Promotion and Marketing of Pharmaceuticals 4.ppt

Promotion and Marketing of Pharmaceuticals

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Definitions

• - Market والبائعين المشترين مجموعة عن عبارة السوق

سلعة وبيع شراء في يرغبون الذين• - Customer الذي الفرد هو الزبون

سلعة لشراء والقدرة والرغبة الحاجة لديه يكون• - Salesperson • ليقوم الشركة من المنتدب الشخص هو المبيعات مندوب

الزبائن لدى الشركة خدمات او سلع وتسويق ببيع• - Product توفره الذي الخدمة او السلعة هو المنتج

الزبون حاجة ويلبي الشركة

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• - Manufacturer التي الجهة هي المصنعبيعها ليتم منتوجات الى الخام المواد وتحول تجمع

• توزيع - مندوب• السلع بإيصال يقوم الذي الشخص هو الموزع

الزبون الى الشركة من والخدمات• - Wholesaler الشركة بين الوسيط هو الجملة تاجر

المفرق وتجار الوكيل او المصنعة• - Retailer او الجملة تاجر بين الوسيط هو المفرق تاجر

النهائي والزبون المصنعة الشركة او الوكيل

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• - Agent حصرية حقوق تملك التي الشركة هو الوكيلما سلعة بيع في

• - Competitor القدرة لديه الذي الجهة هو المنافسالحاجة نفس تلبي خدمة او سلعة توفير على

• -Promotion للوصول الفعالة الوسيلة هي الدعاية

وغيرها ونشرات اعالنات عبر النهائي للمستهلك

• - Marketing والخدمات السلع وتوفير السوق فهم عملية هو التسويق

واالعالن الدعاية طريق عن االحتياجات تلبي التي

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• - Selling بائع من خدمة او سلعة انتقال هو البيعتوفر مع مشتركة منفعة لتلبية مشتري الى

والقبول االيجاب• - Sample من كجزء يستخدم منتوج هي العينة

الصنف وصفات بميزات الزبون لتعريف الدعاية

• - Leaflet مزايا لتوضيح ملخص هي النشرةالصنف وفوائد

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• - Billboard خارجية اعالنية لوحة هي

• - Mobiler دعائية الغراض الصنف عن مجسم هو

• - Dangler دعائية متدليات

• قبض - الثبات سند وقانونية رسمية وثيقة هيالزبون من قبضت دفعة

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• - صرف وقانونية سند رسمية وثيقة هيما لشخص دفعه تم مبلغ الثبات

• كمية: فاتورة - فيها يسجل رسمية وثيقة هيووصلت الشركة من خرجت التي السلع وسعر

الزبون الى• : مرتجعات دفتر

• ونوع - كمية الستالم تستخدم رسمية وثيقة هيالزبون من رجعت التي البضاعة

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المالية والقيمة الكمية تبين رسمية وثيقة : هي

ارجاع سندالزبون من رجعت التي للبضاعة

طلبيات • لتسجيل :دفتر تستخدم وثيقة هي. الزبون لدى المطلوبة والكمية األصناف

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• Customer request الزبائن ومشاكل ومالحظات متطلبات هي

• Marketing Planالسوق مفهوم أساس على مبنية تسويقية خطة هي

أصناف مجموعة أو صنف وترويج .لتسويق• Budget

المصاريف توضح زمنية خطة أي الميزانية، هي.والعائدات

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Targetبـ ويصنف الهدف تصبو SMARTهو الذي األمر هو

الشركة إليه•Distributor

ببيع • يقوم الوكالة حقوق لديه ليس شخص هواألصناف

الدعاية • مندوبالدعائية • الخطط بتنفيذ يقوم الذي الشخص هو

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•Merchandizer:

األصناف • وتسويق باالهتمام الذي الشخص هوالبيع مراكز لدى

•Product Life Cycle:

من • المعتمدة الفترة هي المنتوج، حياة دورة هو. السوق من خروجه حتى الصنف إنتاج لحظة

Quality Customer Serviceللزبون • نوعية خدمة تقديم هي

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•ISO 9000:وضع • باختيار تقوم العالمية المواصفات مؤسسة هي

. الصناعة أو العمل جودة لرفع للشركات مقاييس•Inflation:الشرائية • القوى وضعف األسعار مستوى ارتفاع هو•Purchase power:والقدرة • والرغبة الحاجة فيها تتوفر الشرائية القوى

