dictate the manner in which the product and market aredefined. Competitive strategies may be implemented by stressing on high quality, better and more features and attributes in the product Which health needs and wants does a custo mer have? \l\lhlch features wlll meet the need? How, w ll en and wllere will theproduct be used? Form of delivery? Name? Brand? Di fferentiation versus competitors? USPs?.....

32. Pricing Strategies Pricing: price denotes the money that a customer pays in exchange of goods and services. Pricing is sensitive phenomenon a.s generic drugs are available at low price and competition on other side is making companies reduce their cost on product.s without hindering the quality of product. It i.s important to the seller because it represents the returnsof efforts.to a buyer price is the value that is a.ssigned to the.satisfaction of need and wants. Several price characteristicssuch a.s discounts, mode of payment, allowances,credit terms etc. affect pricing plans and polices.the use of high or low prices for their products is extensively used by pharmaceutical companies.

33. Pricing St r at egies Prod uct P ricing St rategies Market-ski mming Pricing Setting a high price for a new product to skin maximum revenues layer by layer from the segments willing to pay the high price;thecompa rrv makes fewer but more profitable sales Ma rketpe net rati on Pricing Setting a low price for a new product in order to attract a large numberof buyers and a large market sha re. Price- Ad jus tm e nt St rate gies Dis co unt and Allowance Pricrng Cash Discou nt: A price red uctio n to buyers who pay their bills promptly. Quantity Disco unt : A price red uct io n to buyers who buy largevolum es. Referencerices that buyers carry in t heir minds and refe r to when they look at a given product. Promotional Pricing Te.m po rarily pricing pro ducts below the list price, and sometimes even nearer to cost, to inc rea se s ho rt- runs ales. Like in government te nde r bus iness.

34. Place Strategies Place: pharmaceutical distribution channel plays an important role in implementation of market ing strategy. Distribution plans and polices address themselves to issuessuch as the channels of distrfbution used, t ransport at ions, logistics, and inventory and storage managem ent, coverage to markets. The use of distri buti on plans and polices in marketing function as well as strategyimplementation. The suucess of market oriented strategies in this competitive environment largely depends upon efficiency and effectiveness of distribution system. Companies offer better margins and support the distributor as they are one who makes products available to the ret ailers ('!' i 4:f',,OUfl.wr.)---, 1,1a,u. _,..., I "°"""'° -· u1,-LMC JO '""" CHS T, 1118U1'0tl..

35. Promotion Strategies Pro motion: promotion deals with marketing communication intended to convey the companY, products image to the perspectiYe buyer. Across the whole range of different media from advertising campaigns to internet search engines. There are tweh1e different communication tools in pharmaceutical communication mix. advertising, personal selling, sales pr omotion, publicity, direct marketing, sponsorships, exhibitions, word of mouth, merchandising,internet and Point -o f -purchase Whe re, when and how to get across the marke ting messages ro the target market? Which channels should be used to communicate the messages? What do the competitors do? -.-.- '.A4,-erflllnl!, -· rl,. - ·· r_. -r_. -..-· DrI eel Sain PrOOl(IIJuD :\b rk edni,: Sponsorship J i'ffH d l"ublldty Internet I\Juii<c-li o g

36. Promotion Tools In.ClinicPromotional Mix Detailing Aid LeaveBehind Material Samples Gift/ Giveaways Out -o f-Clinic Prom ot ional Mix Cli ni cal Trials/Studies Sem inar s/ Symposia/ Round Table Discussion Spo nsorships Advert isements Public Relations Free Medical C mps Corporate Marketing Hospital/Ward Improvement Progr am s EMarketing M obil e Apps

37. ADVERTISING AND PROMOTION STRATEGIES Advert ising: is defined as " any non personal paid form of communication using any form of mass media". Direct to consumer advertisementsin OTC marketing. Direct to consumer advertisements seek to change patients' behavior, pharmaceutica I companies are more interested in changing doctors' behavior. Drug marketers work hard to persuade doctors to prescribe their branded drug over generics and other competitors, and to change other medical practices that limit company profits. Rebranding is a highly effective marketing strategy which coverts patients turned into consumers.

38. ADVERTISING AND PROMOTION STRATEGIES Sale s p ro m ot io n: Commonly used to obtain an increase in sales short t erm. Personal selli ng: Selling a product service one to one. The concepts of direct selling in OTC marketingcan be done very effectively as seen in many FMCG prod ucts.

