1. TO ASSURE THE QUALITY OF DRUGS AND MEDICINES, the DOH is strengthening the capabilities of BFAD to undertake quality control, product of registration, and licensing of sales establishments. 2. TO ENSURE THE RATIONAL USE OF DRUGS by consumers and health professionals. 3. TO ACHIEVE SELF-SUFFICIENCY IN BASIC MANUFACTURING, a fundamental plan is being developed with the participation of the United Nations Industrial Development Organization(UNIDO). 4. TO RATIONALIZE DOH PROCUREMENT OF MEDICINES, purchases have been based on generic nomenclature.

Purpose of PNDP and Generics Law

○ To save lives ○ Greatly improve the well-being of the individual ○ Enhance further the industry, economy and overall health care system.

Two categories of Total Health Care

• Medical Care • Self care

Involves doctors or physicians for diagnosis

Medical Care

Self-medication Involves the patient because the patient is the doctor Pharmacists play a bigger role The role of pharmacists arise here for patient education They validate the decision of patients if drug is indeed for intended use. They recommend / promote OTC products.

Self care

Services of Information (by rank)

1 Doctor's advice 2 Advice of Parent 3 Knowledge of OTC drugs 4 Proximity of Drugstore 5 Advice of a Friend 6 Advice of Drugstore Personnel 7 Television Advertisement 8 Radio Advertisement 9 Newspaper Advertisement 10 Outdoor Advertisement 11 Comics Advertisement 12 Drugstore Display

Self-Medication Practices (by rank)

1 Necessary Remedy 2 Temporary Remedy 3 Safe and Convenient 4 Illegal 5 Dangerous

Places which are considered convenient or advantageous in buying OTC drugs by rank

1 Drugstore 2 Sari-sari store 3 Grocery/Supermarket

Intentions/Purposes of Buying OTC Drugs

1 To seek immediate relief of minor ailments 2 To save time and efforts going to a doctor's clinic 3 To save money on prescription drugs. 4 To avoid consultation of doctors.

Primary Basis of buying OTC Drugs

1 Effectiveness of the product 2 Safety of the product 3 Price of the product 4 Popularity of the products 5 Presentation of the product 6 Manufacture of the product

Frequency in buying OTC drugs

1 Only when necessary 2 Twice a month 3 Once a month 4 Three times a week 5 Two times a week 6 Once a week

Rank Common Ailments

1 Headache 2 Fever 3 Colds 4 Flu 5 Sore throat 6 Itchiness 7 Skin rashes 8 Diarrhea 9 Sore eyes 10 Muscle 11 Pimples 12 Minor burns 13 Abdominal pains 14 Dysmenorrhea 15 Athletes foot 16 Poor appetite

Rank Percentage in buying OTC Drugs

1 Small percentage 2 Five percent 3 Ten percent 4 Fifteen percent 5 Over twenty percent

Any good or services that offered to the market either for attention, acquisition, use or consumption that might satisfy or delight a need or want of your target market. Brand planners such as brandmen, product managers, brand associates:

PRODUCT

Three levels of product

– Core product – Tangible product – Augmented product CTA

Identify the benefits and purpose; you have to identify the purpose and then the fits of your products; usually marketers must uncover the needs hiding under every product and sell benefits and not features; it answers the question, “what is the buyer really buying?” – meaning their purpose or benefits do they get in your product (i.e., Bioflu: being promoted in a way of portraying the benefit of a product, usage; Tempra or Biogesic: purpose is for fever)

Core product

Characteriscs of your product; features, styling, brand name, quality level (i.e., Bioflu: dosage form, color, label; shape of the tablet – easy to swallow; quality –example is a product from unilab, so we can guarantee its quality)

Tangible Product

Additional services and benefits for a product; offer and making it more competitive that can be achieve by the form of its packaging, after sale service or advertising, sales promotion, customers advice, delivery arrangement or even amenities. Ex. Form of packaging, easy to dispense and also there are some promotional • Consumers see drug products as complex bundles of benefits that satisfy and delight their needs and wants.

– Augmented product

Companies makes their __ to cater specific market segment and submarket segment

Product Format Product formats: are the dosage forms

The product formats available in the market for different types of consumers are:

1 Capsules 2 Soft gel 3 Spray

The product formats available in the market for different types of consumers are: 1 Capsules

Tablets Suspension Liquid Drops Concentrate Vials Ampules

The product formats available in the market for different types of consumers are: 1 Soft gel

Powder Granules Gelatin Lotion Balm Ointments Creams

The product formats available in the market for different types of consumers are: 1 Spray

Inhaler Vaporizer Medicated Frozen Refrigerated Non-refrigerated Pellets

Marketing practice in which a company creates a name, a symbol or a design that is easily identifiable as belonging to the company either a name, a term, a sign , a symbol, or a design or a combination of this that are intended to identify the goods and services of one seller or group of sellers and to differentiate them of those of competitors If you start your business it is important that you create this

