Marketing and advertisement in pharmacy 2024/2025 PDF

Marketing and advertisement in pharmacy PharmDr. Tereza Toušková, PhD. Department of social and clinical pharmacy 2024/2025   Marketing is the methodology of communicating the value of a product or service to customers, for...

Marketing and advertisement in pharmacy PharmDr. Tereza Toušková, PhD. Department of social and clinical pharmacy 2024/2025   Marketing is the methodology of communicating the value of a product or service to customers, for the purpose of selling that product or service.  Marketing is the proces of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives.  Common to all of them is the interest of identifying customer needs Introduction and seeking to satisfy them for corporate profit. Marketing Concept: It is a customer-oriented philosophy that is implemented and integrated throughout an organization to serve customers better than competitors and achieve specified goals. 5 marketing concepts   “Consumers will favor products that are available and highly affordable”.  One of the oldest Marketing management orientations that guide sellers.  The production concept can lead to marketing myopia.  Cheap and widely available products 1. Production  Management focuses on improving production and distribution concept efficiency.  The production concept is still a useful philosophy.  In terms of the marketing mix, the focus is only on the price component.  The emphasis on quality regardless of the higher price of the product. It targets consumers who are looking for quality goods and are willing to pay a higher price for them. In terms of marketing mix, this concept focuses on its product component. 2. Product A pitfall of the product concept can be marketing myopia. concept If a firm focuses on improving its product without regard to demand, ever more perfect features and technologies will be reflected in the final price and the product - while perfect – may become unsaleable.   The basis of the sales concept is a saturated to oversaturated market in this case does not react to the needs and wants of the customer, but tries to sell its product, which may not be very attractive to the customer and which the customer is not looking for or it may be trying to sell stock of a product that it has produced in excess. 3. Selling  This concept, in terms of the marketing mix, focuses on its promotional component (communication mix). concept  This approach can only be effective in the short term, in the long term such products lose competitiveness   Uses all 4 tools of the marketing mix.  Its essence is to identify customer needs and respond to them with the appropriate product.  From the point of view of market orientation, the marketing concept can be divided into those that respond to the conscious, obvious needs of the customer, the so-called reactive market orientation, and 4. Maketing that which targets needs and desires of which the customer is not yet aware, the so-called proactive market orientation. concept  Certain similarity between the product concept and the marketing concept with a proactive market orientation, where it seems that in both cases we are trying to sell the customer a product without them asking for it. NO. THE SELLING CONCEPT THE MARKETING CONCEPT undertakes a large-scale selling and 1 undertakes activities such as; market research, promotion effort The Selling Concept is suitable with unsought goods—those that buyers do The Marketing Concept is suitable for almost 2 not normally think of buying, such as any type of product andmarket. insurance or blood donations. Focus of the selling concept starts at the Focus of the marketing concept starts at 3 production level. understanding the market. Companies that are following the marketing Any company following selling concept 4 concept requires to bare less risk and undertakes a high-risk uncertainty. The Selling Concept assumes –“customers Instead of making an assumption, The who are coaxed into buying the product marketing concept finds out what really the 5 will like it. Or, if they don’t like it, they consumer requires and acts accordingly to will possibly forget their disappointment them. and buy it again later.” The Selling Concept makes poor Marketing concept works on facts gathered by 6 assumptions. its “market and customer first” approach.   The idea behind the societal marketing concept is based on the welfare of the entire society because it examines the strategy of the marketing concept. What consumers need doesn’t mean that it would be useful for them in the long term. What you need and what is suitable for you and society as a whole are two entirely different things.  The societal marketing concept holds “marketing strategy should deliver value to customers in a way that maintains or improves both the consumer’s and 5. Societal society’s well-being”.  