Promotion and Marketing of
السوق عبارة عن مجموعة المشترٌن والبائعٌن الذٌن • - Market
ٌرغبون فً شراء وبٌع سلعة
• - Customer الزبون هو الفرد الذي
ٌكون لدٌه الحاجة والرغبة والقدرة لشراء سلعة
• - Salesperson
مندوب المبٌعات هو الشخص المنتدب من الشركة لٌقوم ببٌع •
وتسوٌق سلع او خدمات الشركة لدى الزبائن
المنتج هو السلعة او الخدمة الذي توفره الشركة • - Product
وٌلبً حاجة الزبون
• - Manufacturer المصنع هً الجهة التً
تجمع وتحول المواد الخام الى منتوجات لٌتم بٌعها
مندوب توزيع - •
الموزع هو الشخص الذي ٌقوم بإٌصال السلع والخدمات من •
الشركة الى الزبون
تاجر الجملة هو الوسٌط بٌن الشركة • - Wholesaler
المصنعة او الوكٌل وتجار المفرق
تاجر المفرق هو الوسٌط بٌن تاجر الجملة او • - Retailer
الوكٌل او الشركة المصنعة والزبون النهائً
الوكٌل هو الشركة التً تملك حقوق حصرٌة فً بٌع • - Agent
المنافس هو الجهة الذي لدٌه القدرة على توفٌر • - Competitor
سلعة او خدمة تلبً نفس الحاجة
الدعاٌة هً الوسٌلة الفعالة للوصول للمستهلك • -Promotion
النهائً عبر اعالنات ونشرات وغٌرها
• - Marketing
التسوٌق هو عملٌة فهم السوق وتوفٌر السلع والخدمات التً تلبً
االحتٌاجات عن طرٌق الدعاٌة واالعالن
البٌع هو انتقال سلعة او خدمة من بائع الى • - Selling
مشتري لتلبٌة منفعة مشتركة مع توفر االٌجاب والقبول
العٌنة هً منتوج ٌستخدم كجزء من الدعاٌة • - Sample
لتعرٌف الزبون بمٌزات وصفات الصنف
النشرة هً ملخص لتوضٌح مزاٌا وفوائد الصنف • - Leaflet
• - Billboard هً لوحة اعالنٌة خارجٌة
• - Mobiler هو مجسم عن الصنف الغراض دعائٌة
• - Dangler متدلٌات دعائٌة
سند قبض - • هً وثٌقة رسمٌة وقانونٌة الثبات دفعة قبضت
• سند صرف- هً وثٌقة رسمٌة وقانونٌة الثبات مبلغ تم دفعه
فاتورة: هً وثٌقة رسمٌة ٌسجل فٌها كمٌة وسعر السلع - •
التً خرجت من الشركة ووصلت الى الزبون
• دفتر مرتجعات:
هً وثٌقة رسمٌة تستخدم الستالم كمٌة ونوع البضاعة التً - •
رجعت من الزبون
:هً وثٌقة رسمٌة تبٌن الكمٌة والقٌمة المالٌة سند ارجاع
للبضاعة التً رجعت من الزبون
• دفتر طلبيات:هً وثٌقة تستخدم لتسجٌل األصناف والكمٌة
المطلوبة لدى الزبون.
• Customer request
هً متطلبات ومالحظات ومشاكل الزبائن
• Marketing Plan
هً خطة تسوٌقٌة مبنٌة على أساس مفهوم السوق لتسوٌق
وتروٌج صنف أو مجموعة أصناف.
هً المٌزانٌة، أي خطة زمنٌة توضح المصارٌف والعائدات.
هو الهدف وٌصنف بـ SMARTهو األمر الذي تصبو إلٌه
• هو شخص لٌس لدٌه حقوق الوكالة ٌقوم ببٌع األصناف
• مندوب الدعاية
• هو الشخص الذي ٌقوم بتنفٌذ الخطط الدعائٌة
• هو الشخص الذي باالهتمام وتسوٌق األصناف لدى مراكز
• :Product Life Cycle
• هو دورة حٌاة المنتوج، هً الفترة المعتمدة من لحظة إنتاج
الصنف حتى خروجه من السوق.
