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Promotion and Marketing

of Pharmaceuticals
.

‫‪Definitions‬‬
‫‪ ‬‬
‫السوق عبارة عن مجموعة المشترين والبائعين‪• - Market‬‬
‫الذين يرغبون في شراء وبيع سلعة‬
‫‪• - Customer‬‬
‫الزبون‬
‫هو الفرد الذي يكون لديه الحاجة والرغبة والقدرة لشراء سلعة‬
‫‪• - Salesperson‬‬
‫مندوب المبيعات هو الشخص المنتدب من الشركة ليقوم ببيع •‬
‫وتسويق سلع او خدمات الشركة لدى الزبائن‬
‫المنتج هو السلعة او الخدمة الذي توفره الشركة ‪• - Product‬‬
‫ويلبي حاجة الزبون‬

‫‪.‬‬
‫‪• - Manufacturer‬‬
‫المصنع هي‬
‫الجهة التي تجمع وتحول المواد الخام الى منتوجات ليتم بيعها‬
‫مندوب توزيع ‪• -‬‬
‫الموزع هو الشخص الذي يقوم بإيصال السلع والخدمات من •‬
‫الشركة الى الزبون‬
‫تاجر الجملة هو الوسيط بين الشركة ‪• - Wholesaler‬‬
‫المصنعة او الوكيل وتجار المفرق‬
‫تاجر المفرق هو الوسيط بين تاجر الجملة او ‪• - Retailer‬‬
‫الوكيل او الشركة المصنعة والزبون النهائي‬

Agent‬‬ ‫بيع سلعة ما‬ ‫المنافس هو الجهة الذي لديه القدرة على ‪• .Competitor‬‬ ‫توفير سلعة او خدمة تلبي نفس الحاجة‬ ‫الدعاية هي الوسيلة الفعالة للوصول ‪• -Promotion‬‬ ‫للمستهلك النهائي عبر اعلنات ونشرات وغيرها‬ ‫‪• .‫‪.Marketing‬‬ ‫التسويق هو عملية فهم السوق وتوفير السلع والخدمات التي تلبي‬ ‫الحتياجات عن طريق الدعاية والعلن‬ .‬‬ ‫الوكيل هو الشركة التي تملك حقوق حصرية في ‪• .

Selling‬‬ ‫مشتري لتلبية منفعة مشتركة مع توفر اليجاب والقبول‬ ‫العينة هي منتوج يستخدم كجزء من الدعاية ‪• .Leaflet‬‬ ‫الصنف‬ .‫‪.Sample‬‬ ‫لتعريف الزبون بميزات وصفات الصنف‬ ‫النشرة هي ملخص لتوضيح مزايا وفوائد ‪• .‬‬ ‫البيع هو انتقال سلعة او خدمة من بائع الى ‪• .

Mobiler‬‬ ‫متدليات دعائية ‪• .‬‬ ‫هي لوحة اعلنية خارجية ‪• .‫‪.Billboard‬‬ ‫هو مجسم عن الصنف لغراض دعائية ‪• .Dangler‬‬ ‫سند قبض‬ ‫هي وبثيقة رسمية وقانونية لبثبات دفعة قبضت ‪• -‬‬ ‫من الزبون‬ .

‫‪.‬‬ ‫• سند صرف‪ -‬هي وبثيقة رسمية وقانونية لبثبات مبلغ تم دفعه‬ ‫لشخص ما‬ ‫فاتورة‪ :‬هي وبثيقة رسمية يسجل فيها كمية وسعر السلع ‪• -‬‬ ‫التي خرجت من الشركة ووصلت الى الزبون‬ ‫• دفتر مرتجعات‪:‬‬ ‫هي وبثيقة رسمية تستخدم لستلم كمية ونوع البضاعة التي ‪• -‬‬ ‫رجعت من الزبون‬ .

