Novaritis

What are the key promotional and communication activities usually undertaken in the pharmaceutical sector to gain market access?

The key promotional and communication activities undertaken in the pharmaceutical sector to gain market access are as follows:-

Advertisements in specialized press:- Pharmaceutical companies generally publish paid advertisements in magazines, newsletters, journals and newspapers developed especially for physicians. Each of these media promotions has its own periodicity and information regarding its audience.

Promotional material:- This generally includes printed material in form of brochures, information sheets and product factsheets that are given to physicians detailing the characteristics of the drug. Depending on the type of drug and on its phase in its life cycle, these materials are given to a larger or a smaller number of physicians; realistically this would be between 10% and 60% of the total number of physicians called.

Key Opinion Leaders (KOL):- These are physicians that are highly recognized in the sector. As their opinion is well respected by other doctors, it is very important that they support and employ the new pharmaceutical treatments. The pharma companies target their doctors to get support and feel the presence of their drug in the market.

Scientific Conferences:- The pharmaceutical giants organizes conferences for physicians to listen and exchange with other physicians and KOLs who are specialized in a particular subject such as new trends, new treatments, research and new drugs. In general the purpose is to update the physicians about the new developments on a specific field (i.e. cardiology or oncology).

Scientific Workshops:- These are similar to conferences but on a smaller scale, more local and can be initiated directly by the pharmaceutical laboratory.

Mass market brands for diseases like high blood pressure, diabetes, the pharmaceutical companies target mainly the general practitioners and some...