39. Message & Media Strategy An effective communication campaign should comprise of a well thought out message strategy. What message are you trying to put across to your target audience? How will youdeliver that message? Will it be through the appropriate use of branding? Logos or slogan design? The message shouId reinforce the benefit of the product and should also help the company in developing the positioningstrategy of the product. Companies with effectM? message strategies include: Media strategy refers to how the organization is going to deliver their message. What aspects of the promotional mix will the company use to deliver their message st rategy. Where will they promote? Clearly the company must take into account the readership and general behavior of their target audience before they select their media strategy. What newspapers does their target market read? What TV programmes do they watch? Effective targeting of their media campaign could save the company on valuable financial resources.

40. Pull Strategy & Push Strategy Push: Communication by the manufacturer is not only directed towards consumers to create demand. A push strategy is where the manufacturer concentrates some of their marketing effort on promoting their product to retailers to convince them to stock the product. A combination of promotional mix strategies are used at this stage aimed at the retailer including personaI selling, and direct mail. The product is pushed onto the retailer, hence the name. Pull: A pull strategy is based around the manufacturer promoting their product amongst the target market to create demand. Consumers pull the product through the distribution channel forcing the wholesaler and retailer to stock it, hence the name pull strategy. Organiiations tend to use both push and pull strategies to create demand from retailers and consumers.

41. CommunicationModel - AIDA AIDA is a communication model which can be used by pharmaceutic.al companies to aid them in selling their product. AIDA is an Acronym for Att enti on, Interest, Desire, and Action. When a product is launched the first goal is to grab att enti on. Usewell-known personalities to sell products? Once you grab attention how canyou hold Interest, through promoting features, clearly stating the benefit the product has to offer? The third stage is desire, how can you make the product desirable to the costumer? By demonstrating it? The final stage is the purchase action; if the company has been successful with its strategy then the target customer should prescribed or purchase (OTC) the product

42. Co m m u n icat ion M,odel - AIDA Promotion th roug hPLC S alesS ales Introduction Gr,owth l I Declln source: w 1earnrnan<ieang net: Time

43. Internet Promotion The development of World Wide Web haschanged the business environment forever. Dot com fever has taken the industry and stock markets by storm. The e-commerce revolution promises to deliver a more efficient way of conducting business. Pharmaceutical companies are exploring online marketing as an alternative way to reach physicians. Emerging e-promotional activities include live video detailing, online e...ents, electronic sampling, and physician customer service.

44. 22:26 (9 §I ft W Vo>) !;l:i - t LTE1, 37%. X i Pharmaceutical Marke... slideshare.net CJ slideshare Scribd Search Q Mobile Apps Growth in the numbers of Apple and Android devices has extended the potential reach of apps, and companies have responded by diversify,ng their output. As well as adherence, diary and text -based education apps. Pharmaceutical companies can aid thetr customers in many ways by developing 82C mobile applicati ons. Features such as push not1ficat1ons h p remind you to take your medicine or tellyouwhen a prescnption has been delilo'lered to you r pharm acy. Also, customers can look up side effects to their medicine,f they can' t reach their clinician, or,f they have a quick question hctp.// www.fIOtKh. u,,n/t-4/20-bC-f)Ntm; nd-OIOlfCh.-fflOb... lOD ' pht_ll91f!lhotm;11LcomMUHAMMAD ALI 44 Q 290 Pharmaceutical Marketing Strategies CJ Marketing f:J Oct. 10, 2017 ® 100,461 views Pharmaceutical Marketing Strategies Read more Muhammad Ali Jehangir [ Follow] Marketeer & Business Development Professional IllO <

45. Mobile Apps Growth in the numbers of Apple and Android devices has extended the potential reach of app, s and companies have responded by diversifying their output. Aswell as adherence, diary and text-based education apps. Pharmaceutical companies can aid their customers in many ways by developing B2C mobile applications. Features such as push notifications help remind you to take your medicine or tell you when a prescription has been delivered to your pharmacy. Als, o customers can look up side effects to their medicine if they can't reach their clinician, or if they have a quick question ht tp:// www.fle1Ceb10ted!.mm/r-d/2/J,b ig1)harma-and-botech-moble- w: ::on