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Promotion Strategy in Pharma Marketing

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Promotion Strategy in Pharma Marketing document sample

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									                                                                                                Smart Pharma Consulting



                                                                                               Content: “ Pharma Marketing Tool Box” by Jean-Michel Peny

                                             Structure                                                                                                                                                   Presentation


                                                                                            Part 1             Part 3: Operational Marketing                                                                                                                                               Brand / Product
          Part 4
Situation analysis                                            Market information system                                                                                       Brand strength: Principles

SWOT                                                          Market research purpose                         A brand’s strength depends on its identity (i.e. the sum of its objective and subjective
                                                                                                              characteristics) and on its degree of awareness
Sales forecasting                                             Market research process
Brand Strategy Card (brand                                    Typology of marketing studies
                                                                                                                                    Part 3: Operational Marketing                                                                                                                                                Brand / Product
strategy development)                                         Market data analysis and                                                   IDENTITY                                                                          AWARENESS

                                                              decision-making process                                               Tangible criteria Brand strength: Measurement methodology
                                                                                                                       Efficacy                                                        Awareness rating:
                                                                                                                               The following methodology evaluates the overall strength of brands and measures the
                                                                                                                                                                                          – Top of mind
                                              Market Research                                                          Safety                                                                                    vs.
                                                                                                                                                    of identity and
                                                                                                                               importancevs. competitors awarenessSpontaneous
                                                                                                                       Convenience                                                        – versus competitors
                                                     1                                                                                                                                                       competitors
                                                                                                                       Price                                                              – Assisted
                                                                                                                       Services                       IDENTITY (I = TC + IC)1
                                                                                                                                                                                       The awareness rating depends on                                      Brand / Product
                                                                                                                                                 Part 3: Operational Marketing                                                        Brand              TOOL
                                                                                                                                                                                              x
                                                                                                                                                                                       cumulated marketing investments
                                                                                                                                                                                                                                                                              =
                                                                      Strategic Marketing
                    Marketing Planning




                                                                                                                                   Intangible criteria Weight Brand A Brand C
                                                                                                                                   Tangible criteria (TC)
                                                                                                                                                                                       dedicated to the brand since its              strength
                                               Pharma                                                                                 Efficacy                   0.20                   34
                                                                                                                                                                                  4 1 2launch, of the
                                                                                                                       Appearance (e.g. packaging, color, form, 1 2 3 Benefits including: brand brand (called brand A) sector
                                                                                                                                                                                                          Select a in the pharma and compare its
                                                                                                                                      Safety
                                                                                                                       taste, texture…)                          0.15       1234 1234
                                                                                                                                      Convenience                0.05       1 2 3 4 1 2 3 4 Medical calls strength to its most serious competitor (called brand
                                                                                                                                                                                          –
                                         4    Marketing           2                                                    PersonalityPrice past history, positioning 1 2 3 4 1 2 3 4
                                                                                                                                         (e.g.                   0.15                     – Press ads     C) by using the proposed methodology
                                                                                                                                                                     1 is key to facilitating
                                                                                                                                           ServicesThe brand name 2 3 4 1 2 3 4
                                                                                                                                             communication style…)
                                                                                                                                                                0.10                                                                   memorization and differentiation of products
                                              Tool box                                                                 Affectivity      (ex. feeling conveyed by the                                         – Scientific meetings weighting and rating of each criteria should be
                                                                                                                                                                                                                              The
                                                                                                                                 Intangible criteria (IC)
                                                                                                                                              company and its                                                                 supported by some rationale elements and result
                                                                                                                                                                                                             – Clinical studies
                                                                                                                                              collaborators…)
                                                                                                                                           Appearance                      0.05          1234          1234                   from group discussion
                                                                                                                                           Personality                     0.10          1234          1 2 3 4 Sampling
                                                                                                                                                                                                             –
                                                                                                                                           Affectivity                     0.20          1234          1234                                Identity
                                                     3
                                                                                                                                                               For pharma companies
                                                                                                                                              “The brand strength reflects its ability to create client loyalty over time”                                                                     For prescribers
                                                                                                                                                                                                                                                                                                      Brand C
                                                                                                                                                                     Ʃ     1.00            2.60          3.00                                                                                            (strength = 5.7)
                                                Operational                                                    Source: Adapted after G. Lewi and J.N. Kapferer                                                                             3
                                                                                                                                                                         Develops company                                                             Identity gap        Confirms scientific value
                                                 Marketing                                                                                  AWARENESS INDEX (A)                                                                            9                                                                                                               10
                                                                                                               Smart Pharma Institute of Management       awareness                                                                                                                                              1
                                                                                                                                                                           Index2        Brand A      Brand C                              2                    Brand A
                                                                                                                                                                                                                                                                     Differentiates offer from
                                                                                                                                                                   Facilitates prescriptions                                       6                        (strength = 4.8)                                                                  7
                                                                                                                                           Top of mind           6      0.15                             0.20                                                                     competitors

