Question

Topic: Strategy

Strategy Required To Sell An Old Brand

Posted by Anonymous on 12/21/2006 at 1:45 AM ET 125 Points
I require an action plan/Strategy to sell an old prescribed medicine, cephradine. This drug is one of the oldest prescribed molecule and so far there are only two brands are growing. mine is one of them.
The market size is very big, as the brand is safe and is available in very economical price. The quality of the brand is already established. The doctors are least interested in presentations, other academic stuff as we have conducted several such events. Now we require a strategy that will boost up the product before it enters a maturity stage.

Gaff
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RESPONSES

  • Posted on 12/21/2006 at 9:40 AM Member
    Some Ideas:

    Market towards the doctor-patient encounter (DPE)
    Help build a stronger alliance between the doctor-patient.

    Impact the market building disease awareness, with patient support programs and activities engaging consumers and getting them to talk to doctors. Pharma industry is finding alternative strategies with patient support and education programs.

    Offer valuable info to the patient, support the healthcare provider in helping educate the patient, this creates a differentiator for your brand in sales visits and helps patients adhere to prescribed course.

    Become more engaged in healthcare community through disease awareness, patient education and empowerment, professional education and practice support, better ways to manage disease. Pharma-sponsored PR.

    Prove yourself to be warm, caring and involved rather than just sales/corporation.

    HMO pre-approved? This has bearing on what physician prescribes. They avoid HMO red tape requiring pre-authorization unless critical to care/condition.

    Doctors will prescribe if patient specifically requests.

    Doctors pull from sample closet as an extra value service to their patients. Get your product in the closet.

    Provide transparency in marketing materials with well-developed "communication materials" that help physicians build relationships with patients and educate patients about need to be honest in disclosing medical history - all this is teachable.

    Doctors become more receptive to brands / pharm co. if their clinical efforts are bolstered by pharm co.

    Tie in to main clinical goal - to help patients.

    Build brand through RELATIONSHIP MANAGEMENT
  • Posted by Frank Hurtte on 12/21/2006 at 10:54 AM Member
    I suggest moving the focus of your marketing to insurance companies...
    The message would go something like this...
    Doctors are ignoring one of the safest and most economic antibiotics available- this should be the drug of choice for the following illnesses.

    I believe insurance organizations can steer the business better than the doctors directly.
  • Posted by rjohnni on 12/22/2006 at 6:37 AM Accepted
    ETHICAL MARKETING always allow you to giveaway those small little thingies to your docs. Spend more on planning those that are going to lie around the dear docs' tables. The table lamps to pens to paper weights to writing pads to free extra samples to what not. Provide extra name boards for doctors in the area, direction boards near clinics which can come under ethical. Do a nationwide study/commission one for the efficacy of the old molecule. And keep as many doctors in the loop for this study. And publish the pre study, trials, success rates, win overs, sustenance of claim for the 3 decades and so forth using PR

    Rx

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