. الشراء على

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•Market Shareالسوق • في الشركة حصة وهي السوق حصة

. معين صنف من•Customsالوادات • على تفرض ضرائب وهي الجمارك هي•VATالمنتجات • على تضاف المضافة القيمة ضريبة

المستهلك ويدفعها

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•Supply and Demand• : التي السلع عن عبارة العرض والطلب العرض

السوق في للبيع عرضها المنتجون ويستطيع يرغبالطلب و محددة زمنية فترة ضمن مختلفة بأسعار

المستهلكون ويستطيع يرغب التي السلع عن عبارة. محددة زمنية فترة خالل معين سعر مقابل شراءها

•Policyللوصول • بوضعها الشركة تقوم آلية هي السياسة

. أمرها الى

.Procedure

. ما بعمل للقيام بتحديدها الشركة تقوم خطوات هي اإلجراء

•Strategy•. للشركة المستقبلي التوجه هي االستراتيجية•Planالى • للوصول توضع اإلجراءات من مجموعة هي الخطة

. معين هدف•FORMمعلومات • لتعبئة يستخدم ثابت معين شكل هو النموذج

دورية.

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• Smart:

specific, measurable, ambition, realistic, time measured

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• Drug companies spend enormous sums of money to promote their products.

• Promotion increases sales

Marketing definition

• creating customer value and satisfaction.• Or a process by which individuals and groups

obtain what they need and want through creating and exchanging products and value with others.

• i.e: It is simply the delivery of customer satisfaction at a profit.

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• Market Definition: It is all actual and potential buyers.

• What are consumer's needs, wants and demands?

• Needs: A state of felt deprivation for basic

items such as food and clothing and complex needs such as the need for belonging e.g I am hungry.

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• Wants: A form that a human need takes as shaped by culture and individual personality e.g I want a hamburger and a soft drink.

• Demands: Human wants backed by buying

power .i.e. I have money to buy this meal.

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• Promotion definition: to encourage the existence or progress of an object, including a product, service, an idea or an organization.

• Two major objectives of any promotion program:

• 1. Information.• 2. Persuasion.

How do consumers choose among products or services?

• 1. Customer value: value gained from owning a product and costs of obtaining the product. (benefits/costs) or (what you get / what you give).

• 2. Customer satisfaction: the products performance in delivery value relative to the buyer's expectations (value delivered/expectations).

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• Buying function: looking for and evaluating goods or services.

• Selling function: it involves promoting the

product, and it includes the use of personal selling, advertising or other direct and mass selling methods.

Marketing management philosophies

-consumers favor products that are available and highly affordable.

-always improve production and distribution.

-consumers favor products that offer the most quality performance and innovative features.

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-consumers will buy products only if the company promotes /sells the products.

-focuses on needs, wants of target markets and delivering satisfaction better than competitors.

-focuses on needs, wants of target markets and delivering superior value.

Steps to be followed in a marketing plan

• Determine the nature of product or service you want to sell.

• Its design, quality, features and packaging.• determine its place, distribution, channels for

best availability coverage, transport, direct or indirect.

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• determine price profitable for the company or attractive to customers, discounts, payment period, credit.

• promotion: planning, where or how to advertise, advertising, sales ale, public relations.

Connections with customers:

• Most marketers are targeting fewer, potentially more profitable customer while asking themselves:

what value does the customer bring to the organization?

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are they worth pursuing? Focus has shifted in many companies towards:

-keeping current customers.And-building lasting relationships based on superior

satisfaction and value.

Companies segment the market into groups

• the choice of a viable segment is dependent on :

1-The marketing attractiveness of the target segment, its size, growth, price sensitivity and entry and existing costs.

2-The competitive dynamics in the proposed segment

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• 3-the strength of the strategic advantage for the target segment.

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• *market targeting: based on evaluating the segments with regard to its size, growth, effects of competitions, availability of substitute products, power of buyers or suppliers(competition),also company objectives or resources.

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• undifferentiated marketing

• differetiated marketing

• concentrated marketing

Product life cycle (PLC)

• 1-introduction. • 2-growth.• 3-maturity.• 4-decline

*check handouts

Stages of marketing

• 1. Entrepreneurial marketing

• 2. formulated marketing

• 3. Interpreneurial marketing

Marketing channels

1. Communication channels:A.dialogue channels

B. monologue channels

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• 2. Distribution channels: • 3. Selling channels:

CHOOSING THE BEST MIX OF THE THREE IS DIFFICULT BUT A MUST!

