chapter 1 introduction to marketing chapter 1 slides for marketing for pharmacists, 2nd edition
TRANSCRIPT
Chapter 1Introduction to Marketing
Chapter 1Introduction to Marketing
Chapter 1 slides for Marketing for Pharmacists, 2nd Edition
Chapter 1 slides for Marketing for Pharmacists, 2nd Edition
Learning ObjectivesLearning Objectives Define the term marketingmarketing. Describe four key elements associated with the
act of marketing. Compare and contrast transactional marketing
and relationship marketing. Analyze some of the misconceptions
surrounding the practice of marketing. Justify the need for pharmacists to market
themselves and their services. Differentiate various approaches to marketing
from the “marketing concept.” Assess key obstacles to the marketing of
pharmacists’ professional services.
Basic Marketing Principles
Basic Marketing Principles
What is marketing?
And why does it have such a bad reputation?
What is marketing?
And why does it have such a bad reputation?
TIP Marketing is not bad ---only some marketers.
TIP Marketing is not bad ---only some marketers.
Honesty and Ethical Ratings of People in Different Professions,
Honesty and Ethical Ratings of People in Different Professions,
% % %Very high/ Average Low/
High Very low
Nurses 82 15 3
Pharmacists 67 28 4
Medical doctors 65 31 4
High school teachers 64 27 7
Policemen 61 31 8
Clergy 54 35 8
Bankers 41 48 10
Journalists 28 44 27
Lawyers 18 46 35
Congressmen 14 44 41
Advertising practitioners 11 50 35
Car salesmen 8 41 49
Telemarketers 7 31 60
2005 Gallup Poll
How have marketers benefited you and
society?
How have marketers benefited you and
society?
Whether marketing is “good” or “bad” depends
on how it is practiced.
Whether marketing is “good” or “bad” depends
on how it is practiced.
TIP Actual practice depends
on your approach.
TIP Actual practice depends
on your approach.
Marketing DefinedMarketing Defined
TIP It’s all aboutexchanges.
TIP It’s all aboutexchanges.
Definition of marketingDefinition of marketing
Exchanges between people in which something of value is traded for the purpose of satisfying needs and wants
Pharmacist exchangesPharmacist exchanges
Dispensing a drugHelping patients select OTC
medicationsProviding drug information to patients
or health care professionalsTaking a patient’s blood pressureCounseling patients about drug
regimens
Pharmacists have exchanges with
Pharmacists have exchanges with
PatientsPhysiciansThird-party insurersTheir employerTheir bossPharmacist co-workers
Transactional versus Relationship MarketingTransactional versus
Relationship Marketing
Two ways of looking at marketing exchanges (a.k.a. transactions)
Two ways of looking at marketing exchanges (a.k.a. transactions)
Way 1: Isolated, individual transactions; participants never expect to do business again (transactional marketing )
Way 2: Series of transactions over timeCalled relationship marketing (RM)RM focuses on developing long-term
relationship (i.e., customer loyalty)
Relationship marketingRelationship marketingParties focus less on bargaining hard for
deals and more on meeting the needs of the other party.
Marketers cultivate relationships over time that will benefit both parties.
The choice Transactional marketing – get what you can and
get the patient out of the door Relationship marketing – every interaction with
a customer is an opportunity to help the customer and strengthen the relationship
Characteristics ofCharacteristics of
Relationship Marketing Develop a relationship
with customer. Collect and manage
customer information. Individualize your
services to customers. Involve front-line
personnel. Emphasize long-term
outcomes.
Pharmaceutical Care Establish therapeutic
relationship Assess and record patient
needs. Create an individualized
care plan. Delegate clerical tasks to
free up time for professional duties.
Monitor impact on patient outcomes.
Is pharmacy practice predominantly transactional or
relationship-oriented?
Is pharmacy practice predominantly transactional or
relationship-oriented?
Transactional Transactional
OrientationOrientationRelationship Relationship
OrientationOrientation
Every pharmacist is a marketer.
Every pharmacist is a marketer.
Everything pharmacists do can be called marketing:
Everything pharmacists do can be called marketing:
Dispensing a prescription drug
Assisting patients in the selection of OTC medications
Providing drug info to patients or health care professionals
Taking a patient’s blood pressure
Counseling patients about drug regimens
Recruiting pharmacists for a new job
Educating pharmacy students
Why study marketing?Why study marketing?
