SERVICE WITH CHARACTER TO CREAT CUSTOMER VALUE IN INDONESIA PHARMACEUTICAL INDUSTRY PART 3

Moch Kurniawan

4 MAIN BUYING PARTIES FOR PRESCRIPTION DRUGS:

• prescribing rights vary internationally and this category may include doctors, dentists, pharmacists, nurses and optometristsPrescriber

• hospitals, nurses, professors, reimbursement agenciesInfluencer

• patientConsumer• partly patient, partly government or third party (varies

by country), managed health care organization (hospitals, Health Maintenance Organisations etc.)Financier

Electronic Journal of Business Ethics and Organization Studies | Vol 9 no 2

http://sophisticatedfinance.typepad.com/.a/6a00e00981da57883301901dcf024b970b-pi

THE EVOLUTION OF UNDERSTANDING THE CUSTOMER

REASON FOR THE PURCHASE

Mood

Personal Factors

Psychological Factors

Societal Factors

Reference Groups and Opinion Leaders

Principles of Marketing, v. 2.0 by John F. Tanner, Jr. and Mary Anne Raymond

RATE EACH SOURCE ON ITS ABILITY TO PROVIDE YOU WITH THE INFORMATION YOU NEED TO MAKE A DECISION ABOUT YOUR

GENERAL HEALTH AND DRUG INFORMATION

Epsilon Research: April 2010

PROMOTIONAL SPENDING BY TYPE OF MARKETING ACTIVITY, 1989 TO 2008

(Billions of dollars)

Source: Congressional Budget Office based on data from SDI Promotional Audits.Notes: The starting date for each type of marketing reflects the date at which SDI began including the series in its collection of data. Detailing refers to the practice in which pharmaceutical representatives make sales calls to physicians and other health care professionals to discuss the uses of a particular prescription drug and its benefits for patients.DTC = direct to consumer.

HOW DOES THE PHARMACEUTICAL INDUSTRY MARKET ITS DRUGS AND HOW MUCH DOES IT SPEND?

http://www.pewhealth.org/other-resource/persuading-the-prescribers-pharmaceutical-industry-marketing-and-its-influence-on-physicians-and-patients-85899439814

PHARMACEUTICAL MARKETING SPEND

http://pharmamkting.blogspot.com/2012/03/china-enjoys-burst-of-pharma-marketing.html

A Special Report by J.D. Power and Associates | November 2011

http://pharmamkting.blogspot.com/2011/03/new-phrma-survey-of-physicians-are.html

http://satoriengine.com/the-new-path-to-purchase/[27/02/2014 20:50:34]

THE PURCHASE FUNNEL

THE CONSUMER DECISION JOURNEY

McKinsey Quarterly 2009 Number 3

10 REASONS CUSTOMERS WON’T SWITCH TO YOUR PRODUCT EVEN THOUGH THEY UNDERSTAND THE VALUE OF IT:

Migrating from the existing product is too expensive/time

consumingSkills Enterprise lock-in Your product functionality is too

narrow

Politics/Relationships Customization/Implementation costs are too high Your company is too small You can’t provide 24/7 service

You can’t support the customer’s environment

Your product is better but not THAT much better

http://www.rocketwatcher.com/blog/2010/08/startups-10-reasons-customers-wont-switch-to-your-product.html

6 WAYS TO PROTECT YOUR CUSTOMERS FROM COMPETITORS

Stay In TouchAdd ValueBuild IntelligenceBecome a ResourceCounterattackPrepare for Price Wars

http://sales.about.com/od/customerservice/tp/6-Ways-To-Protect-Your-Customers-From-Competitors.htm

Reasons for switching: Customer service and competitive rates top the list as the most important

factors

http://www.thisismoney.co.uk/money/saving/article-2442349/Santander-Nationwide-big-current-account-gainers-year.html

http://www.business2community.com/customer-experience/customer-experiences-and-social-media-0237738

WHICH PART OF THE TREATMENT EXPERIENCE IS THE MOST FRUSTRATING FOR YOU?

PwC Health Research Institute | Customer experience in the pharmaceutical sector: Getting closer to the patient | November 2013