Quality Customer Service
• هً تقدٌم خدمة نوعٌة للزبون
0009 :ISO •
هً مؤسسة المواصفات العالمٌة تقوم باختٌار وضع مقاٌٌس •
للشركات لرفع جودة العمل أو الصناعة.
هو ارتفاع مستوى األسعار وضعف القوى الشرائٌة •
:Purchase power •
القوى الشرائٌة تتوفر فٌها الحاجة والرغبة والقدرة على •
Market Share •
حصة السوق وهً حصة الشركة فً السوق من صنف •
هً الجمارك وهً ضرائب تفرض على الوادات •
ضرٌبة القٌمة المضافة تضاف على المنتجات وٌدفعها •
• Supply and Demand
• العرض والطلب: العرض عبارة عن السلع التً ٌرغب
وٌستطٌع المنتجون عرضها للبٌع فً السوق بأسعار مختلفة
ضمن فترة زمنٌة محددة و الطلب عبارة عن السلع التً
ٌرغب وٌستطٌع المستهلكون شراءها مقابل سعر معٌن خالل
فترة زمنٌة محددة.
• السٌاسة هً آلٌة تقوم الشركة بوضعها للوصول الى أمرها.
اإلجراء هً خطوات تقوم الشركة بتحدٌدها للقٌام بعمل ما.
االستراتٌجٌة هً التوجه المستقبلً للشركة. •
الخطة هً مجموعة من اإلجراءات توضع للوصول الى هدف •
النموذج هو شكل معٌن ثابت ٌستخدم لتعبئة معلومات دورٌة. •
specific, measurable, ambition, realistic, time
• Drug companies spend enormous sums of
money to promote their products.
• Promotion increases sales
• creating customer value and satisfaction.
• Or a process by which individuals and groups
obtain what they need and want through
creating and exchanging products and value
• i.e: It is simply the delivery of customer
satisfaction at a profit.
• Market Definition: It is all actual and potential
• What are consumer's needs, wants and
• Needs: A state of felt deprivation for basic
items such as food and clothing and complex
needs such as the need for belonging e.g I am
• Wants: A form that a human need takes as
shaped by culture and individual personality
e.g I want a hamburger and a soft drink.
• Demands: Human wants backed by buying
power .i.e. I have money to buy this meal.
• Promotion definition: to encourage the
existence or progress of an object, including a
product, service, an idea or an organization.
• Two major objectives of any promotion
• 1. Information.
• 2. Persuasion.
How do consumers choose among
products or services?
• 1. Customer value: value gained from owning
a product and costs of obtaining the product.
(benefits/costs) or (what you get / what you
• 2. Customer satisfaction: the products
performance in delivery value relative to the
buyer's expectations (value
• Buying function: looking for and evaluating
goods or services.
• Selling function: it involves promoting the
product, and it includes the use of personal
selling, advertising or other direct and mass
Marketing management philosophies
-consumers favor products that are
available and highly affordable.
-always improve production and
-consumers favor products that offer
the most quality performance and
-consumers will buy products only if the
company promotes /sells the products.
-focuses on needs, wants of target markets and
delivering satisfaction better than
-focuses on needs, wants of target markets and
delivering superior value.
Steps to be followed in a marketing
• Determine the nature of product or service
you want to sell.
• Its design, quality, features and packaging.
• determine its place, distribution, channels for
best availability coverage, transport, direct or
• determine price profitable for the company or
attractive to customers, discounts, payment
• promotion: planning, where or how to
advertise, advertising, sales ale, public
Connections with customers:
• Most marketers are targeting fewer,
potentially more profitable customer while
what value does the customer bring to the
are they worth pursuing?
Focus has shifted in many companies towards:
-keeping current customers.
-building lasting relationships based on superior
satisfaction and value.
Companies segment the market into
• the choice of a viable segment is dependent
1-The marketing attractiveness of the target
segment, its size, growth, price sensitivity and
entry and existing costs.
2-The competitive dynamics in the proposed
• 3-the strength of the strategic advantage for
the target segment.