‬‬ ‫هي وبثيقة رسمية تبين الكمية والقيمة المالية ‪ :‬سند ارجاع‬ ‫للبضاعة التي رجعت من الزبون‬ ‫• دفتر طلبيات‪:‬هي وبثيقة تستخدم لتسجيل الصناف والكمية‬ ‫المطلوبة لدى الزبون‪.‬‬ ‫‪ ‬‬ .‫‪.

‫‪.‬هي الميزانية‪ ،‬أي خطة زمنية توضح المصاريف والعائدات‬ .‬وترويج صنف أو مجموعة أصناف‬ ‫‪• Budget‬‬ ‫‪.‬‬ ‫‪• Customer request‬‬ ‫هي متطلبات وملحظات ومشاكل الزبائن‬ ‫‪• Marketing Plan‬‬ ‫هي خطة تسويقية مبنية على أساس مفهوم السوق لتسويق‬ ‫‪.

‬‬ ‫‪Target‬‬ ‫هو الهدف ويصنف بـ ‪ SMART‬هو المر الذي تصبو إليه‬ ‫الشركة‬ ‫• ‪Distributor‬‬ ‫• هو شخص ليس لديه حقوق الوكالة يقوم ببيع الصناف‬ ‫• مندوب الدعاية‬ ‫• هو الشخص الذي يقوم بتنفيذ الخطط الدعائية‬ .‫‪.

‬‬ ‫• ‪:Merchandizer‬‬ ‫• هو الشخص الذي بالهتمام وتسويق الصناف لدى مراكز‬ ‫البيع‬ ‫• ‪:Product Life Cycle‬‬ ‫• هو دورة حياة المنتوج‪ ،‬هي الفترة المعتمدة من لحظة إنتاج‬ ‫الصنف حتى خروجه من السوق‪.‫‪.‬‬ ‫‪Quality Customer Service‬‬ ‫• هي تقديم خدمة نوعية للزبون‬ .

‬‬ .‬‬ ‫•‬ ‫•‬ ‫•‬ ‫•‬ ‫•‬ ‫•‬ ‫‪:ISO 9000‬‬ ‫هي مؤسسة المواصفات العالمية تقوم باختيار وضع مقاييس‬ ‫للشركات لرفع جودة العمل أو الصناعة‪.‫‪.‬‬ ‫‪:Inflation‬‬ ‫هو ارتفاع مستوى السعار وضعف القوى الشرائية‬ ‫‪:Purchase power‬‬ ‫القوى الشرائية تتوفر فيها الحاجة والرغبة والقدرة على‬ ‫الشراء‪.

‬‬ ‫•‬ ‫•‬ ‫•‬ ‫•‬ ‫•‬ ‫•‬ ‫‪Market Share‬‬ ‫حصة السوق وهي حصة الشركة في السوق من صنف‬ ‫معين‪.‬‬ ‫‪Customs‬‬ ‫هي الجمارك وهي ضرائب تفرض على الوادات‬ ‫‪VAT‬‬ ‫ضريبة القيمة المضافة تضاف على المنتجات ويدفعها‬ ‫المستهلك‬ .‫‪.

‬‬ ‫• ‪Supply and Demand‬‬ ‫• العرض والطلب‪ :‬العرض عبارة عن السلع التي يرغب‬ ‫ويستطيع المنتجون عرضها للبيع في السوق بأسعار مختلفة‬ ‫ضمن فترة زمنية محددة و الطلب عبارة عن السلع التي‬ ‫يرغب ويستطيع المستهلكون شراءها مقابل سعر معين خلل‬ ‫فترة زمنية محددة‪.‬‬ .‬‬ ‫• ‪Policy‬‬ ‫• السياسة هي آلية تقوم الشركة بوضعها للوصول الى أمرها‪.‫‪.

‬‬ ‫•‬ ‫•‬ ‫•‬ ‫•‬ ‫•‬ ‫•‬ ‫‪Strategy‬‬ ‫الستراتيجية هي التوجه المستقبلي للشركة‪.‬‬ .‬‬ ‫‪Procedure‬‬ ‫الجراء هي خطوات تقوم الشركة بتحديدها للقيام بعمل ما‪.‫‪.‬‬ ‫‪FORM‬‬ ‫النموذج هو شكل معين بثابت يستخدم لتعبئة معلومات دورية‪.‬‬ ‫‪Plan‬‬ ‫الخطة هي مجموعة من الجراءات توضع للوصول الى هدف‬ ‫معين‪.

realistic. measurable. time measured .. ambition. • Smart: specific.

