PHR5101
Pharmaceutical Marketing and Brand Management
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Marketing Management
With the holistic marketing philosophy as a backdrop, we can
identify a specific set of tasks that make up successful
marketing management and marketing leadership.
The “Marketing Memo: [next slide –next class activity]
Marketers’ “Frequently Asked Questions” is a good checklist for
the questions marketing managers ask.
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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The Marketing Management Process
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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Steps in Strategic Planning
Business unit,
product,
Corporate Level and market
level
Defining the Setting ? Designing
Company the Business
Mission Portfolio
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
Good mission statements have 6
five major characteristics.
1. They focus on a limited number of goals.
2. They stress the company’s major policies and ………..
3. They define the major competitive spheres within………..
4. They take a long-term view.
5. They are as short, memorable, and meaningful as possible.
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
The Strategic Planning, 7
Implementation, and Control
Processes
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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Why STRATEGIC Planning is required?
Strategy is a statement describing the general course the
company will follow to achieve its objectives.
It helps companies focus on a "strategic competitive
advantage,”
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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In broad terms, there are three main considerations in designing
a corporate strategy.
• Where are we now?
• Where do we want to go?
• How do we get there?
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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DEFINITION OF MARKETING STRATEGY
A company then creates individual department strategies
covering every organizational aspect and contributing to
the overall strategic plan.
Strategies are created for manufacturing, finance, R&D,
distribution, human resources, and marketing functions
(next slide).
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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Pharma Mkting STRATEGIC PLANNING
the process of envisioning a desired future state, defining goals and
objectives, and designing marketing and other organizational
strategies and tactics to be implemented in the future
based on all top revenue earning star and cash cow products as well
as future launching products in pipelines.
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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Pharmaceutical Strategy Framework
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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So you need ……
A strategy is a statement describing the course toward
objectives.
Objectives are the desired destination points of the
strategic journey.
Tactics are the specific activities designed to implement
the crafted strategy
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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Pharmaceutical Marketing Strategy and
Tactics
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
Pharmaceutical Marketing/Planning Steps 16
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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Overview of the Pharmaceutical Marketing Environment
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
Corporate and Division 18
Strategic Planning
All corporate headquarters undertake four planning activities:
1. Defining the corporate mission
2. Establishing strategic business units
3. Assigning resources to each strategic business unit
4. Assessing growth opportunities
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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An SBU has three characteristics:
1.It is a single business, or a collection of related businesses, that
can be planned separately from the rest of the company.
2. It has its own set of competitors.
3. It has a manager responsible for strategic planning and profit
performance, who controls most of the factors affecting profit.
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
Developing Growth Strategies in the 20
Age of Connectedness
Existing Products New Products
Existing 1. Market 3. Product
Markets ? ?
New 2. Market
4. Diversification
Markets ?
Product/ Market Expansion Grid
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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The Marketing Process
Demographic- Marketing Technological-
Economic Intermediaries Natural
Environment Environment
Product
Target
Suppliers Place Price Publics
Consumers
Promotion
Political- Social-
Legal Competitors Cultural
Environment Environment
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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Marketing Mix Variables
For Pharm. Products
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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PRODUCTS
A company's product portfolio is characterized by product
line width and depth
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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What is a Pharmaceutical Product?
A pharmaceutical product, or drug, is broadly defined as any
chemical agent that affects the processes of living.
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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Pharmaceutical products have numerous similarities to
fast-moving consumer goods (FMCG) and other types of
products, and so the core marketing principles apply
equally to these disciplines.
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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……………………
1. the volatile healthcare environment,
2. the intense regulatory environment that surrounds
health care in almost all countries of the world.
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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Characteristics Of A Pharmaceutical Product
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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PHARMACEUTICAL vs. CONSUMER MARKETS
Peculiarly enough, the patient consuming your product is
neither the decision maker, nor the buyer.
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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Pharmaceutical Markets vs Consumer
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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Distribution
A channel of distribution is a group of individuals,
processes, and systems that have been set in place to
facilitate the transfer of a product from the manufacturer to
the hands of the final consumer in an efficient and
effective manner.
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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A typical ethical pharmaceutical
distribution system
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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Holistic marketers address three
key management questions
1. Value exploration—How a company identifies new value
opportunities [identification]
2. Value creation—How a company efficiently creates more
promising new value offerings [optimization]
3. Value delivery—How a company uses its capabilities and
infrastructure to deliver the new value offerings more
efficiently [delivery and return]
Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
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Dr. Md Borhan Uddin, Dept. of Pharmaceutical Sciences, NSU
