Delta Medical’s Expert Rx Promotion and Dynamic Consumer Engagement
Our salesforce is the cornerstone of our promotional strategy. We have specialized teams dedicated to promoting Rx products directly to doctors, ensuring that healthcare professionals are well-informed about the latest medical advancements.
Simultaneously, other teams focus on pharmacy promotions, aligning our product benefits with their specific retail needs. In smaller countries or cities, our versatile reps often wear dual hats, effectively working with both doctors and pharmacists. This adaptable approach ensures comprehensive coverage and deep market penetration.
Next, let’s dive into the world of our Rx sales teams and explore how they’re making a difference in the healthcare sector.
Detailing Doctors: Educating on Prescription Medicines with Precision
Delta Medical’s commercial strategy hinges on a specialized field salesforce, divided into distinct Therapeutic Business Units (TBUs). These units are structured based on medical specialization, ensuring a targeted and effective approach in engaging healthcare professionals and institutions. The specialization areas include:
Oncology / Nephrology
Ear, Nose, and Throat (ENT)
Oncology / Nephrology
Ear, Nose, and Throat (ENT)
Each TBU has a specific number of representatives, tailored to the needs and market size of each specialization.
The “Other Specialties” category encompasses a wide range of fields, such as endocrinology, pulmonology, gastroenterology, dermatology, rheumatology, and ophthalmology. This breadth ensures coverage across various critical health areas.
Our medical representatives at Delta Medical are key in connecting with healthcare professionals. They inform doctors about our products, host small group discussions, and attend medical conferences and events. Their visits to hospital pharmacies help us understand customer needs. They also keep an eye on our competitors and report findings back to our marketing team, helping us stay ahead.
Medical Science Liaisons (MSLs)
Each TBU is supported by Medical Science Liaisons (MSLs), whose roles are pivotal in bridging clinical data with practical application. Key responsibilities include:
Clinical Data Dissemination:
MSLs provide up-to-date clinical information, ensuring that the salesforce and healthcare professionals are well-informed.
Engagement with Key Opinion Leaders (KOLs):
They establish and maintain relationships with KOLs, vital for gaining insights and advocating for Delta Medical’s products.
Clinical Trial Design Advice:
MSLs offer expert opinions on clinical trial designs, enhancing the relevance and effectiveness of trials.
Scientific Exchange through Advisory Boards:
They organize and participate in scientific advisory boards, fostering a collaborative environment for knowledge exchange.
The role of Product Managers in each TBU is to spearhead the marketing and strategic initiatives. Their responsibilities encompass:
Marketing Strategy Development:
Specializing in the development of customized strategies for different therapeutic areas, focusing on the distinct challenges and opportunities each presents.
Sales Aid Tools Design:
Designing impactful sales aids and materials to assist the sales team in effectively engaging with healthcare professionals.
Sales Targets Setting and Tracking:
Determining and setting sales objectives, and meticulously tracking progress towards these goals.
Delivering monthly reports to suppliers to align strategies and foster strong partnerships.
Managing and directing external agencies involved in marketing and promotional efforts to ensure cohesive and effective campaigns.
Deployment of Salesforce
Delta Medical employs a strategic approach in deploying its salesforce across the various TBUs. This includes:
Assigning representatives based on geographic needs and market potential.
Specialization and Training:
Ensuring that representatives are not only experts in their therapeutic area but also continuously trained on the latest developments.
Market Analysis and Adaptation:
Regularly analyzing market trends and adapting strategies accordingly.
Performance Metrics and Evaluation
To gauge the effectiveness of the salesforce structure, Delta Medical employs a set of performance metrics. These include:
Sales Volume and Market Share:
Tracking sales figures and market share to assess the direct impact of the salesforce activities.
KOL Engagement Levels:
Measuring the quality and frequency of interactions with KOLs.
Share of Voice:
How often doctors and pharmacists recall visits by our salesforce and which products were discussed.
Customer Feedback and Satisfaction:
Gathering feedback from healthcare professionals to assess the impact and reception of the salesforce.
