Know-How Exchange : Strategy

Absolutely you can, and I see no specific problem in your line of work, escept you cannot easily change the product!
//Interesting Note// Isn’t it true that the majority of ICI’s profits come from one brand ?

If you are seeing a decline in sales, and the product, technically still works! Then consider repositioning the brand, a classic way to prevent sales decline..

Repositioning is all about changing the place that it occupied in your customers (Doctors!) mind relative to competitor products.

You can reposition the brand by simply changing one of the four key elements of the marketing mix (product, price, distribution, promotion).

So for example:

1. Can you distribute your brand through more outlets ?
2. Can you make better claims than your competitors about the brand or yourselves ? (your history, and your pedigree!)
3. A there any trends in the market you can latch onto ? Is the antibiotic suitable for vegetarian/vegans etc or is there any animal products in the formula, casing etc
4. Do you have a strong trademark that you can make more prominent
5. Is there anything about the actual packaging or promotion to doctors etc that you can change ?

I worked in the medical field for over a decade. Hourly visits from Marketing reps were a daily routine. Trust me, I know this arena well. Especially, from the viewpoint of the doctors.

Although some doctors are "rep friendly", most find them a nuisance...a distraction from their patients and just another thing to get them further behind than they already are. Unfortunate, but true.

From what I have found, the BEST way to get the doctors full attention is FOOD!!! Bringing lunches for the staff and talking to the docs in the lunchroom and/or his/her office during lunch hours is the most effective way to get them to listen. Are lunches expensive? Yes. But not as expensive as hiring a crew of marketeers!

So how many visits does it take? The number is relative, but persistance is the key.

For example, one day, a physical therapist showed up around lunch time with food, brochures, business cards, and various other "freebies" (pens, coasters, etc). We all thought, "Who is this guy".

He continued to bring lunch every 2 weeks for about 1 1/2 months before the doctors starrted sending him patients. The next thing you know, he became our primary referral.

I have seen this exact same scenario with Home Health, Pharmaceutical, and Med Supply companies/facilities. Food and persistance paid off for ALL of them.

By the way, don't be too pushy or "cheesy" with the doctors. They see right through it and may get annoyed. Also, BE PREPARED!! If a doctor hears "I don't know" or some sort of scrpted response, he may get turned off!


Keeping them stocked with plenty of samples in combination with lots of study info on efficacy, placebo, etc is another plus. In your case, continually reminding doctors that your antibiotic still works AND is cost-ffective will help you stay in the mainstream.

Take Synthryoid and Provasc for example...they have been around FOREVER and doctors still prescribe them as a part of their standard treatment. Why? First of all they WORK! Second of all they STILL provide samples to doctors, which is becoming unorthodox as of recent since most companies pull their samples from the shelves as soon as they go generic or OTC. Providing plenty of samples shows a sense of "loyalty" to the doctors, especially since most of the docs that hand out Anitbiotics are Family physicians, they have a lot of seniors and low income families that cannot afford a full prescription.

Another thing to consider is updating your logo or slogan. When was the last time? Is it attractive? Simply redesigning the logo or coming up with a "21st Century upgrade" seems to give old meds a good boost of attention. If you send me the logo via email (jett_enterprises@cox.net), my firm would be happy to take a look and see what we can do!

I've seen samples of meds that work real well sit on the shelf collecting dust because the reps never come by to support the product, interact with the doctors (lunches), or give updates on study. This is crucial. You absolutely have to let the doctors know you are still alive and doing studies to prove/improve your med's effetiveness.

Well I hope that helps! Good luck!