Pmromotion of phmarcy g and s
Terms
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- What is the purpose of promotional activities?
- INFORM, PERSUADE, or REMIND consumers houw your products can help satisfy their NEEDS
- Advertisments and promotions
- All advertisements are promotions, but all promotions are not advertisments
- Identify promtion targets
-
1)geographic area served
2)demographic groups
3)insurance comp/PBMs, PDPs, govts/employesr, other HCPs) - What are the four methods used to determine the size of the promotional budget?
-
1)objective-and-task
2)percentage of sales
3)affordable
4)competitive-parity - define percentage of sales
- spend present percentage of sales on promotions (treats promotions as a result of sales)
- explain affordable
- spend on promotions only after all other expenses have been paid (treats promotions as a luxury rather than a necessity)
- explain competitive parity
- base your promotional budget on your competitor's (ingores your promotional goals and objectives)
- What are 3 characteristics of advertising?
-
1)Paid
2)non-personal
3)identified sponsor - What is pervasiveness?
- messages can be REPEATED multiple times in multiple formats
- What factors should be considrered when choosing media for pharmacy advertising?
-
1)cost
2)advertising objectives
3)message
4)media habits of your target audience - What are characteristics of public relations?
-
1)high credibility
2)catch buyers off guard
3)dramatization
4)low/no cost
5)loss of control
(news stories, volunteering) - What are the keys to developing good public relations?
-
1)health related message of interest to public
2)win-win-win for public, media, and pharmacy
3)develop relationships requires time - What is cultivation in personal selling?
- opportunities to develop personal relationships and freindships,w hich often result in increased sales and loyalty
- What are the characteristics of personal selling?
-
1)personal confrontation
2)cultivation
3)response - What are examples of personal selling in the pharmacy?
-
1)sales reps
2)detailing physicians
3)face-face contact w/ pts - This method of promotion should be used wen you need to get a message to a large number of people in a short amount of time
- advertising
- This form of promotion should be used to inform hard-to-reach consumers of a new good or service and to enhance credibility
- public relations
- This method of promotion is used when you want to quickly increase the number of people using a good or service
- sales promotions
- This method of promotion is used when you want to deliver a detailed or complex message directly to those most likley to benefit from a good or service, and to obtain feedback from potential consumers
- personal selling
- What are 4 methods used to measure promtional effectiveness?
-
1)consumer rquests about advertisment
2)market research/testing
3)coupon counts
4)sales of promoted products and services - CONSUMER BEHAVIOR
- CONSUMER BEHAVIOR
- What are the stages of a product life cycle?
-
1)introduction
2)growth
3)maturity
4)decline - what are examples of pharmaceutical products in introduction phase
- medication therapy management services
- ''' growth phase
- immunizations; online prescribing
- '''' maturity phase
- tylenol; community pharmacies
- '''' decline phase
- beta-blockers
- What is zone of tolerance?
- the difference between the desired and adequate levels of service
- define technical quality
- consumer perceptions of WHAT was actually received from a service (consumers not best judge)
- define funtional quality
- consumer perception about HOW a service was perofremd (consumers better judge)
- what conditions are necessary for exchanage to take place?
-
1)atleast 2 parties
2)each party has something that might be of value to other
3)capable of communication/delivery
4)free to accept/reject offer
5)appropriate/desirable to deal with the other