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General provisions of
pharmaceutical marketing
LOGO
What is Marketing?
Process by which individuals and groups
obtain what they need and want through
creating and exchanging products
exchanging products and value with
others.
More simply: Marketing is the delivery of
customer satisfaction at a profit.
What Motivates a Consumer
to Take Action?
What Will Satisfy Consumer’s
Needs and Wants?
How Do Consumers Choose Among Products and
Services?
How do Consumers Obtain Products and Services?
Who Purchases Products and Services?
Modern marketing system
Objectives and types of pharmaceutical
marketing.
Supply-demand situation
The goal of pharmaceutical
marketing
Type
of
pharmaceutical
marketing
Negative
Building demand
Conversion
Missing
Stimulating demand
Stimulating
Potential
Development of new drugs
Marketing developing
Downward
Increasing demand
Remarketing
Uneven
Align demand
Synchromarketing
Satisfied
Keeping demand
Maintenance
Excessive
Reducing demand
Demarketing
Irrational
Restrict access to medicines
Counteractive
 Conversion marketing associated with the presence of
negative demand for medicines and medical services, it
is situation where all or most of the segments abandon
the product.
 Tasks of pharmaceutical marketing is to create demand
resulting from analysis of the causes of negative
demand, development of tactics and strategy of the
demand or supply that can provide better assortment
structure or quality of drugs, lower prices, new forms of
promotion of medicines on the market.
 Stimulating marketing associated with the lack of demand, it is the
state in which the potential market showing no (or almost does not
show) of interest in specific proposals.
 Reason is not in demand may be ignoring advertising, research
competitiveness of drugs.
 Marketing Objectives - Activity awaken consumers based on finding
ways to link the IMP inherent qualities of natural human needs and
interests.
 Marketing developing associated with the demand for drugs, which
is under formation (latent demand). Potential (hidden) demand
occurs when some part of the consumer needs to solve some real
problems which can not be satisfied by available in the market drugs
and medical services. The task of marketing - to estimate the
potential market and create effective medicines and medical
services that would really satisfy the demand.
Remarketing related to the situation drop
down demand for drugs or medical
services for a certain period of time due to
depreciation, ignoring measures sales
promotion, advertising updates,
competition factors. Tasks of
pharmaceutical marketing – is not only to
extend the lifecycle of a medicinal product
which is in a phase of decline in demand
as a new product life cycle.
 Synchromarketing (irregular marketing) associated with
uneven demand, fluctuations in it:
 a) seasonal (medicines for colds, gastro-intestinal
diseases, etc.);
 b) daily (drugstores often visit on weekdays, a little - on
weekends);
 c) hour (according to research chemist visit frequently
during the period from eight to eleven o'clock and from
five to seven in the evening).
 Because many drugs smooth out fluctuations in demand
impossible, task of pharmaceutical marketing is the
study of these fluctuations and to attach under them.
 Maintenance marketing is associated with the presence
of satisfied demand. The task of marketing - demand will
continue to maintain due to constant attention to factors
that can change the level of demand:
 a) changing needs (reduction or increase in incidence);
 b) the entry of similar drugs and medical services to
other companies for lower prices.
 You must solve a series of tactical tasks associated with
conducting the policy of prices, while maintaining the
necessary sales, coordination, implementation of cost
control.
Demarketing is associated with excessive
demand; it is demand for drugs far
exceeds supply (production capacity).
Tasks of pharmaceutical marketing – is to
reduce excessive demand by increasing
prices, combating sales promotion,
advertising, etc. analogues or substitutes.
Counteractive marketing is associated
with irrational (rational) demand from the
harm of products in terms of health,
welfare and consumer society. For
example, the demand for alcohol, tobacco,
narcotics and psychotropic substances
and others. The task of marketing – is to
eliminate or reorient demand or severely
restrict access to the product or change its
conditions of sale.
Concentrated marketing - provides focus
marketing efforts on a significant part of
the market or more submarkets.
Mass marketing – is associated with
providing mass production, distribution,
sales promotion of the same product to
different buyers.
Industrial
marketing
provides
interaction with organizations of the
company-consumers who buy goods for
their further use in manufacturing or resale
to other customers.
Test marketing – is related to the
realization of the product in one or more
selected regions of observation of actual
developments in the framework of a
possible marketing plan.
Depending on the scope of the object it is use different
types of marketing:
 • Inner (within the same country)
 • Export (the study of foreign markets)
 • Import
 • Scientific and technical.
 •Marketing of direct investments (studying foreign
investment activity conditions, the specific sales
organization in the foreign market).
THANK YOU FOR ATTENTION!