can promotion and partnership coexist?

Can Promotion and Partnership Co-exist?

Marketing, advertising, selling and the customer

January 31st 2014

Jonathan Dancer

Managing Director, Redbow Consulting Group

Can Promotion and Partnership Co-exist?

Can promotion and partnership co-exist?

Promotion and Partnership?

Promotional Returns

How Marketing Fits in

Perceptions of Value

Can Promotion and Partnership Co-exist?

Potential benefits of partnership

Improved concordance and persistence

Patient education and lifestyle applications

Support for treatment initiation

Outcomes measurement

Building consensus

Service design

Medical education

An increasing proportion of Pharma “promotional expenditure” is directed towards supporting more partnership-oriented activity

Potential barriers to partnership

Practicality

Perception

Stereotype

Memory

Partnership

When a match has equal partners then I fear not.

Aeschylus

The poor man who enters into a partnership with one who is rich makes a risky venture.

Plautus

Promotion

Activity that supports or encourages a cause, venture, or aim

The publicizing of a product, organization, or venture so as to increase sales or public awareness

Oxford Dictionaries

Without promotion things cannot be known…

© Tedd Goff 1999

“Our study concludes that this is the percentage of our customers who will buy from us without any effort whatsoever on our part.”

and promotion does need to be appropriate

Cartoonchurch.com

… but not gratuitous

Promotion – what do recipients say?

With thanks to Ivor Eisenstadt, Managing Director, MGP With grateful acknowedgement to Hilary Burt, Chair JICMARS

Promotion – what do recipients say?

Online is seen as convenient for quick searches, but print is still highly valued

Promotion – what do recipients say?

Online & digital both used across the spectrum of information needs, greatest credibility is from independent sources

The promotional “leaky bucket”

Proportion

Att

rib

ute

Interest

Desire

Adoption/Action

Awareness

I

D

A

A

Predictability of returns on promotion

Promotional Investment

Sale

s Optimal Investment

What we’re “taught”

Promotional Investment

Sale

s Predictability of returns on promotion

Predictability of returns on promotion

Promotional Investment

Sale

s

What the Data show Illustrative

Predictability of returns on promotion

“Expected Model”

Promotional Investment

Sale

s

Illustrative

Predictability of returns on promotion

High Sales with little investment

Promotional Investment

Sale

s

Illustrative

Predictability of returns on promotion

High investment with little sales

Promotional Investment

Sale

s

Illustrative

Predictability of returns on promotion

A spectrum of response

Promotional Investment

Sale

s

Predictability of returns on promotion

Type and Level of Promotion

Extent of Unmet Need

Familiarity of Technology

Ease of Market Access

Thanks to Gary Johnson, Inpharmation

How marketing fits in – traditional view

Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably

CIM

How marketing fits in – alternative view

“A social and managerial process by which individuals and groups obtain what they need and want through

creating and exchanging products and value with each other.”

Philip Kotler 2002

True Marketing is Always Value Based

How marketing fits in

Value does not exist until it is perceived by the customer

Perceived Value influences the price the customer is willing to pay

A Customer cannot perceive value until they “experience” the product

Adoption involves establishing relevance to their own life/role

“Dinner for three”

“Dinner for three”

Today, the “Dinner for Three” food order is (in principle) increasingly aligned :

a). The “family budget”

b). The specified requirement

c). The needs of the recipient

“Dinner for three”

Pharma needs to communicate effectively and appropriately with all three parties.

Advocacy, Recommendation, Prescription

Guidance, Guidelines and Market Access

Informed Patient

Marketing and Market Access are increasingly convergent

Value

Value does not exist until it is perceived by the customer

Perceived Value influences the price the customer is willing to pay

A Customer cannot perceive value until they “experience” the product

Experience involves establishing relevance to their daily lives

Value

Value

Abay “Colors” Age: 2 Displayed: NJ online Children’s Art Gallery

Value

Value

Patti the chimpanzee, age 29 Untitled Acknowledgement: Chimps Inc.

Value

Value

Franz Kline, Untitled Year: 1957 Price : ?$40,402,500 – Nov 14th 2012 The Franz Kline Estate

Value

Value and Affordability

Fitness for Purpose

What will it take to get the outcome needed?

What kind of challenge does this disease present?

Can Promotion and Partnership Co-exist?

Value is the universal currency that enables them to do so

Creation & Exchange of Value

Partnership Relationship

Trust Promotion

Acknowledgements

Ivor Eisenstadt, Managing Director, MGP

Hilary Burt, Chair JICMARS

Gary Johnson, Inpharmation

The Franz Kline Estate

Sothebys Online

NJ online Children’s Art Gallery

Chimpsinc

PetKare Clinic

Hubspot

Ted Goff

www.carpages.co.ukwww.bobamotoring.de

http://www.hdwallpapers.in

http://www.imaginelifestyles.com/

www.carsuk.net

www.azureazure.com

www.cartoonchurch.net

Can Promotion and Partnership Co-exist?

Marketing, advertising, selling and the customer

January 31st 2014

Jonathan Dancer

Managing Director, Redbow Consulting Group