Marketing Communications in the Pharmaceutical Industry PDF
Preview Marketing Communications in the Pharmaceutical Industry
Marketing Communications in the Pharmaceutical Industry TO MATTHEW AND DOMINIC ACKNOWLEDGEMENT The editor would like to express his sincere thanks to June Smith for her help and advice during his writing and editing of this book. Marketing Communications in the Pharmaceutical Industry Edited by Peter Holden CRC Press Taylor & Francis Group Boca Raton London New York CRC Press is an imprint of the Taylor & Francis Group, an informa business First published 1992 by Radcliffe Publishing Published 2016 by CRC Press Taylor & Francis Group 6000 Broken Sound Parkway NW, Suite 300 Boca Raton, FL 33487-2742 © 1992 by Taylor & Francis Group, LLC CRC Press is an imprint of Taylor & Francis Group, an Informa business No claim to original U.S. Government works ISBN-13: 978-1-870905-38-1 (hbk) This book contains information obtained from authentic and highly regarded sources. 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Visit the Taylor & Francis Web site at http://www.taylorandfrancis.com and the CRC Press Web site at http ://www.crcpress.com British Library Cataloguing in Publication Data Typeset by Bookman Ltd, Bristol Contents Foreword IX list of Authors XI 1 Pharmaceuticals - the Ultimate Gamble? 1 Peter Holden Selling to a single customer Impact on the industry Response to change 2 Internal Communications 7 Vol Seddon The importance of the internal market Defining ownership Establishing and agreeing objectives Identifying the audience Selecting the communications media Defining purpose and policy statements A commitment to communication 3 The Role of the Medical Department 23 Victoria Elegant A central focus for communication Structure and responsibilities Clinical research and clinical trials Regulatory affairs Medical services Focusing cooperation and communication Communication and input to management vi 4 The Sales Force 39 Alec Stewart A sales force audit Improving customer contacts The future and the need for change The new NHS The therapeutic partnership Time for a change? People, not pins 5 Meetings, Symposia and Conferences 53 Peter Holden Meetings versus face-to-face selling Measurement of a successful meeting Large and small meetings Who should attend? Attendance hooks Venue vetting Selection and briefing of chairmen and speakers Presentation training High-tech conferencing Recording and transcription Follow-up 6 The Role of Advertising in Communications 73 Phil Welch What is advertising? Does advertising work, does it sell? Advertising new and old brands The difference between pharmaceutical and consumer advertising The agency role Client/agency relationships 7 The PR Consultancy Neil Kendle What is PR? Why one needs PR PR and advertising Reaching a wider audience The need for a strategic approach How to choose a consultancy Fees The client/consultancy relationship 8 Opinion Leaders Peter Holden Who are opinion leaders? Opinion leader assessment Established opinion leaders Potential opinion leaders Advisory groups Media opinion leaders 9 The NHS and its Managers Chris Ham The organization of the NHS The Department of Health Regional Health Authorities District Health Authorities Family Health Services Authorities NHS Trusts Special Health Authorities Community Health Councils The role of managers Financing health services 10 Marketing Communications - the Future Peter Holden Abbreviations Index Foreword The pharmaceutical marketplace is a dynamic, rapidly changing environment. Change is occurring at a pace, driven by internal and external forces. The restructuring of health services around the world, the establishment of the EEC, the opening up of global markets, the need for cost benefit studies and quality of life assessments are all putting pressure on pharmaceutical companies. Greater effectiveness and efficiency will be required, and there needs to be a particularly significant emphasis on total quality. The need for a reappraisal of traditional marketing is of paramount importance. More than this, however, is the absolute requirement for coordination and integration of all aspects of the marketing mix. Thus marketing, medical, sales, communications, training, PR and advertising disciplines should all be meeting and exchanging vital information on a regular basis. Only those organizations which successfully manage all aspects of the marketing mix will be able to respond to the changing environment. Marketing Communications in the Pharmaceutical Industry examines the principal elements in the marketing communications process. The various authors, with a depth and breadth of experience, give a fascinating insight into all the activities involved. I welcome this unique book, which will be valuable reading for all those involved in marketing communications in our industry. The better understanding of the processes described can only lead to more successful business practice. Jan Leschly Chairman SmithKline Beecham Pharmaceuticals
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