2. Pharmaceutical companies put forth great effort when identifying their customer needs and wants They then invest in R & D hoping to discover and launch innovative products. Before a new pharmaceutical product wins its first prescriber or patient, the prescribing or buying customer must be aware of the characteristics and benefits in order for the product to capture their attention and interest.

3. A successful communication effort from the seller to the consumer ===========> significant market penetration Is the same communication techniques and tools with those of consumer goods that pharmaceutical product marketers use in their markets ?

4. They can be similar in their approaches, however the pharmaceutical industry is heavily regulated.

5. The process of communication

10. The prescribing decision In the pharmaceutical industry, the primary audiences are: Prescribers Patients How can a physician’s prescribing process or a patient’s purchasing process can be influenced by industry communication?

22. The pyramid of influence The prescribing decision is strongly influenced by the pyramid of influence

24. Communication strategy

26. Promotional Mix The main activities of pharmaceutical marketing communication : Advertising Personal selling Public relations Sales promotion Web communications Collectively called the promotional mix

27. the promotional mix triple purpose: To provide information To persuade To remind

28. Advertising Nonpersonal, paid communication about an organization, product, or idea by an identified sponsor

29. Personal selling Direct communication with customers to generate a response and/or a transaction

30. Public relations The evaluation of public attitudes and the execution of plans to gain public understanding and acceptance

31. Sales promotion Providing extra value or incentive to customers to purchase a product.

32. Personal selling AdvertisingPublic relations Sales promotions Mode of communication DirectIndirectDirect and indirect Indirect Communicatio n objectives Indirect sales through prescribers by specialized representatives Boost images. Inform, persuade, sell Gain public understanding and acceptance Provide short term incentive to prescriber / purchase Message Flexibility HighLowHighLow Direct feedback YesNo Yes Advantages High Credibility and impact, Sale can be closed Massive reach, Proactive planning Diverse Audience, Large impact Direct influence on usage, effect on final customer Disadvantages High cost, inconsistency in message delivery High overall cost, inflexible message No immediate effect, Diverse audience needs Significant logistical needs, may cause discount war

33. Promotional planning Identify target audience Determine desired response Decide on the message Select media Evaluate response

34. Thank you