• Brand

1 part of the brand that can be vocalized 2 part of the brand which can be recognize but is not alterable or cannot be vocalize, this can be symbol, design or distinctive coloring or lettering

1 Brand name 2 Brand mark

1 part of the brand that is given a legal protection, it protects the sellers exclusive right to use the brand name or brand mark 2 exclusive legal right to reproduce, publish or sell the matter of your own product

1 Trademark 2 Copyright

• Brand

1 part of the brand that can be vocalized 2 part of the brand which can be recognize but is not alterable or cannot be vocalize, this can be symbol, design or distinctive coloring or lettering

1 Brand name 2 Brand mark

1 Trademark 2 Copyright

Every product the company offers to the market bears same brand name and sometimes the name of the company; • the cost of introducing the drug product will be less. Definitely because of there is a brand name already widely recognized, accepted, and preferred by target consumers

Blanket Family Name

When a company uses one of its establish brand name on a new product or new product category; also known as BRAND STRETCHING; strategy is to use the company already established brand to launch a newest product - uses the popularity of the brand name to save the company of the high cost or expensive na promotional tools for the specific product GIVE EXAMPLES

Brand Extension Decision Ex. Myra, Vicks

The seller develops two or more brand in the same drug product category or the same generic equivalence; a company will launch several brand with the same generic name They have MORE SHELF SPACE at the selling area of drug outlets

Multi-branding Decision

Multi-branding Decision Advantages:

– (1) MORE SHELF SPACE at the selling area of drug outlets – (2) very few CONSUMERS of a drug product are that loyal to a brand they will NOT TRY ANOTHER COMPANY – (3) creating new brands DEVELOP HEALTHY COMPETITION within the manufacturer’s organization comprising several Product divisions or subsidiary companies – (4) a multibranding strategy positions brands on DIFFERENT BENEFITS AND APPEALS and each brand can ATTRACT a separate following when positioned in several target market segments • Ex. Unilever, P&G

Selecting a Brand Name for a Drug Product • Desirable qualities for a brand name:

– (1) it should CLOSELY SUGGEST something about the PRODUCT'S BENEFITS AND QUALITIES that the intended markets could associate with easily. EX. (Diatabs, Stresstabs, Licealiz, fungisol, drivemax, neurobion) – (2) it should be EASY TO PRONOUNCE, RECOGNIZE, AND REMEMBER. – (3) it should be DISTINCTIVE to readily arrest ATTENTION.

Marketing activity or creatively designing, producing the appropriate container or wrapper for a drug product suitable to its target market that is relative to competition product Every company argues about packaging

Packaging Decisions

1 Through __ you can attract attention to your perspective buyers or describe a drug product to actually make the sale to the ultimate consumer 2 Rising consumer __ means that consumers are willing to pay a little more for the convenience, safety, appearance, dependability, and the prestige of better value packages for drug products in the marketplace.

1 Packaging 2 Affluence

• Drug products, consider several different package designs for new and existing product lines, selecting the best-balanced choice:

– (1) that will SATISFACTORILY CATER to the NEEDS of drug outlets in terms of CONVENIENCE and EASE OF HANDLING – (2) that end users will favorably RESPOND TO AT SHORT NOTICE – (3) physicians and dentists to PRESCRIBE with HIGHER CONFIDENCE – (4) pharmacists and allied professionals will readily ENDORSE OUT OF A HIGH-QUALITY PERCEPTION of the drug product – (5) that will generate GREATER PRODUCT AWARENESS, immediate trials and repeat purchases associated with the distinct and unique power of good innovative packaging.

Strategy of developing a product line which usually you develop a new category or new product that are closely related either because first its function in a similar manner or they are sold to the same customer groups or marketed through the same types of outlets or fall within a given price ranges

PRODUCT LINE DECISIONS

Termed as product assortment, set of all the product line or an item that a particular seller offers sale to a buyer

PRODUCT MIX DECISIONS

A company’s product mix will have certain features:

1 Width (different product category, ex. Analgesic, anti-infective) 2 Length (different brand name or diff generic name that they can possibly do under the same category ex. – ibuprofen, paracetamol, aspirin, medicol) 3 Depth 4 Consistency WeL DC

PHARMACEUTICAL PRODUCT LIFE CYCLE STRATEGIES

1 INTRODUCTORY STAGE 2 GROWTH STAGE 3 MATURITY STAGE 4 DECLINE STAGE

– period of a very low sales performance, this happens during the first few months to one year or more after being formally introduce to the market depending on the degree of awareness level acceptance and also actual product trials – Drug companies normally pursue an investment spending strategy in creatively promoting and distributing the new product to target clientele.

