communication in healthcare kailas
Post on 20-Oct-2014
230 views
DESCRIPTION
TRANSCRIPT
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
1
COMMUNICATION IN COMMUNICATION IN HEALTHCAREHEALTHCARE
By
Dr. Kailas GhodkeMBBS, MMS PhD (Perusing in Marketing)
Pharma Consultant For Marketing, Branding, Promotions, Medico Marketing and
Training702 / 703, 11 - A, Happy Valley, Godbandher Road, Manpada,
Thane (W) Mumbai 400610, India.Email: [email protected] , [email protected]
Tel. Res.: + 91 022 - 2589 57 06, 2589 04 85 Cell: 98208 315 94
COURSE SYLLABUSCOURSE SYLLABUS
3
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Medical Communication, Sampling & Evidence Based Marketing in Pharmaceuticals
Sr. No. Topic Hours Day Date Time1 Communications and Pharma / Medical Communication 2
Day 1Wed.
18/11/09
9 am - 11 am
2 Sampling and Evidence Based Marketing in Pharmaceuticals 1 11 am - 12 pm
3 AIDA and Product Offer ( USP, FAB, UPB’s, SWOT) 2Day 2 Fri.
20/11/09
9 am - 11 am
4 Brand Name, Brand Positioning, Pay off Line and Power of brand imagery in Communication 1 11 am - 12 pm
5 Copy Writing Decision and Creation Communication Material 4 Day 3 Wed. 25/11/09 9 am - 1 pm
6 Objection Handling 2Day 4 Fri.
27/11/09 9 am - 11 am
7 Detailing 2 11 am - 1 pm8 Fieldwork and RCPA 2
Day 5 Wed. 2/12/09
9 am - 11 am9 Integrated Marketing Communication 2 11 am - 1 pm
10 Communication Skills 3Day 6 Fri.
4/12/099 am - 12 am
11 Tips for preparing PPT 1 12 am - 1 pm12 Where is Marketing headed? 1
Day 7 Wed. 9/12/09
9 am - 10 am13 Assignment Presentation-Promotional Material-VA, LBL etc. 3 10 am - 1 pm
14 Workshop - Detailing Role Play 4 Day 8 Fri. 11/12/09 9 am - 1 pm
Total Hours 30
Com
mu
nic
atio
nC
om
mu
nic
atio
n
4
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
PRESENTATION CONTENTPRESENTATION CONTENT
1.1. Communication in Communication in
GeneralGeneral
2.2. Cockburn Cockburn Modes of Modes of
Communication.Communication.
3.3. Factors Effecting Factors Effecting
CommunicationCommunication
4.4. Marketing Mix and Marketing Mix and
CommunicationCommunication
5.5. Product and Product and
CommunicationCommunication
1.1. Strategy and Strategy and
CommunicationCommunication
2.2. Communication in Communication in
Pharma IndustryPharma Industry
3.3. Pharma Product Pharma Product
Marketing and Marketing and
PromotionsPromotions
4.4. Promotional AidPromotional Aid
5.5. QuestionQuestion
Com
mu
nic
atio
nC
om
mu
nic
atio
n
5
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
1) COMMUNICATION IN 1) COMMUNICATION IN GENERALGENERAL
COMMUNICATIONCOMMUNICATION
Communication is a process that allows Communication is a process that allows
organisms to exchange information by organisms to exchange information by
several methods.several methods.
Communication is a process of transferring Communication is a process of transferring
information from one entity to another. information from one entity to another.
Communication are a process whereby Communication are a process whereby
information is enclosed in a package and is information is enclosed in a package and is
discreet and imparted by sender to a receiver discreet and imparted by sender to a receiver
via a channel/medium. via a channel/medium.
The receiver then decodes the message and The receiver then decodes the message and
gives the sender a feedback. gives the sender a feedback. 7
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
COMMUNICATION COMMUNICATION CONTDCONTD..
Communication processes are sign-mediated Communication processes are sign-mediated
interactions between at least two agents which interactions between at least two agents which
share a repertoire of signs and semiotic (sign and share a repertoire of signs and semiotic (sign and
symbols)rules. symbols)rules.
Communication is commonly defined as "the Communication is commonly defined as "the
imparting or interchange of thoughts, opinions, or imparting or interchange of thoughts, opinions, or
information by speech, writing, or signs". information by speech, writing, or signs".
Although there is such a thing as one-way Although there is such a thing as one-way
communication, communication can be perceived communication, communication can be perceived
better as a two-way process in which there is an better as a two-way process in which there is an
exchange and progression of thoughts, feelings or exchange and progression of thoughts, feelings or
ideas (energy) towards a mutually accepted goal or ideas (energy) towards a mutually accepted goal or
direction (information).direction (information).
8
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
COMMUNICATION COMMUNICATION CONTDCONTD..
Communication requires that all parties Communication requires that all parties
understand a common language that is understand a common language that is
exchanged. exchanged.
There are auditory means, such as speaking or There are auditory means, such as speaking or
singing, and nonverbal, physical means, such as singing, and nonverbal, physical means, such as
body language, sign language, paralanguage, body language, sign language, paralanguage,
touch, eye contact, or the use of writing.touch, eye contact, or the use of writing.
Communication happens at many levels (even for Communication happens at many levels (even for
one single action), in many different ways. one single action), in many different ways.
9
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
WHY IS COMMUNICATION AN ISSUE WHY IS COMMUNICATION AN ISSUE WORTH DISCUSSING?WORTH DISCUSSING?
Communication is one of the fundamental to Communication is one of the fundamental to
your success.your success.
Because the need to communicate effectively is Because the need to communicate effectively is
mandatory for any sales, development, mandatory for any sales, development,
operations, and support. operations, and support.
Professional and Client must communicate to Professional and Client must communicate to
generate business. generate business.
Manager, Field Staff and operations staff must Manager, Field Staff and operations staff must
communicate. communicate.
