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Author: CMA(Dr.) Ashok Panigrahi
Publisher:
ISBN:
Category :
Languages : en
Pages : 7
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Book Description
Integrated Marketing Communication is a business process or a strategy used to plan, develop, execute for brand communication program or to describe the product to your customers. The advancement of powerful communication mix in pharmaceutical advertising is complex task which identifies the target audience, deciding the correspondence targets, designing a message, choosing method of delivery and collecting feedback. Pharmaceutical promotion is divided in two phases' in-clinic and out-of-clinic which includes information leaflets, samples, gifts and clinical-trails, seminars, camps, advertisement, etc. The paper describes about Marketing mix which includes product mix, price mix and distribution channels. It also differentiates the promotional tools like internet based, Electronic detailing, Personal selling, E-Sampling used synergistically for prescription and OTC drugs while promoting the pharmaceutical products by using Integrated Marketing Strategy. Pharmaceutical industry faces many challenges like regulatory barriers and doctor's non-readiness for prescribing the drug products this can be overcome by convincing doctors by providing them adequate information about the quality of product and advantages over competitor's edge whereas in case of regulatory they must follow the norms led down by the authorities.
Author: CMA(Dr.) Ashok Panigrahi
Publisher:
ISBN:
Category :
Languages : en
Pages : 7
Get Book Here
Book Description
Integrated Marketing Communication is a business process or a strategy used to plan, develop, execute for brand communication program or to describe the product to your customers. The advancement of powerful communication mix in pharmaceutical advertising is complex task which identifies the target audience, deciding the correspondence targets, designing a message, choosing method of delivery and collecting feedback. Pharmaceutical promotion is divided in two phases' in-clinic and out-of-clinic which includes information leaflets, samples, gifts and clinical-trails, seminars, camps, advertisement, etc. The paper describes about Marketing mix which includes product mix, price mix and distribution channels. It also differentiates the promotional tools like internet based, Electronic detailing, Personal selling, E-Sampling used synergistically for prescription and OTC drugs while promoting the pharmaceutical products by using Integrated Marketing Strategy. Pharmaceutical industry faces many challenges like regulatory barriers and doctor's non-readiness for prescribing the drug products this can be overcome by convincing doctors by providing them adequate information about the quality of product and advantages over competitor's edge whereas in case of regulatory they must follow the norms led down by the authorities.
Author: Peter Holden
Publisher: CRC Press
ISBN: 1315343975
Category : Medical
Languages : en
Pages : 168
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Book Description
Specialists drawn from industry, agency and academia explain the role of the various elements in the marketing communications process, and show how a reassessment of the marketing mix can result in a positive response to challenges imposed by a changing commercial environment. The pharmaceutical industry is often used as the model to illustrate proven techniques and creative innovation in marketing; although primarily intended for all those involved in the pharmaceutical, healthcare and allied industries, the book should be of interest to a much wider readership.
Author: Sebastian Schulz
Publisher: GRIN Verlag
ISBN: 3656519625
Category : Business & Economics
Languages : en
Pages : 91
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Book Description
Master's Thesis from the year 2009 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: Sehr gut, Coventry University, language: English, abstract: Public Relations ist eine zentrale Chance im Marketing-Mix für OTC-Arzneimittel. Zunehmend kritische Patienten können so von den Vorteilen rezeptfreier Arzneimittel nachhaltig überzeugt werden und Meinungsführerschaften in einer zunehmend online dominierten Medienbranche aufgebaut und gesteuert werden. Diese Masterarbeit überprüft anhand von Leitfadeninterviewa mit Experten der Pharmabranche die Chancen von PR im Rahmen der Marketingkommunikation.
Author: The Open University
Publisher: The Open University
ISBN:
Category : Business & Economics
Languages : en
Pages : 29
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Book Description
This 6-hour free course emphasised the strategic importance of marketing communications and their long-term effect on consumers.