• *market targeting: based on evaluating the
segments with regard to its size, growth,
effects of competitions, availability of
substitute products, power of buyers or
objectives or resources.
• undifferentiated marketing
• differetiated marketing
• concentrated marketing
Product life cycle (PLC)
Stages of marketing
• 1. Entrepreneurial marketing
• 2. formulated marketing
• 3. Interpreneurial marketing
1. Communication channels:
A. dialogue channels
B. monologue channels
• 2. Distribution channels:
• 3. Selling channels:
CHOOSING THE BEST MIX OF THE THREE IS
DIFFICULT BUT A MUST!
• includes all of the actual or potential rival
offerings and substitutes that a buyer might
Types of competition:
A company sees its competitors as other
companies that offer similar products or
services to same customers at similar prices
A company sees its competitors as all companies
that make the same product or class of
A company sees its competitors as all companies
that supply the same service
A company sees its competitors as all companies
that compete for the same consumer dollars
External forces affecting marketing of
P.E.S.T: political, Economical, Social,
-decisions made by government
• Economical: nationally and globally
• Social: society forces as family, friends, media
affect our attitudes, interests, opinions, what
we buy, how we behave.
If a change in structure of a population happens,
this will affect the supply and demand of
goods and services.
-R&D departments are pressured to develop
upto date technology products
Marketing mix principles
• used by business as tools to assist in pursuing
• The 4 p's are:
product, price, place, promotion
• These are controllable variables which must be
managed carefully to meet the needs of the
4 P’s vs. 4 C’s
• Product Customer solution
• Price Customer cost
• Place Customer convenience
• Promotion Customer communication
• who is the product aimed at ?
• what benefits will they expect ?
• how do they plan to position the product in
• what differential advantages will the product
offer compared to competitors ?
A product must be viewed in 3 levels:
Level 1: Core product
Level 2: Actual product: aim is to ensure that
our potential buyers actually buy one from
your company (i.e. add benefits to compete).
Level 3: Augmented product: what additional
non-tangible benefits can you offer ?
warranties, delivery, after sale services.
• Branding Vs. Copy cats
• It costs to produce, design, distribute and
promote a product, thus the price must support
these elements. Pricing is difficult and must
reflect the supply & demand relationship.
Pricing must take into account:
• Fixed and variable costs.
• Company objectives.
• Proposed positioning strategies.
• Target group & willingness to pay.
Depends on company’s objectives
Types of pricing:
4-Product line pricing
Types of pricing
6- Psychological pricing
8- Optional pricing
• Distribute product to user at the right place
and at the right time.
Distribution may be:
1-direct (manufacturer consumer) OR
2- indirect (manufacturer wholesaler
• Intensive distribution
• Exclusive distribution
• Selective distribution
• Promotion definition: to encourage existence
or progress of an object, including a product,
service, an idea or an organization.
• WHO definition:
All informational and persuasive activities by
manufacturers the effect of which is to induce
the prescription, supply, purchase and/or use
of medicinal products.
• 2 major objectives of any promotional
• 1- to inform
• 2- to persuade
*rational decision making
*Promotion is usually performed by well-trained
“Medical representatives” or “Detail-men”.
• generation & dissemination of information is
• creating barriers
• FDA’s commissioner (Kessler)
• in order for a statement to be considered
credible, the activity must be:
• With scientific rigor.
*The FDA issued a paper regarding this to guide
people on separating promotion programs from
Putting the patient first and doing
promotion responsibility through
truthful information is essential if we
want promotional and education at
• You gather information or something either by
hearing or seeing it
• Promotional strategy of a company consists of:
Any form of communication using any form of
mass media or a controlled message in purchased
time or space. It is non-personal and paid.
• The pharmaceutical industry argue that
advertising helps to change the health habits
of people they consult their doctors more
and that advertising in journals remains the
primary source of doctor’s up-to-date
• Industry says that advertisements today help
them to develop the drugs of tomorrow!
• They say that even breakthrough drugs
without advertising may fail!
• Example: Orinase
• A new product is new only once! The first 6
months of a product’s life are very
determining to its success.
