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In: Nursing

Scenario: A pharmaceutical company is going to be selling a new brand-name prescription drug to treat...

Scenario: A pharmaceutical company is going to be selling a new brand-name prescription drug to treat allergies. You have been hired to help them market this product to individual and industry consumers.
Describe one individual and one industry consumer for the prescription drug product in the provided scenario. Analyze buying behaviors and characteristics of these consumers. Then, recommend strategies to market this product to the consumers you identified. Include strategies for the different stages of the product’s life cycle. Defend or argue your recommendations. Support your response by identifying and explaining key points and/or examples presented in the Learning Resources.

Solutions

Expert Solution

Ans:)In provided scenario an effort is made by a pharmaceutical company to promote its prescription products directly to its patients known as DTCPA (Direct To Consumer Drug Advertising).

Currentlyseveral types of DTCPA are available :

  • Oneone type is "help-seeking add" which provides information about a medical condition and encourage the patient's to contact their physician but doesn't mention their product
  • another type is "reminder add "which includes product name, its types, provides information about strength, dosage form, price but it does not mention the indications.
  • "product- clam- add" which mentions the product and its indications and includes efficacy or safety clams.

ANALYSING BUYING BEHAVIOUR AND CHARACTERISTICS OF CONSUMERS:​​​​​​​​​​​​​​

Analysing consumer behaviour is the study of how people make purchase decisions regarding the product service or organisation, how consumers behave while shopping, how their behaviour is swayed by their surrounding environment, how marketing company can be improved more effectively to influence consumer behaviour.

  • Consumers behaviour involves more than buying​​​​​​​.
  • Consumers behaviour is a dynamic process.
  • consumers behaviour involve characteristics among many people .
  • Consumers behaviour involves decisions.
  • Consumer behaviour includes products, services ,activities and ideas

Carrying out a market research to understand who you are target audience is.

it is important that marketers should be aware of purchase decision.

you should ascertain who is actually making the decision to purchase your product for example an organisation may purchase furniture for its office but the decision to purchase could have made by Hired interior designer.

you should attempt to understand the reason behind consumers purchase which will vary from person to person.

the consumer may prefer one brand another due to many reasons for example quality quantity, brand of product.

​​​​​​​STRATEGIES TO MARKET THE PRODUCT TO CONSUMER:

There are different strategies to market the product to consumer.

  1. Use special introductory offer:instead of announcing your a new product or service you can make it available as a part of special introductory deal which takes many forms for example discount pricing ,buy one get one free deal, free gift for every referral, reduced rate bundle.
  2. Run a social media contest:use direct message on platform like Facebook ,Instagram and even Snapchat or Twitter to communicate with potential customers who might be looking for your products and services.
  3. Offer loyal customers an exclusive preview becausecustomers are a key part of how to promote your product and they are most likely to not only by it but also promote it to their networks.
  4. Make use of Google my business account.
  5. Spread the word via email in which you can highlight the offer in your subject line.
  6. write a blog post on newly launched item as it is a great way to go into depth on all of details futures and benefits.
  7. Host an event because events not only get customers excited about your new products but can also get new prospects personally engaging with you or other employees of your business
  8. Offer a complimentary upgrade.
  9. Share customer reviews
  10. Post on social media to promote new product.

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