You are here:

Management Consulting/ALEMBIC CHEMICAL WORKS LTD. DIRECT MAILINGS OF ALCEPHIN: THE LEGEND

Advertisement


Question
ALEMBIC CHEMICAL WORKS LTD.
DIRECT MAILINGS OF ALCEPHIN: THE LEGEND
AMONG ANTIBIOTICS
The pharmaceutical companies have to do direct marketing by necessity as they cannot advertise ethical
products in layman's media for him, but are required to promote only to the medical profession. They
produce fine visual aids and product literature which could either be sent as direct mailings to the medical
profession or can be delivered to them through medical representatives.
The Living Legends
What does one say about Lata Mangeshkar? That she has dominated the Indian film music scene for almost
four decades and promises to do so for atleast another decade? That she became a legend in her own life
time? That here is a musical genius which comes about just once in many centuries? One could say all
these things and yet be merely repeating what has been said a million times over. And yet there is so much
more to one is capturing one more vital as poet which one did not realize had existed in her. Such is the
quality of her singing.
Very few of those who see her at the pinnacle of her success realise the amount of effort, hard work end
deprivation that have gone into building the facade which is so enviable. Born In Induce on September 28,
1929. Late Mangeshkar is the eldest in family of four sister, and a brother, all of whom have made a name in
the field of music. Daughter of the noted Marathi stage actor-singer Master Dinnanath Mangeshkar, Lata
revealed her musical genius at the tender age of five. Her first guru wee her own father and she avidly
followed his musical stage plays.
Late's mother Mai Mangeshkar ha, one vivid memory of Lata as a child. It would seen that the young Late,
one day, was singing a song from one of her father's. plays when she bumped against something. All rushed
toward the unconscious child and tried to revive her. When she came to, however, Lata continued with the
singing of the song as if nothing had happened. This dedication to music led to her debut on stage.
However, her father's productive shadow was not to last for long. On April 24, 1942 Master Dinanath
passed away reportedly telling her "Except for the tanpura in the corner and these notebooks filled with
classical music and songs and God's blessings. I have nothing elseto give you. "The family'spenury
compelled Lata to sign a contract with MasterVinayak's Huna Pictures as an actress-singer. In the same
year,1942, she made her debut as a playback singer with Vasant Joglekar's Kia Hasool in Marathi under the
baton of shripad Nevrekar .But taking up a career as a playback singer was still impossible. She continued
with her acting career, acting in Pahili Mangeshgar (Marathi 42) Chimna Sansar (Marathi43) More Bal
(Marathi 43) Gajadhan (Marathi 44) Badi Mao (Hindi 45) and Mandir (Hindi 48) With Mandir Lata seemed
to have reached a dead end. Mandir was Master Vinayak's last film, after which he passed away. She was
no great shakes as an actress and her career in playback singing had not really taken off. Two Years earlier
she had made her debut in Hindi playback singing with Vasant Joglekar's Aap Ki Sewa Afein under the
baton of composor Dutta Dawjekar but nothing much had happened. However, stars served more
benevolent. Ghulam Haider, who was then acoring the music for Majboor and who had seen and heard lata
in the early. Forties, signed her up to sing a song for the film. Within a week of singing this song. Lata
became the talk of the music world and was signed up by three other musical giants. Khemchand Prakash
for Mahal.
The most important thing is to make the mundane promotion outstanding by creative ideas. Promotion of
S.S. Oberoi came out with a set of 10 four-page folders for Alcephin based on the theme 'The Living
Legends.' The folders are extremely well-executed - well-designed and printed. The graphics and
typography and illustrations are appealing. The idea is outstanding. Ten living legends are chosen and
include names like Satyajit Ray (since then deceased), Mother Teresa, Baba Ainte, Lata Mangeshkar, Sunil
Gavaskar, R.K. Laxman, Abdul Kalain and Shivram Karanth. Each folder deals exclusively with one
legend. The selection covers a wide cross-section of interests.
Each folder is well-researched. It brings out the circumstances that inspired the magic in each of them. It
becomes a collector's series. The centre-spread has the manufacturer's plug. A short write-up on the
characteristics of Alcephin and the line 'The Legend Among Antibiotics.' It is not intrusive at all. Yet it is
effective.
Questions
(a) Which other businesses/products can be suitable candidates for direct marketing? What promotional
techniques can be employed?
(b) Please do some research of your own on direct mailings of pharmaceutical companies. What are your
reactions?
(c) Put on your thinking cap. Identify a there for a campaign of one general tonic.

