Medical Communication best practices

Communication is the process of transferring information from one source to another to create shared understanding.

communication by presenting information through Visual form.

Uses text, Images, Graphs, Video, Animations.

Media

MessageSender Encoding

ResponseFeedback

Noise

Decoding Receiver

Elements in the Communication Process

Factors compared

Pharmaceuticals Consumer

Consumer is decision maker

Not True True

Brand loyalty Higher Lower

Importance of ethics

Higher Lower

Degree of govt. regulation

Higher Lower

Price sensitivity Lower Higher

How is pharmaceutical market different?

( Marketing Communication matrix)

Promotional objectives

• To support sales increases• To encourage trial• To create awareness• To inform about a feature or benefit• To remind• To reassure• To create an image• To modify attitudes

Define your product's USP

Evaluate company strategy

Create Unique selling proposition

Fit with company's overall strategy

• Against (Vs a competitor brand)

• Niche (a sub-division of a category)

• New (breakthrough product)

• Traditional

Positioning of product can be

Diversification

Market Penetration

Market Development

Product Development

Existing Markets New Markets

Exi

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Ansoff’s Matrix (Product/Market Matrix)

Segmentation of the market

By Buyer By Product

By Formulation By Patient Diagnosis

• Advertising

• Sales promotion

• PR and Publicity

• Personal selling

• Direct marketing

Choice of promotional strategy depends on-

Objectives

Stage of life cycle

Market segmentProduct Type

Competitive activity

Channels of distribution

Choice of Marketing mix Which Media should I choose

• Marketing objectives

• Definition of problem e.g falling awareness

• Evaluation of different tools

• choice of optimum mix of promotional methods

• Integration into overall marketing communication programme

Depends on-

Designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.

Importance of Integrated marketing communication

Effective Medical communication

• # Focus on the Receiver

• # Focus on the Proposition

• # Dramatize the Proposition "Break the boredom barrier!"

• Message complexity

• Message overload

Written by-Dr. Neelesh BhandariMD (Path), PGP Human RightsAdvisor (Medical Communications) Mark IV Medical Communications.

http://tinyurl.com/drneelesh

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