A prescription based pharmaceutical marketing has a typical style of marketing functions that the ultimate beneficiary i.e. patient never comes across these medical advertising. Medical advertising concentrates by and large around the doctors only. Here physician i.e. doctor is ultimate decision-maker.
The doctor suppose to prescribe the drugs as per symptoms of the patient but brand which he is going to write is a influence of medical advertising. So ethical advertising in pharmaceutical marketing involves a right drug in right indication through right doctor with the right medical advertisement.
In changing face of medical advertising new Product promotional media are coming to promote the product at doctor level these are e-detailing, Visual aid with detail talks, Product monographs, Advertising in reputed medical journals and magazines, Product literature, leave behind, newsletters, Participation in pharmaceutical exhibition, trade shows etc, Video cassette shows and get together program, Conducting C.M.E. and group meeting,
Image Source: 4.bp.blogspot.com
ADVERTISEMENTS:
0. P.D. camps, Individual sponsorships, Taxi-tours and special trade offers for dispensing doctors etc.
Furthermore the Key words of medical advertising are:
1. Simple guidelines to follow and objective oriented detailing talk proves to the best media for generating prescription of doctors.
ADVERTISEMENTS:
2. A creative product detailing with full emphasis on benefits of product help a marketer to catch the doctor’s attention to get brand registered.
3. Keeping doctors attention throughout the detailing story in important part in product promotion. A catching story of detailing backed by colourful idea maintains a constant attention of doctor for brand fixing in his mind.
4. A detailing story should be precise, clear and memorable to doctors so that he should recognize the products benefit.
5. An ultimate theme of product features should be catchy and closing sentence has significance as per advantages of the product at doctor’s level.