Biomarketing strategy and tactics 101: Part I of III Sciences Article (Article Sample)

From the Boardroom
Biomarketing strategy and tactics 101 TC "Chapter 8. Biomarketing planning" \f C \l "3"
PART I of III
Dimitris Dogramatzis
was formerly the Regional Vice President of Northern Europe for SERONO. He is a registered pharmacist (B.S.Pharm, Univ. of Patras, Greece), and a pharmacologist (Ph.D., Univ. of Texas Medical Branch at Galveston, USA), while he also holds post-doctoral diplomas from U.T.M.B.-Galveston and M.D. Anderson Cancer Center, USA. He is the author of two textbooks, namely “Pharmaceutical Marketing – A Practical Guide” (CRC Press, 2001) and "Healthcare Biotechnology - A Practical Guide" (CRC Press, 2010).
ABSTRACTThe American Marketing Association defines marketing as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.1 According to the Pharmaceutical Research and Manufacturers of America appropriate marketing of medicines ensures that patients have access to the products they need and that the products are used correctly for maximum patient benefit.2 The most important promotional tools for biopharmaceutical firms are 1) personal selling, 2) advertising, 3) public relations and publicity, and 4) web promotion. Part I of this three-part article focuses on the nature of the biopharmaceutical marketing’s four P’s, the importance of marketing strategy, the conduct of environmental analysis, and maket segmentation. Part II delves into the processes of targeting and positioning, marketing planning, as well as biopharmaceutical branding. Part III completes the series by focusing on the push and pull promotional strategies, advertising, selling, and biopharmaceutical web and social marketing.
Journal of Commercial Biotechnology (2011)
Keywords: biopharmaceutical, marketing, targeting, positioning, branding, advertising
________________________________________