          Part 3                                                                            Part 2                                         Spontaneous
                                                                                                                                           Assisted
                                                                                                                                                                 3      0.20
                                                                                                                                                       Facilitates memorization
                                                                                                                                                                 1      0.35
                                                                                                                                                                                                         0.20
                                                                                                                                                                                                         0.10              5               1
                                                                                                                                                                                                                                                                                         Awareness
                                                                                                                                                                                                                                                                                            gap
                                                                                                                                                                                                                                                                                    Facilitates choice                                    6
                                                                                                                                           Unknown               0      0.30                             0.50
                                                                                                                                                                            Differentiates vs.                                                       THE                                      Values
Brand value                                                   Product portfolio analysis                                                                                            Ʃ  1.85
                                                                                                                                                                                 competitors
                                                                                                                                                                                                         1.90 2
                                                                                                                                                                                                                                           0        BRAND
                                                                                                                                                                                                                                                                                                                 4
                                                                                                                                                                                                                                                                                        prescriptions Awareness Index
                                                                                                                                           Brand Strength (I x A) =                        4.8           5.7                                    0.0         0.5                      1.5      2.0
                                                                                                                                                                                                                                                                           1.0 Facilitates physician
Product                                                       Strategic thinking process                                                                                         Reinforces
                                                                                                                                                                            innovative image
                                                                                                                                                                                                                2                                        1 Rating                training / = 4 – 2 Reflects the           3
                                                                                                                                                                                                                                                                    scale from 1 = Low to high information relative prescribing likelihood


Price                                                         Market segmentation                                                    Smart Pharma Institute of Management
                                                                                                                                                                Protects against
                                                                                                                                                                                        generics           1                                                               Facilitates memorization                        3
                                                                                                                                                                                                                                                                                                                                     2


Place (distribution)                                          Clients targeting                                                                                  Others (reinforces the product
                                                                                                                                                                                                                       4
                                                                                                                                                                                                                                                                                    Facilitates patient
                                                                                                                                                                                                                                                                                           compliance              1
                                                                                                                                                                                    positioning…)
Promotion                                                     Brand positioning                                                                                                                      0         2       4       6       8       10                                                            0         2       4         6        8      10
Sales force effectiveness                                                                                                                                                                                           # of quotes1                                                                                           # of quotes1
                                                                                                                                                                                                                               # of executives from pharma companies: 18
Resource allocation
                                                                                                                                                        Source: Study carried out by Smart Pharma Consulting in 2007                                                                                                                 1   Multiple answers possible

Key performance indicators                                                                                                                               Smart Pharma Institute of Management                                                                                                                                                                 3
                                     Smart Pharma Consulting



                                    Content: “ Pharma Marketing Tool Box” by Jean-Michel Peny


Introduction                                                                                    p. 15
       Structure of the Pharma Marketing Tool Box                                      p. 15
       Marketing concept definition                                                    p. 16
       Marketing management definition                                                 p. 17
       Marketing strategy definition                                                   p. 18
       Operational marketing definition                                                p. 19
       Marketing planning process                                                      p. 20

Part 1 – Market Research                                                                        p. 21
       Market information system                                                       p. 22
       Market research purpose                                                         p. 26
       Market research process                                                         p. 27
       Market research objectives                                                      p. 28
       Qualitative versus quantitative studies                                         p. 29
       Typology of market studies                                                      p. 30
       Test studies                                                                    p. 32
       Questionnaires & interview guides                                               p. 33
       Market research & brand life cycle                                              p. 34
       Pharmaceutical market data available in France                                  p. 35
       Market Research Card                                                            p. 36
       Key learnings                                                                   p. 37
                                    Smart Pharma Consulting



                                    Content: “ Pharma Marketing Tool Box” by Jean-Michel Peny


Part 2 – Strategic Marketing                                                                    p. 39
                                              Portfolio & Process
       Strategy definition                                                             p. 40
       Marketing strategy at portfolio level                                           p. 41
       BCG portfolio matrix                                                            p. 42
       Composite portfolio matrix                                                      p. 43
       Smart portfolio matrix                                                          p. 44
       Performance optimization of mature brands                                       p. 46
       Investment needs of mature brands                                               p. 47
       Strategic thinking process                                                      p. 48
       Brand strategic marketing process                                               p. 49
       Brand strategic marketing formulation                                           p. 51
       Market drivers & constraints                                                    p. 52
       Competitive analysis process                                                    p. 53
       Market environment assessment                                                   p. 54
       Competitive structure of the pharma market                                      p. 55
       Porter’s competitive response framework                                         p. 57
       Client behaviors                                                                p. 58
       Client decision process                                                         p. 60
       Brand growth potential                                                          p. 61
       Brand growth levers                                                             p. 63
                                    Smart Pharma Consulting