Competition

• includes all of the actual or potential rival offerings and substitutes that a buyer might consider.

Types of competition: 1-Brand competition:A company sees its competitors as other

companies that offer similar products or services to same customers at similar prices

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2-Industry competition:A company sees its competitors as all companies

that make the same product or class of products.

3-Form competition:A company sees its competitors as all companies

that supply the same service

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4-Generic competition: A company sees its competitors as all companies

that compete for the same consumer dollars

External forces affecting marketing of products

P.E.S.T: political, Economical, Social, Technological environments.

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• Political:-Politics -decisions made by government- Occupation- Legislations- policies

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• Economical: nationally and globally• Social: society forces as family, friends, media

affect our attitudes, interests, opinions, what we buy, how we behave.

If a change in structure of a population happens, this will affect the supply and demand of goods and services.

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• Technological: -Internet-R&D departments are pressured to develop

upto date technology products

Marketing mix principles

• used by business as tools to assist in pursuing their objectives

• The 4 p's are:

product, price, place, promotion

• These are controllable variables which must be managed carefully to meet the needs of the target group.

4 P’s vs. 4 C’s• Product Customer solution• Price Customer cost • Place Customer convenience • Promotion Customer

communication

Product Strategies

• who is the product aimed at ?• what benefits will they expect ?• how do they plan to position the product in

market ?• what differential advantages will the product

offer compared to competitors ?

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A product must be viewed in 3 levels:Level 1: Core productLevel 2: Actual product: aim is to ensure that

our potential buyers actually buy one from your company (i.e. add benefits to compete).

Level 3: Augmented product: what additional non-tangible benefits can you offer ? warranties, delivery, after sale services.

Product decisions

• Design• Quality• Branding Vs. Copy cats

Pricing

• It costs to produce, design, distribute and

promote a product, thus the price must support

these elements. Pricing is difficult and must

reflect the supply & demand relationship.

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Pricing must take into account:• Fixed and variable costs.• Competition.• Company objectives.• Proposed positioning strategies.• Target group & willingness to pay.

Pricing Strategies

Depends on company’s objectivesTypes of pricing:1-Penetration pricing

2-Skimming pricing

3-Competition pricing

4-Product line pricing

Types of pricing

5-Bundle pricing

6- Psychological pricing

7-Premium pricing

8- Optional pricing

Place

• Distribute product to user at the right place and at the right time.

• EfficientDistribution may be:1-direct (manufacturer consumer) OR2- indirect (manufacturer wholesaler

retailer consumer

Distribution Strategies

• Intensive distribution• Exclusive distribution• Selective distribution

Promotion Strategies

• Promotion definition: to encourage existence or progress of an object, including a product, service, an idea or an organization.

• WHO definition: All informational and persuasive activities by

manufacturers the effect of which is to induce the prescription, supply, purchase and/or use of medicinal products.

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• 2 major objectives of any promotional program:

• 1- to inform• 2- to persuade*rational decision making *Promotion is usually performed by well-trained

“Medical representatives” or “Detail-men”.

• generation & dissemination of information is not free

• creating barriers • Regulations• FDA’s commissioner (Kessler)

Activities

• in order for a statement to be considered credible, the activity must be:

• Independent• Objective • Balanced • With scientific rigor.*The FDA issued a paper regarding this to guide

people on separating promotion programs from educational programs.

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Putting the patient first and doing promotion responsibility through truthful information is essential if we want promotional and education at same time.

• You gather information or something either by hearing or seeing it

• Promotional strategy of a company consists of:1- Advertising: Any form of communication using any form of

mass media or a controlled message in purchased time or space. It is non-personal and paid.

• The pharmaceutical industry argue that advertising helps to change the health habits of people they consult their doctors more and that advertising in journals remains the primary source of doctor’s up-to-date information.

• Industry says that advertisements today help them to develop the drugs of tomorrow!

• They say that even breakthrough drugs without advertising may fail!

• Example: Orinase• A new product is new only once! The first 6

months of a product’s life are very determining to its success.

