FISH-FORK MODEL
OF PHARMA MARKETING PRODUCT PROMOTIONAL PRACTICE
Pharma
digitization is the silent juggernaut on a roll. Automation and digital tools initially penetrated
production and quality departments of the pharma firm. Then it was the distribution department,
which got digitized, when the ERP (Enterprise Resource Planning) wave
started. The level of software
penetration in big companies has increased today, with wholesalers having
software that communicates the holding rack stock and secondary sales (goods
movement from wholeseller to retailer) on a daily basis with the company’s main
server. Thus, the medical representative
in companies like Pfizer no more supplies the monthly secondary stock and sales
statement to the company; it is the company, on the other hand, which provides
this data through a smartphone app to the medical representative! The tables have turned!!! This data roll - out is truly the phenomenon
of ‘democratizing data’!!
Insights and
knowledge from data is driving efficiency and effectiveness in companies. Top companies are in a position to analyze
the main purchasing medical shops (pharmacies) in every pincode, due to the
secondary sales being mapped through software.
Subsequently, they are able to chalk out sharper doctor coverage
strategies so that the doctors who feed prescriptions to these pharmacies are
not ignored and coverage is optimized.
There is limited
time, money and other resources; it is the digital wave that is helping
optimize the usage of these resources in marketing teams to ensure the best
bang for the marketing buck! Digital
wave is helping in rationalizing activity, streamlining processes and
activities, provides prompt reports and feedbacks, and optimizing resource
allocation. Eg., if sales of product A
is high in certain pincodes or talukas of a MR area, why do we give the same
amount of sampling to all MRs? Many such
calls are being taken on the basis of such digitally driven insights.
Imagine a
scenario:
Dr. Medha, a
leading derma specialist in Varanasi gets the Glenmark MR and support team into
the clinic at the appointed hour. They
set up the telemedicine equipment with practiced jiffy. The medical representative has already
ensured that the partner GP clinic from an interior like Rehati, has collected
derma patients who will require further consultation advice. And one by one the remote consultation begins
– the telemedicine equipment aiding the magic of derma-healing. This approach is perfectly suited for derma
remote consultation, and all in the chain engage in win-win relationship. Dr. M get her professional knowledge being put
to use, patients who otherwise would find it difficult and costly to go to
Varanasi find this consultation better, they can obtain their consultation at
the local GP clinic, Glenmark gets brand advantage, and the GP gets a better
status.
To provide this
approach for other specialities is a challenge, however, the above telemedicine
approach is perfectly suited for derma practice.
Digitization,
for the competitive advantage
It is the
sagacity of pharma marketing practice to put digital technology and enhance
value delivery. However, practical and
non-abstract methods of pharma digital practice are need of the hour since;
marketing is all about numbers and deliverables. It is not just ‘feel-good’ that works in
marketing, at the end of the month; it is the numbers that save the
situation. Hence, digital marketing
practices such as the above involving the derma field, makes the cut as it
directly impacts and creates improved sales outcomes.
The
fish-fork model is the current status of today’s pharma marketing
practice (note, the fish-fork has three prongs, as shown below, the regular
fork has four prongs):
The
first prong (or tine) of the fish-fork model of pharma marketing product promotional practice:
Medical Representative (MR) and his in-clinic, in-stall, in-pharmacy
activities; and the campaigns, taxi tours plus CMEs that he executes, which
fetch sales results. The MR is the human
touch in each territory. This adds the
hi-touch to the hi-tech dimension of field work. Today, most top pharma marketers provide a
tablet PC loaded with short videos of product activity, powerpoint and other such
formats for e-presentations to the target doctor. Digital touch has replaced the paper or card
visual aid. Collaterals that aid
communication practice have gone digital.
The
second prong (or tine) of fish-fork model of pharma marketing product promotional
practice:
This approach of providing reminders through email, special scientific
personnel providing field work to selected target doctors, courier of samples
and other useful items to doctors, provides excellent engagement with
doctors. This happens when the items
being couriered are personalized. Eg., a
personalized doctor table top calendar for the year 2019 (with the doctor’s
name and other aspects on each month page of the table top calendar eg.,
anniversary foto on the month when his marriage anniversary falls!).
The
third prong (or tine) of fish-fork model of pharma marketing product promotional practice:
represents the thoughtful digital methods of engagement (eg., the Varanasi case
of remote derma practice consultation). Or
sponsoring a webinar where like-minded doctors from different geographies
discuss therapy approaches and case studies.
Or email marketing of case studies with a quiz that will help the doctor
get CME points, and so on.
Challenge is
marketing cost optimization
With more layers
added to marketing activity, and limited resources including budgets, it is
inevitable that only those approaches are selected, which provide improved
sales outcomes. Depending on what programs
are being envisaged in the three prongs of the fish-fork model of pharma
marketing product promotional practice, marketing budget allotment may be made
so that ROI is acceptable to finance department of the pharma firm.
Pharma marketing
is always on shifting sands
Pharma marketing
- delivering value is always on shifting sands.
What did well in 1970s, will not work in 2018. Appoint a MR, provide him with a bag full of
samples, printed literatures, freebies and the paper visual aid; ask him to
meet 10 doctors and 5 chemists; and expect growth in sales - month after
month. The market reality is more
complex. There are atleast 10 MRs
meeting each doctor per day; each MR gets 15 seconds to 120 seconds per
doctor. The doctor is bombarded with 750
brand names per month by all pharma sales personnel. Each pharma marketer is trying to create a
WOW moment in the in-clinic activity.
Quality and regular visits by MRs are a means of survival, taken for
granted. How much more can the pharma marketers offer as promotional value
and product value to pharmacies and patients (not just doctors) has become the
real question.
The ethical
marketers have to spar with PCD operators and semi-PCD companies. In any major town there are atleast 300 to
500 PCD and semi-PCD operators. They are
all local operators. With digital
penetration to patients, the pharma marketer has another imbroglio to solve:
how much of marketing resources, efforts and time allotment to
doctor/pharmacy/patients?
Chatbots are
another source of disruption in healthcare field. Check this link: https://medicalfuturist.com/top-12-health-chatbots
So growth is not
easy in the current societal and technological context. Patient empowerment has changed the dynamics
between doctor and patient. Right Sugar
and other antidiabetics too are advertised in newspapers. Ayurvedics and nutraceuticals are available
for order through the web. FENFURO has
seen geometric growth in sales through amazon.in (FENFURO has relied on the
third prong of the fish-fork model of pharma marketing product promotion).
Conclusion: how
to use the fish-fork model of pharma market product promotion?
The fish-fork
model of pharma product promotional practice puts into perspective various
generic approaches possible to reach buyers of Rx and non-Rx products produced
by pharma companies. Which prong of the
fish-fork model of pharma product promotion, how much, what sort of programs…all
this depends on the SWOT of company and its operating market. It depends also on the management - their
gut-feel and wisdom and response behavior.
In any case, a one-pronged approach will create a lame horse. Better use the three pronged fish-fork model
of pharma product promotion!!!
Thanks
for reading this blogpost, do feel-free to roll down the cursor and read all
other posts; take a moment and recommend this blog to your friends/colleagues …
have a great Dec 2018 (last month of the Gregorian calendar).
Here is a
closing limerick:
Fish
To catch a fish
Patience one
should relish
Many have cast
their lines
Fishing is not improved by whines
Use imagination
and intellect to fish or perish!