• Forms of advertising include:
• Direct mail & e-mail
• Bill boards
• Salespeople (dealers and wholesalers)
• Directories & reference books (PDR)
• Electronics (video material, internet)
• Word of mouth.
• Driving forces for advertising are:-
• short patent period
• generic companies are strong
Developing positive relationships with the
money -off coupons, special offers for a day
4-personal selling :
One to one selling – word of mouth
To correspond or send News letters by mail to a
named person among the targeted segment
Push and pull strategies
a. Push strategies
b. Pull strategies
• Attention: grab attention
• Interest: hold through promotional features
• Desire: make desirable
• Action: purchase action
• A tool used by organizations to help the firm
establish its strengths, weaknesses,
opportunities and threats.
• Used as a framework to help firms develop
their overall corporate, marketing or product
• A method for integrating and cross-analyzing
data collected in the market audit, situation
audit and product positioning to identify
• SW: Strengths and Weaknesses of a company
or product (internal factors _controllable by
• OT: Opportunities & threats ( in the
market/environment) are external factors
which are uncontrollable by the organization.
• The SWOT method is designed to help
• The optimum segment to attack
• The positioning 'message" to communicate
• the strategy that will bring success .
• Tactical objectives and their priority .
• A tactical plan
• final check
Opportunities and threats
• They come out of the following areas :
• Market segment
• Example list of opportunities: In the market
• Large segment size.
• High growth rate.
• High level of customer interest.
• High degree of acceptance.
• Many new customers.
• Low level of price sensitivity
• List of opportunities: In the environment
• Few government regulations
• Little negative public opinion.
• Growth economy.
• - few competitors
• - Weak selling power
• -no new products
• -little promotion activity
Strengths and weaknesses
• Examples of strengths –The product.
• - Highly - efficient product
• -Very reliable.
• -Convenient packaging
• -Acceptable pricing.
• -Excellent technical back-up
• -High versatility
• -High market segment share
• -Good trade mark.
• -Excellent delivery
• Examples of strengths –The Company:
• - Large size
• -Excellent reputation
• -Adequate promotion budgets --Productive R & D.
• -well-motivated sales force
• -Effective sales force
• -well-trained sales force
• -Excellent distribution
• -Excellent back-up information
Consumer buying behavior
• The Process of buying:
– problem / need recognition
– information search: start asking what is the
solution? which brand ? ask friends…..etc.
– evaluation of different options
– purchase decision
After evaluation, buying takes place .
Post purchase behavior
• Doubts after purchasing
*Customer behavior decision making in health
The decision here differs as he is not choosing.
He is buying and payment is different too. In
non- prescription drugs and herbal medicines,
it is similar.
Consumer buying behavior –
• The Economic man
• Socially- influenced people
• Personal influences: introverts vs. Extroverts
• There are six buying motivations:
1- Making a gain :
Buying to increase yield or money return
A cattle farmer is treating his herds regularly to
assure their health to increase meat and milk
production to make more money .
2-fear of loss :
• buying to protect an investment from
damage or loss
Buying because of enjoyment
• A distributor takes a buying decision for a
given product because he knows that after
reaching a certain volume he gets a free
weekend to spend in a holiday resort
4- Avoidance of pain
Buying because it will remove physical or mental
Drugs bought for motion sickness to avoid
vomiting during a trip
Buying because of inner feelings of wanting the
A dealer paints all 4 sides of his warehouse even
though nobody ever sees the backside of the
6- Social approval
Buying because of the influences or reactions of
Somebody buys a fancy car because he wants to
impress his friends,neighbour, etc.
Sources of information for doctors and
These include :
• medical representatives
• continuing medical education courses
• conferences and conventions: some are sponsored by
pharmaceutical companies .
• videos and electronics
• discussion groups
• newsletters and e-mails . ……….toll-free numbers to get a
• Medical journals designed to create awareness of a
Targets of pharmaceuticals promotion
• insurance companies
• hospital managers
• company managers
• Some manufacturers see
doctors as "learned
pharmacists as "Gate-
Direct to consumer advertising (DTCA)
• Used mainly for a group of drugs called: Life
• “Care for the patient is best served by care for
• “Educate and sell at the same time”
• "A new product is new only once".