• Introductory Stage

A period of increasing sales and profit performances because of a new product There is a wide acceptance, patronage and repeat sales in a bigger volume from either the present and/or new markets being served

• Growth Stage

• Growth Stage Major strategies:

• (1) Continues improvement or innovation • (2) Entering completely new markets, new segments, expanded distribution channels, more incentives for trade outlets to carry and endorse the product to clients. • (3) Lowering prices to previous levels in order to allow more buyers (4) More aggressive and proactive promotions effort (5) Fine-tuning product’s position in the market (6) Additional logistics support

– period that usually characterize by slowing down of the products sales volume which reaching a plateau or constant sales or remaining at the constant volumes - Attributed by the entry of similar products competing in the same market segment or the competitors pour heavily on different promotional tools to gain control of the desire market segment at all cost

Maturity Stage

Period that usually characterize by continues drops in sales of most products, formats and brands at low level for many years

Decline Stage

Decline Stage • Factors in declining sales:

– Rapid technological advances – Keen competition (local drug companies vying for a share of the market after the enactment of the generics law) – Changing consumer preferences for tastes, flavors, colors – Adherence to safety and efficacy – Price consciousness due to inflation and deteriorating purchasing power

Decline Stage • Major strategies:

1 companies immediately withdraw from the market, phase out the drug product to avoid further loses in certain areas 2. Reduce the number of product offerings, concentrate on potential formats, sizes, and supply 3. Discontinue operations in smaller market segments 4. Reduce promotions & marketing efforts 5 Replace weak products with similar or related generic names 6. Sell drug product to another company

– activities that communicates the merits or attributes or benefits of the products and also persuades target consumers to buy the product

Promotions Mix

Activities that communicates the merits or attributes or benefits of the products and also persuades target consumers to buy the product

Promotions Mix

Company’s ambassadors of good will, the extension of the company providing consultations and also allied services to the target prescribers; authorize to endorse the ethical drug product specially to the doctors

Professional Service Representatives OR Medical Representative

Promotions Mix - Ethical Drug Products 1 Primary target market 2 Secondary target market?

. 1 o Physician, dentists – they prescribe o Ethical OTC 2 o Pharmacist – dispense and endorse the prescription drugs

THE PROMOTIONS MIX FOR OTC/PROPRIETARY DRUG PRODUCTS 1 PROMO TOOLS

1 o trimedia advertising o mass sampling o sales promotions o point-of purchase displays –banners or counter display in drugstores o outdoor merchandising o floor/window/shelf and counter displays o novelty items as gimmicks/giveaways o stickers, buntings/flaglets/streamers/banners o demonstrations, trade shows, fiestas, sportsfests, conventions, seminars, workshop.

THE PROMOTIONS MIX FOR OTC/PROPRIETARY DRUG PRODUCTS 1 Primary target market? 2 Authority endorsers?

. 1 o Public or end consumers depending on the drug product 2 o Pharmacist, PA, sales clerk

The Promotions Mix of Wholesalers, Establishments, Big Drugstore Chains 1• Big drug outlets:

1 • Attractive billboards/neon signs, modernized store fronts and interiors • creative merchandising and displays at the selling area and points-of-sale • sales promotions for consumers and drug outlet’s personnel • free medical and dental consultations, sampling, and discounts. - To increase customer traffic or customer patronage

1 – informing the public for example counterfeit drugs or those drugs that is not allowed to be on the market 2 required by FDA; reminders about antibiotics; how to dispense prescription drugs; manual steamer etc

1 • FDA 2 Generics menu cards

1 specific mix of advertising personal selling, sales promotion and public relations that the company uses to pursue its advertising & marketing objectives 2 • Consumer-oriented drug companies:

1 Promotions Mix Defined 2 tri-media advertising, sampling, sales promotions, displays and merchandising, towards achieving projected sales targets

Promotions Mix (under):

A. Advertising (For OTC/Proprietary Drug products) B. Consumer Sales Promotions (For OTC/Proprietary Drug products)

O Creative use of print, sound, and color: o Long lasting recall on the product which also triggers the purchase decision and repeat buys of the buyers o Creates a product awareness to the market o Most expensive but most effective

A. Advertising (For OTC/Proprietary Drug products) 1 TV advertising

Goals: o Arrest/attract attention of OTC consumers to buy the product o Create an immediate response o Dramatize product offers and perk-up declining sales o Provide inducements or contributions or incentives to give value to consumers o To buy now and buy more repeatedly over other brands in the market

B. Consumer Sales Promotions (For OTC/Proprietary Drug products)

1 given to avail saving to a particular product 2 additional products that are added for free at the price of the original product; motivate buyer to buy more; buy 5 get 1 item

1 Discount coupons 2 Bonus-packed offers

1 gift item or another drug product that is attached to the original product 2 the buyers are entitled to win a price to a purchase

1 Piggy-back offers 2 Pick and win promo

1 usually done by Starbucks or coffee shops, milk tea 2 the buyer is entitled to buy a premium item on display; (i.e., watsons); free any items or free member cards

1 Trading stamps 2 Premium promo