Chapter 15 marketing communication strategies

Marketing

COMMUNICATION

STRATEGIES

David Holdford, RPh, MS, PhD

Professor, School of Pharmacy

Virginia Commonwealth University

Who, What, How, and Why

Slides to Accompany Chapter 15 of “Marketing for

Pharmacists”

Learning Objectives

List steps in developing a promotional plan

Describe the purpose of positioning strategy statements and value propositions

Develop positioning strategy statements & value propositions

Delineate problems faced when crafting promotional messages

Identify strategies to overcome problems with advertising pharmacy services

A communications plan…

Is an element of the overall marketing plan

Outlines how and what will be communicated to customers and others

Is founded on a clear understanding of the product, customers, competitors, price, and target market

Is crafted after all other elements of the business plan are decided

Communication Process

Sender

-pharmacist

-pharmacy

Encode

- words

-pictures

-observed behaviors

Media/Message

-TV/radio

-print

-conversations

Decode

- perceptions

-attitudes

-knowledge

Receiver

-patient

-consumer

-public

Modify

- message

-media

-strategy

Response

- purchase

-adherence

-loyalty

Noise

Communication Process

Sender

-pharmacist

-pharmacy

Encode

- words

-pictures

-observed behaviors

Media/Message

-TV/radio

-print

-conversations

Decode

- perceptions

-attitudes

-knowledge

Receiver

-patient

-consumer

-public

Modify

- message

-media

-strategy

Response

- purchase

-adherence

-loyalty

Noise

A PLAN IS NEEDED TO

BREAK THROUGH THE

NOISE OF EVERYDAY LIFE

Action Taken in Response to the Message

Retention of the Message in Memory

Acceptance of the Message

Comprehension of the Message

Attention to the Message

Exposure to the Message

Message SentThrough a Promotional Medium

Information

Processing

Model

ONE BAD CHOICE

CAN LEAD TO

FAILURE OF YOUR

COMMUNICATION

Action Taken in Response to the Message

Retention of the Message in Memory

Acceptance of the Message

Comprehension of the Message

Attention to the Message

Exposure to the Message

Message SentThrough a Promotional Medium

Information

Processing

Model

Steps in a Promotional Plan

1. Define the objective of the promotion,

2. Craft a message & means for delivering it,

3. Select an integrated communication mix,

4. Assess the effectiveness of the

communications, and

5. Conduct a communications audit.

1. DEFINE THE OBJECTIVE

Typically revolve around a positioning

statement

The positioning statement defines the

product, meaningful product features, target

consumer, market, & competition

May also describe the personality or image

of the brand

The Position Statement for Zipcar

Zipcar is for urban-dwelling, educated, techno-savvy

consumers who worry about the environment that future

generations will inherit, when you use Zipcar car-

sharing service you make a responsible choice and

demonstrate your commitment to protecting the

environment.

Source: http://www.brandingstrategyinsider.com/2012/04/brand-positioning-statement-example-

zipcar.html#.VZPrP_m6e70

Note how the

positioning statement

for Zipcar is consistent

and reinforced by all of

its communications

http://www.zipcar.com/universities

Positioning

statements at

different levels in

organizations should

be congruent

2. CRAFT A MESSAGE & MEANS

FOR DELIVERING IT

1. What do I say (message content)?

2. How do I say what I want in words (message

structure)?

3. How do I say what I want in images (message

format)?

4. Who should say it (message source)?

FOR EXAMPLE, HOW DO

YOU LET PEOPLE KNOW

THAT YOU ARE THERE TO

HELP THEM?

Messages Should Revolve Around A

Unique Value Proposition (UVP)

UVPs are statements that summarize why a

consumer should buy a product or use a service

It is a promise of the value to be delivered to the

customer

It makes the case, either directly (e.g., "We are

the best!") or subtly (e.g., "Isn't it time to try

someone new?“)

Easy, convenient,

environmentally friendly

UVPs Require Knowing…

The primary audience for the UVP

The problem (or problems) faced by your

customers for which you intend to offer a solution

The main features of the product or service to be

provided

How does it compare with what is currently in the

marketplace

Any evidence, or proof points to support the UVP

Proof Point Examples

Quotes from credible sources, “FDA says that…”

Statistics from studies, “9 out of 10 pharmacists say…”

Information from published sources, “The Wall Street Journal reported that…”

Awards, rankings, and certifications by reputable organizations, “Our pharmacists are certified by the…”

Testimonials/anecdotes from/about customers, “My pharmacist helped me…”

Value Propositions Often Consist

of a…

Headline

Sub-headline or a short 2 to 3 sentence paragraph explaining what you do, for whom, and why is it useful

Bullet points listing the key benefits or features of what you offer

Optional: A photo or illustration reinforcing the main message.

