Marketing COMMUNICATION STRATEGIES David Holdford, RPh, MS, PhD Professor, School of Pharmacy Virginia Commonwealth University Who, What, How, and Why
Aug 18, 2015
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
-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
-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.