Marketing Skills in Sales of Pharmaceuticals
Session 13: Marketing Skills in Sales of Pharmaceuticals
Total Session Time: 60 minutes +1 hours of Tutorial
Prerequisites
Learning Tasks
By the end of this session students are expected to be able to:
Resources Needed:
SESSION OVERVIEW
Activity/
Step Time Content
Method
1 05 minutes Presentation Introduction, Learning Tasks
2 10 minutes Presentation Definition Of Marketing Skills
15 minutes Presentation General Marketing Skills
3
Buzzing
20 minutes Presentation
4 Pharmaceutical Marketing Skills
Brainstorming
5 05 minutes Presentation Key Points
6 05 minutes Presentation Evaluation
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SESSION CONTENTS
STEP 1: Presentation of Session Title and Learning Tasks (5 minutes)
READ or ASK students to read the learning Tasks and clarify
ASK students if they have any questions before continuing.
STEP 2: Definition of marketing skills (5 minutes)
conform to someone else's products, services or values.
o Ability of identifying and satisfying customer requirements profitably
Involves the processes of market research, new product development, product life
cycle management, pricing, channel management as well as promotion
An approach to business that seeks to identify, anticipate and satisfy customers‘
needs.
STEP 3: General Marketing Skills (20 minutes)
Activity: Buzzing (5 minutes)
ASK students to pair up and buzz on the following question for 2 minutes
ALLOW few pairs to respond and let other pairs to add on points not mentioned
WRITE their response on the flip chart/board
CLARIFY and SUMMARIZE by using the content below
o Revenue-driven marketing
Who are capable of driving revenue tend to thrive in their careers.
Believe marketers are disconnected from short and long-term financial objectives.
Who can tie their efforts to improving revenue thrive in an environment like this.
o Know your market
The success of a marketing organization depends on its ability to understand its
target market.
The marketer who can understand and effectively articulate what customers and
competitors are doing has a foundational marketing skill.
Becoming the voice of the customer is particularly valuable to a business.
Marketers who can collect both quantitative and qualitative data about customers
and present that data to executives in a strategic manner are very valuable
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o Create remarkable customer experiences
Today‘s most successful marketers create remarkable experiences for customers.
Thanks to the internet, there are now many more points of interaction between a
customer and brand today.
These interactions are growing richer and richer and its marketing‘s job to create
and manage these experiences.
Marketers who can create experiences that truly resonate with customers are rare,
but those that can deliver business results that far exceed the norm.
o Become a storyteller
A big part of creating a remarkable customer experience is telling a good story.
It is critical to successful marketing.
Marketers must be good storytellers for the simple reason that customers identify
with compelling stories more than anything else.
Most successful marketing campaigns tell a story that customers identify with on
an emotional level.
Marketers who can tell great stories to customers via a variety of marketing
campaigns are indispensable in a world where attracting a customer‘s attention
can be challenging.
o Test everything; assume nothing
Good marketers are continuously testing things like new marketing campaigns, ad
copy, and pricing to turn data into business results.
Fortunately, a number of tools, such as online advertising platforms are now
available, making testing easier than ever designs.
o Never stop learning
Marketing is changing at a rapid pace
dynamics like the internet and the changing customer behavior.
That means that marketers have to learn faster than ever.
Something as simple as learning has become an essential marketing skill.
There‘s a wealth of information available online that can help marketers learn
about new marketing trends.
Many of the world‘s best marketers are actively blogging and tweeting the latest
data and information.
LinkedIn is another powerful tool for acquiring marketing knowledge.
o Use customer data to make decisions
Marketers now have access to a tremendous amount of data.
As a result, companies are able to understand their customers much better than
before.
Marketers who learn how to collect and analyze customer data in an effort to
make better decisions will be in extremely high demand for decades to come.
o Become a marketing technologist
Gartner predicts that by 2017 marketing will spend more on technology than the
information technology group itself.
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That means that marketers who are proficient with common marketing
applications and systems will thrive.
This doesn‘t mean that you have to be an engineer to succeed, but you do need to
be able to use many of these applications as a business user. Commonly used
marketing technologies include CRM, marketing automation, email marketing,
marketing analytics, and a plethora of emerging, online marketing technologies.
o Manage to a schedule
Successful marketers use schedules and project plans to ensure that they complete
their work in a timely fashion.
Most of the work in a marketing organization is deadline-driven.
For example, marketing campaigns have launch dates that everyone working on
the campaign focuses on.
Good marketers work backwards from the launch date and develop a schedule that
governs the work they do.
o Learn how to write
Many marketers underestimate the importance of writing,
Copywriting is one of the most important skills that a marketer can have.
It‘s the foundation of almost every marketing campaign.
From ad copy, to emails, to landing pages, copywriting is a relatively basic skill
that can have an outsized impact on conversion rates.
It also happens to be the foundation of the enormous amount of internal
communication that marketers must manage inside of their company.
o Deliver specific, identifiable results
Marketing has evolved into a field where marketers must deliver results.
Generating a certain number of qualified leads, or delivering revenue, marketing
is now on the hook to perform.
Successful marketers focus on delivering results that share three characteristics:
business.
STEP 4: Pharmaceutical Marketing Skills (20 minutes)
Activity: Brainstorming (5 minutes)
Ask students to brainstorm on the following question:
ALLOW few students to respond?
WRITE their responses on the flip chart/ board
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CLARIFY and SUMMARISE by using the content below
o Function of Sales
Marketing is where the action is.
o Advertising
Able to advertise drugs on television, website, campaigns, and other medias
through making audio-visual, prints or multimedia sales pitches to the doctors.
Advertising agencies will have to educate themselves
o Marketing Research Function
Marketer, in order gain information, conducts market research,
. The pharmaceutical major is fond of syndicated data.
Many companies routinely buy ORG (Operation Research Group) panel study
Marketing research data only provides a base for action in the market place,
o Use of Public Relation
pharmaceutical marketers use public relations as a marketing tool
Public Relation entails:
Relation has also helped the organization in creating a positive platform for direct
response communication.
o Drug Distribution
Many a times drugs promoted through professional service representatives do not
appear on the shelves of the retailing chemist.
This can be attributed to ineffective distribution system.
Although distribution is recognized in India as an important function, many
pharmaceutical marketers accord it a mere supportive role; so the distribution
system has
STEP 5: Key Points (5 minutes)
Creating remarkable customer care and using customer data to make decisions
o Function of Sales
o Advertising
o Drug Distribution
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o Use of Public Relation
o Marketing Research Function
STEP 6: Evaluation (5 minutes)
References
Buskirk, R. H (1994). The Entrepreneurs Handbook: Premier Entrepreneur Programs, Inc.
Denver, Co.
Charantimath, P. M (2006) Entrepreneurship Development Small Business Enterprises:
Delhi, India: Pearson Education,
Hisrich, R.D., Peters, M.P., & Shepherd, D.A. (2005). Entrepreneurship. (6th Ed.) Boston:
McGraw-Hill.
Kuratko, D.F., & Hodgetts, R.M. (2007). Entrepreneurship: Theory, Process & Practice. (7th
Ed.) USA: Thomson
Roy, R. (2011, 2008). Entrepreneurship. 2nd Ed. Oxford: Oxford University Press.
Stokes, D. & Wilson, N. (2002). Small Business Management and Entrepreneurship. (5th
Ed.) London: High Holborn House.
Zimmerer, T. W. & Scarborough N. M. (2008) Essentials of Entrepreneurship and Small
Business Management. (5th Ed) New Jersey: Pearson Education International
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