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ADVERTISING

IN

THEPHARMA INDUSTRY

Arthi.T.S10ad04

ADVERTISING

IN

THEPHARMA INDUSTRY

Arthi.T.S10ad04

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The Indian Society

When suffering from an ailment,

consumer behaviour is as follows;

Go to the pharmacist: 45%

Go to the doctor: 24%

Self-medication: 23%

Do nothing: 9%

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Pharmaceutical marketing , sometimes calledmedico-marketing, is the business of advertising

or otherwise promoting the sale ofpharmaceuticals or drugs

The advertisement of pharmaceutical products should be truthful

It should provide full details regarding the

action and uses,proprietary name as well as the genetic name,

dosage form,mode of administration,

side effects,treatment of toxic,

effects,precautions and contraindications

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Methods of advertising pharmaceutical products:

Direct mailing

Newspaper, professional magazines and journals

Television, radio and other audio visual media

Personal contact or detailing

Miscellaneous methods

electronic media methods

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Advertising of prescription drugs

Prescription drug advertising to consumers is another areathat may generate challenges to the right to advertise

In India although there is no rigid law which states thatprescription drugs cannot be advertised but in general they

are not advertised in the general media

Companies advertise through trade journals and medicalmegazines. They also sponsor conferences in India andabroad often at the company costs to establish brand name.At these conferences pamphlets, free samples and other

materials are distributed

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DTC ADVERTISING

Direct to consumer advertising has gained importance these daysA form of advertising where consumers are directly informed of

the medicines and products available through various sourcesespecially the internet

Have caused a change in the pharmaceutical industry and is

extremely profitable for consumers

Shift from placing ads in medical journals to placing ads inconsumer magazines

Enables consumers to discuss medicines with the medical

practitioners

Websites engaged in DTC advertising offer discounts toconsumers

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Internet Pharmacies

Convenience,Fraudulent practice

Many use online pharmacies in

India, South Africa and other

countries where drug prices arelower than.

Online pet pharmacies

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ONLINE ADVERTISING

GOOGLES CREATIVE HELP

SEEKING

ADVERTISING

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OTCdrugs-

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REASONS-

Only way to make the consumers aware of existing

products and differentiate it from competitorsproduct

Distinct brand image the best security

Help the companies earn a higher revenue

It is important to build an emotional bonding and arelationship of trust with the customer to ensureloyalty and hence consistent sales

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There are different categories underOTC, out of which here is a listof categories which have spent maximum in brand building through

on TV are as follows:

1. Rubs/ Balm - Moov, Iodex, Himani Fast Relief, Emami MenthoPlus, Amrujanjan Joint Ache Cream

2. Analgesic/ Cold Tablet - Dcold, Stopache, Crocin, Disprin3. Digestives - Eno, Hajmola, Pudin Hara, Dabur Hingoli

4. Medicated Skin Treatment - ItchGuard, Krack, Ringguard,Clearasil

5. Cough Lozenges - Strepsils, Halls6. Vitamin/ Tonic/ Heath Suppliments - Horlicks, Complan, Boost,

Chawanprash - Dabur, Sona Chandi, Himalaya, Calcium Sandoz,Jeevanprash

7. Antiseptic Cream/ Liquids - Borosoft, Boroplus, Dettol

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HOW P&G ADVERTISED VICKS

TheirMass Consumer Contactprogramme displayed the product.

An Ad in leading dailies which had a tear-

off coupon

P&G also conceptualised the House of

Vicks, a counter display

Converting Vicks Inhalers into trinketkey- chains

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RURAL ADVERTISING

The high risk investment products like cardiac orcancer products are not advertised or marketed

through media as regulations prevent this.Companies often take community welfare route to

educate the rural consumers about a particulardisease and make them aware of the treatmentsavailable.

Companies conduct healthcare workshops in ruralareas by tapping doctors there.

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EG-Strepsils builds brand awareness in

villages

Novaritis launched Arogya Parivar Yojana

Set up health camps

Aimed to build awareness

Adapted its product offering to rural markets

Scheme focused on diseases whereNovaritis could offer solutions with

Sandoz,OTC products for cough,cold etc

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