Pharmaceutical Marketing

PREPARED BY: KAUSTUBH P. RAJPUT

Roll no: 75
(Final Year B.PHARM)
Index

➢ Company Overview
➢ Company Process
➢ Company Equipment
➢ Introduction to Pharmaceutical Marketing management
➢ Stages in Pharmaceutical Marketing
"The aim of marketing is to know and understand the customer so well the
product or service fits him and sells itself.“
— Peter Drucker
 Company Overview
Keyuri Group is founded in the year 1995 by Arvind Rajput with the vision to establish global leadership
in Infrastructure/Civil & Pharmaceutical/Food/Personal Care Segments.

Keyuri Pharmaceuticals & Keyuri Infrastructures are the two group companies operated under the Keyuri
Group.
We are among the top most player in the field of Pharmaceutical and Infrastructure for the International
and Domestic market.
We have strategic partnerships with India & Overseas customers which establish a leadership position in
the global market.
We are specialized in providing Pharmaceutical & Infrastructure services. We have headquartered in
Mumbai-India. We are the fastest-growing company doing business in more than 25 countries.
The company is a pioneer in bringing the benefits of high quality, affordable price, and regulatory support
to customers.
The company believes in complete product lifecycle support to fulfill customer requirements.
We are committed to Building Health to delight customers and being part of healthier customer relations.
 Company Process

1. Select the product and request rates

Select the desired products which you wish to manufacture with your own brand names. Shortlist a
list of potential manufacturers. Send them an email/call them to request the quotation which should
include product cost, expenses related to the product manufacturing, Securities and the minimum
quantity of delivery schedule.

2. Finalizing order quantity and composition

You should finalize the order quantity of the selected product. While conducting the order quantity you
have to keep in mind the minimum order quantity for the composition as mentioned by the manufacturer.

3. Raising purchase order

After finalizing the composition and order quantities for contract manufacturing, you should also request
the manufacturer to confirm your product. After confirmation, a partial advance should be deposited to
initiate the process.
4. Finalize Artwork

After submission of advance, you should complete all the registration formalities as asked by the
manufacturer. You should finalize your design artwork as soon as possible.
Key points to check while finalizing artwork
- Check the brand name on the carton and foil.
- Check packing details, composition, and manufacturing details.
- Check the design and color combination
- Check marketed by company name, logo, and address on carton and foil.

5. Submission of Document

- Company profile
- Director’s document
- Company of resolution for the authorized signatory to deal
- Drug licenses
- Sales tax/ TIN registration certificate
- Agreement for manufacturing
- Certificate for non-resemblance
6. Delivery Goods

After the goods are manufactured, you will receive a quotation mentioning the details of the
product manufacturer and the balance amount to be deposited. Goods will then be dispatched
through your desired transporter after the submission of the documents and clearance of
accounts.
Details of the company equipment/instruments

The company is doing contract manufacturing of their products. The company is providing product
technology and required raw materials and processed them into respective final products
 Introduction

Marketing is the most commonly used tool to increase market share.

Pharmaceutical marketing is a process where one identifies or target the needs of the
customer, create a service/trade/product(rarely) to meet the needs of the customer,
develop a medium to supply product to the marketplace, determines different ways
(B2B or B2C) of communication to the marketplace, determines the value of the
product and proceed for transaction for the exchange of product for its value and thus
create a gratifying to buyer needs/want.
The pharmaceutical company customers are categorized into prescribers, pharmacists,
consumers, payers, and distributors.

▪ Prescribers are doctors who prescribe drugs to their patients.

▪ Pharmacists dispense drugs as prescribed by doctors or recommend an over-the-
counter product to patients.
▪ Consumers are the patient/end-user who uses the drugs prescribed with the aid of
physicians.
▪ Payers are coverage organizations that fund drugs.
▪ Distributors are associated with dispensing medicinal drugs domestically in one-of-
a-kind areas or countries.
 Strategic Plan
Environmental Strategy Formulation Strategy Evaluation and
Scanning Implementation Control
Objective
External Factors: Corporate Strategy • Programs • Key Performance
• Opportunities Functional Strategy: • Budgets Indicators
• Threats • Marketing Strategy • Procedure
• R&D Strategy
Internal Factors: • Financial Strategy
• Strength • Operating Strategy
• Weakness • Purchasing STP 4Ps
Strategy
• Logistics Strategy Marketing Strategy Marketing Mix
• HR Strategy
• Segmentation • Product
• Targeting • Price
• Positioning • Place
• Promotion
 Pharmaceutical Marketing Mix
Product: All drugs on the market are indicated by the FDA for a specific condition or
disease, and pharmaceutical companies are only allowed to market a product for
approved indications, because of the tremendous cost and time, it takes to bring a drug
to market, companies must maximize product life cycle management.
Price: Generally, price is the value assigned to the product. A successful pricing
strategy comes from a thorough analysis of customer perception and expectations.
Consumers perceive the price as a mix of product quality, functionality, expected
benefits, and competitive pricing.
Place: Making the product available at the right time and in the right area is vital for the
success of pharmaceutical care. From a relationship marketing perspective, marketers
should know their target markets nicely sufficient to tailor area considerations to
patients’ needs.
Promotion: In addition to advertising, promotional activities include personal selling,
public relations, and publicity.
The 4 Life cycle stages and their Marketing Implications
 Skills Required

1. Good communication skills

2. Interpersonal relationship
3. Management skills
4. Multi-tasking
5. Professional ethics
6. Willingness to gain knowledge
7. Knowledge about the product, market, and customer
8. Good leadership quality
 Key Performance Indicator
Pre-Launch
Organizational
Readiness
• Recruitment Effectiveness
• Sales Training
• Market Access Team Training
• Disease sate Awareness
• Internal & External
Communications plans
• Pricing and Contracting
At Launch
Market Readiness
• Brand Awareness
• Barriers to prescribe
• Launch meeting
effectiveness
• Payer perception
• Message effectiveness
• Trained and certified sales
team
Post Launch
Launch Success
• Total prescription
• Patient refill rate
• Ex-Factory Sales
• Source of business
• New to brand patients
• Access coverage
Thank You