When considering the marketing of a novel brand
docx
keyboard_arrow_up
School
Temple University *
*We aren’t endorsed by this school
Course
BALANCE SH
Subject
Health Science
Date
Nov 24, 2024
Type
docx
Pages
2
Uploaded by tug75102
When considering the marketing of a novel brand-name prescription medication intended for treating
allergies, it is imperative to possess a comprehensive understanding of the intricacies of individual and
industry-based consumers within the healthcare sector. In this scenario, individual consumers would
predominantly comprise patients afflicted with allergies or their carers entrusted with healthcare
decisions. One must acknowledge the dynamic component associated with health-related purchases to
gain insight into consumers' purchasing behaviors. To successfully target individual consumers with the
drug, it is crucial to prioritize precise messaging highlighting its efficacy, user-friendliness, and any
distinctive attributes that set it apart from currently available allergy medications. Additionally, case
studies or testimonials that emphasize positive results and patient satisfaction can significantly impact
the purchasing decisions of individuals. From an industry perspective, healthcare providers—including
allergists, chemists, and physicians—who hold critical positions in recommending and prescribing
medications—would be the principal consumers (Bridgeman,, 2007).
Consumers within this industry are particularly susceptible to the impact of various factors, including the
clinical efficacy, safety profile, and drug compatibility with established treatment protocols (Chatterjee &
Kulkarni , 2021).
It is advisable for marketing strategies to prioritize the dissemination of thorough and
empirically supported information to healthcare professionals. Establishing credibility within the
healthcare community is of utmost importance, and to secure prescriber support, it will be critical to
highlight the medication's adherence to industry standards and regulations (Reid
& Borycki, 2012).
Given the distinctive attributes of healthcare consumers, in which providers frequently exert substantial
influence over the decision-making process, it is advisable to adopt a marketing strategy that combines
two main objectives. This entails customizing marketing communications to connect with individual and
industry consumers by addressing their unique concerns and requirements while emphasizing the drug's
clinical effectiveness and conformity with well-established medical protocols. Furthermore, through
continuous education and assistance, establishing a mutually beneficial association between the
pharmaceutical company and healthcare providers can augment the probability of effectively
penetrating the market with novel prescription medication (Sheehy, 2001).
For the effective launch of
allergy medication, it is essential to implement a comprehensive marketing strategy that recognizes and
responds to consumers' unique influences and requirements in both the individual and industry sectors
(Arboleda Arango, 2015).
References
Arboleda Arango, A. M. (2015). Healthcare plans and consumer perceptions of healthcare institutions.
Revista De Salúd Publica, 17(1), 12-n/a. Retrieved from https://nec.idm.oclc.org/login?
url=https://www.proquest.com/scholarly-journals/healthcare-plans-consumer-
perceptions/docview/1775608237/se-2
Bridgeman, J. (2007). 'Exceptional' women, healthcare consumers, and the inevitability of caring.
Feminist Legal Studies, 15(2), 235-245. doi:https://doi.org/10.1007/s10691-007-9058-
Chatterjee, S., & Kulkarni, P. (2021). Healthcare consumer behavior: The impact of digital healthcare
transformation on the consumer. Cardiometry, (20), 134-143. Retrieved from
https://nec.idm.oclc.org/login?url=https://www.proquest.com/scholarly-journals/healthcare-consumer-
behaviour-impact-digital/docview/2640800121/se-2
Reid, P. S., & Borycki, E. M. (2012). Factors influencing healthcare consumers' search for healthcare-
associated infection information on the world wide web. Clinical Governance, 17(2), 134-140.
doi:https://doi.org/10.1108/14777271211220844
Sheehy, W. J. (2001). Efficient healthcare consumer response: Lessons for the or manager. Ssm, 7(1), 19.
Retrieved from https://nec.idm.oclc.org/login?url=https://www.proquest.com/scholarly-
journals/efficient-healthcare-consumer-response-lessons/docview/237188810/se-2
Your preview ends here
Eager to read complete document? Join bartleby learn and gain access to the full version
- Access to all documents
- Unlimited textbook solutions
- 24/7 expert homework help