Employee and management must communicate. Employee and management must communicate. 10
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
TYPES OF COMMUNICATIONTYPES OF COMMUNICATION
1.1. Visual communicationVisual communication
2.2. Mass communication Mass communication
3.3. Facilitated communication Facilitated communication
4.4. Graphic communication Graphic communication
5.5. Oral communication Oral communication
6.6. Nonverbal communicationNonverbal communication
7.7. Science communication Science communication
8.8. Strategic Communication Strategic Communication
9.9. Technical communication Technical communication
10.10. Procurement communication Procurement communication 11
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
THE SIX-STAGE COMMUNICATION THE SIX-STAGE COMMUNICATION PROCESSPROCESS
1.1. Understand what communications can do Understand what communications can do
2.2. Reflect and respond to cultural diversity Reflect and respond to cultural diversity
3.3. Involve the audience at all stages Involve the audience at all stages
4.4. Explore innovative strategies Explore innovative strategies
5.5. Use multiple channels Use multiple channels
6.6. Learn from successful programsLearn from successful programs
12
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
2) COCKBURN 2) COCKBURN MODES OF MODES OF COMMUNICATION.COMMUNICATION.
HOW DO WE COMMUNICATE?HOW DO WE COMMUNICATE?
Alistair Cockburn describes various modes of Alistair Cockburn describes various modes of communication that people may choose to communication that people may choose to apply when working together. apply when working together.
Figure 1, shows a graph comparing the Figure 1, shows a graph comparing the effectiveness of these modes of communication effectiveness of these modes of communication with the richness of the communication with the richness of the communication channel employed. channel employed.
The two arcs are interesting, the left-most one The two arcs are interesting, the left-most one listing communications options for when you listing communications options for when you are documenting and the other communication are documenting and the other communication options for when you are modelling. options for when you are modelling.
These relative value of these options are of These relative value of these options are of course dependent on the situational perhaps course dependent on the situational perhaps video conversation or video conferencing, is video conversation or video conferencing, is more effective between one group than a face-more effective between one group than a face-to-face conversation whereas the exact to-face conversation whereas the exact opposite is true between the other individuals.opposite is true between the other individuals.
14
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
COCKBURN COCKBURN MODES OF MODES OF COMMUNICATION.COMMUNICATION.
15
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
COCKBURN COCKBURN MODES OF COMMUNICATION MODES OF COMMUNICATION CONTDCONTD..
The most effective communication is person-to-The most effective communication is person-to-
person, face-to-face, particularly when person, face-to-face, particularly when
enhanced by a shared modeling medium such enhanced by a shared modeling medium such
as a plain old whiteboard, flip chart, paper, or as a plain old whiteboard, flip chart, paper, or
index cards. index cards.
As one move away from shared medium or As one move away from shared medium or
face-to-face there is a drop in communication face-to-face there is a drop in communication
effectiveness. effectiveness.
The richness of communication channel cools The richness of communication channel cools
once the physical proximity is lost .once the physical proximity is lost . 16
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
COCKBURN COCKBURN MODES OF COMMUNICATION MODES OF COMMUNICATION CONTDCONTD..
The benefit of multiple modalities, the ability to The benefit of multiple modalities, the ability to
communicate through techniques other than communicate through techniques other than
words such as gestures and facial expressions is words such as gestures and facial expressions is
lost. lost.
Change in vocal modulation and timing is also Change in vocal modulation and timing is also
lost, people not only communicate via the words lost, people not only communicate via the words
they say but how they say those words. they say but how they say those words.
Speaker emphasize what they are saying, thus Speaker emphasize what they are saying, thus
changing the way they are communicating, by changing the way they are communicating, by
speeding up, slowing down, pausing, or speeding up, slowing down, pausing, or
changing tones. changing tones.
17
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
COCKBURN COCKBURN MODES OF COMMUNICATION MODES OF COMMUNICATION CONTDCONTD..
Ability to Ability to answer questions answer questions in real time in real time
distinguishes the modeling options curve distinguishes the modeling options curve
from the documentation options curve.from the documentation options curve.
Answering the question is important to know Answering the question is important to know
the listeners understanding.the listeners understanding.
18
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
COCKBURN COCKBURN MODES OF COMMUNICATION MODES OF COMMUNICATION CONTDCONTD..
The most effective way to follow the model The most effective way to follow the model
depends on the effective communication depends on the effective communication
technique one follow applicable to your situation.technique one follow applicable to your situation.
If you're working together in the same room, the If you're working together in the same room, the
best way is to discuss face-to-face at a best way is to discuss face-to-face at a
whiteboard rather then through a document. whiteboard rather then through a document.
If you're working with someone at another If you're working with someone at another
location, then set up regular video conference location, then set up regular video conference
calls with them, have a shared information and calls with them, have a shared information and
email regularly, meet them personally very often email regularly, meet them personally very often
so you can work face-to-face.so you can work face-to-face.19
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
3) FACTORS EFFECTING 3) FACTORS EFFECTING COMMUNICATIONCOMMUNICATION
PHYSICAL PROXIMITY. PHYSICAL PROXIMITY.
The closer people are to one another the The closer people are to one another the
greater the opportunities for communication. greater the opportunities for communication.
21
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
TEMPORAL PROXIMITYTEMPORAL PROXIMITY
Whether or not two people are working at the Whether or not two people are working at the
same time affects communication. same time affects communication.
E.g. You may be separated from some of your E.g. You may be separated from some of your
co-workers by several time zones, it is quite co-workers by several time zones, it is quite
common for American firms to outsource work common for American firms to outsource work
from Asian companies, or even simply by from Asian companies, or even simply by
different personal schedules.different personal schedules.22
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
AMICABILITYAMICABILITY Cockburn believes that amicability, the Cockburn believes that amicability, the
willingness of someone to hear the thoughts of willingness of someone to hear the thoughts of another person with good will and to speak another person with good will and to speak without malice, is an important success factor. without malice, is an important success factor.