• Forms of advertising include:• Journals• Direct mail & e-mail• Bill boards• Newspapers• TV• Radio• Salespeople (dealers and wholesalers)• Newsletters • Directories & reference books (PDR)• Electronics (video material, internet)• Word of mouth.

• Driving forces for advertising are:-• Competition• short patent period • generic companies are strong

2-public relations: Developing positive relationships with the

public

3-Sales promotion: money -off coupons, special offers for a day

4-personal selling :One to one selling – word of mouth

5-direct mail:To correspond or send News letters by mail to a

named person among the targeted segment

Promotional strategies

Push and pull strategiesa. Push strategiesb. Pull strategies

AIDA

• Attention: grab attention• Interest: hold through promotional features • Desire: make desirable • Action: purchase action

SWOT Analysis

• A tool used by organizations to help the firm establish its strengths, weaknesses, opportunities and threats.

• Used as a framework to help firms develop their overall corporate, marketing or product strategies.

• A method for integrating and cross-analyzingdata collected in the market audit, situation

audit and product positioning to identify SWOT.

• SW: Strengths and Weaknesses of a company or product (internal factors _controllable by the company).

• OT: Opportunities & threats ( in the market/environment) are external factors which are uncontrollable by the organization.

• The SWOT method is designed to help produce:

• The optimum segment to attack • The positioning 'message" to communicate • the strategy that will bring success. • Tactical objectives and their priority. • A tactical plan • final check

Opportunities and threats

• They come out of the following areas: • Market segment • Environment • Competition

• Example list of opportunities: In the market segment

• Large segment size. • High growth rate. • High level of customer interest. • High degree of acceptance. • Many new customers. • Low level of price sensitivity

• List of opportunities: In the environment • Few government regulations • Little negative public opinion. • Growth economy. • Competition: • - few competitors • - Weak selling power • -no new products • -little promotion activity

Strengths and weaknesses

• Examples of strengths –The product. • - Highly - efficient product • -Very reliable. • -Convenient packaging • -Acceptable pricing. • -Excellent technical back-up • -High versatility • -High market segment share • -Good trade mark. • -Excellent delivery

• Examples of strengths –The Company:• - Large size • -Excellent reputation • -Adequate promotion budgets --Productive R &

D. • -well-motivated sales force • -Effective sales force • -well-trained sales force • -Excellent distribution • -Excellent back-up information

Consumer buying behavior

• The Process of buying: – problem / need recognition – information search: start asking what is the

solution? which brand ? ask friends…..etc.– evaluation of different options – purchase decision

After evaluation, buying takes place .

Post purchase behavior

• Doubts after purchasing*Customer behavior decision making in health

care: The decision here differs as he is not choosing.

He is buying and payment is different too. In non- prescription drugs and herbal medicines, it is similar.

Consumer buying behavior – frameworks

• The Economic man

• Socially- influenced people• Personal influences: introverts vs. Extroverts

Buying motivations

• There are six buying motivations: 1- Making a gain :Buying to increase yield or money return Example: A cattle farmer is treating his herds regularly to

assure their health to increase meat and milk production to make more money .

2-fear of loss :• buying to protect an investment from

damage or lossExample: household insurances

3-pleasure :Buying because of enjoyment Example:• A distributor takes a buying decision for a

given product because he knows that after reaching a certain volume he gets a free weekend to spend in a holiday resort

4- Avoidance of pain Buying because it will remove physical or mental

painExample: Drugs bought for motion sickness to avoid

vomiting during a trip

5- Pride: Buying because of inner feelings of wanting the

bestExample:A dealer paints all 4 sides of his warehouse even

though nobody ever sees the backside of the building.

6- Social approval Buying because of the influences or reactions of

othersExample: Somebody buys a fancy car because he wants

to impress his friends,neighbour, etc.

Sources of information for doctors and pharmacists

These include :• medical representatives • continuing medical education courses • conferences and conventions: some are sponsored by

pharmaceutical companies .• colleagues • videos and electronics • discussion groups • newsletters and e-mails . ……….toll-free numbers to get a

gift…• Medical journals designed to create awareness of a

product.

Targets of pharmaceuticals promotion

• pharmacists• doctors • nurses• dentists• insurance companies • hospital managers • company managers

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• Some manufacturers see doctors as "learned intermediaries" and pharmacists as "Gate- keepers".

