Download Marketing Pharmaceutical Care

Marketing
Pharmaceutical Care
Dr. Muslim Suardi, MSi., Apt.
Faculty of Pharmacy
University of Andalas
2010
Pharmaceutical Care
“ The responsible provision of drug
therapy for the purpose of achieving
definite outcomes that
improve a patient’s
quality of life”
Marketing Mix
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Is a process
Marketing efforts need to be ongoing
and marketing strategies should be
monitored & modified as needed.
Marketing mix
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Consists of:
Product
Price
Promotion
Place
Marketing mix
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Additional elements:
Process management
Positioning
Because they are important
considerations in successful marketing
effort.
Product
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Item is being marketed
In Pharmaceutical Care, the product is
actually a service.
Differ from goods
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Intangible
Inconsistent
Inseparable
Non-inventoried
Intangible
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Services cannot be physically seen or
touched by patients.
To derive benefit from the service and
appreciate its value, patient have to
experience it.
The quality of the interaction with the
pharmacist that determine patient
satisfaction with pharmaceutical care
services.
Inconsistent
Since individual pharmacist are
performing the services, they may not
be delivered consistently each time.
Increasing service consistency:
 The use of drug therapy protocols
 Written policies & procedures
 Printed educational materials
Inseparable
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Patients cannot separate the service
from the provider of that service
The competencies & abilities of
individual pharmacist will determine
the patients perceptions of quality &
value
Patient’s perception of
quality
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Clinical competencies
Knowledge base
Communication skills
Personality of the pharmacists
Non-inventoried
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Services, unlike goods, cannot be
inventoried
A pharmacist must be present to
deliver pharmaceutical care services
when they are delivered to a patient
Price
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Setting an appropriate price, the
second element of the marketing mix,
is important to the successful
marketing of any new service
Important considerations: the
estimated cost of providing the service
(salary, & benefits, materials,
overhead, reasonable profit
Promotion
Encompasses much more than
advertising
Also includes:
 Publicity
 Public relations activities
 Sales promotion
 Personal selling of the pharmaceutical
care service
Place
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Place refers to where & how a service
will be delivered
The service must be made available in
the right place at the right time
A place & at a time that are
convenient & acceptable to patients.
Creating a professional & private
setting to provide the service helps to
enhance patient’s perception of value
The Marketing Circle
1.
2.
3.
4.
5.
6.
7.
Analyzing the market
Developing the market plan
Selecting & developing promotional
materials
Testing & refining marketing materials
Implementing the marketing plan
Evaluating plan effectiveness
Applying findings of the evaluation to help
guide future marketing efforts
Analyzing the Market
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Identifies opportunities for a pharmacy
to develop & implement services.
SWOT Analysis
Strength & weakness of the internal
environment
Opportunities & threats presenting by
the external environment
Analyzing the Market
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External O & T will be most accurate
when it is based on some initial
market research.
Techniques: consumer questionnaires,
telp surveys, & patient focus group.
Additional sources: casual
conversations with consumers,
observation of consumer behavior, &
published market data.
Developing the Market
Plan
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Marketing goals & objectives
Identify target market
Determine how each element of the
marketing mix will be addressed
Lay the round-work for plan
implementation
Developing the Market
Plan
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Goals: general statement that outline
what a MP intends to accomplish
Objectives: the measurable steps
needed to meet the goals.
Clearly stated, realistic & quantifiable
If the objectives are
ambiguous/difficult to measure, it will
be difficult to evaluate
Developing
Promotional Materials
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Advertising
Direct mail: review of products
features & benefits
Publicity
Sales Aid
Advertising
“Efforts for which pharmacists pay to have
messages to delivered to target audiences”
For advertising to be successful it needs to:
 Be consistent
 Have a single, clear message
 Inform, educate, attract, & move the target
market into action
 Be able to break through the clutter of
messages bombarding consumers daily.
Advertising
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Which media?
Depends on:
Message that the pharmacist wants to
promote
Service being promoted
Target audience
Budget
Advertising
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Electronics: TV, radio, e-marketing
Printed, news paper, magazine
Out door: Banner, bill board
Advertising
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Radio: can allow the pharmacist to
communicate with a selected target
market.
Bill boards: hits a broad target on a
regular, consistent basis
TV: reaches a comprehensive
population base
News paper: attract a large general
readership
Direct Mail
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Review of products features & benefits
First: develop a target market mailing
list & tailor the message in the mailing
to fit the target market
Patient’s data base
Mailing list of community members
with specific interest (diabetes or
asthma)
Publicity
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Is a promotional technique that
encompasses a number of strategies
to target special groups, including
making presentations & holding
special events.
Testing & Refining
Marketing Materials
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No guarantee that marketing
strategies & promotional materials will
lead to the anticipated result
It is beneficial to allow adequate time
for “field testing” of new materials in
the marketplace.
Possible Outcomes
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Outcome measure:
Number of programs sold (out come
measure)
Increase in pharmacy service revenue
Increase in referrals
Number of contracts with employer
Improved patient satisfaction surveys
Number of third party payers who reimburse
for service
Possible Outcomes
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Process Measure:
Increased awareness of the service
(finding out where the customer heard
about the service).
Patients able to identify the features &
benefits of the service.
Number of times the patient
recommended the service to others.
Implementing the
Marketing Plan
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The marketing plan should be
implemented in a timely manner,
following the task time line created
during the planning process.
A monthly planner or calendar can
help to track everyone’s progress.
All staff members remain committed to
the marketing plan
Evaluating Plan
Effectiveness
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Once again: Marketing is an ongoing
process.
Comparing the outcomes of the
marketing strategies with the establish
objectives on a regular basis will help
guide future marketing effort.
Applying findings of the
evaluation to help guide
future marketing efforts
As the findings are collected, an
updated market analysis, marketing
plan, & budget can be adjusted to
respond to new opportunities &
eliminate promotional strategies that
do not yield the desired results.