The greater the amicability a greater amount The greater the amicability a greater amount and quality of information will be and quality of information will be communicated and less will be concealed. communicated and less will be concealed.
Amicability depend on the trust that people Amicability depend on the trust that people have for one another and the sense of have for one another and the sense of community that they share. community that they share.
Cockburn reports that sometimes amicability Cockburn reports that sometimes amicability can run too high, people can be so worried can run too high, people can be so worried about offending their colleagues that they are about offending their colleagues that they are afraid to disagree with them or be afraid to afraid to disagree with them or be afraid to take the initiative for fear of being perceived take the initiative for fear of being perceived as glory seekers. as glory seekers. 23
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
OSMOTIC COMMUNICATIONOSMOTIC COMMUNICATION
When people are working close together, both When people are working close together, both physically and temporally, there exists an physically and temporally, there exists an opportunity for what Cockburn calls osmotic opportunity for what Cockburn calls osmotic communication communication indirect information transfer through indirect information transfer through
overhearing conversations or simply overhearing conversations or simply noticing things happening around you. noticing things happening around you.
Osmotic communication can often be Osmotic communication can often be beneficialbeneficial You can subconsciously picked up valuable You can subconsciously picked up valuable
information about your co worker, client , information about your co worker, client , management etc.management etc.
Osmotic communication can often be harmfulOsmotic communication can often be harmful particularly if another group of people is particularly if another group of people is
being rowdy near yourbeing rowdy near your or if you're picking up false rumours about or if you're picking up false rumours about
management etc.management etc.
24
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
4) MARKETING MIX AND 4) MARKETING MIX AND COMMUNICATIONCOMMUNICATION
THE MARKETING MIX AND THE MARKETING MIX AND COMMUNICATIONCOMMUNICATION
Marketing a product involves a marketing mix - Marketing a product involves a marketing mix -
also known as the four P's: Product, Price, also known as the four P's: Product, Price,
Promotion, and Place. Promotion, and Place.
In healthcare and social marketing, four more In healthcare and social marketing, four more
P's are added: Public, Partnership, Policy, P's are added: Public, Partnership, Policy,
Purse String . Purse String .
The first four P's provide the environment in The first four P's provide the environment in
which people can act; the last four P's provide which people can act; the last four P's provide
the strength and support for the programme / the strength and support for the programme /
campaign to operate in an efficient and campaign to operate in an efficient and
effective way. effective way. 26
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
27
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Sr. No.
The 8 P's What they mean? Examples
1 ProductThe actual product, providing the desired benefits, features and qualities.
see next section
2 Price
The lower the price or effort, the more likely people will act: or the more the audience is convinced of the benefits / rewards, the more one is prepared to pay.
Price in terms of time or effort , Quality , efficacy . Low effort- price / high rewards.
3 Promotion
The effort and activity to promote the product. How to promote the message and make people use the product.
The communication activities undertaken to gain interest / explain the concept / to stimulate prscription / purchase
4 Place
The point of access to the product: its accessibility, its user-friendliness, its clear information and contact details.
Availability of product / facilities.
28
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Sr. No.
The 8 P's What they mean? Examples
5 Public
All stakeholders, internal & external. Each stakeholders group has its own interests. Each group should be understood and addressed in terms of its own interests and in its own language.
Pateint, General Pupblic, Docters, Scientists, students, partners, board of management, sponsors, policy makers, politicians, Employee etc.
6 Partnership The parties that co-operate.Chemist, Stockiest, CNF , Suppliers etc.
7 PolicyInclusion and involvement of the policy makers.
FDA, Govt. Policy, Local Associtions etc.
8 Purse stringFunding for the product, its development and its sustainability in the long run.
Lobbying, influencing, and presenting results that fit in with the interests of the subsidizing parties.
5) PRODUCT AND 5) PRODUCT AND COMMUNICATIONCOMMUNICATION
THREE PRODUCT LEVELSTHREE PRODUCT LEVELS
In marketing theory, Kotler et al. distinguish In marketing theory, Kotler et al. distinguish
between three levels inherent in a product: between three levels inherent in a product:
1.1. the core level the core level
2.2. the actual level the actual level
3.3. the augmented level. the augmented level.
The actual level is readily recognisable, while The actual level is readily recognisable, while
the other two levels (core and augmented) are the other two levels (core and augmented) are
more abstract.more abstract.30
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
CORE LEVELCORE LEVEL At its core level, the core product represents the core At its core level, the core product represents the core
benefit or the problem-solving service it provides. benefit or the problem-solving service it provides.
The core level stands for the main benefit a product The core level stands for the main benefit a product
delivers and the core function of the product. delivers and the core function of the product.
It represents the essence of the product and its effect It represents the essence of the product and its effect
can be described in twenty seconds or one sentence. can be described in twenty seconds or one sentence.
Being able to define the core level demands vision Being able to define the core level demands vision
and knowledge of the market: and knowledge of the market:
why use this product? why use this product?
what will it do for the target audience?what will it do for the target audience?
31
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
ACTUAL LEVELACTUAL LEVEL
At its actual level, the actual product turns the At its actual level, the actual product turns the
core product into a perceivable set of core product into a perceivable set of
characteristics. characteristics.
The actual level is readily recognisable. The actual level is readily recognisable.
A product has features, offers a certain quality, A product has features, offers a certain quality,
includes a design, sometimes a brand, as well as includes a design, sometimes a brand, as well as
an image and a label. an image and a label.
These are the product characteristics which give These are the product characteristics which give
the product a tangible identity. the product a tangible identity.
It is the product that is actually offered to the It is the product that is actually offered to the
market.market.
32
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
AUGMENTED LEVELAUGMENTED LEVEL
At its augmented level, the augmented product At its augmented level, the augmented product
provides value additions, additional services and provides value additions, additional services and
benefits to enhance the core and actual product.benefits to enhance the core and actual product.
