Marketing Pharmaceutical Care

Dr. Muslim Suardi, MSi., Apt. Faculty of Pharmacy University of Andalas 2010

Pharmaceutical Care
The responsible provision of drug therapy for the purpose of achieving definite outcomes that improve a patients quality of life

Marketing Mix

Is a process Marketing efforts need to be ongoing and marketing strategies should be monitored & modified as needed.

Marketing mix

Consists of: Product Price Promotion Place

Marketing mix
Additional elements: Process management Positioning
Because they are important considerations in successful marketing effort.

Product

Item is being marketed In Pharmaceutical Care, the product is actually a service.

Differ from goods

Intangible Inconsistent Inseparable Non-inventoried

Intangible

Services cannot be physically seen or touched by patients. To derive benefit from the service and appreciate its value, patient have to experience it. The quality of the interaction with the pharmacist that determine patient satisfaction with pharmaceutical care services.

Inconsistent
Since individual pharmacist are performing the services, they may not be delivered consistently each time.
Increasing service consistency: The use of drug therapy protocols Written policies & procedures Printed educational materials

Inseparable

Patients cannot separate the service from the provider of that service The competencies & abilities of individual pharmacist will determine the patients perceptions of quality & value

Patients perception of quality

Clinical competencies Knowledge base Communication skills Personality of the pharmacists

Non-inventoried

Services, unlike goods, cannot be inventoried A pharmacist must be present to deliver pharmaceutical care services when they are delivered to a patient

Price

Setting an appropriate price, the second element of the marketing mix, is important to the successful marketing of any new service Important considerations: the estimated cost of providing the service (salary, & benefits, materials, overhead, reasonable profit

Promotion
Encompasses much more than advertising Also includes: Publicity Public relations activities Sales promotion Personal selling of the pharmaceutical care service

Place

Place refers to where & how a service will be delivered The service must be made available in the right place at the right time A place & at a time that are convenient & acceptable to patients. Creating a professional & private setting to provide the service helps to enhance patients perception of value

The Marketing Circle

1.
2. 3.

4. 5.

6.
7.

Analyzing the market Developing the market plan Selecting & developing promotional materials Testing & refining marketing materials Implementing the marketing plan Evaluating plan effectiveness Applying findings of the evaluation to help guide future marketing efforts

Analyzing the Market

Identifies opportunities for a pharmacy to develop & implement services. SWOT Analysis Strength & weakness of the internal environment Opportunities & threats presenting by the external environment

Analyzing the Market

External O & T will be most accurate when it is based on some initial market research. Techniques: consumer questionnaires, telp surveys, & patient focus group. Additional sources: casual conversations with consumers, observation of consumer behavior, & published market data.

Developing the Market Plan

Marketing goals & objectives Identify target market Determine how each element of the marketing mix will be addressed Lay the round-work for plan implementation

Developing the Market Plan

Goals: general statement that outline what a MP intends to accomplish Objectives: the measurable steps needed to meet the goals. Clearly stated, realistic & quantifiable If the objectives are ambiguous/difficult to measure, it will be difficult to evaluate

Developing Promotional Materials

Advertising Direct mail: review of products features & benefits Publicity Sales Aid

Advertising
Efforts for which pharmacists pay to have messages to delivered to target audiences
For advertising to be successful it needs to: Be consistent Have a single, clear message Inform, educate, attract, & move the target market into action Be able to break through the clutter of messages bombarding consumers daily.

Advertising
Which media? Depends on: Message that the pharmacist wants to promote Service being promoted Target audience Budget

Advertising

Electronics: TV, radio, e-marketing Printed, news paper, magazine Out door: Banner, bill board

Advertising

Radio: can allow the pharmacist to communicate with a selected target market. Bill boards: hits a broad target on a regular, consistent basis TV: reaches a comprehensive population base News paper: attract a large general readership

Direct Mail

Review of products features & benefits First: develop a target market mailing list & tailor the message in the mailing to fit the target market Patients data base Mailing list of community members with specific interest (diabetes or asthma)

Publicity

Is a promotional technique that encompasses a number of strategies to target special groups, including making presentations & holding special events.

Testing & Refining Marketing Materials

No guarantee that marketing strategies & promotional materials will lead to the anticipated result It is beneficial to allow adequate time for field testing of new materials in the marketplace.

Possible Outcomes

Outcome measure: Number of programs sold (out come measure) Increase in pharmacy service revenue Increase in referrals Number of contracts with employer Improved patient satisfaction surveys Number of third party payers who reimburse for service

Possible Outcomes

Process Measure: Increased awareness of the service (finding out where the customer heard about the service). Patients able to identify the features & benefits of the service. Number of times the patient recommended the service to others.

Implementing the Marketing Plan

The marketing plan should be implemented in a timely manner, following the task time line created during the planning process. A monthly planner or calendar can help to track everyones progress. All staff members remain committed to the marketing plan

Evaluating Plan Effectiveness

Once again: Marketing is an ongoing process. Comparing the outcomes of the marketing strategies with the establish objectives on a regular basis will help guide future marketing effort.

Applying findings of the evaluation to help guide future marketing efforts

As the findings are collected, an updated market analysis, marketing plan, & budget can be adjusted to respond to new opportunities & eliminate promotional strategies that do not yield the desired results.