Easy, convenient,

environmentally friendly HEADLINE

SUB-HEADLINE

BULLET POINTS

PHOTO OR ILLUSTRATION

HEADLINE

SUB-HEADLINE

BULLET POINTS

PHOTO OR ILLUSTRATION

HEADLINE

SUB-HEADLINE

BULLET POINTS

PHOTO OR ILLUSTRATION

HEADLINE

SUB-HEADLINE

BULLET POINTS

PHOTO OR ILLUSTRATION

HEADLINE

SUB-HEADLINE

BULLET POINTS

PHOTO OR ILLUSTRATION

HEADLINE

SUB-HEADLINE

BULLET POINTS

PHOTO OR ILLUSTRATION

See if you Can find the…

Problem Strategies Services are intangible.

-Make pharmaceutical services more tangible in the advertisement. -Incorporate physical elements of the service into the advertisement. -Show a picture of the counseling area or the drive-through pharmacy.

-Associate the service with a concrete symbol.

Services are inseparable from their production & consumption.

-Demonstrate the patient’s participation. -Show the pharmacist and patient together in the advertisement. -Show the patient accessing pharmacist services by telephone or Internet.

Services are heterogeneous; no two service experiences are alike.

-Use documentation of the consistent high quality of pharmacist services. -Include results of satisfaction surveys or Gallup Polls in the ad. -Display achievements such as certification as a diabetes educator or as a Verified Internet Pharmacy Practice Site. -Simulate word-of-mouth recommendations with a testimonial from a customer about excellent service.

The service experience is difficult for consumers to visualize.

-Show the service experience as a series of events. -Illustrate superior pharmacy service in a television advertisement (e.g., when a pharmacist prevented a serious drug reaction). -Include text that shows the simple steps involved in completing a telephone refill.

Zeithaml VA, MJ. B. Services Marketing. 1st ed. New York: McGraw-Hill Companies Inc.; 1996. Holdford D, Yom SH. Content analysis of newspaper advertising of pharmacy services. Journal of Pharmaceutical Marketing & Management 2003;15(2):81-96.

Problems with Advertising Services & Potential Strategies

3. SELECT AN INTEGRATED

COMMUNICATION MIX

Integrated communications try to get messages to

customers and stakeholders by increasing

reach (total number of different individuals exposed to

a message),

frequency (number to times that each individual is

exposed to the message), and

relevancy (importance of the communication to each

individual at the time and context of exposure).

PROMOTIONAL METHODS

MARKETER CONTROLLED COMMUNICATIONS

Oral Two Way Personal

Communications

Personal Selling (e.g., motivational interviewing)

One Way Non-personal

Communication

Advertising (e.g., broadcast, print,

Internet)

Individualized Non-Personal

Communication

Direct Marketing (e.g., telemarketing,

mailings)

Communication Designed to Promote

Immediate Action

Promotional Sales (e.g., samples,

coupons)

MARKETER INFLUENCED STRATEGIES

Strategies to Manage Public Image

Public Relations (e.g., political

advocacy)

Strategies to Manage Word-of-mouth Conversations

Buzz Promotion (e.g., cultivating thought leaders)

REACH & FREQUENCY

ARE INCREASED BY

REPEATING THE

MESSAGE USING

MULTIPLE METHODS

RELEVANCY IS INCREASED BY

TAILORING MESSAGES TO

THE NEEDS AND

PREFERENCES OF

AUDIENCES

Requires segmentation, targeting, and

knowledge of consumer behavior

http://prezi.com/y8nzowldbzfm/copy-of-walgreens-customer-journey-map-group-1-tech-savvy-customer/

UNDERSTANDING THE CUSTOMER JOURNEY CAN HELP COMMUNICATE WHAT MESSAGES THE CUSTOMER NEEDS

WHEN THAT INFORMATION IS NEEDED I.E., RELEVANCY

4. ASSESS THE EFFECTIVENESS

OF THE COMMUNICATIONS

It is not possible to know the success of communications

until results are measured. Success can be measured by:

Examining changes in sales after promotional events,

Asking new customers how they heard about your

business,

Asking patients if they remember seeing your mailed

brochure and if they can describe what it said, and

Observing whether consumer behavior changes; for

example, did a patient who was enrolled in a smoking

cessation program stop smoking?

5. CONDUCT A PROMOTIONAL

COMMUNICATIONS AUDIT

It is a systematic assessment of a business's promotional practices with the purpose of gaining a clear depiction of current strategy and actions It asks:

What is the message being sent by the channels?

How coherent and consistent is that message?

Which of the communications channels and messages are most (and least) effective? Why?

Which communications are inconsistent with the overall message sent by the channels?

What communication channel is underutilized, not used, or not providing enough value for its cost?

Summary

The key to effective marketing

communications is to thoughtfully develop

and implement a communications plan that

follows the steps and strategies described in

“Marketing for Pharmacists”.

These can help pharmacists be more

effective in achieving their goals and

avoiding common blunders.