Pharmaceutical Marketing Plan Case Study
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4. Brand Purchase Intention:
(Pharmaceutical Marketing Plan Case Study):
DELPIRAMATE Purchase Intention means that is the customer intended to purchase
DELPIRAMATE by name?
Is the customer asking about DELPIRAMATE in Pharmacies?
Is the Pharmacists are asking about DELPIRAMATE in Distributors?
This is could be assessed through:
Quantitative Assessment: through a questionnaire distributed for Pharmacists to assess
about the patient behavior in purchasing the DELPIRAMATE.
Qualitative Assessment: through the relationship between Product Specialist and
Pharmacists. The assessment tool done through personal observation (by our Product
Specialist in 23 hours in the pharmacy as a campaign for this objective).
5. Purchase Facilitation:
Purchases is facilities through DELPIRAMATE availability in the market.
Purchase Facilitation is achieved through managing the Push Strategy of DELPIRAMATE.
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Pull & Push Strategy
Branding
Marketing Communication Mix
DELPIRAMATE Branding:
Please note the following branding ideas are built in the 1st few weeks of building the
marketing plan, so the below are preliminary ideas before getting briefed to advertising
agencies and before the concept of digital marketing and MultiChannel Marketing developed
as well:
I will Create Binder that contains 2 parts:
1st Part for Epilepsy.
2nd Part for Migraine.
The Binder Personality is Cake like shape to represent the double Scored shape. The Binder
will be launched at the Start Of August 2009.Considering the typography, design, color, slogan
an identity will be proposed open the approval of this Marketing Plan.
Here under the summary of DELPIRAMATE Marketing Communications Mix:
Marketing
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Hospitals Months /Hospital/P.S.
2.1.3. Military
Hospitals
1 Group Meeting / 2
Months /Hospital/P.S.
2.1.4. Police
Hospitals
1 Group Meeting / 2
Months /Hospital/P.S.
2.1.5. Distributors
1 Group Meeting / 3
Months /Distributor/P.S.
2.2. Roundtable
Activities
KOLs (P.M.) for
DELPIRAMATE
One
Roundtable/Quarter/Target
Segment
KOLs Of All
University Staff
around Egypt
Key A.M.+ P.M.
Pharmacists
3. Promotional
Tools
Promotional Tools Implementation Date:
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3.1. DELPIRAMATE
Binder
Launched On Start Of
August 2009
3.2. Dose Cards
Launched On Start Of
August 2009
3.3. Giveaways
(Pens, Gifts) and
Gimmickx
Launched On Start Of
September 2009
3.4. Folders
Launched On Start Of
Jan.2010
4.
DELPIRAMATE
Club
Targeting Strategy
E-Marketing tools
E-Marketing
Activities
Marketing
Tactics
(Differentiated
Targeting Strategy)
4.1. DELPIRAMATE
CLUB for Doctors.
Website
4.(1+2).1. Online
Seminars
4.2. DELPIRAMATE 4.(1+2).2.
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Questionaires
E. Prize Draws /
Quarter
4.3. DELPIRAMATE
Club for Patients
4.3.1. DELPIRAMATE Club
Card to get data about
Marketing
Database
For Loyal Patients
(Patients who
received
4.3.2. Epilepsy
Management
Getting their
database from
the doctors and
DELPIRAMATE
more than 1month
treatment)
4.3.3. Migraine
Management
we will contact
them for
delivering them
4.3.4. DELPIRAMATE
Efficacy
DELPIRAMATE
Club Card
4.3.5. Getting free samples
each month
4.3.6. Online Surveys
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DELPIRAMATE Profile.
Characteristics Of DELPIRAMATE.
Elements Of DELPIRAMATE.
DEPIRAMATE Portfolio.
Product Life Cycle (P.L.C.).
DELPIRAMATE Portfolio Planning Tool:
Boston Consultancy Group (B.C.G.) Matrix.
Growth Strategy (Ansoff’s Matrix) for DELPIRAMATE.
New Product Development for DELPIRAMATE.
Product Adoption for DELPIRAMATE.
6.2.1. Product Profile:
Have been explained in the Micro Environmental Analysis.
6.2.2. Characteristics Of DELPIRAMATE:
6.2.2.1. Physical Characteristics:
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