• Promotion increases sales .. • Drug companies spend enormous sums of money to promote their products.

• Or a process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. • i. .Marketing definition • creating customer value and satisfaction.e: It is simply the delivery of customer satisfaction at a profit.

• Market Definition: It is all actual and potential buyers.. wants and demands?   • Needs: A state of felt deprivation for basic items such as food and clothing and complex needs such as the need for belonging e.g I am hungry. . • What are consumer's needs.

.g I want a hamburger and a soft drink.   • Demands: Human wants backed by buying power .e. I have money to buy this meal. . • Wants: A form that a human need takes as shaped by culture and individual personality e.i.

• Promotion definition: to encourage the existence or progress of an object. including a product. . Persuasion. Information.. an idea or an organization. service. • Two major objectives of any promotion program: • 1. • 2.

How do consumers choose among products or services? • 1. • 2. . (benefits/costs) or (what you get / what you give). Customer satisfaction: the products performance in delivery value relative to the buyer's expectations (value delivered/expectations). Customer value: value gained from owning a product and costs of obtaining the product.

and it includes the use of personal selling.. • Buying function: looking for and evaluating goods or services.   • Selling function: it involves promoting the product. advertising or other direct and mass selling methods. .

. -always improve production and distribution.Marketing management philosophies   -consumers favor products that are available and highly affordable. -consumers favor products that offer the most quality performance and innovative features.

wants of target markets and delivering superior value. wants of target markets and delivering satisfaction better than competitors. -focuses on needs. . -consumers will buy products only if the company promotes /sells the products.. -focuses on needs.

direct or indirect. quality. • determine its place. distribution. . • Its design. channels for best availability coverage. transport.Steps to be followed in a marketing plan • Determine the nature of product or service you want to sell. features and packaging.

public relations. payment period. • promotion: planning. • determine price profitable for the company or attractive to customers. where or how to advertise. discounts. advertising. sales ale. credit.. .

Connections with customers: • Most marketers are targeting fewer. potentially more profitable customer while asking themselves: what value does the customer bring to the organization? .

are they worth pursuing? Focus has shifted in many companies towards: -keeping current customers. And -building lasting relationships based on superior satisfaction and value. ..

growth.  2-The competitive dynamics in the proposed segment . price sensitivity and entry and existing costs. its size.Companies segment the market into groups • the choice of a viable segment is dependent on : 1-The marketing attractiveness of the target segment.

• 3-the strength of the strategic advantage for the target segment. ..

growth. power of buyers or suppliers(competition). effects of competitions. • *market targeting: based on evaluating the segments with regard to its size. . availability of substitute products.also company objectives or resources..

• undifferentiated marketing • differetiated marketing • concentrated marketing ..

2-growth. 3-maturity.Product life cycle (PLC) • • • • 1-introduction. 4-decline *check handouts .

Stages of marketing
• 1. Entrepreneurial marketing
• 2. formulated marketing
• 3. Interpreneurial marketing

Marketing channels
1. Communication channels:
A.dialogue channels
B. monologue channels

.
• 2. Distribution channels:
• 3. Selling channels:

CHOOSING THE BEST MIX OF THE
THREE IS DIFFICULT BUT A MUST!

Competition • includes all of the actual or potential rival offerings and substitutes that a buyer might consider. Types of competition:  1-Brand competition: A company sees its competitors as other companies that offer similar products or services to same customers at similar prices .

. 2-Industry competition: A company sees its competitors as all companies that make the same product or class of products. 3-Form competition: A company sees its competitors as all companies that supply the same service .

4-Generic competition: A company sees its competitors as all companies that compete for the same consumer dollars ..

