Efficient marketing of your OTC and Rx drugs

Competition is greater in OTC marketing. Success is determined by developing unique selling propositions (USP), such as creating special pricing policy or differentiating your product in terms of content to stand out from your competitors.

Our OTC marketing:

• Direct marketing (mailings to the targeted group of physicians)
• Digital marketing (website, advertising in online channels, social media marketing, SEO management)
• Referral marketing (loyalty programs)
• Trade marketing (distribution channel management via wholesalers, offline and internet pharmacies, etc.)
• Direct-to-customer marketing (Internet, TV, print, radio, sales promotion, point-of-sale advertising, e.g., through display stands)
• Classic OTC marketing (education and training of sales force, involvement of opinion leaders, trade show presence, sales force support, customer loyalty programs, and point-of-sale advertising)

In cooperation with market research institutes (e.g., IMS Health), Pharma Expertise Consulting prepares analyses of consumer and purchasing behavior and the derivation of sales potential. Based on these results, we align your marketing and advertising strategy.

Rx marketing concepts target prescribing by physicians and reimbursement of prescription drugs. Depending on the indication, these comprehensive concepts ethically address business-to-business (B2B) target groups, i.e., the company advertises directly to physicians, clinics, pharmacies, health insurers, or nursing staff.

In business-to-consumer (B2C) marketing, the company promotes a prescription drug to patients. Legally, this is only possible to a limited extent. With creativity and ideas, we are happy to support you in finding direct patient communication channels. One example is advertising to patient organizations and patients directly, e.g. via Patientcare programs.

Rx marketing includes the preparation of medical-scientific information in the drug portfolio and the translation of the content into marketing materials (offline and online). Rx marketing also includes the initiation and support of Non-Interventional Studies (NIV), observational studies (AWB), posters, and publications.

According to Section 74a of the German Medicines Act (AMG), the expertise of the Information Officer (IB) is essential in carrying out textual approvals of patients and professional information, and the approval of packaging and advertising materials which have to be compliant with the German Medicines Act (AMG), the German Drug Advertising Act (HWG), and the industry codes.

• Direct marketing (mailings to the target group of physicians)
• Expert dialogs with key-opinion leaders, professional societies, quality circles, and advisory boards
• Workshops, novice trainings, and advanced trainings with specialists and clinic staff
• Information as well as response to inquiries from physicians, pharmacists, patients, and medical journalists
• Clinic management and support of key opinion leaders (key account management)
• Cooperation with professional societies and patient organizations as well as self-help groups
• Classical Rx marketing (education and training of sales force, involvement of opinion leaders, and presence at trade fairs)
• Trade marketing (distribution channel management via wholesalers, offline and Internet pharmacies, etc.)

Practical example: training portals for specialist groups (e-learning) via Doc-Check access.

Drug pricing is a key sales factor in Rx marketing. The pricing of drugs with new active ingredients must comply with the German Medicines Reorganization Act (AMNOG) and the regulation of the systematic evaluation of the additional therapeutic benefit (Section 130b SGB V, AMNOG Evaluation and Price Negotiation Procedure). The pharmaceutical manufacturer is obligated to submit a dossier on the additional benefit of the drug to the Federal Joint Committee (G-BA) immediately after market launch (Section 35a SGB V).

The Federal Committee can delegate the assessment of the benefits and costs of a drug to the Institute for Quality and Efficiency (IQWIG) or to third parties. With the evaluation of the benefit, the Federal Committee lays the foundation for the subsequent reimbursement price negotiations between the manufacturer and the National Association of Health Insurance Funds (GKV-SV).

In order to conduct effective drug marketing, the adjustment of many screws must be coordinated across different channels.

A successful market launch requires an unmistakable, memorable, and representative brand identity. It conveys the main message of the drug, e.g., a specific indication or the benefits of a product. The brand should evoke positive associations and build long-term trust in the product. In this context, the product design is essential for the brand’s recognizability as well as its acceptance by targeted groups.

We make trust and ethics visible in your corporate image!

Trust and ethics are particularly important in the promotion of medicinal products. Today, a solid and trustworthy image is indispensable: in times of crisis and during management changes, restructuring, and targeted issue management, but also during long-term cooperation with the media and the establishment of digital structures.

Our PR services:

• PR strategy and concept according to your corporate identity, products, and brands
• Press releases for consumer and professional media (consumer and professional PR)
• Media planning (ads, TV commercials) and cooperations
• Product launches and events
• Marketing and social media strategy
• influencer relations

From OTC and Rx marketing to successful brand registration and efficient PR measures: We are happy to support you! Just get in touch with us.