The augmented level includes The augmented level includes
facilities that make the product easy to use, facilities that make the product easy to use,
lowering possible barrierslowering possible barriers
guaranteeing customer satisfaction - good guaranteeing customer satisfaction - good
customer service, clear instructions or customer service, clear instructions or
preventing long waiting.preventing long waiting.
AvailabilityAvailability
After Sales ServiceAfter Sales Service33
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
34
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Sr. No.
Three levels of the
productWhat they do: Some examples:
1 Core productThe core benefit of the product or the problem-solving service it provides.
TV- Entertainment
2
Actual product (in 5 characteristics)
iProduct Quality
The qualities of product / services. The choice of these qualities and their level of consistency in maintaining these qualities influence the core product. They address levels of accuracy, reliability, ease of use, comprehensiveness.
Better Picture Quality and Surround Sound. ISO, ISI, WHO GMP, UK MCA etc.
ii FeaturesThe Physical features , services. They address the direct needs of the customer
Slim, and flat screen, Broad spectrum activity, Safe,
35
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Sr. No.
Three levels of the
productWhat they do: Some examples:
iiiProduct Design
The functionality and appearance of the product, contributing to the usefulness and attractiveness of the product.
Compact, Wall mountainable, Multipurpose, Drug Delivery
ivBrand (name, logo, etc)
The way the product / services is perceived (e.g., prestigious, reliable, relevant, useful, innovative).
Targeted presentation of product / services via targeted audiences (e.g., a subject- oriented portal, harvesting across various IRs).
vPackaging & Labeling
The information about the product carried on the product itself. Information which increases the attractiveness of the product to potential users.
Damage proof packaging, easily assemble, Clear instructions, contact details, attractive design.
3Augmented product
Provides facilities to make the product easy to use and in a satisfactory way, encouraging use and re-use, reducing barriers.
Good customer support, (i.e. helpful, accessible, fast), ‘after-care’ , easy to find / available details.
6) STRATEGY AND 6) STRATEGY AND COMMUNICATIONCOMMUNICATION
A FOUR-STRAND COMMUNICATION A FOUR-STRAND COMMUNICATION STRATEGYSTRATEGY
Developing a good product with good features Developing a good product with good features and value additions will encourage the sales and value additions will encourage the sales growth. growth.
But appropriate communication activities are But appropriate communication activities are just as indispensable. just as indispensable.
Communication strategy that helps instigate Communication strategy that helps instigate change and encourages favorable action change and encourages favorable action from the potential customer towards from the potential customer towards product .product .
Mee et al. developed a communications Mee et al. developed a communications strategy for encouraging people to purchase strategy for encouraging people to purchase more. more.
Their strategy provides us with a workable Their strategy provides us with a workable framework for developing a communications framework for developing a communications strategy to persuade customer to go for a strategy to persuade customer to go for a product or services.product or services.
37
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
A FOUR-STRAND COMMUNICATION STRATEGY A FOUR-STRAND COMMUNICATION STRATEGY CONTDCONTD..
It is divided into four strands: It is divided into four strands:
1.1. A profiling strategyA profiling strategy
2.2. A pull strategyA pull strategy
3.3. A push strategyA push strategy
4.4. A consultation strategyA consultation strategy
38
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
PROFILING STRATEGYPROFILING STRATEGY
A profiling strategy is about convincing the A profiling strategy is about convincing the
audience of the benefits of the product and the audience of the benefits of the product and the
usefulness of the product. usefulness of the product.
Branding the programme and raising awareness of Branding the programme and raising awareness of
the product / services.the product / services.
Customer become aware and adopt a more positive Customer become aware and adopt a more positive
attitude towards it. attitude towards it.
The use of independent media, public relations The use of independent media, public relations
(PR), brochures, newsletters and Web sites are all (PR), brochures, newsletters and Web sites are all
appropriate to this type of strategy. appropriate to this type of strategy.
A profiling strategy may comprise information as to A profiling strategy may comprise information as to
why an product is useful. why an product is useful. 39
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
PULL STRATEGY (DOCTORS PULL STRATEGY (DOCTORS LEVEL)LEVEL)
Through a pull strategy, is making the product Through a pull strategy, is making the product
attractive to potential customers and encouraging them attractive to potential customers and encouraging them
to purchase.to purchase.
The strategy encourages their engagement by offering The strategy encourages their engagement by offering
immediate rewards / scheme. Examples could be a free immediate rewards / scheme. Examples could be a free
gadget e.g. a free service, or even an invitation to lunch. gadget e.g. a free service, or even an invitation to lunch.
Such 'carrots' are useful for specific initiatives with a Such 'carrots' are useful for specific initiatives with a
clear goal and a specific timeline. clear goal and a specific timeline.
The challenge for this, however, is to find the right sort The challenge for this, however, is to find the right sort
of incentive that will effectively generate more interest of incentive that will effectively generate more interest
and engagement. and engagement.
Incentives have to reflect the customers' interests, and Incentives have to reflect the customers' interests, and
fit their needs. fit their needs. 40
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
PUSH STRATEGY (CHEMIST PUSH STRATEGY (CHEMIST LEVEL)LEVEL)
The push strategy The push strategy Reinforces a positive attitude towards the Reinforces a positive attitude towards the
product and shows the positive effect.product and shows the positive effect. Encouraging conditions that make product Encouraging conditions that make product
purchase an attractive optionpurchase an attractive option This is either done in advance of the product This is either done in advance of the product
launch, by informing potential users and thus launch, by informing potential users and thus stimulating them to purchase / stock the goods, stimulating them to purchase / stock the goods, or it is done afterwards, by giving schemes.or it is done afterwards, by giving schemes.
A push strategy can also focus on lowering A push strategy can also focus on lowering barriers that are perceived by potential users, barriers that are perceived by potential users, such as a poor image of an product / company, such as a poor image of an product / company, availability issues, an unclear location, or availability issues, an unclear location, or unclear or inaccessible instructions. unclear or inaccessible instructions.