S.E.T: political. Economical. .  External forces affecting marketing of products P. Technological environments. Social.

• Political: -Politics -decisions made by government .Legislations .Occupation .policies ..

this will affect the supply and demand of goods and services. . • Economical: nationally and globally • Social: society forces as family. how we behave. media affect our attitudes. If a change in structure of a population happens. what we buy.. opinions. interests. friends.

• Technological: -Internet -R&D departments are pressured to develop upto date technology products ..

promotion • These are controllable variables which must be managed carefully to meet the needs of the target group. .Marketing mix principles • used by business as tools to assist in pursuing their objectives • The 4 p's are: product. place. price.

• • • • 4 P’s vs. 4 C’s Product  Customer solution Price  Customer cost Place  Customer convenience Promotion  Customer communication .

Product Strategies • who is the product aimed at ? • what benefits will they expect ? • how do they plan to position the product in market ? • what differential advantages will the product offer compared to competitors ? .

Level 3: Augmented product: what additional non-tangible benefits can you offer ? warranties. A product must be viewed in 3 levels: Level 1: Core product Level 2: Actual product: aim is to ensure that our potential buyers actually buy one from your company (i. after sale services. add benefits to compete)..e. . delivery.

Copy cats .Product decisions • Design • Quality • Branding Vs.

design. distribute and promote a product. Pricing is difficult and must reflect the supply & demand relationship. .Pricing • It costs to produce. thus the price must support these elements.

. • Target group & willingness to pay. • Company objectives. • Proposed positioning strategies. • Competition. . Pricing must take into account: • Fixed and variable costs.

Pricing Strategies Depends on company’s objectives Types of pricing: 1-Penetration pricing 2-Skimming pricing 3-Competition pricing 4-Product line pricing .

Optional pricing .Types of pricing 5-Bundle pricing 6.Psychological pricing 7-Premium pricing 8.

indirect (manufacturer  wholesaler  retailer  consumer . • Efficient Distribution may be: 1-direct (manufacturer  consumer) OR 2.Place • Distribute product to user at the right place and at the right time.

Distribution Strategies
• Intensive distribution
• Exclusive distribution
• Selective distribution

Promotion Strategies
• Promotion definition: to encourage
existence or progress of an object,
including a product, service, an idea or an
organization.
• WHO definition:
All informational and persuasive activities
by manufacturers the effect of which is to
induce the prescription, supply, purchase
and/or use of medicinal products.

.
• 2 major objectives of any
promotional program:
• 1- to inform
• 2- to persuade
*rational decision making
*Promotion is usually performed by
well-trained “Medical
representatives” or “Detail-men”.

• generation & dissemination of information is not free • creating barriers • Regulations • FDA’s commissioner (Kessler) .

the activity must be: • Independent • Objective • Balanced • With scientific rigor. *The FDA issued a paper regarding this to guide people on separating promotion programs from educational programs. .Activities • in order for a statement to be considered credible.

Putting the patient first and doing promotion responsibility through truthful information is essential if we want promotional and education at same time. ..

Advertising: Any form of communication using any form of mass media or a controlled message in purchased time or space. It is non-personal and paid.• You gather information or something either by hearing or seeing it • Promotional strategy of a company consists of: 1. .

• The pharmaceutical industry argue that advertising helps to change the health habits of people  they consult their doctors more and that advertising in journals remains the primary source of doctor’s up-to-date information. • Industry says that advertisements today help them to develop the drugs of tomorrow! .

• They say that even breakthrough drugs without advertising may fail! • Example: Orinase • A new product is new only once! The first 6 months of a product’s life are very determining to its success. .

. internet) Word of mouth.• • • • • • • • • • • • Forms of advertising include: Journals Direct mail & e-mail Bill boards Newspapers TV Radio Salespeople (dealers and wholesalers) Newsletters Directories & reference books (PDR) Electronics (video material.

• • • • Driving forces for advertising are:Competition short patent period generic companies are strong .

2-public relations: Developing positive relationships with the public .

special offers for a day .3-Sales promotion: money -off coupons.

