6. Importance of Octagonal
Marketing in Pharma
Octagonal Marketing gives
better edge to Pharma.
companies not only maximizing
customer
satisfaction but also in retaining
them
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9. I. Product which is more
acceptable to Customers
• We cannot sell grass to a lion
• Product should have some tangible and non-
tangible benefits
• Customer cannot be asked to change himself
for a product
• Many products fail because they are not
acceptable to them
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10. II. Affordable product
• This is a very important factor
• Price can be high if the customer believes that
he is not paying more
• Price = Perceived Benefit + Actual Price
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12. IV. Awareness among
customer
• Building awareness among doctors, patients,
chemist and medical reps are key activities for
any marketing personnel
• Brand recall normally among many ‘‘Me-too’’
products is tough
• New activities like event management, direct to
customer advertising/ promoting etc are
extensively used abroad
• Study revealed brand recall will be better
specially where degree of competition is high, if
activities in the following table are conducted
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13. V. Relevance to Customer
• This is becoming very important
• Concept of unique selling point is replaced by
unique customer perception (UCP)
• We find many FMCG companies finding ways to
make the product more relevant to consumer
e.g. New H & S shampoo with mustard oil for
better hair nourishment.
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14. VI. Returns to Customer
• Consumer is more intelligent compared to old
days
• They always calculate ‘‘Value for Money’’
• Today, doctors too like to evaluate new
products before going for it
• Hence, concept of clinical trial for new product
can help the launch of new product more
successful.
• ROI if communicated properly can easily
convince ‘‘Rational Consumer’’
• Doctors many times are rational consumer and
therefore this is going to be very critical for
pharma marketing
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15. VII. Response generation
through promotion
• Advertisement should generate sales not
awards
• Any money spent should generate adequate
returns and response
• Pharma companies spent most of their
marketing budget on promotion
• The trend is now slowly shifting from
conventional promotion to event management,
direct to customer and relationship marketing
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16. VII. Response generation
through promotion
• In the USA, DTC (Daily Treatment Cost)
advertising is going up
• According to experts in USA, it is going to be
like detailing and sampling
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17. VIII. Relationship through
product and service
• Relationship marketing was unknown
• It was practiced more in consumer durables &
engineering sector (B2B)
• The emergence of Customer Relationship
Management (CRM) has taken marketing to
greater heights
• Relationship marketing is a blend of product,
quality and services
• Pharma Industry cannot develop relationship
marketing if it does not develop top quality
products which are affordable and effective and
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18. VIII. Relationship through
product and service
• However, under the garb of relationship
marketing companies should not bribe the
customers. This is not CRM (Customer
Relation Marketing)
• CRM is not over pampering customers
• CRM is not corrupting customers
• CRM is not winning and dinning
• CRM is not gift business
• CRM is not only IT
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19. VIII. Relationship through
product and service
• CRM is a scientific technique to develop
customer as spokesman through various
loyalty programs
• How many companies are doing it?
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20. Product Manager
Profit Manger of the Company
Brain of the Company
Most Important Position
Assist. Marketing Manager for
Smooth Operation
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22. Skills Required
Sound Medical & MKT Knowledge
Sound Selling Skills
Analytical Skills
Good Communication Skills
IMS Understanding Skills
Good Computer Skills
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23. Profile
Well Dress
Honest
Love to Teach F. F
Soft Spoken
Problem Solver & Supportive
R
e
a
RealisticVisionCourage
LEADER
Mature
Highly Ambitious
Aggressive
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24. Product Life Cycle
Product Introduction
Growth in Product
Maturity in Product
Decline in Product
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26. Product Status
Star Product
MKT & Product Grow
With Good Pace
Cash Cow Product
MKT Growth is Slow
But Product on High
Neglected Child
MKT Growth is High
But Product is Slow
Dogs Product
Both MKT & Product
Growth is Slow
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27. Global Strategy
Build Strategy
Attain More than MKT
Growth
Hold Strategy Match with MKT Growth
Milk Strategy
Growth Attain without
MKT Input
Defend Strategy
Defend MKT Share
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