Planning and Marketing
Helpm31990
NikiyaMorgan_HSA6163Week2.pptxImportance of Understanding Consumer behavior for pharmaceutical marketers.
Nikiya Morgan
HSA6163: Planning and Marketing in Healthcare Services Administration
Florida National University
Outline
Introduction.
Understanding "HCP" in the pharmaceutical industry
Understanding patients’ behavior
Behavioral marketing in the pharmaceutical industry
Designing behavioral marketing campaign
Challenges for pharmaceutical marketers
Undiagnosed diseases and pharmaceutical marketers
Source of message
Digital sphere and behavioral marketing:
Conclusion
References
Introduction:
The following presentation will be based on buying behavior in the pharmaceutical industry.
• Buying behavior can be defined as the decision act and processes of prospective/people customers using products.
• Buying behavior is critical because it helps industries in understanding consumer behavior related to various factors.
• The presentation would evaluate the specific consumer behavior in the pharmaceutical industry.
Understanding "HCP" in the pharmaceutical industry:
• Understanding considers behavior is significant for pharmaceutical marketers.
• It is not enough to manufacturer medicines for illness.
• In order to have market penetration, various pharmaceutical companies should understand the city behavior of patients and habits for health care products (HCP).
• Similarly, the pharmaceutical industry must understand the patient's behavior to deliver a type of product that can meet the needs of the patients.
Understanding patients’ behavior:
• Marketers must not assume that patients are always taking the medicines based on the introduction by doctors or the packaging.
• Based on the information from WHO, adherence to medication instruction hovers at approximately 50% (Alagala MB, 2018).
• This means that almost half of patients are taking medicines in the wrong way, thus exposing them to various side effects and making medications ineffective for them
• So, by taking it from the perspective of a patient, it can make them dishearten, and they may stop taking the medicines or "switch to some another brand."
• Hence, it is a massive challenge for pharma marketers.
Behavioral marketing in the pharmaceutical industry:
Behavioral marketing is essential because it helps in undertaking the "irrational" patients' behavior, and therefore, marketers can find some ways to work with healthcare providers and patients.
Similarly, behavioral marketing can help in ensuring that patients properly are taking medicines.
Part of this responsibility includes working directly with patients, for instance, providing accurate usage information with products.
Educating healthcare providers about behavioral Marketing:
"According to WHO, only 50 percent of patients adhere to proper instructions on medicines (Koinig, 2021)."
• It is essential to educate healthcare providers so that greater impact can be achieved.
• Similarly, Education programs would help them give the proper instruction about the use of medication.
• Ultimately, the pressure to create products that fit well and are easy to use based on behavior patterns is on the pharmaceutical companies.
Designing behavioral marketing campaign:
• It is imperative to understand the behavior of patients to design an effective marketing campaign for them.
• To be specific, marketers should look at how patients can respond to their different types of marketing materials, as well as how the content plays an important role in marketing campaigns.
• A study on "direct-to-consumer" marketing that was carried out in 2021 highlighted those consumers are more likely to ask doctors about specific products that they had already seen in an advertisement.
• Instead of regarding the same message in every marketing campaign, advertisers must ensure that they are producing valuable and up-to-date information.
• The updated approach would trigger the patients to "take actions" and request medication.
Challenges for pharmaceutical marketers:
The study shows that pharmaceutical marketing often fails to reach patients that have not yet been diagnosed.
Only 15% of sufferers of the condition were induced to contact doctors after watching advertisements were "pre-diagnosis" patients (Srivastava, 2020).
These statistics can be a great opportunity for pharmaceutical marketers to understand the behavior of consumers.
Undiagnosed diseases and pharmaceutical marketers:
• According to the study, some of the conditions, such as mental health conditions, including bipolar disorder and depression, can go unnoticed, and around three-quarters of patients are not diagnosed.
• Similarly, some physical health conditions such as hypertension and osteoporosis also do unnoticed in more than 50% of patients.
• Pharmaceutical marketers must use advertisements so that patients can recognize their symptoms and motivate them to have medical treatment.
• This approach would increase in patients, and it would also help improve the overall health of a population.
Source of the message:
• It is imperative to use the right message source so that patients' behavior can be influenced.
• In the USA, direct consumer marketing is allowed, and around 20% of patients were motivated to go to a doctor after watching advertising.
• Around half of this 20% of patients went to the doctor after watching an online advertisement.
• The statistics shows that consumer behavior can be changed by watching advertisements.
• Moreover, advertisements seen at pharmacies and doctor's offices can also be very effective.
Digital sphere and behavioral marketing:
• Behavioral marketing can also be very effective when applied to the digital sphere.
• Digital marketing can also use data about "consumer's browsing habits" to show them the right message.
• It is essential for brand managers to pay close attention to most latest trends for online behavioral targeting.
• Brand websites can also be used to gather consumer data by adhering to "online privacy legislation."
• A proper marketing plan is essential after getting information about the lifestyle and needs of the target market.
Conclusion:
• In conclusion, it is vital for behaviorally marketers to use the right message to change consumer behavior.
• The presentation shows that many patients do not even know about their condition, so telling them about symptoms in marketing campaigns can be very effective.
• It is also essential to collect data before planning a marketing campaign.
Bibliography
Alagala MB. (2018). Impact of pharmaceutical packaging on consumer. The Pharma Innovation Journal , 90-95.
Koinig, I. (2021). Replicating the CSR-Advertising-Effectiveness Model: Do Consumers’ Attitudes Towards Corporate Socially Responsible Behavior in the Pharmaceutical Industry Change Over Time? Advances in Advertising Research , 305-320.
Srivastava, R. K. (2020). Factors impacting consumer purchase behaviour for pharmaceutical products. International Journal of Healthcare Management .
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