Direct to consumer advertising (DTCA)

• Used mainly for a group of drugs called: Life style drugs

• “Care for the patient is best served by care for the patient”

• “Educate and sell at the same time”

• "A new product is new only once".

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•Issues raised by DTC ads:• Public health.• Corporate responsibility.• Advertising ethics.• Consumer capacity to understand complex

medical info. • DTC ads are allowed in US and New Zealand

only.

.• DTC ads concentrate on powerful emotional

factors such as:• Value of one’s health or loved ones.• Fear of death.• Fear of disability.• Responsibility of taking care of one’s health and

that of loved ones.• Self consciousness and vanity.• Shame.• Vulnerability of people who are aging, ailing.

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• No mention of non-pharmacological alternatives to treatment in these ads.

• DTC ads are claimed to increase patient compliance.

• DTC ads are claimed not to interfere with doctor / patient relationship and to enhance there communication with them – e.g ask better questions.

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• But it may pressure some weak doctors

• Statistics: 1\4 people who visited doctors after a DTC received a new diagnosis of a condition.

“Responsible promotion is valuable to society”

• Disease awareness campaigns educate patients about a disease will increase visits to doctors and eventually increase sales, other wise, many patients will continue using wrong medications, high expenses, risk of trauma of surgeries – days missed of work – increase health care on country.

• Information in advertising must be true. • Knowledgeable patients are usually treated

better by doctors and pharmacists which results in a better care outcome.

• In newspapers or TV costly• FDA : if a company wants to do a DTCA it must be

for an ethical drug and include all information that is on the package insert for the drug i.e C.I, dose, S.E …. A whole page in a newspaper, 5 minutes on TV !

• Due to these ads, doctors are more willing to prescribe drugs that patients request and on the other hand, patients are more aware of their problems and treatments, and thus more encouraged to see their doctors.

• But, millions of TV advertisements can’t do what a pharmacist or a doctor can do in one day

They can just simply wipe out a product with one statement to the patient or the opposite!

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• Two types of ads: • General health message (no mention of

drug's name).

• Product - specific ads.

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• Elements of a pharmaceutical product contributing to its advertising profile:

• The name• The image • The price • The presentation • The acceptance • The support

Types of DTC ads:

• Help seeking: these ads aim to alert consumers about a disease or condition and its symptoms and let them know that treatment is available. A drug's brand name cannot be used, but the company sponsoring the ad is identified. People are exhorted to see their doctor.

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• Reminder Ads: these ads give the name of a drug but do not mention any disease or condition to be treated. They are designed to build brand recognition and prompt people to ask their doctors about the drug.

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• Product claim: these ads mention both a drug's brand name and its intended use. They aim explicitly to prompt people with a specific disease or condition to go to the doctor to inquire about the drug. Such ads must meet more exacting requirements. Most DTC drug ads today are product claim ads.

The requirements

• All types of DTC drug ads:• Must comply with FDA and other federal rules

regarding advertising fairness and accuracy and "false advertising".

• No drug ad can:• (a) falsely report scientific data, • (b) declare clinical superiority for a drug without

scientific data to back it up, or• (c) represent a drug as a treatment for a disease

for which it has not been FDA approved.

Help seeking and reminder ads:

• Do not have to contain detailed information – or give a source where consumers can get such information – on a drug's effectiveness or potential side effects.

Product claims ads

• Must present a "fair balance" of benefit and risk information. This means, for example, that a print ad is not supposed to have huge type touting a drug's benefits and small type listing major side effect. Likewise, a 60 second TV ad can't spend 50 second on benefits and 10 second on potential problems.

Product claims ads

• if they are in print (newspapers, magazines, internet), contain a "brief summary" of a drug's side effect, indications and effectiveness as well as any precautions and warnings about its use

• The FDA in consultation with manufacturers dictates such labeling

Product claims ads

• Must, if they are broadcast (TV and radio):• include prominent mention of a drug's

"major" side effects or limitations and any important contraindications.

• a toll free telephone number, a web site or internet address, and reference to print ads or available written material on a drug that can be obtained in a public place

Regulations on Marketing and Promotion:

• FDA_DDMAC (Division of drug marketing advertisement and communication) commented on statements made by doctors or pharmacists during activities sponsored by drug companies.

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• In order for these statements to be credible, the activity must be:

• Independent• Objective• Balanced• With scientific rigor

• FDA focuses on 6 terms in assessing pharmaceutical communications:

• Content: truthful, balanced, does it match the approved labeling?

