Chapter 8 Second Ed. Marketing and Brand Management
To differentiate the company's products in the marketplace to maximize revenue.
To promote the company's message and presence in the industry
To promote each product in a similar fashion that aligns with the company's strategic aims.
To differentiate new formulations of a drug that is nearing the end of its patent life.
Pre launch/just after launch
When nearing patent expiration
Techniques and channels
Projections of marketing and sales expenditures
Sales manpower planning
Profit and loss statements
Aligns the research efforts with the strategic aims of the company
Works with discovery and development to create a brand/promotional platform early
Assists with budgetary concerns of potential compounds
Helping to focus research investment on indications with the largest commercial potential/unmet needs
Maturity Growth Launch Pre-Launch Discovery and Development
Maturity Pre-Launch Launch Discovery and Development Growth
Launch Growth Discovery and Development Maturity Pre-Launch
Growth Discovery and Development Maturity Pre Launch Launch
Brand platform and extensive market research
Extensive market research and certain key assumptions
Product positioning and product portfolio
Product portfolio and brand platform
Pre FDA patent expiration
Messages that do not directly relate to a target age bracket
Messages that relate to a disease or condition and emphasize the need for treatment
Promotional efforts that do not have the company's label on them
Product-specific messages that form the core of the overall promotional strategy
Messages designed to conceal the company logo in favor of promoting the product itself
Product-specific messages designed to increase uptake and maximize adoption
Company specific messages designed to increase awareness
Marketing tactics that promote off-label usages of a product that are not FDA approved but so widely accepted they can have the company's logo on them
A form of marketing that targets physicians/prescribers in the industry to learn more about a specific product.
A formal retraction that notes when a company mis-promoted something and needs to undo the statement
A letter from a key opinion leader to his collegues promoting a new product
A letter from a patient to a doctor describing the side effects he is having from a certain product.
Comprehensive commercial plan
Through highly tailored mail campaigns
Through internet-based touch campaigns
Through person to person contact
Through call center marketing
Free trial sized samples
Direct to consumer advertising and other mass media
Product advertising in professional journals
Face to face product information and supplemental materials
Volume of prescriptions
A and B
A and C
Performing a more comprehensive market analysis themselves
Hiring M Squared to do conduct a more in depth analysis
By commissioning primary market research
Syndicated data sets are generally enough information for a first round look at the market.
Because market research is inherently a slow process comprised of many steps
Because the results from one study lead to new insights and then new questions which require further investigation
Lather, rinse, repeat if necessary
Because it is impossible to compile the results from one segmentation study and have them stand alone; numerous analyses are needed
KOL's can assist with creating promotional platforms
KOL's influence the prescribing choices of other physicians
KOL's are not the interest of Marketing, but of Medical Affairs
Marketing supplies market research to KOL's to gain entrenched loyalty
To break down the patient population into small enough segments to determine where marketing will be the most lucrative
To assess the highest risk patient group
To invest more money into specific segments depending on the financial status of each segment
To prioritize marketing outreach and identify high-impact outreach mechanisms
Companies have access to all the information obtained in the trials and map that data to patient records
Companies pay clinicians "sponsor fees" to unblind their trial to access confidential information
Companies get doctors to encourage patients to contact the companies for more information about a specific product. If the patient contacts the company and provides information, then there is no confidentiality breach
Companies get information from prescribers and pharmacies that do not conflict with privacy laws
Segmenting the large corporate accounts in terms of mechanism of drug action for market research
Segmenting the large corporate accounts in terms of therapeutic area for competitive analysis
Segmenting the large corporate accounts in terms of their potential impact on the success of individual products
Segmenting the large corporate accounts in terms of product pipeline to identify future competition
Raindrops on roses and whiskers on kittens
Full market saturation to reach as many consumers as possible
The optimal combination of promotional programs and channels for delivering the message
The optimal combination of professional and non professional marketing campaigns
The optimal segmentation of markets and prescribers
On the nature of the product and the market in which it will compete
On the level of current competition that exists in the marketplace during the pre-launch phase.
The optimal blend of professional and non professional promotions
Walking the fine line between promoting the benefits of the product but adequately acknowledging the adverse effects
Marketing assumes no role: the sales force and managed markets take over.
Marketing takes the lead for determining logistics of program deployment and making sure everything goes off without a hitch.
Marketing assists the sales force in the product launch.
Marketing supports Manufacturing Operations and Trade and Distribution in the product launch.
Here's an interesting quiz for you.