Issues raised by DTC ads: •
• Public health.
• Corporate responsibility.
• Advertising ethics.
• Consumer capacity to understand complex
• DTC ads are allowed in US and New Zealand
• DTC ads concentrate on powerful emotional
factors such as:
• Value of one’s health or loved ones.
• Fear of death.
• Fear of disability.
• Responsibility of taking care of one’s health and
that of loved ones.
• Self consciousness and vanity.
• Vulnerability of people who are aging, ailing.
• No mention of non-pharmacological
alternatives to treatment in these ads.
• DTC ads are claimed to increase patient
• DTC ads are claimed not to interfere with
doctor / patient relationship and to enhance
there communication with them – e.g ask
• But it may pressure some weak doctors
• Statistics: 1\4 people who visited doctors after
a DTC received a new diagnosis of a condition.
“Responsible promotion is valuable to
• Disease awareness campaigns educate
patients about a disease will increase visits to
doctors and eventually increase sales, other
wise, many patients will continue using wrong
medications, high expenses, risk of trauma of
surgeries – days missed of work – increase
health care on country.
• Information in advertising must be true.
• Knowledgeable patients are usually treated
better by doctors and pharmacists which
results in a better care outcome.
• In newspapers or TV costly
• FDA : if a company wants to do a DTCA it must be
for an ethical drug and include all information
that is on the package insert for the drug i.e C.I,
dose, S.E …. A whole page in a newspaper, 5
minutes on TV !
• Due to these ads, doctors are more willing to
prescribe drugs that patients request and on the
other hand, patients are more aware of their
problems and treatments, and thus more
encouraged to see their doctors.
• But, millions of TV advertisements can’t do
what a pharmacist or a doctor can do in one
They can just simply wipe out a product with
one statement to the patient or the opposite!
• Two types of ads:
• General health message (no mention of
• Product - specific ads.
• Elements of a pharmaceutical product
contributing to its advertising profile:
• The name
• The image
• The price
• The presentation
• The acceptance
• The support
Types of DTC ads:
• Help seeking: these ads aim to alert
consumers about a disease or condition and
its symptoms and let them know that
treatment is available. A drug's brand name
cannot be used, but the company sponsoring
the ad is identified. People are exhorted to see
• Reminder Ads: these ads give the name of a
drug but do not mention any disease or
condition to be treated. They are designed to
build brand recognition and prompt people to
ask their doctors about the drug.
• Product claim: these ads mention both a
drug's brand name and its intended use. They
aim explicitly to prompt people with a specific
disease or condition to go to the doctor to
inquire about the drug. Such ads must meet
more exacting requirements. Most DTC drug
ads today are product claim ads.
• All types of DTC drug ads:
• Must comply with FDA and other federal rules
regarding advertising fairness and accuracy and
• No drug ad can:
• (a) falsely report scientific data,
• (b) declare clinical superiority for a drug without
scientific data to back it up, or
• (c) represent a drug as a treatment for a disease
for which it has not been FDA approved.
Help seeking and reminder ads:
• Do not have to contain detailed information –
or give a source where consumers can get
such information – on a drug's effectiveness or
potential side effects.
Product claims ads
• Must present a "fair balance" of benefit and
risk information. This means, for example, that
a print ad is not supposed to have huge type
touting a drug's benefits and small type listing
major side effect. Likewise, a 60 second TV ad
can't spend 50 second on benefits and 10
second on potential problems.
Product claims ads
• if they are in print (newspapers, magazines,
internet), contain a "brief summary" of a
drug's side effect, indications and
effectiveness as well as any precautions and
warnings about its use
• The FDA in consultation with manufacturers
dictates such labeling
Product claims ads
• Must, if they are broadcast (TV and radio):
• include prominent mention of a drug's
"major" side effects or limitations and any
• a toll free telephone number, a web site or
internet address, and reference to print ads or
available written material on a drug that can
be obtained in a public place
Regulations on Marketing and
• FDA_DDMAC (Division of drug marketing
advertisement and communication)
commented on statements made by doctors
or pharmacists during activities sponsored by
• In order for these statements to be credible,
the activity must be:
• With scientific rigor
• FDA focuses on 6 terms in assessing pharmaceutical
• Content: truthful, balanced, does it match the approved
• Context: what is the setting? How was faculty selected?