The supervisor accompanies the sales representative during visits to healthcare professionals, providing a hands-on opportunity to assess and enhance the representative’s field competencies and performance.
Delta Medical’s Pharmacy Sales Force: Strategies for Success
Delta Medical’s Pharmacy Sales Teams play a key role in strengthening the company’s pharmacy and mass market presence. They handle multiple tasks like showcasing products, managing orders, arranging merchandise, following layout plans, building pharmacist relationships, reporting market trends, and carrying out regular pharmacy and consumer goods sales activities.
Product Presentation and Pharmacist Engagement
– Effective Communication: Using detailed knowledge about Delta Medical’s products for better pharmacist interactions.
– Educational Focus: Giving pharmacists clear information about product benefits and uses.
Order Processing and Inventory Management
– Streamlined Ordering: Facilitating efficient order placement and processing, tailored to the unique needs of each pharmacy.
– Inventory Insight: Keeping a thorough knowledge of what pharmacies need in stock to meet their demands precisely.
Merchandising and Planogram Compliance
– Visual Merchandising: Implementing visually appealing product displays, adhering to established merchandising principles.
– Planogram Adherence: Ensuring consistent and strategic product placement in line with planogram guidelines, enhancing product visibility and accessibility.
Enhancing Pharmacist Loyalty and Relationship Management
– Loyalty Initiatives: Developing and executing ethical loyalty programs to foster and sustain long-term pharmacist relationships.
– Personalized Interaction: Building strong relationships with pharmacists through regular, friendly interactions.
Competitive Intelligence and Market Reporting
Regularly studying market trends and competitor actions, then sending these insights to headquarters for smarter, proactive strategy planning.
Key Account Management at Delta Medical
Delta Medical’s Key Account Managers are pivotal in crafting and sustaining relationships with major pharmacy chains. These professionals ensure that Delta Medical’s products are not only accessible but also prominently displayed and preferred in these retail environments.
Managing Relationships with Pharmacy Chains
At Delta Medical, we actively nurture enduring relationships with category managers and key figures in major pharmacy chains. This involves regularly scheduled meetings and visits, allowing us to gather firsthand insights into their specific needs and preferences. We adapt our services and communication style to align with each chain’s unique requirements.
For instance, we may offer bespoke promotional strategies or tailor our product range to suit their customer demographics.
Our team is committed to responding swiftly to their queries and providing solutions that are not only effective but also specifically crafted for each chain’s clientele. By consistently delivering this level of personalized and responsive service, we ensure high satisfaction and strengthen our partnerships with these key players in the pharmacy industry.
Contracting and Promotions
Contract Negotiation and Management:
– Skillfully negotiating contracts to achieve mutually beneficial terms.
– Managing ongoing contractual relationships and ensuring compliance with agreed terms.
Promotional Strategy Development:
– Promotional Planning: Creating and carrying out special deals, product features and in store promotions to attract customers at retail chains.
– Promotion Analysis: Watching how well these promotions work and using what we learn to make them better.
Planogram Compliance and Optimization
Strategic Product Placement:
– Ensuring pharmacy chains comply with agreed planogram for Delta Medical products.
– Optimize product placement for maximum visibility and consumer appeal.
– Collaborating with pharmacy chains to develop effective merchandising strategies and special arrangements.
– Aligning merchandising efforts with both Delta Medical’s objectives and the retailer’s layout and customer demographics.
Negotiating Rebates and Commercial Terms
We use our strategic negotiation expertise to establish beneficial rebates, discounts, and commercial terms. Our focus is on aligning financial incentives with the substantial value we deliver to pharmacy chains.
Articulating Our Value Proposition
At Delta Medical, we clearly communicate the benefits of our products, ensuring their pricing is justified. We always aim to align our product advantages with the objectives of the pharmacy chain and the needs of their customers.
Annual and Quarterly Purchase Plans
Our Key Account Managers develop detailed annual and quarterly purchase plans that reflect the demands of each pharmacy chain. We ensure our product supply matches forecasted sales and adjusts for seasonal changes. By utilizing market trends and sales data, we accurately predict demand. Our negotiated purchase plans are continually adapted based on market insights and specific data from each chain.