4-personal selling : One to one selling – word of mouth .

5-direct mail: To correspond or send News letters by mail to a named person among the targeted segment .

Promotional strategies
Push and pull strategies
a.Push strategies
b. Pull strategies

AIDA
 
• Attention: grab attention
• Interest: hold through promotional
features
• Desire: make desirable
• Action: purchase action

SWOT Analysis
• A tool used by organizations to help
the firm establish its strengths,
weaknesses, opportunities and
threats.
• Used as a framework to help firms
develop their overall corporate,
marketing or product strategies.

situation audit and product positioning to identify SWOT.• A method for integrating and crossanalyzing data collected in the market audit. .

• SW: Strengths and Weaknesses of a company or product (internal factors _controllable by the company). . • OT: Opportunities & threats ( in the market/environment) are external factors which are uncontrollable by the organization.

• Tactical objectives and their priority.• The SWOT method is designed to help produce: • The optimum segment to attack • The positioning 'message" to communicate • the strategy that will bring success. • A tactical plan • final check .

Opportunities and threats • • • • They come out of the following areas: Market segment Environment Competition .

• Many new customers. • High degree of acceptance. • High growth rate. • High level of customer interest. • Low level of price sensitivity .• Example list of opportunities: In the market segment • Large segment size.

• Competition: • .few competitors • .Weak selling power • -no new products • -little promotion activity .• List of opportunities: In the environment • Few government regulations • Little negative public opinion. • Growth economy.

-Convenient packaging -Acceptable pricing.efficient product -Very reliable. -Excellent delivery . . -Excellent technical back-up -High versatility -High market segment share -Good trade mark.Highly .Strengths and weaknesses •   • • • • • • • • • Examples of strengths –The product.

• • • • • • • • • Examples of strengths –The Company: . -well-motivated sales force -Effective sales force -well-trained sales force -Excellent distribution -Excellent back-up information .Large size -Excellent reputation -Adequate promotion budgets --Productive R & D.

– evaluation of different options – purchase decision After evaluation.Consumer buying behavior • The Process of buying: – problem / need recognition – information search: start asking what is the solution? which brand ? ask friends…. buying takes place .etc.. .

He is buying and payment is different too. In non.Post purchase behavior • Doubts after purchasing *Customer behavior decision making in health care: The decision here differs as he is not choosing.prescription drugs and herbal medicines. . it is similar.

influenced people • Personal influences: introverts vs. Extroverts .Consumer buying behavior – frameworks • The Economic man • Socially.

Buying motivations • There are six buying motivations:  1.Making a gain : Buying to increase yield or money return Example: A cattle farmer is treating his herds regularly to assure their health to increase meat and milk production to make more money . .

2-fear of loss : • buying to protect an investment from damage or loss Example: household insurances .

3-pleasure : Buying because of enjoyment Example: • A distributor takes a buying decision for a given product because he knows that after reaching a certain volume he gets a free weekend to spend in a holiday resort .

Avoidance of pain  Buying because it will remove physical or mental pain Example: Drugs bought for motion sickness to avoid vomiting during a trip .4.

5.Pride:  Buying because of inner feelings of wanting the best Example: A dealer paints all 4 sides of his warehouse even though nobody ever sees the backside of the building. .

Social approval   Buying because of the influences or reactions of others Example: Somebody buys a fancy car because he wants to impress his friends.6.neighbour. . etc.

……….toll-free numbers to get a gift… • Medical journals designed to create awareness of a product.Sources of information for doctors and pharmacists These include : • medical representatives • continuing medical education courses • conferences and conventions: some are sponsored by pharmaceutical companies . . • colleagues • videos and electronics • discussion groups • newsletters and e-mails .

Targets of pharmaceuticals promotion • • • • • • • pharmacists doctors nurses dentists insurance companies hospital managers company managers .

. • Some manufacturers see doctors as "learned intermediaries" and pharmacists as "Gatekeepers". .