This can be done by effective communication This can be done by effective communication of the benefits and by clear information of the benefits and by clear information refuting misperceptions.refuting misperceptions.
41
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
CONSULTATION STRATEGYCONSULTATION STRATEGY It is seeking to establish two-way communication It is seeking to establish two-way communication
and the involvement of the target audience.and the involvement of the target audience. Instead of sending one-way messages to customers, Instead of sending one-way messages to customers,
a two-way communication is important. (Eureka a two-way communication is important. (Eureka Forbs)Forbs)
Their feedback will provide the right arguments to Their feedback will provide the right arguments to send out convincing messages, appealing to their send out convincing messages, appealing to their own interests and in their own language . own interests and in their own language .
Two-way communication can be achieved through Two-way communication can be achieved through surveys, meetings, informal conversations, by surveys, meetings, informal conversations, by holding panels etc.holding panels etc.
Secondly, it is important to encourage customers to Secondly, it is important to encourage customers to promote the product services to their peers as an promote the product services to their peers as an effective means of communication, (e.g., effective means of communication, (e.g., testimonials, word-of-mouth, or 'viral marketing”- testimonials, word-of-mouth, or 'viral marketing”- MLM. MLM.
The message will get dispersed more widely and The message will get dispersed more widely and more quickly and will have more impact when more quickly and will have more impact when spread by colleagues.spread by colleagues.
42
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
43
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
A Four-fold Communication Strategy for an IR
Sr. No.
The four strands of the
communications strategy
What How By means of
1Profile strategy. ‘make the issue important’
Position your product by profiling its
rationale and benefits.
Inform PR, Media
Raise awarenessAwareness Web site
Educate Newsletters
Re-tell success stories Viral Marketing
2
Pull Strategy. ‘make the
product an attractive
commodity.’
Create an environment
that makes the product
attractive .
Make it easy Specific actions
Make it attractiveInform about its practicalities (where and how)
Offer a bonus / schemes Send reminders to
encourage required action. Praise, thank,
Persuade, Remind
Com
mu
nic
atio
nC
om
mu
nic
atio
n
44
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Sr. No.
The four strands of the comm.
strategyWhat How By means of
3
Push Strategy. ‘reinforce a
positive attitude or give that little extra push for product display’
Encourage conditions that
make an product
attractive and easily
available.
Involve innovators and opinion leaders, Key Distributers
Lobby, provide feedback
Involve policy makers, administration and management. Include stakeholders in the communications plan
Encourage incentives from a management level
Provide feedback on product usage
Provide logfile data and/or citation data
4
Consultation Strategy. ‘know your
audience well’. ‘let customer do
part of the promotion’
Seek two-way communication and involve people from the target audience.
Talk with them
Surveys, face-to-face meetings, informal conversations, working groups, panels.
Seek feedbackBrand Ambasadar endorsements
Be domain-specific Viral Marketing Mobilise and involve customer / celebraty in brand promotions
7) COMMUNICATION IN 7) COMMUNICATION IN PHARMA INDUSTRYPHARMA INDUSTRY
COMMUNICATION IN PHARMA COMMUNICATION IN PHARMA INDUSTRYINDUSTRY
Effective and efficient communication between Effective and efficient communication between
healthcare providers is vital for improving healthcare providers is vital for improving
patient safety and providing quality care. patient safety and providing quality care.
Communication shall be structured to improve Communication shall be structured to improve
communication between healthcare provider communication between healthcare provider
physicians, Pharma professional and other physicians, Pharma professional and other
healthcare providers with patient and masses. healthcare providers with patient and masses.
Communication is needed to improve patient Communication is needed to improve patient
safety, increase patient satisfaction, and allow safety, increase patient satisfaction, and allow
healthcare teams to work more effectively. healthcare teams to work more effectively.
Good Communication helps brand building.Good Communication helps brand building.46
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
8) PHARMA PRODUCTS 8) PHARMA PRODUCTS MARKETING AND MARKETING AND PROMOTIONSPROMOTIONS
PHARMA PROMOTIONSPHARMA PROMOTIONS
48
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
The Pharma Promotions or the marketing strategy
is focused on the following level
a) External Customer
Doctor level
Chemist Level
Patient level
Patient Relative Level
Masses level
Packaging Level
Price level
b) Internal Customers
Sale team level
Com
mu
nic
atio
nC
om
mu
nic
atio
n
49
1) DOCTOR LEVEL1) DOCTOR LEVEL
Type of Type of DoctorDoctor
GP ( MBBS or Non MBBS)GP ( MBBS or Non MBBS)..