Managing In-Store Branding and Presence
At Delta Medical, we’re focused on enhancing our in-store branding and presence, making sure our brand stands out in the competitive retail landscape. We work closely with pharmacy chains to develop impactful in-store branding that resonates with their specific aesthetics and customer base, ensuring a collaborative and effective branding strategy.
Customer Service and Tender Department
Delta Medical’s commitment to excellence extends beyond product development and sales. Two critical departments, the Customer Service Team and the Tender Department, play essential roles in the organization’s overall commercial success.
Customer Service Team at Delta Medical
Delta Medical’s Customer Service Team plays a key role in connecting the company with its customer network of pharmacies and clinics. They handle many tasks to keep operations running smoothly and make sure customers have a great experience.
Tender Department at Delta Medical
Delta Medical’s Tender Department is a specialized unit dedicated to navigating the complex world of hospital, government and international tenders. This department’s expertise lies in identifying opportunities, preparing compliant bids, and managing the tender process from start to finish.
Consumer Marketing Activities at Delta Medical
Our consumer marketing activities are focused on connecting with and understanding the needs of our end-users.
We employ a range of strategies, from targeted advertising and digital campaigns to in-store promotions and customer engagement initiatives.
Our aim is to not only introduce our products to consumers but also to educate them about their benefits, building a strong brand presence in the consumer market.
Marketing Strategy and Innovation
Delta Medical’s approach to consumer marketing combines strategic planning with innovative tactics, ensuring that its products are not only well-received but also stand out in the competitive healthcare and FMCG market.
Creating Market Opportunities: We perform detailed market research to find and make the most of new chances for placing and promoting our products.
Value Story and Brand Positioning Development: We develop a distinct value story for each product, positioning our products as leaders in healthcare solutions, by creating compelling brand narratives.
Message Testing for Resonance and Credibility
We at Delta Medical prioritize effective communication by conducting A/B testing and similar methods on our marketing messages across different demographics. This approach ensures that our messages not only resonate with our target audience but also maintain credibility and impact.
Multi-Country Campaign Localization
Delta Medical ensures our marketing campaigns are both visually appealing and effective in each of the 13 countries we operate in. By localizing our strategies to align with the cultural and linguistic nuances of every market, we ensure that our campaigns resonate locally while maintaining a consistent quality and impact across diverse regions.
Optimizing a Wide Range of Tactical Channels
In our marketing efforts, we strategically use a mix of channels, including digital, print, and broadcast, to achieve the best reach. For some of our products, an omnipresent approach is key to ensure visibility across all platforms, catering to a wide audience.
Meanwhile, other products benefit from a more targeted, narrow approach, focusing on specific channels that best connect with their intended audience. By adapting our strategies according to each product’s needs, we ensure effective communication and maximum impact in reaching diverse customer groups.
Owned, Earned, and Paid Digital Ecosystem Mix
In our digital marketing strategy, we focus on a balanced mix of owned, earned, and paid digital approaches to strengthen our online presence and boost engagement. This means we use our own platforms, like websites and social media accounts (‘owned’), capitalize on word-of-mouth and customer recommendations (‘earned’), and invest in online advertising (‘paid’).
By combining these diverse strategies, we ensure a comprehensive digital footprint that reaches and resonates with our target audience effectively, enhancing both visibility and interaction with our brand online.
Early Market Access Planning
Our pre-launch strategies involve carefully planning marketing activities before a product launch to create excitement and demand. We collaborate with Key Account Managers (KAMs) and retail chains early on to start discussions about listing new products. This ensures a smooth introduction to the market.
For the actual product launches, we’ve developed a comprehensive playbook that guides us in executing these launches efficiently and with high impact. This playbook is not just for one market; we adapt and apply these strategies in other markets where we introduce our products, ensuring a streamlined and effective launch process across various regions.