Direct to consumer advertising (DTCA) • Used mainly for a group of drugs called: Life style drugs • “Care for the patient is best served by care for the patient” • “Educate and sell at the same time” •  "A new product is new only once". .

.   • DTC ads are allowed in US and New Zealand only. • Advertising ethics.. • Consumer capacity to understand complex medical info. :Issues raised by DTC ads • • Public health. • Corporate responsibility.

ailing. • Self consciousness and vanity. • Shame. • Responsibility of taking care of one’s health and that of loved ones. . • Vulnerability of people who are aging. • Fear of disability. • DTC ads concentrate on powerful emotional factors such as: • Value of one’s health or loved ones.. • Fear of death.

• DTC ads are claimed not to interfere with doctor / patient relationship and to enhance there communication with them – e.. .  • DTC ads are claimed to increase patient compliance. • No mention of non-pharmacological alternatives to treatment in these ads.g ask better questions.

• But it may pressure some weak doctors • Statistics: 1\4 people who visited doctors after a DTC received a new diagnosis of a condition. ..

“Responsible promotion is valuable to society” • Disease awareness campaigns educate patients about a disease will increase visits to doctors and eventually increase sales. high expenses. risk of trauma of surgeries – days missed of work – increase health care on country.   . many patients will continue using wrong medications. other wise.

  • Knowledgeable patients are usually treated better by doctors and pharmacists which results in a better care outcome.• Information in advertising must be true. .

patients are more aware of their problems and treatments.• In newspapers or TV  costly • FDA : if a company wants to do a DTCA it must be for an ethical drug and include all information that is on the package insert for the drug i. dose. . and thus more encouraged to see their doctors. S.E ….I.e C. doctors are more willing to prescribe drugs that patients request and on the other hand. A whole page in a newspaper. 5 minutes on TV ! • Due to these ads.

• But. millions of TV advertisements can’t do what a pharmacist or a doctor can do in one day  They can just simply wipe out a product with one statement to the patient or the opposite! .

. . • Product . • Two types of ads: • General health message (no mention of drug's name).specific ads.

. • Elements of a pharmaceutical product contributing to its advertising profile: • The name • The image • The price • The presentation • The acceptance • The support .

Types of DTC ads: • Help seeking: these ads aim to alert consumers about a disease or condition and its symptoms and let them know that treatment is available. A drug's brand name cannot be used. but the company sponsoring the ad is identified. . People are exhorted to see their doctor.

. . They are designed to build brand recognition and prompt people to ask their doctors about the drug. • Reminder Ads: these ads give the name of a drug but do not mention any disease or condition to be treated.

Such ads must meet more exacting requirements.. Most DTC drug ads today are product claim ads. • Product claim: these ads mention both a drug's brand name and its intended use. . They aim explicitly to prompt people with a specific disease or condition to go to the doctor to inquire about the drug.

The requirements • All types of DTC drug ads: • Must comply with FDA and other federal rules regarding advertising fairness and accuracy and "false advertising". . • No drug ad can: • (a) falsely report scientific data. • (b) declare clinical superiority for a drug without scientific data to back it up. or • (c) represent a drug as a treatment for a disease for which it has not been FDA approved.

.Help seeking and reminder ads: • Do not have to contain detailed information – or give a source where consumers can get such information – on a drug's effectiveness or potential side effects.

Product claims ads • Must present a "fair balance" of benefit and risk information. that a print ad is not supposed to have huge type touting a drug's benefits and small type listing major side effect. Likewise. . a 60 second TV ad can't spend 50 second on benefits and 10 second on potential problems. for example. This means.

magazines. contain a "brief summary" of a drug's side effect. internet). indications and effectiveness as well as any precautions and warnings about its use • The FDA in consultation with manufacturers dictates such labeling .Product claims ads • if they are in print (newspapers.

a web site or internet address.Product claims ads • Must. if they are broadcast (TV and radio): • include prominent mention of a drug's "major" side effects or limitations and any important contraindications. • a toll free telephone number. and reference to print ads or available written material on a drug that can be obtained in a public place .

