Brand Adoption.
Mohamed Abdel RazekProduct Manager,[email protected],01068843178
Marketing Department,Tabuk-Egypt.
All copy rights are reserved for Tabuk-Egypt.
Customer Consumer
Competitor Compound
C4 Knowled
ge
A professional med rep should :have
1-Customer
Segmentation:1. Derma.2. GPs and IM.Targeting:3. We are targeting the high
potential customers not the Fexofenadine prescribers.
4. List Filtration.5. Pharmacies.
2-Consumer
Chronic Idiopathic Urticaria (CIU) patients.Atopic Dermatitis (AD) patients.Angioedema, food and drug allergy.
The C4 knowledge
Indications Targeted Segments1-Chronic idiopathic urticaria (CIU).2-Atopic dermatitis (AD).
1-Derma (DV).
1-Skin allergies.2-Atopic dermatitis (AD).3-Chronic idiopathic urticaria (CIU).
2-GPs/IM.
1-Angioedema.2-Food allergy.3-Drug allergy.
3-Emergency Room (ER).
The C4 knowledge
1. DV Specialty represents 31% of the total antihistamine market and 41% of fexofenadine 180 market.
2. GP/IM Specialties combined represent 30% of the fexofenadine 180 market.
3-Compound• The fast, potent and
lasting effect of Fexofenadine.
• No sedation (Adv.)• No drug-drug
interactions (Adv.)• 2 weeks pack (Adv.)
4-Competitors• Cetirizine (Zyrtec).• Loratadine
(Claritine).• Desloratadine
(Aerius).
The C4 knowledge
Brand Adoption Stages:
1 .Awareness.2 .Interest.
3 .Evaluation.4 .Trial.
5 .Adoption.
The customers simply know or hear
about the product. The customers show interest for the
product.
The customers mentally evaluate
the product benefits.The customers take the decision to try
the product.The customers
adopt the product and use it regularly.
1-Awareness• The customer simply know about the innovation,
product and the service exist.
Sanzalera!!!
Sanzalera!!!
Sanzalera!!!
Sanzalera!!!
Awareness....
Sanzalera ConceptFexofenadine
1-Fast, potent and sustained effect.2-Truly non-sedating.3-No drug-drug interactions.
1-”Skin Allergy” impact on QOL. 2-”Sedation” impact on QOL.3-”2 weeks pack” impact on patient compliance.4-New name + name of meaning.
The Brand Building
Tele-salesPharmacist
s
AccountsGO or NGO
Private Doctors
The Stakeholders
12
34
Interest
Influ
enc
e
They don’t have a huge interest
but they do have influence (SOV).
The most important stake holders as they are the main SOB
They have interest to avoid losing RXs and they have influence on product availability.
They have interest for the patients and influence (SOV).
Awareness....
• Increase the level of awareness of:
Awareness....What to do??
1
2
3
4
The impact of CIU on the patient’s QOL.The impact of Sleep deprivation on the patient’s QOL.The impact of psychiatric comorbidity on the patient’s QOL.The impact of socioeconomic status on the patient’s QOL.
5 The impact of treatment side effects on the patient’s QOL.
• Increase the level of awareness of Sanzalera name and usage for pharmacies and telesales to avoid losing prescriptions and to ensure continues availability.
• Increase the level of awareness through:Awareness.... How to do it??
Tele-salesPharmacist
s
AccountsGO or NGO
Private Doctors
12
34
Casual meetings for
the Tele-sales at the distributors.
Sanzalera letters
about how does it work
simply.
AV actions to increase the SOV.
1-increase call frequencies.
2-Group meetings and
RTDs.
2-Interest1. The customer wants more information.2. He starts to collect the information related to
the product.3. He starts to be interested about the product
quality, benefits and price.
Interest...• The customers interest in your product is
either naturally found or being created.• If your customer has no interest in your
product, create the interest.
A
B
1
2Those are the actual, real and deeply hidden needs.
The cost of change must be overcome by the benefit –risk ratio.
Action Needs
Cost of change
Adop
tio
n
Interest
Paradigm Shift
Interest...• The customers interest in your product is
either naturally found or being created.• If your customer has no interest in your
product, create the interest.• So you have to:1. Check whether the uncovered needs are
surface or action needs.2. The number of requested prescriptions must
be reasonable enough to avoid the pain of the cost of change.
Paradigm Shift Precautions
3-Evaluation...• The customer mentally examines whether the
product quality, benefits and price are satisfactory or not.
Brand of choice“Cefotax”
Top of mind“Claforan”
is the brand which comes first in the customers' minds when thinking of a particular Field.
Is the brand which dominates customer’s prescriptions in that field.
4-Trial• The customer trials or tests the product.
Trial... To take the risk
• People in general don’t like to be persuaded to buy something, but they want to follow their own decisions.
• But trying something new have risks so you have to rearrange the benefit-risk ratio balance.
• They also need a push to buy.Am I doing the right thing for my patients???Go ahead,
you’re doing the right
thing.
5-Adoption1. This is the last step comes when the customer
makes a decision about the product.2. If the customer is satisfied with the product
results, he will adopt the product and use it regularly.
Surface needs
Cost of change
Top of mind and brand of choice
To take the risk
A
B
Global AB Shift
AwarenessInterest
Evaluation
Trial
Adoption
Adoption...Ad
opti
on
Interest
Thank You All