8. Promotional objectives
• To support sales increases
• To encourage trial
• To create awareness
• To inform about a feature or benefit
• To remind
• To reassure
• To create an image
• To modify attitudes
13. Segmentation of the market
By Buyer By Product
By Formulation By Patient Diagnosis
14. • Advertising
• Sales promotion
• PR and Publicity
• Personal selling
• Direct marketing
15. Choice of promotional strategy depends on-
Objectives
Stage of life cycle
Market segmentProduct Type
Competitive activity
Channels of distribution
16. Choice of Marketing mix
Which Media should I choose
• Marketing objectives
• Definition of problem e.g falling awareness
• Evaluation of different tools
• choice of optimum mix of promotional
methods
• Integration into overall marketing
communication programme
Depends on-
17. Designed to make all aspects of marketing
communication such as advertising, sales
promotion, public relations, and direct
marketing work together as a unified force,
rather than permitting each to work in isolation.
Importance of Integrated marketing communication
18. Effective Medical communication
• # Focus on the Receiver
• # Focus on the Proposition
• # Dramatize the Proposition
"Break the boredom barrier!"
20. Written by-
Dr. Neelesh Bhandari
MD (Path), PGP Human Rights
Advisor (Medical Communications)
Mark IV Medical Communications.
http://tinyurl.com/drneelesh
21.
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