• Context: what is the setting? How was faculty selected?• Audience: appropriate or not.• Medium of communication: appropriate for the audience?• Rationale of communication: does it have genuine

educational merit?• Intent: does pattern of conduct demonstrate commitment

to objective communication?

• Case I: It is OK to discuss an unapproved indication of an approved drug in a small group of experts or publish data in a journal but not a press conference!

• Case II: A company published results of an open uncontrolled study of a product saying it is superior to another product even though they have done a well-controlled study on the older one showing opposite results!

• Critics:• Promotion is sales• Scientific symposia are marketing

conventions.• Free samples are educational materials.• TV commercials are public service

announcements.

Federal trade commission (FTC) • tries to evaluate misleading or deceptive

advertising. • FTC Requirements: • Advertising must be truthful and non-deceptive • Back up claims with competent and reliable

scientific evidence, including tests, studies or other objective data

• 1973: National Association of Broadcasters and the Consumer Healthcare Products guidelines for TV advertising- updated periodically

• Advertisement should: • Comply with all relevant applicable laws and

regulation • Urge the consumer to read and follow label

directions • Contain no claims of product effectiveness

unsupported by clinical or other scientific evidence, responsible medical opinion or experience through use

TV advertising guidelines for OTC products

• Present no information in a manner that suggests the product prevents or cures a-serious condition that must be treated by a licensed practitioner

• Emphasize the uses, results and advantages of the particular product

• Reference to no doctors, hospitals, or nurses unless such representations can be supported by independent evidence

• Reference to no doctors, hospitals, or nurses unless such representations can be supported by independent evidence

• Present no negative or unfair reflections about competing nonprescription drug products, unless those reflections can be supported scientifically, and presented in a manner so consumers can perceive differences in the uses.

Dietary Supplements

• Are not regulated as "drugs" under the FD& C Act cause they are not intended to diagnose, cure or treat a medical disease or condition.

• Dietary supplements are regulated under the federal Dietary Supplement Health and Education Act of 1994 (DSHEA)

guidelines on gifts

• American medical association (AMA), Pharmaceutical manufacturing association set up guidelines:

• Acceptable gifts:– Of modest value– Related to doctor's work (pens, note pads…)

• Social events, modest meals as part of an overall program.

• Unacceptable gifts:

–Cash payments–Extravagant gifts–Reimbursement for travels, hotels,

personal expenses, time

FDA regulations

• FDA regulations are usually concerned with:• False or misleading statements made by

manufacturers• Unapproved new drug claims • Improper promotion especially if

investigational drugs and nature of promotion.

• The Division of Drug Marketing, Advertising, and Communications (DDMAC) within the Center for Drug Evaluation and Research regulates prescription drug promotion at the FDA

• ensure that prescription drug information is truthful, balanced, and accurately communicated

• education program• labeling and promotional information • (companies) submit voluntarily their drafts

materials for comments before use to the DDMAC

• send letters of warning or suggest alterations• Also DDMAC tries to increase compliance of

industry through educational programs as advisory comments, guide lines, websites, postings.

•41 % of Pakistani doctors prescribed a drug with well known dangers to treat diarrhea in children • 14% of doctors prescribed anabolic steroids as

appetite stimulants. • 95% said that medical reps. and sales people

were their main source of information.

• Data base being launched by WHO/ NGO on drug promotion www.drugpromotion.info

The purpose is: 1-To document volume of inappropriate drug

promotion in developing and developed countries.

2-Document the impact of inappropriate promotion on health.

3-Formulate recommendations. 4-Provide tools to monitor drug promotion, and

provide tools on how to teach 5-health-care professionals about drug

promotion.

Selling Skills

Types of selling:• Emotionally motivated selling.• Catalog selling• Mail order• Selling of services (as lawyers, doctors..etc.)

• Statistics: -1 salesman keeps 19 employees-It takes 20 times the effort to satisfy an

unsatisfied customer as compared to the effort needed to gain a new customer.

-To make anew customer costs 5 times more than keeping an existing customer.

-Every year drug companies lose about 10% of their customers.

•How to be professional in selling:• Education ‘updating your information’• You must be convinced that there is no

alternative to your current job • “working is working”• Learn to respect yourself and others.