• Audience: appropriate or not.
• Medium of communication: appropriate for the audience?
• Rationale of communication: does it have genuine
• Intent: does pattern of conduct demonstrate commitment
to objective communication?
• Case I: It is OK to discuss an unapproved
indication of an approved drug in a small
group of experts or publish data in a journal
but not a press conference!
• Case II: A company published results of an
open uncontrolled study of a product saying it
is superior to another product even though
they have done a well-controlled study on the
older one showing opposite results!
• Promotion is sales
• Scientific symposia are marketing conventions.
• Free samples are educational materials.
• TV commercials are public service
Federal trade commission (FTC)
• tries to evaluate misleading or deceptive
• FTC Requirements:
• Advertising must be truthful and non-deceptive
• Back up claims with competent and reliable
scientific evidence, including tests, studies or
other objective data
• 1973: National Association of Broadcasters and
the Consumer Healthcare Products guidelines for
TV advertising- updated periodically
• Advertisement should:
• Comply with all relevant applicable laws and
• Urge the consumer to read and follow label
• Contain no claims of product effectiveness
unsupported by clinical or other scientific
evidence, responsible medical opinion or
experience through use
TV advertising guidelines for OTC
• Present no information in a manner that suggests
the product prevents or cures a-serious condition
that must be treated by a licensed practitioner
• Emphasize the uses, results and advantages of
the particular product
• Reference to no doctors, hospitals, or nurses
unless such representations can be supported by
• Reference to no doctors, hospitals, or nurses
unless such representations can be supported
by independent evidence
• Present no negative or unfair reflections about
competing nonprescription drug products,
unless those reflections can be supported
scientifically, and presented in a manner so
consumers can perceive differences in the
• Are not regulated as "drugs" under the FD& C
Act cause they are not intended to diagnose,
cure or treat a medical disease or condition.
• Dietary supplements are regulated under the
federal Dietary Supplement Health and
Education Act of 1994 (DSHEA)
guidelines on gifts
• American medical association (AMA),
Pharmaceutical manufacturing association set
• Acceptable gifts:
– Of modest value
– Related to doctor's work (pens, note pads…)
• Social events, modest meals as part of an
• Unacceptable gifts:
–Reimbursement for travels, hotels,
personal expenses, time
• FDA regulations are usually concerned with:
• False or misleading statements made by
• Unapproved new drug claims
• Improper promotion especially if
investigational drugs and nature of promotion.
• The Division of Drug Marketing, Advertising,
and Communications (DDMAC) within the
Center for Drug Evaluation and Research
regulates prescription drug promotion at the
• ensure that prescription drug information is
truthful, balanced, and accurately
• education program
• labeling and promotional information
• (companies) submit voluntarily their drafts
materials for comments before use to the
• send letters of warning or suggest alterations
• Also DDMAC tries to increase compliance of
industry through educational programs as
advisory comments, guide lines, websites,
41 % of Pakistani doctors prescribed a drug •
with well known dangers to treat diarrhea in
• 14% of doctors prescribed anabolic steroids as
• 95% said that medical reps. and sales people
were their main source of information.
• Data base being launched by WHO/ NGO on
drug promotion www.drugpromotion.info
The purpose is:
1-To document volume of inappropriate drug
promotion in developing and developed
2-Document the impact of inappropriate
promotion on health.
4-Provide tools to monitor drug promotion, and
provide tools on how to teach
5-health-care professionals about drug
Types of selling:
• Emotionally motivated selling.
• Catalog selling
• Mail order
• Selling of services (as lawyers, doctors..etc.)
-1 salesman keeps 19 employees
-It takes 20 times the effort to satisfy an
unsatisfied customer as compared to the
effort needed to gain a new customer.
-To make anew customer costs 5 times more
than keeping an existing customer.
