Arthrex case studies by mnmgroup

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									              MARKETING APPLICATIONS




CASE STUDY: ARTHREX
                          ARTHREX
• Greek word “arthron” meaning joint and the Latin “itis”
  meaning inflammation
• Elderly patients
• 15% of population (nearly 18 crore)
• Also oesteo arthritis among women and juvenile
  arthritis among the young
• Risks Factor : Age , gender , weight , injury,
           ethnicity, obesity
• Remedy : Nutrition , Diet , strengthening
               exercise , YOGA
INTRODUCTION TO CASE STUDY
• Flagship product : Arthritis medicine – Arthrex
• Growth was stable
• Ad for Arthrex
• Waheeda on a news show
• The Bulgari connection
• CFO‟s comment
• Meeting with Waheeda
Challenges before marketing
• Major shift in the marketing strategy is work by
  multinational pharmaceutical Companies
• Following are some of the problems faced by
  pharmaceutical companies
 ▫ Increased competition and shortened window of
   opportunity
 ▫ Low level of customer knowledge
 ▫ Poor customer acquisition, development and
   retention strategies
    MARKETING IN PHARMACUETICAL
 One to one Marketing
•   It is done between Doctor and Medical Representative. The
    MR gives all the information about the drug and markets the
    product.
•   These drugs usually needs a medical prescription.
•   point of differentiation has been the relationship with doctors
 OTC (over the counter) Marketing
• In this drugs which do not need a medical prescription are
  sold.
• These items can be found on the shelves of grocery/ cosmetic
  stores and bought like any other packaged product.
• for Indian OTC markets is currently hovering between 12 and
  15% and this is much faster than OTC market growth of most
  development countries
• example: Cough Lozenges -(Strepsils, Halls), cold tablets
Pharma Industry & Advertisement
• India, pharmaceutical advertising is governed by „The Drugs and
  Magic Remedies (Objectionable Advertisements) Act, 1954‟ and „The
  Drugs and Cosmetics Rules, 1945‟
• Ill-defined „minimum essential information requirements‟
• Advertisement means “the provision of any form of door-to-door
  information, canvassing or inducement intended to encourage the
  prescription, supply, sale or consumption of medicinal products”
• “General information” on health or diseases, provided there are no
  direct or indirect references to a specific medicinal product
• Television and/or radio advertising of OTC medicines which is
  directed at the general public requires the prior approval of the
  minister of public health.
• The same applies to televised information campaigns on diseases or
  health issues which directly or indirectly refer to medicinal
  products.
DIRECT TO CONSUMER ADVERTISEMENT in
               INDIA
• Pharmaceutical companies doing this by using
  broadcast media is relatively recent phenomenon
• This helped to achieve largest increase in promotion
  of pharmaceutical products
• Greater patient empowerment
• Enhances disease awareness and therapy promotion
• improved corporate branding and brand loyalty
  leading to increased sales as well as market share
• According Dhaval Dave, Associate Professor in the
  Department of Economics at Bentley University
  100% increase in broadcast direct ads will increase
  10% sales of the pharmaceutical product
TYPES OF ADVERTSEMENT
 ▫ Full Advertisements
     Name of the product (Brand name)
     Active ingredient(s)
     Name and Address of the marketer
     Date of Production of the advertisement
     Abbreviated Prescribing Information
 ▫ Reminder Advertisements
   A short advertisement containing no more than the
    name of the product & a simple statement of
    indications to designate the therapeutic category of
    the product.
          EARLIER ADVERTISMENT

• It‟s classified as “Reminder Advertisement”
• Advertisement talks about elderly people
  enjoying with their grandchildren & family,
  which is any elderly people‟s wish
• Advertising of pharmaceuticals may often times
  seem inappropriate, but the advantages probably
  are more important
• It serves as a bridge to involve patients with
  decision making.
WAHEEDA REHMAN
AS A BRAND
ENDORSER?
FREDD ASSESSMENT FOR CELEBRITY
         ENDORSEMENT
 • Developed by The Young and Rubicam advertising agency
 • Based on research findings of survey of 30,000 people
  and 6000 different brands in US
 • Acronym for: ( Familiarity, Relevance, Esteem,
  Differentiation and Decorum )
 • Comprehensive way of finding an effective spokesperson
  and limiting the risk of advertising backfires
            FREDD ASSESSMENT

FAMILIARITY
 Famous Indian actress known for C.I.D, Guide,
  Pyaasa in 60‟s, Reshma Aur Shera, Coolie in 70‟s
  & early 80‟s
 In recent years critically acclaimed for Delhi 6,
  Rang de basanti and Om Jai Jagdish playing
  elderly roles
RELEVANCE
 Suffering from terrible arthritis herself and uses
  Arthrex
 An ideal fit between the target audience for
  whom she is a superstar of that era (1960-70‟s)
  and the product, as she herself is a user of
  Arthrex
 women being 3 times more prone to the disease
  than men

ESTEEM
 Recipient of Padma Shri and Padma Bhushan
 No controversies whatsoever in her entire film
  carrier
DIFFERENTIATION
 Waheeda rehman on a talk show along with an
  expert doctor on arthritis will definitely
  differentiate Omega pharmaceutical from other
  competitors


DECORUM
 Goodwill Ambassador of “Pratham” for the cause
  of primary education
 Appeared in Haath Se Haath Mila, an anti-
  HIV/AIDS music video
 Potrayal of social cause in all her recent movies
         EXPERT ENDORSEMENT

• The credentials and qualification of the endorser
 becomes the focus of the advertisement
• Specialised medical knowledge to help the consumer
 understand the product
• More effective in reducing risk perception for
 pharmaceutical products
• Consumer accepts the product as it appears useful
 for solution to their particular problem
                            •30 minutes live show on national
                      •2 to 5 minutes clipping of Waheeda
                                            TV
                      Rahman (Negotiating the signing
                      amount , since the timing is reduced)
Advertisement                •30 seconds advertisement along
                                adding     clips
                      •Also with the clipping of theof   local
                                                    expert in
                                        depending
                      rheumatologist the live show upon the
                      region of repeat telecast about the
                      positive effect observed by them cause
                               •Repeat telecast on regional
                      of Arthrex
  Experts Like: Dr. Anish                channels
   Aggarwal, Director of the
Institute of Rheumatology and with the local people‟s
                        •Along
 Pain at Brij Medical Centre,
                        experience about arthritis and Arthrex
   also senior consultant in
   Rheumatology at Fortis
            Hospital

								
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