                                    Content: “ Pharma Marketing Tool Box” by Jean-Michel Peny


Part 2 – Strategic Marketing (continued)                                                        p. 39
                                Segmentation – Targeting & Positioning
       Segmentation & targeting                                                        p. 64
       Market segmentation definition                                                  p. 67
       Market segmentation variables                                                   p. 68
       Effective market segmentation                                                   p. 69
       Dynamic segmentation: The “BPS” approach                                        p. 70
       Targeting definition                                                            p. 73
       Targeting strategies                                                            p. 74
       Targeting decision criteria                                                     p. 75
       Pros & cons of segmentation & targeting                                         p. 76
       Brand positioning definition                                                    p. 77
       Brand positioning process                                                       p. 79
       Brand differentiation                                                           p. 85
       Typology of competitive differences                                             p. 86
       Typology of pharmaceutical brand positioning                                    p. 87
       Brand positioning strategies                                                    p. 88
       Communication of brand positioning                                              p. 90
       Key learnings                                                                   p. 91
                                       Smart Pharma Consulting



                                      Content: “ Pharma Marketing Tool Box” by Jean-Michel Peny


Part 3 – Operational Marketing                                                                    p. 93
                                                   Brand / Product
       Brand definition & functions                                                      p. 94
       Brand strength                                                                    p. 95
       Benefits of the brand in the pharma sector                                        p. 97
       Drivers to strengthen the brand                                                   p. 98
       Drug branding                                                                    p. 100
       Brand strategy & life cycle management                                           p. 101
       Brand strategies applied to molecular variations                                 p. 102
       Comparative performance of newly launched brands                                 p. 103


                                                             Price
       Price setting principles                                                         p. 105
       Clients’ perception of value and price                                           p. 106
       Clients’ sensitivity to price                                                    p. 107
       Price-demand relationship                                                        p. 108
       Conjoint analysis                                                                p. 109
       Marketing strategies based on quality / price ratio                              p. 111
       Price-adjustment strategies                                                      p. 112
                                     Smart Pharma Consulting



                                     Content: “ Pharma Marketing Tool Box” by Jean-Michel Peny


Part 3 – Operational Marketing (continued)                                                       p. 93
                                              Place (distribution)
       Distribution channel definition                                                 p. 113
       Distribution channel design decisions                                           p. 114
       Distribution channel management                                                 p. 115
       Control of retail outlets                                                       p. 116
       Pharmaceutical sales by distribution channel                                    p. 117
       Direct sales by pharma market segment                                           p. 118
       Pharmacy sales & commercial margin split                                        p. 119

                                                      Promotion
       Promotion budget setting                                                        p. 120
       Components of the promotion mix                                                 p. 121
       Promotion mix & product life cycle                                              p. 123
       Promotion mix strategies                                                        p. 124
       Communication strategies                                                        p. 125
       Message Execution Card                                                          p. 127
       Example of press ads assessment                                                 p. 128
       Media choice in advertising                                                     p. 129
       Integrated Promotional Strategy (IPS) approach                                  p. 130
       Promotional Investment Card                                                     p. 131
                                    Smart Pharma Consulting



                                    Content: “ Pharma Marketing Tool Box” by Jean-Michel Peny


Part 3 – Operational Marketing (continued)                                                      p. 93
                                                  Sales force
       Sales force objectives & strategy                                              p. 132
       Static sales force elasticity                                                  p. 133
       Dynamic sales force elasticity                                                 p. 134
       Impact of improving sales force effectiveness                                  p. 135
       Sales force effectiveness drivers                                              p. 136
       Segmentation & selection of the right prescribers                              p. 137
       Call frequency adjustment                                                      p. 138
       Sales calls management                                                         p. 139
       Adapting communication for each sales call                                     p. 140
       Brand benefits adjusted to prescribers needs                                   p. 141
       Obtaining commitment from prescribers to prescribe                             p. 142
       Systematic conditions for effective call activity                              p. 144
       Factors determining sales force size                                           p. 145
       Call frequency adjustment to available resources                               p. 146
       Territory delineation process                                                  p. 147
       Sales force models                                                             p. 148
       Sales force activities                                                         p. 149
       Sales force performance drivers                                                p. 153
       Medical representatives development program                                    p. 154
       Key recommendations to improve sales force effectiveness                       p. 155
                                     Smart Pharma Consulting



                                     Content: “ Pharma Marketing Tool Box” by Jean-Michel Peny


Part 4 – Marketing Planning                                                                      p. 185
       Strategic marketing planning objectives & benefits                              p. 186
       Key principles of strategic planning                                            p. 187
       Strategic marketing thinking process                                            p. 188
       Key steps in the strategic marketing plan                                       p. 189
       Strategic marketing plan content                                                p. 190
       Brand current performance assessment                                            p. 191
       Assessment of current strategic orientations                                    p. 192
       Brand future environment analysis                                               p. 193
       Market drivers & constraints                                                    p. 194
       Advanced SWOT                                                                   p. 195
       Brand strategy development                                                      p. 198
       Key issues related to brand strategy development                                p. 199
       Process to set sales objectives                                                 p. 200
       Market potential assessment                                                     p. 201
       Sales trends estimates                                                          p. 202
       Sales projections                                                               p. 204
       Brand Strategy Card                                                             p. 205
       Planning of key tactics                                                         p. 207
       Key learnings                                                                   p. 208

								
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