Lao, Felix M., Jr. , author ,
Pharmaceutical marketing in the Philippine setting / Felix M. Lao, Jr.. -- .-- Fourth edition
Includes index.
Chapter 1: the pharmaceutical health care industry The world drug market The philippine pharmaceutical market Chapter 2: the health care business in the philippines Conceptual framework Theoretical framework Self-care The pharmacist today Finding on the correlation of the filipino consumer's attitude towards common ailments and self-medication practices on OTC drugs Chapter 3: pharmaceutical marketing The marketing system, markets, and products The pharmaceutical marketing system The pharmaceutical markets The department of health and other government organizations Types of pharmaceutical products Target consumers of drug products Products categories by therapeutic segments Chapter 4: the marketing management process in the drug industry Analyzing market opportunities Selecting target markets Demand measurement and forecasting Market segmentation Market targeting The marketing mix Managing the marketing efforts to meet the changing conditions in the health care business Chapter 5: Product mix What is product? Pharmaceutical product life cycle strategies Chapter 6: Price mix What is price? Who decides for the price of a drug product? What are the factors influencing the price? When is pricing a problem to drug companies? What are the goals of pricing? What are the pricing strategies used in the drug industry? Principles in building a drug price policy Chapter 7: promotions mix The promotion mix for ethical drug products The promotions mix for OTC/properietary drug products The promotion mix of wholesalers and big drugstore chains Promotion mix defined Drugstore owners, pharmacists and pharmacy aide/salesclerks Displays Posters/streamers/billboards How to convince a drugstore owner to put a display Position of displays Key display guidelines Checklist for a good display program Objectives of drugstores in relation to merchandising/displays Chapter 8: place mix Place defined Distribution flowchart Number of middlemen Selecting, motivating, and evaluating channel members Physical distribution system Chapter 9: formulating and implementing the marketing plan and budget The marketing plan format Details of preparing a marketing plan Chapter 10: Community pharmacy developing competetive advantages The drugstore market The 12 segments profile Generics market in drugstores Generics market share to total pharma Drugstore/hospital share Types of community pharmacy Highlights of marketing pratices Manufacturer's support 3 ways of developing a competetive advantage 60 strategies in developing a competitive advantage 12 comparisons between community pharmacy in the '60s and '90s 5 major marketing mix practices The community pharmacists market audit guidelines 9 steps in the planning guide Summary of market audit planning guide Chapter 11: pharmaceutical marketing during turbulent times coping the current financial crisis Regional economic turmoil Emerging trends in the industry Entry of HMO's Possible remedial measures during devaluation, high inflation, and turbulent market situations Chapter 12: Health care relationship marketing and core competencies Relationship marketing Community and hospital pharmacy Medical and allied associations Health care realtionship marketing Target markets Relationship selling Customer service in a community pharmacy Conceptual framework Chapter 13: advertising pharmaceutical mass marketing Introduction to health care advertising Advertising in promotions mix Common promotional tools The target audience Response hierarchy model Advertising Profiles of major media types
ISBN 9789712718434
Pharmaceutical industry -- Philippines
Drugs -- Philippines -- Marketing
338.476151599
Pharmaceutical marketing in the Philippine setting / Felix M. Lao, Jr.. -- .-- Fourth edition
Includes index.
Chapter 1: the pharmaceutical health care industry The world drug market The philippine pharmaceutical market Chapter 2: the health care business in the philippines Conceptual framework Theoretical framework Self-care The pharmacist today Finding on the correlation of the filipino consumer's attitude towards common ailments and self-medication practices on OTC drugs Chapter 3: pharmaceutical marketing The marketing system, markets, and products The pharmaceutical marketing system The pharmaceutical markets The department of health and other government organizations Types of pharmaceutical products Target consumers of drug products Products categories by therapeutic segments Chapter 4: the marketing management process in the drug industry Analyzing market opportunities Selecting target markets Demand measurement and forecasting Market segmentation Market targeting The marketing mix Managing the marketing efforts to meet the changing conditions in the health care business Chapter 5: Product mix What is product? Pharmaceutical product life cycle strategies Chapter 6: Price mix What is price? Who decides for the price of a drug product? What are the factors influencing the price? When is pricing a problem to drug companies? What are the goals of pricing? What are the pricing strategies used in the drug industry? Principles in building a drug price policy Chapter 7: promotions mix The promotion mix for ethical drug products The promotions mix for OTC/properietary drug products The promotion mix of wholesalers and big drugstore chains Promotion mix defined Drugstore owners, pharmacists and pharmacy aide/salesclerks Displays Posters/streamers/billboards How to convince a drugstore owner to put a display Position of displays Key display guidelines Checklist for a good display program Objectives of drugstores in relation to merchandising/displays Chapter 8: place mix Place defined Distribution flowchart Number of middlemen Selecting, motivating, and evaluating channel members Physical distribution system Chapter 9: formulating and implementing the marketing plan and budget The marketing plan format Details of preparing a marketing plan Chapter 10: Community pharmacy developing competetive advantages The drugstore market The 12 segments profile Generics market in drugstores Generics market share to total pharma Drugstore/hospital share Types of community pharmacy Highlights of marketing pratices Manufacturer's support 3 ways of developing a competetive advantage 60 strategies in developing a competitive advantage 12 comparisons between community pharmacy in the '60s and '90s 5 major marketing mix practices The community pharmacists market audit guidelines 9 steps in the planning guide Summary of market audit planning guide Chapter 11: pharmaceutical marketing during turbulent times coping the current financial crisis Regional economic turmoil Emerging trends in the industry Entry of HMO's Possible remedial measures during devaluation, high inflation, and turbulent market situations Chapter 12: Health care relationship marketing and core competencies Relationship marketing Community and hospital pharmacy Medical and allied associations Health care realtionship marketing Target markets Relationship selling Customer service in a community pharmacy Conceptual framework Chapter 13: advertising pharmaceutical mass marketing Introduction to health care advertising Advertising in promotions mix Common promotional tools The target audience Response hierarchy model Advertising Profiles of major media types
ISBN 9789712718434
Pharmaceutical industry -- Philippines
Drugs -- Philippines -- Marketing
338.476151599