Marketing isA way of problem solving in the real
worldA way of influencing others
Application of marketing canHelp you get the job you want
Make you a more effective pharmacist
Misconceptions about Marketing
Misconceptions about Marketing
Misconceptions about marketing
Misconceptions about marketing
Marketing is selling or advertising.
PricingPricing
MarketingMarketingResearchResearch
SellingSelling
AdvertisingAdvertisingDistributionDistribution
MerchandisingMerchandising
Marketing
Other misconceptions about marketing
Other misconceptions about marketing
Marketing is evil.Health care professionals
do not need to market.Employee pharmacists do
not need to market.Only retail pharmacists
need to market.
Approaches to Addressing Marketing Problems in
Pharmacy
Approaches to Addressing Marketing Problems in
Pharmacy
The way you approach a problem will determine
how it is solved.
The way you approach a problem will determine
how it is solved.
Some process-centered approaches to marketingSome process-centered
approaches to marketing
Production – fast and cheap
Sales – fast and cheap with heavy selling
Product – better mousetrap
Customer-centered approaches to marketing
Customer-centered approaches to marketing
Marketing conceptNeeds and wantsTargeted customersProducts and services that satisfy
Societal marketingConsiders societal impact
What is the dominant approach in pharmacy
practice?
What is the dominant approach in pharmacy
practice?
What is your approach?What is your approach?
Major Trends that Will Affect Pharmacist Practice
Major Trends that Will Affect Pharmacist Practice
Consumer-driven health care (CDHC)Consumer-driven
health care (CDHC)
Costsharing
Costsharing
Disease/wellness
management
Disease/wellness
management
Health savingsaccounts
High-deductibleinsurance plan
Aging of the baby boomers
Aging of the baby boomers
Retirement of post-World War II baby boom generation Demanding, activistsUnwilling to accept health care
status quo Expect to live longer and healthier
lives throughout their retirement
Around-the-clock societyAround-the-clock society
People expect services and products 24/7/365.
Convenience is no longer an option in pharmacy practice. HoursLocationSpeedChoice
Service technologyService technology
Voice-operated telephone and information systems
Bar-code and RFID trackingRobotics
Service technology:Robotics
Service technology:Robotics
Speed service Touch-screen interactive kiosksElectronic refill remindersElectronic prescribing, fax prescribingATM-like dispensing machines
Increase service Convenience/accessibility
Telepharmacy, telephone call centersInternet pharmacyTouch-screen interactive kiosksDiagnostic technologies (e.g., blood pressure machine)Videos and other educational technologiesWeb education, CD ROMs
Customize service Personalized patient e-profilesCustomer relationship management (CRM) cardsInteractive kiosksInteractive Web pages
Improve service quality, solve drug-related problems
Telephone call centersElectronic prescribing
Maintain a patient relationship
Personalized patient e-profilesCRM cardsWeb support groups
Using Technology to Serve Patients
Health care budgetary constraints
Health care budgetary constraints
Rising health care expenditures concern government and other payers.Medicare, Medicaid, Social Security, and
other funding responsibilities Funding battle among health care
providers
Health care marketers must compete for funds.
Healthcare innovations Healthcare innovations
PharmacogenomicsNanotechnology
Rising global competitionRising global competitionMedical tourism
Thailand, India, Malaysia, Mexico, and Canada competing for the U.S. health care dollar
Patients without health care insurance or large-deductible health insurance plans
Drug importation/exportationLarge cross-border price differentials
Key problems with marketing pharmacist services
Key problems with marketing pharmacist services
Control of practice by nonpharmacists
Product orientationConflicting professional and
merchant rolesPoorly defined image of
pharmacists among publicPharmacist shortagesSilos of health care
Demand for pharmacistsDemand for pharmacists
New pharmacies opening dailyPharmacist shortages
Rising payOverworkChanging responsibilities
Pharmacy
Dr’s Office
HomeHealth
NursingHome
Hospital
Insurer
ConclusionConclusion
Marketing can change your way of thinking about current pharmacy practice.The goal of this course is to help you develop
a marketing mindset.
Application of marketing principles can help you change pharmacy practice.
Marketing can give you the tools to successfully promote yourself, your ideas, and the profession.
Questions?Questions?