Marketing concepts

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Marketing (like Health Care) is an Applied Science.

Marketing is the science of matching capabilities to market opportunities and constraints to maximise gain by optimising for each Market Segment the mix of Product, Price, Place (distribution and market segment) and Promotion.

We will focus on Pharmaceutical Marketing. Pharmaceuticals are very different most other products or services. However often the concepts used in marketing pharmaceuticals are modified little from those used for marketing other products.

Below is a map showing the "family tree" relationships between the concepts that are essential for understanding marketing.

Clicking on the highlighted concepts will take you to further discussion.

Conceptual family tree

Applied Sciences

Others eg Engineering

Health Care

Evidence Based Health Care

Marketing Concepts in Evidence Based Health Care

Marketing = the science of matching capabilities to market opportunities and constraints to maximise gain by optimising for each Market Segment the mix of :

Product

Place

Price

Promotion is an applied science (based on psychology) of using product positioning with appeals to thinking or emotions including persuasive arguments and methods of influence to advance a product, service or idea by motivating customers through behaviour change stages to increase market penetration and/or frequency of use. This can be done via a mix of the following media:

Advertising = messages (usually including headlines, pictures and copy), intended to inform or influence people, where it is clear to the receiver that the message has been paid for by the sender.

Journal Advertising

Direct Mailing

Advertorials

Direct-to-Consumer Advertising

DTC advertising via Internet

Representatives (Drug reps, Detailers, Salespeople)

Adapting to the individual customer

Sales aids

Reminders

Samples

Third Party Promotion

Public Relations

Media reports

Corporate image

Meetings

Continuing Medical Education

Promotional trials

Sponsorship

Funding of research

Funding of health professional's organisations

Funding of patient's organisations

Packaging