Ten Tips for Effective Medico-Marketing

chillibreeze writer — Narain Jagirdar

Medico-Marketing is an exchange of information between a drug manufacturer and the prescribing doctor, or with the patients if the doctor so desires. The aim of this exchange is to describe the company’s products and how it will benefit the end user in diagnosis or treatment of the health problem.

The information exchange is essentially aimed at concluding a sale. However, the persuasion process must be designed carefully as the product can also be harmful if used incorrectly. Truth, clarity and complete honesty are the essentials of medico-marketing.

Be honest and stick to the facts - Doctors seek clear and honest information on a drug: what it can do, as well as what it cannot do in a given condition. Exaggeration may lead to a trial or two by the doctor, but sooner or later the drug will be discarded if it does not meet expectations.

Be clear and precise - Doctors are busy individuals. Information must be clear, easy to understand and quick to grasp.

Use medical terms only when appropriate - Medical jargon may act as shorthand for communication, but restrict its use to places where everyday simple language will not fulfill the purpose.

Use Visuals - Pictures, illustrations and drawings add value to any form of communication and their use is no less important in this field. A good picture speaks and saves a thousand words. However, distracting visuals or mismatched graphics and words are of no value, as they must add value to your communication, not detract from it. Inappropriate visuals not only fail to communicate, but they may sometimes mislead or confuse.

Support your argument with evidence - Case studies are far more convincing than hypothetical examples or a barrage of unsupported information. Seek third party references as evidence. A case study or the experience of a doctor unrelated to the company, or not sponsored by it, carries more credibility. Wherever possible, strengthen your argument with evidence from neutral users.

Do not hide or suppress unpleasant information - Every drug has advantages as well as disadvantages. Give both sides of the story. Let the doctor decide after knowing all the facts.

Maintain constant communication - A sale is seldom concluded in a single encounter. Be in constant communication with the doctor by passing out information, clarifying doubts or encouraging trials.

Build a relationship with the doctor - Earn his respect for your integrity and honest communication. Although the sale may take longer to conclude, when you gain the doctor’s support, both the sale and your relationship will be strong and durable.

Chillibreeze's disclaimer: The views and opinions expressed in this article are those of the author(s) and do not reflect the views of Chillibreeze as a company. Chillibreeze has a strict anti-plagiarism policy. Please contact us to report any copyright issues related to this article.

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Narain writes for chillibreeze.

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