Answer
THE  BUSINESSES/  PRODUCTS

-consulting  services

-outsourcing   services

-office  products  like  printers  etc

-events  management  services
Etc

PROMOTIONAL   TECHNIQUES

  PR - public relations - when a business communicates directly
  Sales promotions - such as 50% coupons and gifts
  Sponsorship - where a business will pay to be associated with another product, person or event.
  Direct sales - when a representative of the business will visit potential customers
@@@@@@@@@@@@@@@@@@@@@




(b) Please do some research of your own on direct mailings of pharmaceutical companies. What are your reactions?



METHODS  
1. Classes on off-label uses of a drug - While a drug approved by the FDA to treat depression may be very effective, that may not be where its real value lies. A little-known fact is that off-label use, or using a drug for a non-FDA-approved treatment, is completely legal and very common. These off-label uses aren't publicised; it's illegal. But in a necessary loophole, they can be taught in classes. Your physician may be attending drug classes where he is learning that sildenafil (Viagra) may be used for, say, treating certain types of hypertension.
Off-label uses are good because they allow circumvention of the FDA to provide seriously-ill people treatments that have been shown save. Still, they don't always work the way preliminary pharmaceutical research indicates. They are great news for the pharmaceutical industry, though, because it allows a single drug to double, triple, or further increase the people who will use it.
2. Little "premiums" - look at the notepads, magnets, pens, clipboards, even posters in your doctor's office. Most will have the imprint of a pharmaceutical company on them. Sales staff leave these in doctors' offices to keep their names and brands fresh in the physician's mind.
3. Free samples - When prescribing a new drug, your doctor usually has blister packs of pills ready to hand to you. He doesn't get those by ordering them or buying them at the pharmacy; instead, pharmaceutical salespeople leave these at his office.
Doctors are reluctant to switch prescriptions when they have been started. This means if you start taking Levitra using sample packs and it works, the doctor will continue prescribing it to you. And they are much more likely to prescribe medications that they have available free samples for.
This isn't all bad by any means. Those free samples can save the life of someone who can't afford a necessary prescription; and if a doctor asks a salesman to do it, he'll leave large supplies of any given sample with the doctor. But you should be aware that once you take that sample, you may be locking into using that medication.
4. Free magazine subscriptions to their publications promoting their own products - All the large pharmaceutical companies have their own online and/or print publications with chatty articles about asthma and diabetes, new discoveries that their cutting-edge scientists have made, and even details on new off-label uses for drugs they've developed.
I'm not going to lie -- I love these magazines. They are well-written and have absolute cutting-edge information. However, they do showcase the drugs developed by the pharmaceutical company that produces them, and ignore any better drugs by other pharmaceutical companies.
(Note: If your doctor has magazines like this in his office, you should be able to get him to get you samples or even a free subscription of your own by just asking.)
5. Traditional marketing to consumers, which gets you to ask your doctor about new drugs - All those stupid erectile-dysfunction, bladder control, and depression commercials do have a purpose. Yes, you can't just walk into the store and get them. But they make it much more likely that you will ask your doctor for these products by name.
Studies by pharmaceutical marketers have shown that if a patient asks for a drug by name that may prove efficacious for his or her disease, a doctor usually will prescribe it.
6. Direct-mail marketing - This is less useful than many marketing techniques, but pharmaceutical companies still will direct-mail doctors with samples, informational sheets, premiums, and other freebies to get them to pay attention to their products. Often, this is done by a new salesperson who is trying to build a niche up.
7. Visits by salespeople who educate on on- and off-label drug uses, often at a dinner out or other free treat - Some 93% of doctors, according to a JAMA study, admit to accepting dinners out and small entertainment gifts from a pharmaceutical salesperson. This is typically just a way to get the doctor to listen to a sales pitch or educational information, as well as developing a friendly relationship with a new medical provider.
8. Payments for consulting or giving lectures - This used to be fairly egregious, with doctors getting a substantial amount of their incomes from these sorts of kickbacks -- for they were kickbacks. Today, new pharmaceutical organizations like PhRMA have instituted guidelines that their members voluntarily follow, preventing these abuses from happening.
Most payments for these things now are for time, and provide about the same or less income to the doctor that he or she would gain from regular medical practice.
However, there is still a real danger. Most pharmaceutical companies hire their very well-paid scientists and researchers from three different sectors: research institutions, the FDA (a whole nother conflict of interest story), or private practice. This means doctors who build up a reputation for consulting and lecturing can increase the chances a pharmaceutical company will hire them.
How much is that worth? When I worked at Pfizer in southeastern Connecticut, there was one researcher who flew his private plane to work from his farm in southern New Hampshire, at least three days a week. You have to make pretty good money to do that.
9. Enrolling their patients in clinical trials - this is one of the most altruistic marketing methods. Especially with cancer drugs, pharmaceutical companies are hungry for clinical trial subjects; doctors are hungry for new treatments for their terminal patients that might buy time or even save their lives. It very much works to the advantage of both for doctors to remain very aware of what the pharmaceutical companies are doing in this area.
10. Direct marketing of all these types to medical school and nursing professors -- the people who train your medical providers - All nine of the above methods, when used to market to medical school professors, are very effective in training new doctors to use the drugs marketed. You trust your teachers to get it right. If the pharmaceutical salesperson can convince them of the efficacy of a drug, they have not just gained a single not-that-lucrative customer, but rather dozens of customers in his or her students, who will go on to private and public practice everywhere.

