Professional Documents
Culture Documents
Syllabus
Core Concepts
1. Healthcare environment
2. The Pharmaceutical Industry
Environment
3. The Pharmaceutical Marketing
Environement
4. Marketing Strategy
5. Marketing Research
6. Market Segmentation
7. Situational Analysis
Core Concepts
8. Positioning Targeting and Profiling
9. New Product Development
10 Product Life Cycle and Portfolio
Management
11.Distribution Strategy
12. Pricing Strategy
13. Communication strategy
14. Personal Selling
15. Advertising
16. Public Relations and Sales
Healthcare
Environment
Define Health
Define Illness
Define Disease
Healthcare Structure
Interelationships
Pharma Industry
Environment
National Laws
Pharma Industry
Components
Pyramid of Influences in Rx
Specialists,
KOL
General
Practitioners
Pharmacist in charge
Patients
Assignment
Identify any disease either you or your
family member is suffering and answer:
Disease symptoms
Treatment regimen
Compliance
Reasons for non compliance
Calculate the loss to you if you if you were
the brand manager
Steps you will take to convert this problem
into opportunity
Consumer
True
Not True
True
Brand Loyalty
Not True
True
Government Regulations
Very High
Low
R&D
Complex
Less
complex
Price sensitivity
Low
high
Clinical/Medical
Pros and Cons of current treatment
available
Technical ability to understand the
drug
Knowledge of standard practice
It helps how patients are viewed and
treated by physicians
Helps brand manager to develop
SWOT analysis
Health Outcomes
Epidemiology
Economic benefit of various
treatment
Pricing and reimbursements
Effect of product on QALY (Quality
adjusted life years)
Market Research
Quantitative and Qualitative
IMS
Focus Groups
Treatment pattern
Drug of first choice
Issues to highlight in promotional
message
Forecasting
Assess the commercial potential
Develop revenue models based on
prescription
Arrive at numerical forecast and not
to have strategic implications
Developing Product
Strategy
Comprehensive marketing strategy
to meet key objectives of the brand
including
Product Positioning
Market Segmentation
Patient
Physicians
Supply chain
Distributon
Pharmacies
Regulatory
requirements
and Storage
Product Defination
New Paradigm
Life Style
Quality of Life
DTP Branding
Redefining the patient population
Redefining disease yardsticks
Price
Place
Hospital or Retail Product - Oncology
Controlled or non controlled
-Psychiatric
Cold Chain - Vaccines
Dosage Forms Suppository
Select market or Global launch
Promotion
Advertising
Personal Selling
Public Relations
Sales Promotion
Target Audience
ATL/BTL
Gimmicks
Global Branding
Strategic Framework
Which therapeutic area and geographical
area?
Portfolio selection and resource allocation
Target physicians, target indications
Marketing Mix
Implementation
Discuss the examples of generic and
branded company
Patients
Therapy awarenss
Compliance
Quantitative Quality
Question
Nature
Research
Nature
Focus
How many
Results
Quantity
defining
Historic and
Statistical
Measurble
Sample Size
Large
Small
Behavioral
Opinionated
Benefits of Segmentation
Optimal Product/Market Match
Optimal, cost effective promotional
strategy
Media allocation
By Patient Profile
Ethnic background
Demographic
Severity of illness
By Physicians type
Specialist versus GPs
Hospital versus Private
Patients economic status
By Dosage Forms
Injectables
Oral
Suppository
Segment criteria
Differentiable
Measurable
Accessible
Actionable
Defendable
Segmentation Analysis
Market
Potential
Potential Market
Size
Available
Market Size
Served Market
Size
Avegrage Rx
Value
Value Potential
Volume
Potential
Market Growth
Therapeutic
B
class/Indicatio
nA
Your
Product
Competitor B
A
Efficacy
Safety
Tolerability
Adverse
Events
Onset of
Action
Other
Desgin attribute analysis and provide importance/score for
physicians and patients both. Example Escitalopram versus
Venlafaxin (Tolerability versus efficacy)
Targeting
After arriving at segments, company has to
target certain segment based on
SWOT Analysis
Sustainable Competitive Advantage
Evaluation of current and future
resources
Product Life Cycle
Sales force capability
In house talent pool
Positioning
Most important job of marketer as
this is the first message that goes
outside!
