1. Can Promotion and Partnership Co-exist?
Marketing, advertising, selling and the customer
January 31st 2014
Jonathan Dancer
Managing Director, Redbow Consulting Group

2. Can Promotion and Partnership Co-exist?

3. Can promotion and partnership co-exist?
Promotion and Partnership?
Promotional Returns
How Marketing Fits in
Perceptions of Value
Can Promotion and Partnership Co-exist?

4. Potential benefits of partnership
Improved concordance and persistence
Patient education and lifestyle applications
Support for treatment initiation
Outcomes measurement
Building consensus
Service design
Medical education
An increasing proportion of Pharma “promotional expenditure”
is directed towards supporting more partnership-oriented activity

5. Potential barriers to partnership
Perception
Stereotype
Memory
Practicality

6. Partnership
When a match has equal partners then I fear not.
Aeschylus
The poor man who enters into a partnership with one who is rich
makes a risky venture.
Plautus

7. Promotion
Activity that supports or encourages a cause, venture, or aim
The publicizing of a product, organization, or venture so as to increase
sales or public awareness
Oxford Dictionaries

8. Without promotion things cannot be known…
“Our study concludes
that this is the
percentage of our
customers who will buy
from us without any
effort whatsoever
on our part.”
© Tedd Goff 1999

9. and promotion does need to be appropriate
Cartoonchurch.com

10. … but not gratuitous

11. Promotion – what do recipients say?
With thanks to Ivor Eisenstadt, Managing Director, MGP
With grateful acknowedgement to Hilary Burt, Chair JICMARS

12. Promotion – what do recipients say?
Online is seen as convenient for quick searches, but print is
still highly valued

13. Promotion – what do recipients say?
Online & digital both used across the spectrum of information
needs, greatest credibility is from independent sources

14. The promotional “leaky bucket”
Attribute
A
Awareness
I
Interest
D
Desire
A
Adoption/Action
Proportion

15. Predictability of returns on promotion
Sales
What we’re “taught”
Optimal Investment
Promotional Investment

16. Sales
Predictability of returns on promotion
Promotional Investment

17. Predictability of returns on promotion
Illustrative
Sales
What the Data show
Promotional Investment

18. Predictability of returns on promotion
Illustrative
Sales
“Expected Model”
Promotional Investment

19. Predictability of returns on promotion
Illustrative
Sales
High Sales with little investment
Promotional Investment

20. Predictability of returns on promotion
Illustrative
Sales
High investment with little sales
Promotional Investment

21. Predictability of returns on promotion
Sales
A spectrum of response
Promotional Investment

22. Predictability of returns on promotion
Type and Level of Promotion
Extent of Unmet Need
Familiarity of Technology
Ease of Market Access
Thanks to Gary Johnson, Inpharmation

23. How marketing fits in – traditional view
Marketing is the management process responsible for identifying,
anticipating and satisfying customer requirements profitably
CIM

24. How marketing fits in – alternative view
“A social and managerial process by which individuals and groups
obtain what they need and want through
creating and exchanging products and value with each other.”
Philip Kotler 2002
True Marketing is Always Value Based

25. How marketing fits in
Value does not exist until it is perceived by the customer
Perceived Value influences the price the customer is willing to pay
A Customer cannot perceive value until they “experience” the product
Adoption involves establishing relevance to their own life/role

26. “Dinner for three”

27. “Dinner for three”
Today, the “Dinner for Three” food
order is (in principle) increasingly
aligned :
a). The “family budget”
b). The specified requirement
c). The needs of the recipient

28. “Dinner for three”
Pharma needs to communicate effectively and appropriately
with all three parties.
Advocacy, Recommendation, Prescription
Guidance, Guidelines and Market Access
Informed Patient
Marketing and Market Access are increasingly convergent

29. Value
Value does not exist until it is perceived by the customer
Perceived Value influences the price the customer is willing to pay
A Customer cannot perceive value until they “experience” the product
Experience involves establishing relevance to their daily lives

30. Value

31. Value
Abay
“Colors”
Age: 2
Displayed:
NJ online Children’s
Art Gallery

32. Value

33. Value
Patti the chimpanzee, age 29
Untitled
Acknowledgement: Chimps Inc.

34. Value

35. Value
Franz Kline,
Untitled
Year: 1957
Price : ?$40,402,500 – Nov 14th 2012
The Franz Kline Estate

36. Value

37. Value and Affordability

38. Fitness for Purpose
What kind of challenge does this disease present?
What will it take to get the outcome needed?

39. Can Promotion and Partnership Co-exist?
Promotion
Trust
Creation &
Exchange of Value
Relationship
Partnership
Value is the universal currency that enables them to do so

40. Acknowledgements
Ivor Eisenstadt, Managing Director, MGP
Hilary Burt, Chair JICMARS
Gary Johnson, Inpharmation
The Franz Kline Estate
Sothebys Online
NJ online Children’s Art Gallery
Chimpsinc
PetKare Clinic
Hubspot
Ted Goff
www.carpages.co.ukwww.bobamotoring.de
http://www.hdwallpapers.in
http://www.imaginelifestyles.com/
www.carsuk.net
www.azureazure.com
www.cartoonchurch.net

41. Can Promotion and Partnership Co-exist?
Marketing, advertising, selling and the customer
January 31st 2014
Jonathan Dancer
Managing Director, Redbow Consulting Group