It calls for sustainable marketing, socially and environmentally responsible marketing marketing that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs. concept 4 Ps Marketing mix   1. Advertisement  2. Direct marketing  3. Sales promotion Communication  4. Event marketing / sponsoring with a customer  5. Personal sale  6. Online communication   Advertising is merely a means of the marketing or communication mix by which a company achieves its marketing objectives  Its characteristic is that it is able to influence large Advertisement segments of the population at once.  Any form of (un)paid promotion of goods to increase their consumption Marketing and advertising in pharmacy   TV, radio, print, outdoor, online,...  visits by sales representatives to doctors  delivery of promotional drug samples  promotion of prescribing, dispensing and sales of drugs by donation, reward...  sponsoring various meetings held to promote the prescription and sale of drugs Advertisement in pharmacy  the information in the package leaflet  information on human health or diseases, unless it contains any Any form of (un)paid promotion of reference to the medicinal product goods to increase their consumption  sales catalogues and price lists, unless they contain a description of the characteristics of the medicinal product   Act No. 40/1995 Coll., on the regulation of advertising and §5 of this Act providing a definition of advertising for human medicinal products  Act No 634/1992 Coll., on Consumer Protection, in particular Sections 4 and 5 there of concerning unfair commercial practices  Act No. 89/2012, Civil Code, defines and deals with the issue of The legislation misleading advertising in §2980 and their use in the promotion of human medicinal products  SÚKL Instruction UST-27 version 3 - Regulation of advertising of human medicinal products and human tissues and cells   Directive 2004/27/EC of the European Parliament and of the Council of March 2004 The legislation  Directive 2006/114/EC of December 2006   SÚKL - since 2002 the main executive body in the field of advertising of human medicines  Council for Television and Radio Broadcasting - Supervision of advertisements disseminated by radio and television advertising - broadcasting executive bodies  ÚSKVBL - advertising of veterinary medicines  State Agricultural and Food Inspection Authority - advertising of food supplements   registered MP in the Czech Republic  the information must correspond to the data provided in Advertising of the SPC medicinal  promotion of rational use of the medicinal product  must not be misleading, hidden or fear-provoking products   OTC medicines registered in the Czech Republic  warning that it is a medicinal product  the name of the medicinal product (dosage form) and the INN name of the medicinal substance  a clearly visible invitation to read the package leaflet Advertising  information on use aimed at the general public  MP tied to a prescription  MP containing narcotic and psychotropic substances Vaccination events are  Advertising samples an exception!  Impression that the MP has no adverse effects  Aimed exclusively at persons under 15 years of age   MP tied to a prescription  MP containing narcotic and psychotropic substances  Advertising samples – labelled  Means of communication intended mainly for the following professionals basic information from the SPC Advertising aimed at the professionals  Do not provide advertising materials to the general public  Not to be displayed in public areas of the healthcare facility   Act No 110/1997 Coll., on food and tobacco products  Act No 40/1995 Coll., on the regulation of advertising Advertising of any form of advertising for dietary supplements must dietary contain a clear and easily legible indication of 'dietary supplement‘ supplements  No therapeutic or preventive claims  Health and nutrition claims only  Must comply with the Medical Device Regulation (MDR), effective 26 May 2021. Ads must be accurate, reliable, and not misleading. Act No. 40/1995 Coll. in the Czech Republic prohibits unproven claims. Advertising of Misleading or exaggerated claims about effectiveness or medical devices benefits are banned. Comparisons with other devices must be fair and verifiable. Healthcare professional ads may include technical details but must avoid promoting unapproved uses.   In the US, the FDA is the main body responsible for regulating and overseeing advertising.  Advertising aimed at the general public and at the professional public is virtually indistinguishable in legal regulation. Differences  It is permitted to advertise prescription drugs to the general public. between Czech  Every advertisement for a drug, whether print, radio, or (EU) and US television, must include a "brief summary," which is a legislation loosely translated summary of the drug's basic side effects, warnings, contraindications, important notes, and information about the drug's effectiveness.  In the USA, it is possible for doctors to provide free samples to patients, that they have received from pharmaceutical companies.  Pharmaceutical consumption in Advertising is able to strongly the Czech Republic has been influence the economic growing by approximately 2.5% behaviour of consumers Risks of each year since 2003 advertising in pharmacy Overuse of OTC medicines Underestimation of the risks of MP