Specialist or super Specialist or super
specialistspecialist
Independent practitioner Independent practitioner
or attached to hospitals or attached to hospitals
(Gov or Private)(Gov or Private)
Physicians or SurgeonPhysicians or Surgeon
Type of the patients Type of the patients
served by the doctorsserved by the doctors
Urban or Rural PatientUrban or Rural Patient
Economical Status – Economical Status –
Upper class or Middle Upper class or Middle
classclass
Urban working class Urban working class
or Business class or Business class
patientpatient
Well read and aware of Well read and aware of
Latest trend Latest trend
Type of Doctor- Target CustomerType of Doctor- Target Customer
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
PROMOTIONAL AIDPROMOTIONAL AID USED FOR USED FOR DOCTORSDOCTORS
50
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
The objective to promote Pharma brands to the The objective to promote Pharma brands to the Doctors is to get their prescriptionDoctors is to get their prescription
Most commonly used promotional tools to promote Most commonly used promotional tools to promote Pharma products to doctors is as follows,Pharma products to doctors is as follows,
i.i. Visual aidVisual aid
ii.ii. LiteratureLiterature
iii.iii.Gift articlesGift articles
iv.iv.Prescription padPrescription pad
v.v. LBLLBL
vi.vi.StickersStickers
vii.vii.Clinical trialsClinical trials
viii.viii.Physicians SamplesPhysicians Samples
ix.ix.PostersPosters
x.x. Catch coverCatch cover
x.x. PackagingPackaging
xi.xi. Journal Journal advertisementsadvertisements
xii.xii. ReferencesReferences
xiii.xiii.Participation in Participation in Symposium, Medical Symposium, Medical conferences and CME conferences and CME
xiv.xiv.Involvement in Brand Involvement in Brand launch and various launch and various other field activityother field activity
xv.xv.SponsorshipsSponsorships
Com
mu
nic
atio
nC
om
mu
nic
atio
n
2) CHEMIST LEVEL2) CHEMIST LEVEL Understand what type of the chemist isUnderstand what type of the chemist is What type of customers he is serving (Doctors What type of customers he is serving (Doctors
and Patient Class)and Patient Class) Most commonly used promotional tools to Most commonly used promotional tools to
promote Pharma products at chemist level is promote Pharma products at chemist level is as follows,as follows,
Bonus offerBonus offer Chemist FolderChemist Folder StickersStickers Chemist LBL (Vernacular Language)Chemist LBL (Vernacular Language) PostersPosters GiftsGifts 51
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
3) PATIENT AND PATIENT RELATIVE 3) PATIENT AND PATIENT RELATIVE LEVELLEVEL
Patients are targeted indirectly for brand Patients are targeted indirectly for brand
promotionspromotions
The best time to divert the patients attentions The best time to divert the patients attentions
is when they are waiting in consultancy for is when they are waiting in consultancy for
their turn.their turn.
Tools used for patients promotions;Tools used for patients promotions;
Patient Educations literaturePatient Educations literature
PostersPosters
Medical CampsMedical Camps52
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
4) MASSES LEVEL4) MASSES LEVEL
Pharma products which can be promoted at Pharma products which can be promoted at
mass level includes;mass level includes;
OTC drugs- Aspirin, Iodex, Move Crocine, OTC drugs- Aspirin, Iodex, Move Crocine,
Corex, Sugar freeCorex, Sugar free
Food Supplements - Protein Powder- Food Supplements - Protein Powder-
Horlics, Boost etcHorlics, Boost etc
Tonics / Chavanprashs - Baidanath , Zandu Tonics / Chavanprashs - Baidanath , Zandu
etc. etc.
Neutraceuticals – Calcuim SandozeNeutraceuticals – Calcuim Sandoze
Herbal Medicines – Himalaya ProductsHerbal Medicines – Himalaya Products53
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
4) MASSES LEVEL 4) MASSES LEVEL CONTDCONTD..
Tools used to promote OTC products through Tools used to promote OTC products through
Mass Media advertisements are,Mass Media advertisements are,
RadioRadio
TVTV
Print - News Paper, Magazines etc.Print - News Paper, Magazines etc.
MailersMailers
Internet Media - Emails , website, BlogsInternet Media - Emails , website, Blogs
Com
mu
nic
atio
nC
om
mu
nic
atio
n
54
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
5) PACKAGING LEVEL5) PACKAGING LEVEL
Packaging is important not only to promote Packaging is important not only to promote
OTC products but also ethical promotions.OTC products but also ethical promotions.
Packaging serves four purposesPackaging serves four purposes
i.i. To protect the inside products from Physical, To protect the inside products from Physical,
natural , environmental and chemical damagenatural , environmental and chemical damage
ii.ii. To attract the customersTo attract the customers
iii.iii. To build the perceived value of the productsTo build the perceived value of the products
iv.iv. To build customers trust on the products.To build customers trust on the products. 55
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
6) PRICE LEVEL6) PRICE LEVEL
Promotion at price level always carry a risk Promotion at price level always carry a risk
when the competitors reduces their prices.when the competitors reduces their prices.
56
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
7) SALE TEAM LEVEL7) SALE TEAM LEVEL
Sales team is the most important link between Sales team is the most important link between
the company and the customers.the company and the customers.
It is said the sales team is the eyes and the It is said the sales team is the eyes and the
ears of the company.ears of the company.
Sales team are burden with more then 20 – 30 Sales team are burden with more then 20 – 30
products.products.
During the launch campaign one must During the launch campaign one must
convinced and motivate the sales team convinced and motivate the sales team
regarding the new brand.regarding the new brand.57
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
7) SALE TEAM LEVEL SALE TEAM LEVEL CONTDCONTD..
Tools used to motivate the sales teamTools used to motivate the sales team
i.i. Various competition at Regional , Zonal and Various competition at Regional , Zonal and
national level.national level.
ii.ii. First Prescriptions , First 5 prescriptions or First Prescriptions , First 5 prescriptions or
maximum pr4escriptions in a stipulated periodmaximum pr4escriptions in a stipulated period
iii.iii. Launch gifts to the sales teamLaunch gifts to the sales team
iv.iv. Various field activity involving the doctors like Various field activity involving the doctors like
Brand launch in a particular area , CME, Brand launch in a particular area , CME,
Medical camps etc.Medical camps etc.58
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
9) PROMOTIONAL AID9) PROMOTIONAL AID
PROMOTIONAL AIDPROMOTIONAL AID
60
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Most commonly used promotional tools in the Most commonly used promotional tools in the pharmaceuticals industry arepharmaceuticals industry are
1.1. Visual aidVisual aid
2.2. Literature Literature
3.3. Product MonographProduct Monograph
4.4. Gift articlesGift articles
5.5. Prescription padPrescription pad
6.6. LBLLBL
7.7. FlierFlier
8.8. BrochureBrochure
9.9. StickersStickers
10.10.Clinical trialsClinical trials
10.10.Physicians SamplesPhysicians Samples
11.11.Catch coverCatch cover
12.12.Journal Journal
advertisementsadvertisements
13.13.ReferencesReferences
14.14.Participation in Participation in
Symposium., Medical Symposium., Medical
conferences and CMEconferences and CME
15.15.Bonus offersBonus offers
Com
mu
nic
atio
nC
om
mu
nic
atio
n
VISUAL COMMUNICATIONVISUAL COMMUNICATION Visual communication as the name suggests is Visual communication as the name suggests is
communication through visual aid. communication through visual aid. It is the conveyance of ideas and information in It is the conveyance of ideas and information in
forms that can be read or looked upon. forms that can be read or looked upon. Primarily associated with two dimensional Primarily associated with two dimensional
images, it includes: signs, typography, drawing, images, it includes: signs, typography, drawing, graphic design, illustration, colour and graphic design, illustration, colour and electronic resources. electronic resources.
