Healthy Life - Fish-Fork Model
FISH-FORK MODEL OF PHARMA MARKETING PRODUCT PROMOTIONAL PRACTICE
Pharma digitization is the still juggernaut on a roll. Automation too digital tools initially penetrated production too character departments of the pharma firm. Then it was the distribution department, which got digitized, when the ERP (Enterprise Resource Planning) moving ridge started. The grade of software penetration inward big companies has increased today, amongst wholesalers having software that communicates the asset rack stock too secondary sales (goods motion from wholeseller to retailer) on a daily dry reason amongst the company’s principal server. Thus, the medical representative inward companies similar Pfizer no to a greater extent than supplies the monthly secondary stock too sales tilt to the company; it is the company, on the other hand, which provides this information through a smartphone app to the medical representative! The tables induce got turned!!! This information curl - out is really the phenomenon of ‘democratizing data’!!
Insights too cognition from information is driving efficiency too effectiveness inward companies. Top companies are inward a seat to analyze the principal purchasing medical shops (pharmacies) inward every pincode, due to the secondary sales existence mapped through software. Subsequently, they are able to chalk out sharper doc coverage strategies too then that the doctors who feed prescriptions to these pharmacies are non ignored too coverage is optimized.
There is express time, coin too other resources; it is the digital moving ridge that is helping optimize the usage of these resources inward marketing teams to ensure the best strike for the marketing buck! Digital moving ridge is helping inward rationalizing activity, streamlining processes too activities, provides prompt reports too feedbacks, too optimizing resources allocation. Eg., if sales of production Influenza A virus subtype H5N1 is high inward certainly pincodes or talukas of a MR area, why do nosotros give the same total of sampling to all MRs? Many such calls are existence taken on the dry reason of such digitally driven insights.
Imagine a scenario:
Dr. Medha, a leading derma specialist inward Varanasi gets the Glenmark MR too back upwards squad into the hospital at the appointed hour. They fix the telemedicine equipment amongst practiced jiffy. The medical representative has already ensured that the partner GP hospital from an interior similar Rehati, has collected derma patients who volition require farther consultation advice. And ane yesteryear ane the remote consultation begins – the telemedicine equipment aiding the magic of derma-healing. This approach is perfectly suited for derma remote consultation, too all inward the chain engage inward win-win relationship. Dr. thou larn her professional person cognition existence pose to use, patients who otherwise would uncovering it hard too costly to move to Varanasi uncovering this consultation better, they tin forcefulness out obtain their consultation at the local GP clinic, Glenmark gets build advantage, too the GP gets a improve status.
To render this approach for other specialities is a challenge, however, the to a higher house telemedicine approach is perfectly suited for derma practice.
Digitization, for the competitive advantage
It is the sagacity of pharma marketing practise to pose digital applied scientific discipline too heighten value delivery. However, practical too non-abstract methods of pharma digital practise are remove of the hr since; marketing is all most numbers too deliverables. It is non only ‘feel-good’ that plant inward marketing, at the terminate of the month; it is the numbers that salve the situation. Hence, digital marketing practices such equally the to a higher house involving the derma field, makes the cutting equally it straight impacts too creates improved sales outcomes.
The fish-fork model is the electrical flow condition of today’s pharma marketing practise (note, the fish-fork has 3 prongs, equally shown below, the regular fork has iv prongs):
The get-go prong (or tine) of the fish-fork model of pharma marketing production promotional practice: Medical Representative (MR) too his in-clinic, in-stall, in-pharmacy activities; too the campaigns, taxi tours addition CMEs that he executes, which fetch sales results. The MR is the human touching inward each territory. This adds the hi-touch to the hi-tech dimension of plain work. Today, most hand pharma marketers render a tablet PC loaded amongst brusque videos of production activity, powerpoint too other such formats for e-presentations to the target doctor. Digital touching has replaced the paper or carte du jour visual aid. Collaterals that assist communication practise induce got gone digital.
