Pharmaceutical Marketing

2. Consumer profile; Motivation and prescribing habits of
the physician; patient's choice of physician and retail
pharmacist. Analyzing the Market; Role of market
research.
Unit 1
Presented By
M. BALASUNDARESAN
Assistant Professor, Department of Pharmaceutics
BP803ET. Pharma Marketing
Management

3. Consumer Profile
• A consumer profile is a description of the
characteristics, behaviors, and preferences of a
particular group of consumers.
• Consumer profiles are often used in marketing to
help companies understand their target audience
and create more effective marketing campaigns.
• A consumer profile may include demographic
information such as age, gender, income,
education, and geographic location.

4. • It may also include psychographic information
such as personality traits, values, interests, and
lifestyle habits.
• This information can be gathered through
market research, surveys, and other data
collection methods.
• In addition to demographic and psychographic
information, a consumer profile may also
include information about purchasing
behavior.

5. Motivation and Prescribing Habits
of Physician
• Motivation and prescribing habits of
physicians can be influenced by various
financial incentives (motivation),
factors, including their personal values,
patient
needs, and access to information.
• They may prescribe medications based on their
training, experience, and clinical judgment,
taking into account the patient's medical
history, symptoms, and other factors.

6. Prescription
• The prescription is defined in the art of
compounding as, “an order written by the
physician, dentist, veterinarian or any licensed
practitioner directing the pharmacist to
compound and dispense or supply medication
for a period and usually accompanied by
directions for its administration or use”.

7. Prescribing Behavioral Studies
• Prescribing behavioral studies are research
studies that aim to understand and analyze the
factors that influence prescribing behavior
among healthcare providers.
• These studies may involve surveys, interviews,
observational research, or clinical trials.
• Some examples of prescribing behavioral
studies include:

8. • Surveys of physician attitudes and beliefs about
medication prescribing, which can help to identify
factors that influence prescribing decisions.
• Observational studies of prescribing patterns in
clinical settings, which can help to identify
patterns and variations in prescribing behavior.
• Clinical trials of interventions to improve
prescribing behavior, such as educational
programs, decision support tools, or financial
incentives.
• Studies of the impact of pharmaceutical
marketing on prescribing behavior, which can
help to identify the extent to which marketing
influences prescribing decisions.

9. Patient motivation
• Patient motivation refers to the drive or
willingness of a patient to engage in behaviors
that are beneficial for their health, such as
following treatment plans, making lifestyle
changes, and adhering to medication regimens.
• Patient motivation is a crucial component of
effective healthcare and can play a significant role
in determining treatment outcomes.
• Some factors that can influence patient motivation
include:

10. 1. Perceived benefits: Patients are more likely
to be motivated to engage in behaviors that
they perceive to be beneficial to their health.
2. Perceived barriers: Patients may be less
motivated to engage in behaviors if they
perceive significant barriers or challenges,
such as time constraints or financial
limitations.
3. Social support: Patients who have strong
social support from friends, family, or
healthcare providers may be more motivated
to engage in healthy behaviors.

11. 4. Self-efficacy: Patients who feel confident in
their ability to perform healthy behaviors are
more likely to be motivated to engage in them.
5. Education and information:
patients with education and
about the benefits of healthy
Providing
information
behaviors can increase their motivation to
engage in those behaviors.
6. Incentives: Offering incentives, such as
rewards or recognition, can increase patient
motivation to engage in healthy behaviors.

12. Patient-Doctor
Relationship
• The patient-doctor relationship refers to the
dynamic interaction between a patient and
their healthcare provider.
• This relationship is essential for effective
healthcare delivery and is based on mutual
trust, respect, and communication.
• Some of the key components of a positive
patient-doctor relationship include:

13. 1. Empathy: Doctors who are empathetic and able
to understand and relate to their patients'
experiences are more likely to establish a strong
rapport with them.
2. Communication:
• Effective communication is crucial for building a
strong patient-doctor relationship.
• Doctors who listen actively to their patients,
explain medical information in a clear and
understandable manner, and provide opportunities
for questions and feedback are more likely to
establish trust and confidence with their patients.

