3. فروش برد پیش(Sales Promotion)
3
RX
With the Prescription (RX) ? or Without it (OTC)?
“That is the Question”
VS
OTC
تجویز نیازمند
پزشک نسخه
به نیاز بدون
پزشک نسخه
9. تبلیغات(Advertising)
9
Kim Shills for Diclegis of Duchesnay!
No Worry - No Side Effects!?
درماناستفراغ و تهوعبا دوران در
استفادهازافرادمشهوردر
تبلیغاترسانهای
In a warning letter to Duchesnay USA, which
markets Diclegis, the FDA said the social media
post “entirely omits all risk information” and
pointed out that the “one-click rule” is not a rule
FDA recognizes.
More about that here: http://bit.ly/omgkimkar
16. تعاملی بازاریابی(Interactive/Internet Marketing)
16
One large pharmaceutical company implemented an ICM
model and increased the average duration of phone calls
and personal meetings with physicians to 29 minutes - well
above the industry’s average call time of about 5 minutes -
and boosted customer satisfaction levels significantly in the
process.
18. تعاملی بازاریابی(Interactive/Internet Marketing)
18
Prediction for 2015
It has to come some day Pharma in Social Media Industry
was long hesitant to enter social media due to drug safety
considerations
• But remind, information that is needed for valid
Adverse Event :
• An identifiable patient
• An identifiable reporter
• A suspect drug or biological product
• An adverse event experience suspected to be due
to the suspect drug or product
• Pharma should listen to the conversation and engage
whenever appropriate
• Influencers of 2014 are in the social web
Social Media – Connecting The Dots
22. شخصی فروش(Personal Selling)
22
Organizing appointments and meetings with community and hospital-based healthcare staff
Identifying and establishing new business
Negotiating contracts
Demonstrating or presenting products to healthcare staff including doctors, nurses and pharmacists
Undertaking relevant research
Meeting both the business and scientific needs of healthcare professionals
Maintaining detailed records
Attending and organizing trade exhibitions, conferences and meetings
Managing budgets
Reviewing sales performance
Writing reports and other literature
KeyResponsibilities
23. شخصی فروش(Personal Selling)
23
Employers normally prefer graduates with
relevant qualifications in life sciences, pharmacy,
medicine, nursing or dentistry.
New recruits normally receive an initial period
(up to six months) of intense training, following
which they may shadow experienced sales staff
before commencing work on their own.
Many new sales executives also take the
Association of the British Pharmaceutical Industry
(ABPI) examinations within the first few years of
work. A full driving license is also a common
requirement.
Qualifications
26. مستقیم بازاریابی(Direct Marketing)
26
This form of advertising is directed toward patients,
rather than healthcare professionals.
Forms of DTC advertising include TV, print, radio and
other mass and social media.
There are ethical and regulatory concerns regarding DTC
advertising, specifically the extent to which these ads
may unduly influence the prescribing of the prescription
medicines based on consumer demands when, in some
cases, they may not be medically necessary.