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Medical Marketing is a specialized form of marketing, specific to the pharmaceutical industry and to manufacturers of medical devices. It deals with the scientific issues, the technical issues of the products or services, so to speak. One of the outstanding differences to classical marketing is that the scientific and medical communication of product features are highly regulated within the pharmaceutical market and based on these special regulations there are many differences in the details of this form of marketing.
Medical marketing, like general marketing, can be differentiated between strategic marketing and operational marketing also.
The main activities of medical marketers are
- the identification or topics to be investigated via clinical studies
- the continuous flow of scientific information into the field to maintain interest of the target group in the market segment
- the maintainance of the relationship with the medical experts, advising authorities and the target group(s)
- and to ensure that the promotional material is scientificly correct and that all the claims made can be substanciated with generally accepted data
just to mention the most obveous.
- a clinical devleopment plan for phase IIIb and phase IV studies
- a scientific publication plan
- a scientific congress plan, mentioning
- the intent/purpose of participating
- the topics to be covered
- the way the topics are to be presented (poster, oral presentation within the plenary session or via a stand along symposium, ... ...)
- the preferred presenters to be involved.
- a continuous flow of scientific information for general marketing and sales to use
- the timely initiation of changes according to the life cycle plan for the product
- good, even preferred relations with the scientific experts
- ideally the company and the offer (product or service) to determin the development of the market (direction and speed)
This term was defined by: Max Beckmann - Status: October 2010
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