In-House TV, Radio, Digital and Webinar Production
Our in-house production capabilities for TV, radio, digital, and webinars enable us to produce engaging and high-quality content. With our own studio, digital designers, videographers, and website administrators, we create compelling commercials and content for various platforms, including TV, radio.
The advantage of having these resources in-house is the seamless collaboration between our production team and marketing department. This close proximity allows for quick clarification, development, and adaptation of materials, ensuring that our messaging and quality are consistently aligned with our brand’s vision and strategy.
Digital and Social Community Management
We actively manage our online presence by overseeing our digital platforms and social media communities. This involves regularly updating content, engaging in conversations, and responding to feedback on various social media channels.
By doing so, we foster a strong connection with our audience, encouraging active engagement and building brand loyalty. Our approach is not just about posting updates; it’s about creating a community.
Partnerships with Leading Healthcare Publishers
We focus on collaborating with prominent healthcare publishers, both in print and digital formats. This approach allows us to effectively reach our target audiences through trusted and specialized channels. By partnering with these key publishers, we tap into their established reader base, enhancing our visibility and credibility within the healthcare community.
These partnerships are not just about advertising; they’re about creating meaningful connections and providing valuable content to readers, thus strengthening our presence in the healthcare sector.
Symposia, Conferences, and Events
We actively host and participate in various educational events such as symposia, conferences, exhibitions, and even beauty and sport events. This approach is about being where the people are – both healthcare professionals and consumers.
By engaging in these diverse events, we provide educational opportunities and interact directly with our audience. These platforms allow us to share valuable information, showcase our products, and build relationships with attendees. Our presence at these events is a key part of our strategy to educate and engage effectively with those in the healthcare industry and the wider public.
Bidding Negotiation and Campaign Implementation
Our Strategic Campaign Management involves a focused approach to media buying and advertisement placement. We actively negotiate bids for prime advertising spaces, ensuring we get the best possible deals. This includes engaging in direct negotiations with major TV networks and channels to secure favorable rates.
We work on forming sponsorship agreements with popular television programs, tapping into their established audience base.
Additionally, we are investing in digital streaming platforms by placing our ads in Over-the-Top (OTT) programming, targeting the growing online viewer demographic.
This comprehensive strategy ensures our campaigns are not only cost-effective but also placed in high-impact areas, maximizing visibility and engagement with key audiences across various media platforms.
ePharmacy and Marketplace Channel Planning
In our strategy to expand online sales channels, we are focused on effectively utilizing ePharmacy and various online marketplaces to boost our product sales. This involves meticulously planning and implementing strategies that enhance our presence on these digital platforms. A key aspect of this approach is ensuring that our product descriptions are accurate, detailed, and up-to-date, accompanied by high-quality photos.
We actively monitor and respond to customer comments and ratings, as this engagement is crucial for maintaining a positive online reputation.
We make it a point to introduce new products on these marketplaces during their launch phase, ensuring they gain immediate visibility and traction.
Our goal is to create a seamless online shopping experience for our customers, making it easy for them to find, learn about, and purchase our products efficiently.
Join Forces with Delta Medical: Transforming Product Promotion in Healthcare and Retail
Elevate your product’s journey with Delta Medical – your partner in reaching new heights in 13 countries! Whether your focus is on medical or consumer promotion, we are the powerhouse you need.
Our expertise isn’t just limited to marketing; we excel in forging strong connections with doctors, securing listings at top retail chains, and winning competitive government tenders.
Imagine your products prominently displayed in renowned pharmacies, recommended by healthcare professionals, and featured in government health programs. With our comprehensive approach, covering everything from ePharmacy to digital marketing, we ensure your products stand out in crowded markets.
Seize this opportunity to collaborate with a team that understands the intricacies of doctor engagement, retail partnerships, and tender victories. Let us take your products beyond conventional boundaries and into the hands of those who need them the most.
Don’t just dream about success; make it a reality with Delta Medical. Contact us today and let’s embark on a journey of unparalleled growth and market dominance. Your product deserves the best – let’s make it happen together!