lecture - three (pharma marketing)

7/28/2019 Lecture - Three (Pharma Marketing)

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LOGO Pharmaceutical marketing


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Pharmaceutical Marketing

Identification of Market

Seller & Buyer

Pharmaceutical Companies

Government & government agencies Doctors Community

Public & Private Institutions and NGOs

Regional Distributors

Institutional Suppliers

Wholesale & Chain Pharmacies

Retail Pharmacies

Patients or Consumers

Export Business


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Physician Prescribing Behavior

Physician Prescribing Behavior:

Patient with disease

Diagnosis of problem or Disease

Available Treatment options

Information of drugs

Faith & Confidence on particular drug

Prescription habits of doctor

Scientific information of drug

Doctors categories (Consultant, Family Physician,RMO etc.)


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Physician Prescribing Behavior:

Branded vs Mee too Products prescriptions

Reach & Frequency of Pharma Companies

Stages of prescription behavior

1. Unaware

2. Aware

3. Accept4. Test

5. Prescribe

6. Choice of drug


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Physician Relations.

The report suggests a range of ways social networks can beused, including for market research, physician relations,

clinical trials and medical education


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Patient Motivation

Patient Motivation: Change from Normal occurred

Significance of the change

Need for Help

Need immediate relief

Proper diagnosis

Need thorough Counseling

Need of effective drugDosage Compliance

Economic Compliance

Legal Compliance


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Patient Motivation


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Patient Motivation


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Patient Motivation


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Market Analysis

Market Analysis: Measurement of market for any drug

Market Research

Primary Research

Patient surveys Doctors opinions

Focus Group Surveys

Retail & Wholesale Audits

Institutional Purchase Audit

Secondary Research

Published Periodic data

Other Sources


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Market Analysis


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Market Analysis


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Market Analysis


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Development Stages

Development Stages of New Product:

Product Exploration

Product Screening

Product Business Analysis

Product Research & Development

Product Testing

Product Commercialization


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Development Stages of new Drug


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Stages of Development


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Birth of a New Drug or Product

Birth of a Product or Drug:

Development of the new drug

Investigational New Drugs (IND)

Preparation of new drug application (NDA)

Submission of the new NDA

New drug application approval

Development of Manufacturing Processes

Registration of drug from Regulatory Authorities

Acceptance & Commercialization


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Birth of a New Drug


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Birth of a New Drug


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New drug development


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Product development Process


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R&D & Launch of Pharma Product

Diversification & Specialization in Pharam drugs1. Specialization in a particular therapeutic area

2. Specialization in different therapeutic area simultaneously

R&D of Product

In vivo & In vitro TrialsDefinition:

In vivo refers to a medical test, experiment or procedurethat is done on a living organism, such as a laboratoryanimal or human.

A study done in vivo looks at how the body responds to aparticular substance, in contrast to in vitro studies that aredone in a test tube or laboratory dish.
http://lungcancer.about.com/od/glossary/g/invitro.htmhttp://lungcancer.about.com/od/glossary/g/invitro.htm


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Steps Involved in R&D Process

Research and Development of pharmaceutical products take a lengthy periodthat spans over ten years and requires large investment.

Prior to market launch, new drugs undergo a long and complicated series of

steps, including an evaluation of efficacy and safety, application for approval,

and investigation and approval of drug applications by regulatory authorities.


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Product Development


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In Vitro vs. In Vivo


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Drug Development Pipeline


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Pharmaceutical Marketing


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In vitro & In Vivo


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Definition: In vivo refers to a medical test, experiment or

procedure that is done on a living organism, suchas a laboratory animal or human.

A study done in vivo looks at how the bodyresponds to a particular substance, in contrastto in vitro studies that are done in a test tube orlaboratory dish.

Multicenter Trials

Regulatory Bodies (DRA, PPMA, MoH, FDA etc.)
http://lungcancer.about.com/od/glossary/g/invitro.htmhttp://lungcancer.about.com/od/glossary/g/invitro.htm


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Product development Process


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Steps Involved in R&D Process


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Phases of drug development


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Drug Registration


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lecture - three (pharma marketing)

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