It solely relies on vision. It solely relies on vision. It is form of communication with visual effect. It is form of communication with visual effect. It explores the idea that a visual message with It explores the idea that a visual message with
text has a greater power to inform, educate or text has a greater power to inform, educate or persuade a person. persuade a person.
It is communication by presenting information It is communication by presenting information through visual form.through visual form.
61
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
VISUAL AIDVISUAL AID
The evaluation of a good visual design is based The evaluation of a good visual design is based
on measuring comprehension by the audience, on measuring comprehension by the audience,
not on aesthetic or artistic preference. not on aesthetic or artistic preference.
There are no universally agreed-upon principles There are no universally agreed-upon principles
of beauty and ugliness. of beauty and ugliness.
In VA the focus is on the presentation of text, In VA the focus is on the presentation of text,
pictures, diagrams, photos, etc.pictures, diagrams, photos, etc.
The commonly used VA is a spiral bound The commonly used VA is a spiral bound
material with PVC - mount stand with several material with PVC - mount stand with several
laminated pages with product messageslaminated pages with product messages62
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
ADVANTAGES VISUAL AIDADVANTAGES VISUAL AID
Ensure attention of the customer, the picture and Ensure attention of the customer, the picture and
messages printed on it are to attract the customers messages printed on it are to attract the customers
attention you can point out relevant portions on the attention you can point out relevant portions on the
pages and deliver the detailing story. This ensures pages and deliver the detailing story. This ensures
Audio- visual presentation. The doctors “sees” and Audio- visual presentation. The doctors “sees” and
“hear” at the same time.“hear” at the same time.
Helps to create audiovisual impact, communicate Helps to create audiovisual impact, communicate
message to doctor in a logical sequence message to doctor in a logical sequence
Helps to discuss many product at a timeHelps to discuss many product at a time
Helps to skip the detailing of products not meant for Helps to skip the detailing of products not meant for
a particular specialtya particular specialty
Very effective communicating toolVery effective communicating tool 63
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
LITERATURES AND COMPETITORS LITERATURES AND COMPETITORS LITERATURE LITERATURE
Literatures:Literatures:
A good input for detailing particular product in A good input for detailing particular product in
terms of prescribing information, dosages, terms of prescribing information, dosages,
adverse reaction features, benefits, adverse reaction features, benefits,
contraindication etc.contraindication etc.
Competitors Literature:Competitors Literature:
It helps to convey the promotional message of It helps to convey the promotional message of
competitors to the doctors. Through indication competitors to the doctors. Through indication
and variations references we can pass and variations references we can pass
information to H.O. so as to develop counter information to H.O. so as to develop counter
attacksattacks
64
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
LEAVE BEHIND CARD / LITERATURE LEAVE BEHIND CARD / LITERATURE (LBL)(LBL) Literature or Handout is usually a LBL which Literature or Handout is usually a LBL which
facilates detailling.facilates detailling. A LBL can have anything from 2 – 8 pages or A LBL can have anything from 2 – 8 pages or
even moreeven more LBL has an advantages that more info. Can be LBL has an advantages that more info. Can be
printed on it then VA.printed on it then VA. LBL give specific information on the service or LBL give specific information on the service or
product. product. First page is usually “attention getter”, the First page is usually “attention getter”, the
subsequent pages contain product info.subsequent pages contain product info. Supportive evidence in the form of clinical trails Supportive evidence in the form of clinical trails
quotes are mention .quotes are mention . The last page contain the prescribing info.The last page contain the prescribing info. 65
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
LBL CONTD.LBL CONTD.
LBL helps doctors as a reminder for our LBL helps doctors as a reminder for our product, in our absence. But it must be detail product, in our absence. But it must be detail at the time of presentationat the time of presentation
LBL is not meant for mass distribution, it is LBL is not meant for mass distribution, it is targeted towards the potential target targeted towards the potential target audience. audience.
Any literature which is given in person to the Any literature which is given in person to the potential client e.g. MR gives the literature to potential client e.g. MR gives the literature to the doctor after his/her sales presentation. the doctor after his/her sales presentation.
These literatures are not taken back by the These literatures are not taken back by the MR but it is leaved behind so that the doctor MR but it is leaved behind so that the doctor in his leisure time can go through it. in his leisure time can go through it.
Practically, the paper used for LBL printings is Practically, the paper used for LBL printings is above 175 GSM and mostly it is a 4 colour job.above 175 GSM and mostly it is a 4 colour job.
66
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
FLIERFLIER
Any literature which is distributed to masses i.e. Any literature which is distributed to masses i.e.
for mass distribution. for mass distribution.
The flier is usually used to pass on the The flier is usually used to pass on the
information's for the masses, sp. Info on some information's for the masses, sp. Info on some
event venue, tel. no. etc. event venue, tel. no. etc.
The fliers are usually distributed at the railway The fliers are usually distributed at the railway
station, some local fair or some event or station, some local fair or some event or
distributed by putting it in the news paper. distributed by putting it in the news paper.
Practically the paper used for flier printings is Practically the paper used for flier printings is
less than 100 GSM, mostly 80 GSM maplito less than 100 GSM, mostly 80 GSM maplito
paper, may be one colour 2 colour or 4 colour paper, may be one colour 2 colour or 4 colour
job.job.