MY  REACTIONS

Remember, doctors are human. Many claim that these little - and big perks do not influence them or their practice, that though they may get some very nice gifts these things don't encourage them to prescribe more medications.
If that were true, why would the industry continue investing money in the practices? Pharmaceutical companies spend billions on these different marketing techniques because they have documented evidence that they do work.
This doesn't mean you have to stop trusting your doctor, or believing him. Some of the marketing pharmaceutical companies do is necessary -- for example, off-label treatments are generally under study and can't be publicly released, but can indeed be efficacious for you.
Your best bet is simply to know the drugs you're taking -- whether you are using a brand name when a generic would be just as good, for instance, or if there have been recent side-effects linked to it, or whether it is indeed efficacious for treating your off-label symptoms. Your doctor, right or wrong, almost certainly trusts his pharmaceutical sales representative to tell him the truth. Sometimes they don't. Don't blame your doctor.
#############################



(b)   Put on your thinking cap. Identify a theme for a campaign of one general tonic.

First aid for tonic-clonic seizures ----TONIC

CAMPAIGN   THEM


We exist to improve the lives

of everyone affected by epilepsy


#################################  

Management Consulting

All Answers


Answers by Expert:


Ask Experts

Volunteer


Leo Lingham

Expertise

management consulting process, management consulting career, management development, human resource planning and development, strategic planning in human resources, marketing, careers in management, product management etc

Experience

18 years working managerial experience covering business planning, strategic planning, corporate planning, management service, organization development, marketing, sales management etc

PLUS

24 years in management consulting which includes business planning, strategic planning, marketing , product management,
human resource management, management training, business coaching,
counseling etc

Organizations
PRINCIPAL -- BESTBUSICON Pty Ltd

Education/Credentials
MASTERS IN SCIENCE

MASTERS IN BUSINESS ADMINSTRATION

©2016 About.com. All rights reserved.