-Every year drug companies lose about 10% of
How to be professional in selling: •
• Education ‘updating your information’
• You must be convinced that there is no
alternative to your current job
• “working is working”
• Learn to respect yourself and others.
Before any visit
Medical representative should know about:
• Drug information.
• Updated info.
• Competing products.
• Personality of the customers.
• The key to convince the doctor with our
• Selling skills.
• To make sure that you know your company
well and also that the company is well known
to the doctor.
• Must have detailed information about how
your drug can be helpful and how it differs
from other drugs.”
• Should know details about the disease
• It is helpful to take advantage of certain
events such as knowing the doctor birthday
and to time your visit at that day bringing a
small gift with you.”
Must have a data base of:
-Product profile: all studies done, all information
-Doctor’s card: personal information, writing
Any new medical representative
• The appearance of a medical representative.
“the bag, clothing, nails, hair style…etc…”
• Ability to convince/persistent/credibility.
• The frequency of visits,” to set a program for
Yearly, every 16 months, every 2 weeks,
• “A plan is set by medical rep., then approved
by regional managers, then by the promotion
What doctors expect to get from
• -An effective drug.
• -Information concerning the drug.
• -An idea concerning drug price.
• -Available dosage forms.
• -Free samples.
• -Frequent visits.
What does a medical
representative expect from a
• -To prescribe his products
• -To greet him upon his visit.
• -To understand the properties of his product
over competitors' ones.
• It is important to know that doctors can
remember only few numbers of products for
example some doctors may only know 15
Why doctors may not prescribe
your specific product??
• -No frequent visits.
• -If he is not convinced with your product.
• -Previous trial failure of the drug.
• -Simply because he does not like you.
• Negative opinion or bad relations with your
• -There is no product in your company that
matches his needs.
• -His loyalty to other company
• -Not enough information concerning the drug.
• -He is used to other specific drugs.
Key Elements For Successful Communication
question allow and encourage questions to
make clear what your message is
feedback ask for confirmation but also
check and reconfirm
visual aids visualize instead of only using
words visualization can be
manifold,also use gestures
clear assumptions verify what your way of
communicating is understood
well(also see next two points)
don’t assume what others don’t assume what your
know knowledge is familiar to
the"receiver". This refers to
technical terms ,background
principles language _your
"encoding" in general.
set frame then details give an overview ,familiarize
with the topic in general,the
proceed to detail
keep it simple don’t try to impress by
complication; reduce to the
give/get sufficient info find the right balance (check
out by feedback) don’t overdo
FEATURES AND BENEFITS
• It is always important for a medical and sales
representative to try to translate any features
of his product into benefits that will appeal or
be attractive to his customer whether he is a
pharmacist or a patient.
• mouthwash concentrated
• you tell the patient it lasts for a long time
and is economical
• A toothpaste is prescribed by doctors- more
sales for the pharmacist.
SALES PRESENTATION WORKSHEET
Agencies Team Up in War against Internet
Operation Cure :a partnership of the Federal
Trade Commission, the Food and Drug
Administration, Health Canada
• ... Cures Alzheimer's and HIV/AIDS
• ... Proven effective in treating over 650
• ... Recognized in scientific journals to be a
revolutionary breakthrough in treating
• ((فايرز)) و (( مايكروسوفت)) تشنان حربا ً على التجارة
• اإللكترونية المزيفة..…… (فياغرا)
• Claims that the product is "natural" or "non-
• Testimonials from people who claim amazing
• Claims that a product is a "scientific
breakthrough," "miraculous cure," "secret
Ingredient" or "ancient remedy."
• Claims that the product is an effective cure fdr
a wide range of
• Claims that use Impressive-sounding medical
• Claims that the pro¢uct is available from only
one source, and
• payment is required in advance.
• Claims of a "money-back" guarantee.
• Web sites that fail to list the company's name,
• phone number or other contact information.
How to Report Suspicious Claims
• The FTC and FDA encourage people to report
suspicious health claims
To file a complaint regarding a possible
fraudulent, deceptive, or unfair business
• call toll-free, 1-877 -FTC-HELP
• complaint form at www.ftc.qov.
• If you find a Web site you think is illegally
selling human drugs, animal drugs……etc: