Table Of ContentMarketing Communications in the
Pharmaceutical Industry
TO MATTHEW AND DOMINIC
ACKNOWLEDGEMENT
The editor would like to express his sincere thanks to June
Smith for her help and advice during his writing and editing of
this book.
Marketing Communications in the
Pharmaceutical Industry
Edited by Peter Holden
CRC Press
Taylor & Francis Group
Boca Raton London New York
CRC Press is an imprint of the
Taylor & Francis Group, an informa business
First published 1992 by Radcliffe Publishing
Published 2016 by CRC Press
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© 1992 by Taylor & Francis Group, LLC
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ISBN-13: 978-1-870905-38-1 (hbk)
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Contents
Foreword
IX
list of Authors
XI
1 Pharmaceuticals - the Ultimate Gamble? 1
Peter Holden
Selling to a single customer
Impact on the industry
Response to change
2 Internal Communications 7
Vol Seddon
The importance of the internal market
Defining ownership
Establishing and agreeing objectives
Identifying the audience
Selecting the communications media
Defining purpose and policy statements
A commitment to communication
3 The Role of the Medical Department 23
Victoria Elegant
A central focus for communication
Structure and responsibilities
Clinical research and clinical trials
Regulatory affairs
Medical services
Focusing cooperation and communication
Communication and input to management
vi
4 The Sales Force 39
Alec Stewart
A sales force audit
Improving customer contacts
The future and the need for change
The new NHS
The therapeutic partnership
Time for a change?
People, not pins
5 Meetings, Symposia and Conferences 53
Peter Holden
Meetings versus face-to-face selling
Measurement of a successful meeting
Large and small meetings
Who should attend?
Attendance hooks
Venue vetting
Selection and briefing of chairmen
and speakers
Presentation training
High-tech conferencing
Recording and transcription
Follow-up
6 The Role of Advertising in Communications 73
Phil Welch
What is advertising?
Does advertising work, does it sell?
Advertising new and old brands
The difference between pharmaceutical
and consumer advertising
The agency role
Client/agency relationships
7 The PR Consultancy
Neil Kendle
What is PR?
Why one needs PR
PR and advertising
Reaching a wider audience
The need for a strategic approach
How to choose a consultancy
Fees
The client/consultancy relationship
8 Opinion Leaders
Peter Holden
Who are opinion leaders?
Opinion leader assessment
Established opinion leaders
Potential opinion leaders
Advisory groups
Media opinion leaders
9 The NHS and its Managers
Chris Ham
The organization of the NHS
The Department of Health
Regional Health Authorities
District Health Authorities
Family Health Services Authorities
NHS Trusts
Special Health Authorities
Community Health Councils
The role of managers
Financing health services
10 Marketing Communications - the Future
Peter Holden
Abbreviations
Index
Foreword
The pharmaceutical marketplace is a dynamic, rapidly
changing environment. Change is occurring at a pace, driven
by internal and external forces. The restructuring of health
services around the world, the establishment of the EEC, the
opening up of global markets, the need for cost benefit studies
and quality of life assessments are all putting pressure on
pharmaceutical companies. Greater effectiveness and efficiency
will be required, and there needs to be a particularly significant
emphasis on total quality.
The need for a reappraisal of traditional marketing is of
paramount importance. More than this, however, is the
absolute requirement for coordination and integration of all
aspects of the marketing mix. Thus marketing, medical, sales,
communications, training, PR and advertising disciplines
should all be meeting and exchanging vital information on a
regular basis. Only those organizations which successfully
manage all aspects of the marketing mix will be able to respond
to the changing environment.
Marketing Communications in the Pharmaceutical Industry examines
the principal elements in the marketing communications
process. The various authors, with a depth and breadth of
experience, give a fascinating insight into all the activities
involved.
I welcome this unique book, which will be valuable reading
for all those involved in marketing communications in our
industry. The better understanding of the processes described
can only lead to more successful business practice.
Jan Leschly
Chairman
SmithKline Beecham Pharmaceuticals
