The Communication Mix in Pharmaceutical Marketing

The Pharma Innovation Journal 3(5): 46-53, 2014

8 Pages Posted: 3 Aug 2014

See all articles by Rizwan Ahmed

Rizwan Ahmed

Indus University

Parmar Vishnu

University of Sindh

Nawaz Ahmad

RTS (Research, Trainings, and Solutions); Institute of Business Management (IoBM)

Usman Ali Warraich

Indus University

Imamuddin Khoso

University of Sindh

Date Written: July 29, 2014

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

Suggested Citation

Raheem, Ahmed and Vishnu, Parmar and Ahmad, Nawaz and Warraich, Usman Ali and Khoso, Imamuddin, The Communication Mix in Pharmaceutical Marketing (July 29, 2014). The Pharma Innovation Journal 3(5): 46-53, 2014. Available at SSRN: https://ssrn.com/abstract=2475349

Ahmed Raheem

Indus University ( email )

ST-2D, Block 17, Gulshan-e-Iqbal
Gulshan-e-Iqbal
Karachi, Sindh 75300
Pakistan

Parmar Vishnu

University of Sindh ( email )

Jamshoro, Sindh
Pakistan

Nawaz Ahmad (Contact Author)

RTS (Research, Trainings, and Solutions) ( email )

9th Nishat Lane, DHA 6
9th Nishat Lane, DHA 6
Karachi, Sindh 75500
Pakistan
00923009292422 (Phone)

Institute of Business Management (IoBM) ( email )

Plot # 84
Korangi Creek
Karachi, Sindh 75190
Pakistan

HOME PAGE: http://www.faculty.iobm.edu.pk/staff/nawaz-ahmad/

Usman Ali Warraich

Indus University ( email )

ST-2D, Block 17, Gulshan-e-Iqbal
Gulshan-e-Iqbal
Karachi, Sindh 75300
Pakistan

Imamuddin Khoso

University of Sindh ( email )

Jamshoro, Sindh
Pakistan

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