General marketing process in pharma industry

General marketing process in pharma industry

 

0. RA, BD, CR, Medical activities & Pre-MKT activities: Genrally handled by other segment, but need to collaborate with MKT

1. SF & P/L analysis:

    (1) SF for 5 years after launch 

    (2) Profit and loss analysis for the sake of feasibility check

    (3) Marketing plan generation

2. Market resaerch: Primary & Secondary

    (1) FTF, in-depth, FGD(FGI) for qualitative research

    (2) Product X profile test, U&A, Strength and drawbacks etc

    (3) Brand awareness, Brand equity, SOV, SOM etc

3. Consultation meeting(Advocate meeting)

4. Communication message development ( Mainly comparative advantage development against competitors based on PMR data)

    (1) Get feedback from KOLs

    (2) PR, AD

    (3) Marketing vehicle

5. Promotional material development

    (1) Brand logo: Korean & English

    (2) Visual image

    (3) Booth development

    (4) Brochure generation

    (5) POP, Gimmick(Give-away) generation

6. Training for sales rep

7. First KOL development: Advisory board meeting

    (1) Get consultation from consultant in advisory board on brand logo, visual image, brochure etc

8. Speaker development

    (1) Generate KOL thru speaker development program

    (2) Slide generation

    (3) Speaker training

9. Launching symposium

    (1) Led by 1st KOL

    (2) Influence other physicians

10. 2nd KOL development

    (1) Organizing RTM: Led by each KOL in 1st KOL group

11. Clinical trial with 1st/2nd KOLs

    (1) Investigator's kick-off meeting

    (2) Interim meeting

    (3) Final meeting

    (4) Others would be handled by CR: Protocol, synopsis etc

12. Overseas congress: 1st/2nd KOL group- Academic purpose

13. Regional speaker devlopment

    (1) As a speaker for GD

    (2) With 1st/2nd KOL group

14. Circuit lecture

    (1) Road show

    (2) 3rd speaker development

    (3) Organizing symposium

15. Execute marketing programs: CME, Patient education, consumer brochure, GD, MC, AR, PSP etc

16. Feedback & Repositioning product: 1 year after lauch, check the MKT activity was effective or not. If needed, reposition the product