• .Regulations on Marketing and Promotion: • FDA_DDMAC (Division of drug marketing advertisement and communication) commented on statements made by doctors or pharmacists during activities sponsored by drug companies.

the activity must be: • Independent • Objective • Balanced • With scientific rigor .• In order for these statements to be credible.

balanced. • Medium of communication: appropriate for the audience? • Rationale of communication: does it have genuine educational merit? • Intent: does pattern of conduct demonstrate commitment to objective communication? . does it match the approved labeling? • Context: what is the setting? How was faculty selected? • Audience: appropriate or not.• FDA focuses on 6 terms in assessing pharmaceutical communications: • Content: truthful.

• Case I: It is OK to discuss an unapproved indication of an approved drug in a small group of experts or publish data in a journal but not a press conference! • Case II: A company published results of an open uncontrolled study of a product saying it is superior to another product even though they have done a wellcontrolled study on the older one showing opposite results! .

.• Critics: • Promotion is sales • Scientific symposia are marketing conventions. • Free samples are educational materials. • TV commercials are public service announcements.

including tests.updated periodically .  • FTC Requirements: • Advertising must be truthful and nondeceptive • Back up claims with competent and reliable scientific evidence. studies or other objective data • 1973: National Association of Broadcasters and the Consumer Healthcare Products guidelines for TV advertising.Federal trade commission (FTC) • tries to evaluate misleading or deceptive advertising.

• Advertisement should: • Comply with all relevant applicable laws and regulation • Urge the consumer to read and follow label directions • Contain no claims of product effectiveness unsupported by clinical or other scientific evidence. responsible medical opinion or experience through use .

hospitals. or nurses unless such representations can be supported by independent evidence . results and advantages of the particular product • Reference to no doctors.TV advertising guidelines for OTC products • Present no information in a manner that suggests the product prevents or cures aserious condition that must be treated by a licensed practitioner • Emphasize the uses.

and presented in a manner so consumers can perceive differences in the uses.• Reference to no doctors. hospitals. or nurses unless such representations can be supported by independent evidence • Present no negative or unfair reflections about competing nonprescription drug products. unless those reflections can be supported scientifically. .

• Dietary supplements are regulated under the federal Dietary Supplement Health and Education Act of 1994 (DSHEA) . cure or treat a medical disease or condition.Dietary Supplements • Are not regulated as "drugs" under the FD& C Act cause they are not intended to diagnose.

guidelines on gifts • American medical association (AMA). Pharmaceutical manufacturing association set up guidelines: • Acceptable gifts: – Of modest value – Related to doctor's work (pens. . note pads…) • Social events. modest meals as part of an overall program.

hotels.• Unacceptable gifts: – Cash payments – Extravagant gifts – Reimbursement for travels. personal expenses. time .

.FDA regulations • FDA regulations are usually concerned with: • False or misleading statements made by manufacturers • Unapproved new drug claims • Improper promotion especially if investigational drugs and nature of promotion.

and accurately communicated . Advertising. balanced. and Communications (DDMAC) within the Center for Drug Evaluation and Research regulates prescription drug promotion at the FDA • ensure that prescription drug information is truthful.• The Division of Drug Marketing.

• education program • labeling and promotional information • (companies) submit voluntarily their drafts materials for comments before use to the DDMAC .

. websites. guide lines.• send letters of warning or suggest alterations • Also DDMAC tries to increase compliance of industry through educational programs as advisory comments. postings.

of Pakistani doctors prescribed % 41 • a drug with well known dangers to treat diarrhea in children   • 14% of doctors prescribed anabolic steroids as appetite stimulants. . and sales people were their main source of  information.  • 95% said that medical reps.

• Data base being launched by WHO/ NGO on drug promotion www.drugpromotion.info The purpose is:   1-To document volume of inappropriate drug promotion in developing and  developed countries. .

and provide tools on how to teach   5-health-care professionals about drug promotion.   4-Provide tools to monitor drug promotion. .   3-Formulate recommendations.2-Document the impact of inappropriate promotion on health.