14. 3. Trust:
Patients need to trust their doctors to provide
accurate medical information, offer appropriate
treatment options, and respect their privacy and
autonomy.
4. Shared decision-making:
Involving patients in the decision-making process
regarding their care can help to establish a
relationship and improve patient
collaborative
satisfaction.
5. Respect:
Doctors who treat their patients with respect,
dignity, and cultural sensitivity are more likely to
establish a positive relationship.

15. Patient choice of physician and
Retail Pharmacist
• Patients have a choice of which physician or
retail pharmacist to visit for their healthcare
needs.
• There are several factors that can influence a
patient's decision when selecting a healthcare
provider.
• For choosing a physician, patients may
consider factors such as:

16. 1. Referrals:
Referrals from friends, family members, or other
healthcare providers can be a significant factor in
a patient's decision.
2. Insurance:
Patients may select a physician based on their
insurance coverage and in-network providers.
3. Specialty:
Patients may seek out a physician who
specializes in treating their specific condition or
illness.

17. 4. Location:
Patients may choose a physician who is located
conveniently to their home or workplace.
5. Reputation:
A physician's reputation for providing quality
care, good communication, and respectful
treatment can also influence a patient's decision.

18. For selecting a retail pharmacist, some factors
that patients may consider include:
1. Convenience:
Patients may select a pharmacy based on its
location and hours of operation.
2. Insurance:
Patients may choose a pharmacy that accepts
their insurance plan and offers affordable
medication prices.

19. 3. Customer service:
Patients may seek out a pharmacy with a friendly
and helpful staff.
4. Medication availability:
Patients may choose a pharmacy that has the
medications they need in stock.
5. Reputation:
A pharmacy's reputation for providing high-
quality and safe medications can also influence a
patient's decision.

20. Sources
Research
of Marketing
• Marketing research is the process of gathering
and analyzing information related to the
market, competition, customers, and trends.
• There are several sources of marketing
research that companies can use to gather
information and insights.
• Some common sources of marketing research
include:

21. 1. Primary research:
• Primary research involves collecting new data directly
from the market through methods such as surveys,
focus groups, interviews, and observation.
• This type of research can provide customized and
detailed information specific to a company's needs.
2. Secondary research:
• Secondary research involves analyzing existing data
sources such as industry reports, government
publications, market research reports, and academic
journals.
• This type of research can provide valuable insights and
data at a lower cost and faster turnaround time.

22. 3. Social media listening:
Social media platforms such as Twitter, Facebook,
and Instagram can be used to gather insights into
consumer behavior and preferences through social
media listening tools
4. Customer feedback:
Customer feedback through reviews, ratings, and
complaints can provide valuable insights into
customer needs and preferences.
5. Sales data:
Analyzing sales data can provide insights into
customer behavior, purchasing patterns, and trends.

23. 6. Competitor analysis:
Studying the competition can provide valuable
insights into their strengths and weaknesses, and
strategies.
7. Expert opinions:
Expert opinions from industry experts, analysts,
and consultants can provide
on market
insights and
trends and
recommendations
opportunities.

24. Role of Market
Research
• Market research plays a crucial role in the
success of a business.
• The main role of market research is to provide
companies with valuable insights into the
market, customers, competition, and trends.
• This information can help businesses to make
informed decisions and develop effective
strategies to achieve their goals.
• Some key roles of market research are:

25. 1. Identifying opportunities:
• Market research can help companies to identify
untapped or emerging markets, and to understand
customer needs and preferences.
• This can help businesses to develop new products or
services that meet customer needs and to enter new
markets.
2. Mitigating risks:
• Market research can help companies to identify
potential risks and challenges in the market, such as
changing customer needs, emerging competitors, and
regulatory changes.
• This information can help businesses to mitigate risks
and make informed decisions.

26. 3. Testing ideas:
• Market research can be used to test new product
or service ideas, messaging, and marketing
strategies.
• This can help businesses to refine their offerings
and to develop effective marketing campaigns.
4. Improving customer satisfaction:
• Market research can help companies to
understand customer needs and preferences, and
to identify areas where they can improve their
products or services.
• This can help businesses to enhance customer
satisfaction and loyalty.

27. 5. Competitor analysis:
• Market research can help companies to study
their competitors and to understand their
strengths and weaknesses.
• This information can help businesses to
develop effective strategies to differentiate
themselves in the market.