Author: Larry Percy
Publisher: Routledge
ISBN: 1136776206
Category : Business & Economics
Languages : en
Pages : 335
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Book Description
An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies This new edition is still the only textbook on the market to deal with all aspects of IMC from a strategic perspective Corporate image, identity and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this Integrated Marketing Communications is not just about utilizing different communication options in your marketing campaign; it is about planning in a systematic way to determine the most effective and consistent message for your target audience. As such, it depends upon identifying the best positioning, generating positive brand attitude, a consistent reinforcement of the brand's message through IMC channels, and ensuring that all marketing communication supports the company's overall identity, image, and reputation. This textbook is a roadmap to achieving this, thoroughly updated to reflect the dynamic changes in the area since the first edition was published. New to this edition: New sections on social media and now to integrate them into your marketing function New chapter on message development and an enhanced chapter on the IMC plan Robust pedagogy to help reinforce learning and memory Enhanced teaching materials online to help lecturers prepare their courses Brand new real-life case study vignettes
Author: Letizia Affinito
Publisher: Routledge
ISBN: 1317053206
Category : Business & Economics
Languages : en
Pages : 253
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Book Description
Socialize Your Patient Engagement Strategy makes the case for a fundamentally new approach to healthcare communication; one that mobilizes patients, healthcare professionals and uses new media to enable gathering, sharing and communication of information to achieve patient-centricity and provide better value for both organizations (in terms of profit) and patients (in terms of better service and improved health). Letizia Affinito and John Mack focus on three priority areas for actions: Improving Health Literacy (e.g. web sites; targeted mass digital campaigns), Improving Self-care (e.g. self-management education; self-monitoring; self-treatment), Improving Patient Safety (e.g. adherence to treatment regimens; equipping patients for safer selfcare). The authors explain the healthcare context to the digital communications revolution; the emerging digital marketing and communications techniques that enable this revolution and the core elements behind a patient-driven digital strategy. Drawing on the authors’ research and consulting practices, as well as on the practical experience of managers in medium-large companies worldwide, the book provides a proven framework for improving the development and implementation of patient-centered digital communication programs in healthcare organizations. It is an engaging how-to/how-not-to book which includes tips, advice, and critical reviews that every stakeholder dealing with the healthcare system must have in order to participate in the evolving healthcare system and be more active in making strategic patient-centered choices. Socialize Your Patient Engagement Strategy includes interviews with experts and leading case histories of successful digital communication programs in the healthcare arena. While there are books that focus on specific healthcare communicators within different types of organizations, in their book the authors recognize that effective patient-centric communication crosses all organizational boundar
Author: Philip J. Kitchen
Publisher: Springer Nature
ISBN: 3030764168
Category : Business & Economics
Languages : en
Pages : 379
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Book Description
Integrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition presents an integrated and global framework to marketing communications, delivered in a highly readable, cohesive and succinct manner. Co-written by the internationally acclaimed leading experts in the field, Philip Kitchen & Marwa Tourky, this core text explores the best ways to communicate effectively both in the present and in the future. Taking a rigorous approach, the textbook provides a critical overview to the modern communications issues found in industry and society today. It offers a concise, stimulating approach in its coverage of IMC and combines insightful knowledge of trends in the global marketplace, consumer and stakeholder issues with wider adoption of a consumer-driven perspective, as well as a roadmap through the bewildering maze of marketing communications. Comprehensively updated and revised throughout to take into account recent industry developments, this new edition also offers a plan for brand building post-pandemic. This textbook is ideal for upper-level undergraduates and post-graduate students who would benefit from insightful knowledge of key trends and sharp insights into the important theories and considerations around marketing communications and IMC.
Author: Umut Ayman
Publisher: BoD – Books on Demand
ISBN: 1838802274
Category : Business & Economics
Languages : en
Pages : 208
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Book Description
This edited Promotion and Marketing Communications book is an original volume that presents a collection of chapters authored by various researchers and edited by marketing communication professionals. To survive in the competitive world, companies feel an urge to achieve a competitive advantage by applying accurate marketing communication tactics. Understanding marketing communication is an essential aspect for any field and any country. Hence, in this volume there is the latest research about marketing communication under which marketing strategies are delicately discussed. This book does not only contribute to the marketing and marketing communication intellectuals but also serves different sector company managerial positions and provides a guideline for people who want to attain a career in this field, giving them a chance to acquire the knowledge regarding consumer behavior, public relations, and digital marketing themes.
Author: David Pickton
Publisher: Financial Times/Prentice Hall
ISBN: 9780273676454
Category : Business & Economics
Languages : en
Pages : 761
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Book Description
Net/pickton to find additional valuable teaching and learning materials. David Pickton is Head of the Marketing Department at Leicester Business School, De Montfort University. Amanda Broderick is Senior Lecturer in Marketing and Head of Research in the Marketing Group at Aston Business School.
Author: Ralph Landau
Publisher: Chemical Heritage Foundation
ISBN: 9780941901215
Category : Business & Economics
Languages : en
Pages : 442
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Book Description
Documents how science has provided an astonishing array of medicines for coping with human ailments. This volume addresses industry leaders, economic influences, and the development of individual products. It is suitable for policy makers, economists, corporate executives, research managers, and historians of science, technology, and medicine.