Based on product attributes, real and
perceptual
Wrong positioning leads to wrong
message and cascading effect all the
way down to a flop!
Once you are positioned, it is not
easy to shift
Positioning
Questions to ask internally:
What is the licensed indication by FDA/EMEA
Different therapeutic segments to cover
How many physicians
SWOT/Competition/Patent Protection
USP versus other products
Can Clinical Trials support the message
Amount of resources
Can we prove/convince authority/doctors (for eg
undefined MOA is very difficult to sell!
Positioning
Fit with Corporate
Efficacy
Safety
Examples of Product
Positioning
Dosage
Formulations
Drug Delivery/Technology Pk and Pd
MOA
Drug Drug Interactions
Safety in Children and Pregnant women
Product Class
Packaging
Reiumbursement
Onset of Action
Pharmaceutical Branding
Strategy
Branding
Back end Factors:
Research and Development
Core Philosophy of Management
Investment and re investment
Quality throughout the value chain
Customer engagement
Talent Pool
Branding in Pharma
Limitations compared to consumer product
Patents Expiration
FDA /Regulatory requirements
Duality Doctors versus Patients
Branding In Pharma
Rx versus OTC
Rx brand survives short period of time,
approx 7 to 10 years.
OTC brand can continue for ever like
Coke hence marketer can invest in
brand building
Rx brand lacks organoleptics appeal to
senses such as touch, taste, smell
Sensory appeals are essential in brand
building
All Rx brand looks more or less same
Question
How many of you think it is not
possible to build an Rx Brand?
Assignment
Google search Claritin and Tylenol
Include message
Include images
Marketing Cases
New pain killer belonging to new
therapeutic category having patent expiry
of three years is being launched
Product is unique, once daily dosage
compared to older drugs
Product has some side effects but
manageable as long as patient follows the
treatment
Suboptimal dose also works for mild to
moderate cases
Objective
Develop communication plan for
doctors
Evolve a strategy post patent
Highlight your recommendations with
reasons
Make as many assumptions as you
think appropriate
Think out of the box
Give a name to the product
Diffusion of innovation
Competitive strucuture
Internal product portfolio
Research and Development
Patents and IP
Technological advances
Sustained Profitability
Standard Graph
Growth
Turbulen
ce
Maturity
Decline
Premarketing
Introduction
Launch Planning WOW Effect
Regional Launch
Country Launch
Sampling
KOL seminars
PR
Promo material
Charged up sales force Motivation,
Incentives
Growth Phase
Territories are further divided to
increase the frequency and targets
Sales force expansion
Continued support to KOL
Focus increased in heavy prescribers
Expansion of target doctors to
increase the share of prescription
Overall investment is high
Maturity
Decline
Time to move on to new company!
Tail end products are interesting acquisition
targets for start ups!
Allow slow decline by selective presence in
the market
Product moves from elite sales force to
contract sales force
Strictly no new initiative
Difficult period for sales force to understand
Confused state!
Assessment techniques in
PharmaPM
Assessment Targets
SWOT
Competitive Strategy
Strategic Issues:
Research inhouse or outsource
Market yourself or outsource
International expansion or stay at home!
Acquisition of product portfolio
Brand versus Generic
How much backward integration one
should do?
Pricing
Brand
Forecasting
1940/40
Forecasting
Forecasting
Prevalence
Incidence
Compliance
Access
Availability
Dosage Form MS
Diagnostic Tools
Advertising and Promotion
Historical sales
Forecasting a pharma
product
Disease Patient
Converting healthy patients to
disease patient
Life Style diseases and drugs
OTC component
Off label indications Neurontin
Innovative dosage forms Nicotine