. doctors.etc. • Catalog selling • Mail order • Selling of services (as lawyers.) .Selling Skills   Types of selling: • Emotionally motivated selling.

.• Statistics:   -1 salesman keeps 19 employees -It takes 20 times the effort to satisfy an unsatisfied customer as compared to the effort needed to gain a new customer. -To make anew customer costs 5 times more than keeping an existing customer. -Every year drug companies lose about 10% of their customers.

.:How to be professional in selling • • Education ‘updating your information’ • You must be convinced that there is no alternative to your current job • “working is working” • Learn to respect yourself and others.

. • Competing products. • Personality of the customers. • Updated info.Before any visit Medical representative should know about: • Drug information.

• The key to convince the doctor with our product. . • Selling skills. • To make sure that you know your company well and also that the company is well known to the doctor.

• Must have detailed information about how your drug can be helpful and how it differs from other drugs.” .” • Should know details about the disease • It is helpful to take advantage of certain events such as knowing the doctor birthday and to time your visit at that day bringing a small gift with you.

-Doctor’s card: personal information. all information collected.- .Must have a data base of:  -Customer profile -Product profile: all studies done. writing habits. class.

” to set a program for visits”.Any new medical representative • The appearance of a medical representative. hair style…etc…” • Ability to convince/persistent/credibility. • The frequency of visits. “the bag. clothing. nails. .

• planning: Yearly. every 2 weeks. every 16 months. then by the promotion department. daily • “A plan is set by medical rep.. then approved by regional managers. .

-Free samples.• • • • • • • • • What doctors expect to get from medical representatives? -An effective drug. -Available dosage forms. -An idea concerning drug price. -Information concerning the drug. . -Brochures -Conferences -Services -Frequent visits.

• -To understand the properties of his product over competitors' ones. • -Feedback .What does a medical representative expect from a doctor? • -To prescribe his products • -To greet him upon his visit.

.• It is important to know that doctors can remember only few numbers of products for example some doctors may only know 15 products.

• -Simply because he does not like you.Why doctors may not prescribe your specific product?? • -No frequent visits. • -Previous trial failure of the drug. . • -If he is not convinced with your product.

• -His loyalty to other company • -Not enough information concerning the drug. • -He is used to other specific drugs. .• Negative opinion or bad relations with your company • -There is no product in your company that matches his needs.

.

symbols clear assumptions verify what your way of communicating is understood well(also see next two points) .Key Elements For Successful Communication question allow and encourage questions to make clear what your message is understood well feedback ask for confirmation but also check and reconfirm visual aids visualize instead of only using words visualization can be manifold.also use gestures .analogies .

don’t assume what others know don’t assume what your knowledge is familiar to the"receiver".the proceed to detail communication don’t try to impress by complication. This refers to technical terms . set frame then details keep it simple give/get sufficient info give an overview . reduce to the maximum find the right balance (check out by feedback) don’t overdo nor "underdo".familiarize with the topic in general. .background principles language _your "encoding" in general.

• Example: • mouthwash  concentrated • you tell the patient  it lasts for a long time and is economical .FEATURES AND BENEFITS • It is always important for a medical and sales representative to try to translate any features of his product into benefits that will appeal or be attractive to his customer whether he is a pharmacist or a patient.

• A toothpaste is prescribed by doctors- more sales for the pharmacist. .

SALES PRESENTATION WORKSHEET Features Benefits .

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and • payment is required in advance. physical address. . • phone number or other contact information. • Claims of a "money-back" guarantee. • Web sites that fail to list the company's name. • Claims that use Impressive-sounding medical terms.. • Claims that the pro¢uct is available from only one source.

ftc. . or unfair business practice: • call toll-free. deceptive. 1-877 -FTC-HELP • complaint form at www.How to Report Suspicious Claims • The FTC and FDA encourage people to report suspicious health claims To file a complaint regarding a possible fraudulent.qov.

qov/oc/buyonline/buyonline form. animal drugs……etc: • www.fda. .htm .• If you find a Web site you think is illegally selling human drugs.