The Communication Mix in Pharmaceutical Marketing

Abstract

The development of effective communication Mix in Pharmaceutical marketing is a complex task, which goes through identifying the target audience, determining the communication objectives, designing a message, choosing method of delivery, collecting feedback. Pharmaceutical marketing professionals are fast becoming aware of the latest development in the discipline of marketing, and they have also started to adopt latest theories in communications. Unlike a few years back, when all tools were used in isolation from each other, which messages and format changing as per the requirement of the tool, now we find a synergy in all marketing activities. Marketers are making all efforts to make sure that each next step in the communication process adds some value to the previous one. Product slogans, logos and positioning statements are taking up fast. In-Clinic Promotional/Communication Mix includes detailing aid; leave behind material, samples, gift/giveaways, and direct mailers. Out-of-Clinic Promotional/Communication Mix includes clinical trials/studies, seminars/symposia/round table discussion sponsorships, film shows, advertisements, public relations, free medical camps, corporate marketing, hospital/ward improvement programs, E-marketing. The prescription chain starts with the information to the doctor by the company’s sales team. The information is communicated through either in-clinic promotional activities, or out-of-clinic promotional efforts. The doctor, if convinced, prescribes the product and the patient goes and buys the product, thus making the both Product Chain & Prescription Chain meet in the end, which was the basic marketing objective.

Keywords: Communication Mix; Promotional Mix; Product Chain; Prescription Chain; Pharmaceutical Marketing; In-Clinic Promotion; Out-Clinic Promotion

JEL Classification: M31, I11, L11