Study Set Content:
• Salesclerks are mostly college graduates
• In-house training and public seminars provided by drug
firms on product knowledge. pricing, retailing,
merchandising & displays, inventory management &
control, basic supervisory skills training program
• P180 minimum daily wage
• Salesclerks are provided with daily uniforms
• Salesclerks are very personable, good looking, pretty
and hand- some educated and full of charm
COMMUNITY PHARMACY IN THE '90s
Giving the FDA authority to require pharmaceutical
manufacturers to prove product safety before allowing
them to market and forming the foundation of modern
pharmaceutical regulation
1938 FOOD, DRUG AND COSMETIC ACT PASSED
created two distinct categories of medications,
those requiring a prescription to be dispensed
under medical supervision and those that did not
(over-the counter medications).
1951 DURHAM-HUMPHREY AMENDENT TO 1938
ACT
Further enhanced the FDAs authority by requiring
manufacturers to prove the effectiveness of their
medications before marketing could occur. Also,
responsibility for drug advertising oversight switched to
the FDA.
1962 KAFAUVER-HARRIS AMENDMENT TO THE
1938 ACT
by a pharmaceutical company, Merck, advertises
Pneumovax (pneumococcal vaccine) in Reader’s
Digest.
1981 FIRST U.S DTC PRINT AD
THE OLD 4PS SHIFTING PARADIGM
PRODUCT, PRICE, PLACE AND PROMOTION
Technology allows pharmaceutical marketers to intercept
rather than react to consumer situations and create
relevance at decision points. Personalization allows
marketers to optimize marketing channels and investment.
For pharmaceutical manufacturers, another valuable
outcome of personalization is the connection of
stakeholders patients to doctors. Historically,
pharmaceutical companies regarded physicians as their
customers. Now, pharmaceutical companies are anxious
to leverage brand communications to reach an empowered
consumer audience.
Personalization
Print / Broadcast,
Ads, Reprints of
ads
Advertising
Discount coupons
SALES promotions
Packaging outlet
Advertising
Product inserts
Advertising
Publications
PUBLIC RELATION
Company
Newsletters/
magazines
PUBLIC RELATION
Piggyback” offers
SALES PROMOTION
Trading Stamps
SALES PROMOTION
Brochures, flyers,
pamphelets
ADVERTISING
Posters, Mobiles,
banners, stickers,
steamers, flaglets
ADVERTISING
Samples
SALES PROMOTIONS
Comumunity
outreach program
PUBLIC RELATION
Speech/ lectures
PUBLIC RELATION