67
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
BROCHUREBROCHURE
This literature gives the in-depth knowledge of the This literature gives the in-depth knowledge of the
service / product targeted to the potential client. service / product targeted to the potential client.
Practically it is more the 4 - 6 pagesPractically it is more the 4 - 6 pages
Mostly all pages are bound together either simple Mostly all pages are bound together either simple
binding or back to back pastingbinding or back to back pasting
Each pages are about 175- 200 GSM if it is a simple Each pages are about 175- 200 GSM if it is a simple
binding or for back to back pasting 150-175 GSM.binding or for back to back pasting 150-175 GSM.
68
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
CATCH COVERCATCH COVER AND AND PHYSICIAN PHYSICIAN SAMPLESSAMPLES
Catch Cover:Catch Cover: This tells you about the product details, This tells you about the product details,
composition, composition, colourcolour, manufactured date, expiry , manufactured date, expiry date etc.date etc.
Physician Samples:Physician Samples: Samples enable doctor to asses the physical Samples enable doctor to asses the physical
characteristics of our productcharacteristics of our product To assess the efficacy of our products in various To assess the efficacy of our products in various
s indicationss indications As a reminderAs a reminder To fulfill the doctors need for his patients, To fulfill the doctors need for his patients,
family members or himself and friends family members or himself and friends 69
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
PACKAGE INSERTPACKAGE INSERT
It gives all the product info. On the productIt gives all the product info. On the product
Pharma Co. has to give relevant and correct Pharma Co. has to give relevant and correct
details regarding product.details regarding product.
No false or exaggerated claims can be printed No false or exaggerated claims can be printed
therethere
Info on side effects, indication, Info on side effects, indication,
contraindications etc shall be available on contraindications etc shall be available on
package insertpackage insert70
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
GIFTSGIFTS
Gifts helps to express our gratitude for the Gifts helps to express our gratitude for the
support of doctors, which he is extending to support of doctors, which he is extending to
our productsour products
To enhance the recall value of our product- To enhance the recall value of our product-
Brand Reminder.Brand Reminder.
Improves doctor rapportImproves doctor rapport
To convert doctors prescriptions of competitors To convert doctors prescriptions of competitors
brands to our brandbrands to our brand
Always give value to the gift by presenting it Always give value to the gift by presenting it
nicely and never convey the real value of the nicely and never convey the real value of the
gift to the doctor.gift to the doctor.
Gifts have to be distributed on a selective Gifts have to be distributed on a selective
basis.basis.
71
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
BONUS OFFERBONUS OFFER
It ensure better stocking of our product at the It ensure better stocking of our product at the
retail countersretail counters
It generates enthusiasm amongst the retailersIt generates enthusiasm amongst the retailers
It takes care of increased prescription demand It takes care of increased prescription demand
you have generated for a particular product.you have generated for a particular product.
Sometimes helps you to boost sales. With Sometimes helps you to boost sales. With
bonus offer you must sale at least 21/2 times bonus offer you must sale at least 21/2 times
more compared to your normal sales.more compared to your normal sales.72
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
STICKERSSTICKERS
It is used mainly as a medium for remembranceIt is used mainly as a medium for remembrance
The sticker ensure that products name is The sticker ensure that products name is
visible from the walls or from the place where visible from the walls or from the place where
the doctors can read the namethe doctors can read the name
Don’t put stickers where there is already Don’t put stickers where there is already
hundreds of stickers are stuckhundreds of stickers are stuck
Select a proper place where your sticker can be Select a proper place where your sticker can be
easily visible, eye level to the customereasily visible, eye level to the customer
Remember, before you put stickers, get the Remember, before you put stickers, get the
permission from the doctors to do so.permission from the doctors to do so.73
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
CLINICAL TRAILSCLINICAL TRAILS
Clinical Trails create an awareness of the Clinical Trails create an awareness of the
product and establish rapport between the product and establish rapport between the
doctors and the company.doctors and the company.
It may help to get entry for the product in It may help to get entry for the product in
hospitals and institutions and generate hospitals and institutions and generate
prescription on large scaleprescription on large scale
These are conducted to evolve testimonials for These are conducted to evolve testimonials for
a product and for the doctors to get a first hand a product and for the doctors to get a first hand
impression.impression.
74
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
PRESCRIPTION PADPRESCRIPTION PAD
Prescription pads are in a way blend of a Prescription pads are in a way blend of a
literature and a gift.literature and a gift.
They carry sales messages , provide info and They carry sales messages , provide info and
have practical utility.have practical utility.
Act as a brand reminder.Act as a brand reminder.
75
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
JOURNAL ADVERTISEMENTSJOURNAL ADVERTISEMENTS
Journal advertisement are released in a Journal advertisement are released in a
reputed journals to get a wider exposure of reputed journals to get a wider exposure of
the product and for remembrance value, on a the product and for remembrance value, on a
regular basis.regular basis.
76
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
SYMPOSIUM AND MEDICAL SYMPOSIUM AND MEDICAL CONFERENCESCONFERENCES
They important to promote productsThey important to promote products
Opinion makers look forward to Pharma Co. to Opinion makers look forward to Pharma Co. to
display / promote their brands in regional, display / promote their brands in regional,
national , international Medical Conferences national , international Medical Conferences
and CME programsand CME programs
Video demonstrations at local doctors meet.Video demonstrations at local doctors meet. 77
Dr. K
aila
s G
hod
ke
Dr. K
aila
s G
hod
ke
Com
mu
nic
atio
nC
om
mu
nic
atio
n
Com
mu
nic
atio
nC
om
mu
nic
atio
nD
r. Kaila
s G
hod
ke
Dr. K
aila
s G
hod
ke
78
Com
mu
nic
atio
nC
om
mu
nic
atio
nD
r. Kaila
s G
hod
ke
Dr. K
aila
s G
hod
ke
79