Marketing in Pharma Industry

Marketer will increase the cognitive process as well as response time for the brand through DTC (Direct-to-Consumer) advertising, interactive digital media, seminars, symposia and other events. Similarly, it will also be heavily skewed towards point of purchase media so that every time the customer is reminded.DTC advertising has its own limitations from the point of view of high involvement and high risk conditions of medical consumer like patient. It is just not possible for a patient to understand drug interactions, dosage interactions and other pharmacokinetic and dynamic repercussions which may or may not adversely affect the patient enough till it is communicated. In DTC advertising, what you are really creating is a word of mouth so that beyond DTC medium, word of mouth medium is more powerful. It is a double-edged weapon. Ideal format for DTC advertising should be intense, interactive, purchase or action oriented and also for low involvement as well as low risk products. PR has been very widely used to evoke right set of customers, power of PR in branding is unique and that needs to be exploited.Yes, pharmaceutical companies should have communication strategy besides main strategy
strategic direction to a brand needs to be first given on the basis of position which the brand wants to acquire in a category space, by developing growth drivers and barriers with a specific quantification and then the feedback mechanism will make this direction more relevant as you progress towards success or towards failure of a brand.Outcome is usually not possible to figure out and hence we call it as a direction, over theposition of a brand gets strengthen and brand occupies critical mass during its positioning, the strategy then works out better and needs less corrective actions unless there is once again a turmoil in the market.