Post by account_disabled on Jan 23, 2024 1:09:07 GMT -5
What does the pharmaceutical market look like from the point of view of marketing What does the pharmaceutical market look like from the point of view of marketing 80% of the marketers with whom I constantly have to meet at the farm are people who do not have a specialized education. Basically, brand managers, marketing managers, project managers in the farm are employed by people who have graduated from medical faculties of various universities. Therefore, you will have to talk to brand managers (pediatricians by profession) or a marketing director who graduated from surgery. The second problem with marketing on the farm is the huge resistance to innovation and new technology, because the market itself is quite regulated. And unfortunately, most marketers are unable or unwilling to defend their position in disputes with lawyers and medical managers.
I often have to face similar situations in many markets. Sometimes any C Level Executive List suggestion to a medical manager or lawyer changes their position for the better. For example, instead of adding a huge disclaimer under a Facebook post that is 10 times the size of the post itself, we can simply place it in the group description. And in the post itself, give a short link to the description of the group, where legal information will be written. You can't escape the restrictions that pharma puts on you. But you can adapt these restrictions for your work so that they do not interfere with your work and do not seem strange to your clients. There is also an overwhelming focus on offline interactions with consumers and physicians . If you come to a meeting at a pharmaceutical company, you will first of all be told that the representatives went to the doctor or the pharmacy, did detailing, and presented the drugs.
Result, they spent a lot of time and are sure that it helped a lot to promote the brand. Or you come to a meeting with the marketing director, and he tells you a certain TV budget for next year, what share of the vote he needs to get this year in order to buy time. The next point is the focus on the coverage channels of communication . If a brand has money, it immediately wants to go on radio, TV, or launch huge outreach campaigns on YouTube. No one thinks that often these coverage campaigns do not carry any additional meaningful load for both the consumer and the brand. And maybe it is better to focus on some more niche channels and promote your brand more effectively. And the third is focus-expert communication. That is, time is spent working with medical professionals when there is no sense in it. For example, when you launch a new multivitamin complex, you don't have to run to all the pediatricians and family doctors at once to talk about your new brand. Most often it will be pointless, because you will spend a lot of money, and doctors will recommend the complex in a smaller amount. And the exhaust will be less than if you spent this money on promotion through some e-commerce site.
I often have to face similar situations in many markets. Sometimes any C Level Executive List suggestion to a medical manager or lawyer changes their position for the better. For example, instead of adding a huge disclaimer under a Facebook post that is 10 times the size of the post itself, we can simply place it in the group description. And in the post itself, give a short link to the description of the group, where legal information will be written. You can't escape the restrictions that pharma puts on you. But you can adapt these restrictions for your work so that they do not interfere with your work and do not seem strange to your clients. There is also an overwhelming focus on offline interactions with consumers and physicians . If you come to a meeting at a pharmaceutical company, you will first of all be told that the representatives went to the doctor or the pharmacy, did detailing, and presented the drugs.
Result, they spent a lot of time and are sure that it helped a lot to promote the brand. Or you come to a meeting with the marketing director, and he tells you a certain TV budget for next year, what share of the vote he needs to get this year in order to buy time. The next point is the focus on the coverage channels of communication . If a brand has money, it immediately wants to go on radio, TV, or launch huge outreach campaigns on YouTube. No one thinks that often these coverage campaigns do not carry any additional meaningful load for both the consumer and the brand. And maybe it is better to focus on some more niche channels and promote your brand more effectively. And the third is focus-expert communication. That is, time is spent working with medical professionals when there is no sense in it. For example, when you launch a new multivitamin complex, you don't have to run to all the pediatricians and family doctors at once to talk about your new brand. Most often it will be pointless, because you will spend a lot of money, and doctors will recommend the complex in a smaller amount. And the exhaust will be less than if you spent this money on promotion through some e-commerce site.