Before any visit

Medical representative should know about:• Drug information.• Updated info.• Competing products.• Personality of the customers.

• The key to convince the doctor with our product.

• Selling skills.• To make sure that you know your company

well and also that the company is well known to the doctor.

• Must have detailed information about how your drug can be helpful and how it differs from other drugs.”

• Should know details about the disease• It is helpful to take advantage of certain

events such as knowing the doctor birthday and to time your visit at that day bringing a small gift with you.”

Must have a data base of:

-Customer profile-Product profile: all studies done, all information

collected.-Doctor’s card: personal information, writing

habits, class.-

Any new medical representative

• The appearance of a medical representative. “the bag, clothing, nails, hair style…etc…”

• Ability to convince/persistent/credibility.• The frequency of visits,” to set a program for

visits”.

• planning: Yearly, every 16 months, every 2 weeks,

daily• “A plan is set by medical rep., then approved

by regional managers, then by the promotion department.

What doctors expect to get from medical representatives?

• -An effective drug.• -Information concerning the drug.• -An idea concerning drug price.• -Available dosage forms.• -Free samples.• -Brochures• -Conferences• -Services• -Frequent visits.

What does a medical representative expect from a

doctor?• -To prescribe his products• -To greet him upon his visit.• -To understand the properties of his product

over competitors' ones.• -Feedback

• It is important to know that doctors can remember only few numbers of products for example some doctors may only know 15 products.

Why doctors may not prescribe your specific product??

• -No frequent visits.• -If he is not convinced with your product.• -Previous trial failure of the drug.• -Simply because he does not like you.

• Negative opinion or bad relations with your company

• -There is no product in your company that matches his needs.

• -His loyalty to other company• -Not enough information concerning the drug.• -He is used to other specific drugs.

......................................... ..................................................................................

question allow and encourage questions to make clear what your message is understood well

feedback ask for confirmation but also check and reconfirm

visual aids visualize instead of only using words visualization can be manifold,also use gestures ,analogies ,symbols

clear assumptions verify what your way of communicating is understood well(also see next two points)

Key Elements For Successful Communication

don’t assume what others know

don’t assume what your knowledge is familiar to the"receiver". This refers to technical terms ,background principles language _your "encoding" in general.

set frame then details give an overview ,familiarize with the topic in general,the proceed to detail communication

keep it simple don’t try to impress by complication; reduce to the maximum

give/get sufficient info find the right balance (check out by feedback) don’t overdo nor "underdo".

FEATURES AND BENEFITS

• It is always important for a medical and sales representative to try to translate any features of his product into benefits that will appeal or be attractive to his customer whether he is a pharmacist or a patient.

• Example: • mouthwash concentrated • you tell the patient it lasts for a long time

and is economical

• A toothpaste is prescribed by doctors- more sales for the pharmacist.

SALES PRESENTATION WORKSHEET Features Benefits

Internet Fraud

Agencies Team Up in War against Internet Health Fraud

Operation Cure :a partnership of the Federal Trade Commission, the Food and Drug Administration, Health Canada

• ... Cures Alzheimer's and HIV/AIDS • ... Proven effective in treating over 650

infectious diseases • ... Recognized in scientific journals to be a

revolutionary breakthrough in treating arthritis

• )) (( )) (($ حربا تشنان مايكروسوفت و فايرزالتجارة على

المزيفة • (فياغرا )……..اإللكترونية

Be Suspicious • Claims that the product is "natural" or "non-

toxic• Testimonials from people who claim amazing

results• Claims that a product is a "scientific

breakthrough," "miraculous cure," "secret Ingredient" or "ancient remedy."

• Claims that the product is an effective cure fdr a wide range of

• ailments.

.• Claims that use Impressive-sounding medical terms.

• Claims that the pro¢uct is available from only one source, and

• payment is required in advance. • Claims of a "money-back" guarantee. • Web sites that fail to list the company's name,

physical address, • phone number or other contact information.

How to Report Suspicious Claims

• The FTC and FDA encourage people to report suspicious health claims

To file a complaint regarding a possible fraudulent, deceptive, or unfair business practice:

• call toll-free, 1-877 -FTC-HELP • complaint form at www.ftc.qov.

• If you find a Web site you think is illegally selling human drugs, animal drugs……etc:

• www.fda.qov/oc/buyonline/buyonlineform.htm .