The 2nd prong (or tine) of fish-fork model of pharma marketing production promotional practice: This approach of providing reminders through email, exceptional scientific personnel providing plain operate to selected target doctors, courier of samples too other useful items to doctors, provides fantabulous hateful solar daytime of the month amongst doctors. This happens when the items existence couriered are personalized. Eg., a personalized doc tabular array hand calendar for the twelvemonth 2019 (with the doctor’s holler too other aspects on each calendar month page of the tabular array hand calendar eg., anniversary foto on the calendar month when his spousal human relationship anniversary falls!).
The 3rd prong (or tine) of fish-fork model of pharma marketing production promotional practice: represents the thoughtful digital methods of hateful solar daytime of the month (eg., the Varanasi illustration of remote derma practise consultation). Or sponsoring a webinar where like-minded doctors from dissimilar geographies hash out therapy approaches too illustration studies. Or electronic mail marketing of illustration studies amongst a quiz that volition assist the doc larn CME points, too and then on.
Challenge is marketing terms optimization
With to a greater extent than layers added to marketing activity, too express resources including budgets, it is inevitable that solely those approaches are selected, which render improved sales outcomes. Depending on what programs are existence envisaged inward the 3 prongs of the fish-fork model of pharma marketing production promotional practice, marketing budget allotment may live made too then that ROI is acceptable to finance subdivision of the pharma firm.
Pharma marketing is ever on shifting sands
Pharma marketing - delivering value is ever on shifting sands. What did good inward 1970s, volition non operate inward 2018. Appoint a MR, render him amongst a purse total of samples, printed literatures, freebies too the paper visual aid; enquire him to come across 10 doctors too five chemists; too hold off growth inward sales - calendar month after month. The marketplace reality is to a greater extent than complex. There are atleast 10 MRs coming together each doc per day; each MR gets fifteen seconds to 120 seconds per doctor. The doc is bombarded amongst 750 build names per calendar month yesteryear all pharma sales personnel. Each pharma marketer is trying to create a WOW instant inward the in-clinic activity. Quality too regular visits yesteryear MRs are a agency of survival, taken for granted. How much to a greater extent than tin forcefulness out the pharma marketers offering equally promotional value too production value to pharmacies too patients (not only doctors) has larn the existent question.
The ethical marketers induce got to spar amongst PCD operators too semi-PCD companies. In whatsoever major town at that topographic point are atleast 300 to 500 PCD too semi-PCD operators. They are all local operators. With digital penetration to patients, the pharma marketer has unopen to other imbroglio to solve: how much of marketing resources, efforts too fourth dimension allotment to doctor/pharmacy/patients?
Chatbots are unopen to other source of disruption inward healthcare field. Check this link: https://medicalfuturist.com/top-12-health-chatbots
So growth is non slow inward the electrical flow societal too technological context. Patient empowerment has changed the dynamics betwixt doc too patient. Right Sugar too other antidiabetics also are advertised inward newspapers. Ayurvedics too nutraceuticals are available for gild through the web. FENFURO has seen geometric growth inward sales through amazon.in (FENFURO has relied on the 3rd prong of the fish-fork model of pharma marketing production promotion).
Conclusion: how to purpose the fish-fork model of pharma marketplace production promotion?
The fish-fork model of pharma production promotional practise puts into perspective diverse generic approaches possible to accomplish buyers of Rx too non-Rx products produced yesteryear pharma companies. Which prong of the fish-fork model of pharma production promotion, how much, what kind of programs…all this depends on the SWOT of society too its operating market. It depends also on the administration - their gut-feel too wisdom too reply behavior. In whatsoever case, a one-pronged approach volition create a lame horse. Better purpose the 3 pronged fish-fork model of pharma production promotion!!!
Thanks for reading this blogpost, do feel-free to curl downward the cursor too read all other posts; convey a instant too recommend this spider web log to your friends/colleagues … induce got a slap-up December 2018 (last calendar month of the Gregorian calendar).
Here is a closing limerick:
Fish
To pick out handgrip of a fish
Patience ane should relish
Many induce got cast their lines
Fishing is non improved yesteryear whines
Use imagination too intellect to fish or perish!