50 years ago in Kent, a small medieval town near the English Channel, stood one of the plants of the world's leading pharmaceutical research: what most remembered for the discovery of Viagra, but has contributed to the progress of science by inventing crucial drugs for the treatment of pain, allergies and infectious diseases, including AIDS. A center started with $ 240 million and employs 2,400 researchers. Or rather, gave ... Laboratories of Pfizer in Kent soon close their doors, leaving the country to its knees.
It is a sign of a trend for some years now: that of "liberalization" of counter medicines , who has made available a wider choice of products for self-medication to lower prices and challenge the oligopoly of the pharmaceutical companies, to offer the same quality with convenience.
A wide range of bottles, tablets, syrups: we find them not only drugs but also in hypermarkets. Faced with competition from large retailers and a more critical consumer - made more autonomous in their choice and more demanding in terms of prices - now more than ever the need arises to support research new marketing techniques anche nel settore farmaceutico .
Quando l’offerta è variegata, servono strategie di promozione e differenziazione. Prima di tutto relative al prodotto: per rendere il medicinale riconoscibile e evidenziarne le proprietà uniche. In secondo luogo, si potranno attivare programmi di caring rivolti ai farmacisti e in genere alla forza vendita: gli opinion leader in camice bianco.
Il marketing potrebbe studiare percorsi specifici di formazione e di incentivazione alle vendite rivolti al personale: per coinvolgerlo in attività dedicate, valorizzarne le competenze - creando ad esempio un club o una community di esperti -, Gratified with awards.
Facing the expansion of the pharmaceutical market, marketing can become a valuable tool for both businesses and consumers alike : first by helping to better communicate your product, and supporting the second phase of selection and purchase.
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