Introduction to Medico-Marketing

Turacoz Skill Development Program tells you about the medico-marketing, its objectives, ethics followed, and the unethical marketing practices in the healthcare industry.

1. Introduction to Medico-Marketing

2. Introduction to medico-marketing Medico-marketing or pharmaceutical marketing aims to promote pharmaceutical products including the wide range of drugs in different forms and devices, medical instruments, assistive devices etc. Medico-marketing strategy can be arranged into the following categories: Physicians-targeted marketing Direct-to-consumer marketing (this may include patients, hospitals, labs etc.)

3. Objectives of medico-marketing Launch the product and/or retain the pharmaceutical brand in the market Develop brand image and brand equity in the medical fraternity Promote pharmaceutical products and services with the help of the field force and by other direct response marketing methods Spread awareness among the consumers about the pharmaceutical products and the target indications

4. Forms of marketing any pharmaceutical product

5. Ethics in medico-marketing Medicinal product must not be marketed or advertised before its approval for sales or supply Promotion of a pharmaceutical product must be consistent with the terms of the product authorization Information about the drug or pharmaceutical product must be up-to-date, verifiable, and accurate Product information must include its benefits, risks, drug-interactions, complications and adverse events, directions to use, storage conditions etc.

6. Unethical marketing practices in healthcare and pharma industry Exaggeration and puffery – Using false claims about the product quality, efficacy, benefits or its choice among consumers/target audience Example : A tagline of a pain balm: “The only pain balm available in India.” Unverified claims – Mentioning or promising to deliver particular results without providing any scientific basis False comparison with competitor brands - Spreading misleading (without scientific evidences) claims about the competitor’s brand

7. Use of gifts to promote the product - Gifts including electronic devices, pens, photo frames etc. with product branding has been restricted by pharma ethics guidelines since 2008 Tours and travel facilities – Tours and travel facilities offered by pharmaceutical companies (inside or outside the country) to healthcare providers for conferences, meets, CMEs or family vacation Hospitality – Hotel accommodations offered by pharmaceutical companies to healthcare providers or their family members under any pretext Unethical marketing practices in healthcare and pharma industry (contd.)

8. Cash or money grants – Cash or money grants offered by pharmaceutical company to the clinician for individual purpose Brand endorsement by medical practitioner – Direct promotion of drug/brand by medical practitioner (unless published properly in scientific body or journals) Marketing or promoting drugs before approval or outside the approved indications – To market or promote pharmaceutical products before the grant from marketing authorization allowing its sale or supply, or outside of its approved indications Unethical marketing practices in healthcare and pharma industry (contd.)

9. Turacoz Skill Development Program 973, H-block First Floor Sector-7, Dwarka , New Delhi-110075. +91 – 9810036125 011 – 47039856 [email protected] www.tmedicalwritingtraining.com Thank you