The Intricacies of Pharmaceutical Marketing for UX Designers, Part 2: Marketing Manager
A 4-part series sharing my experience as a UX designer in the world of pharma marketing
Understanding the Role of Marketing Managers in Pharmaceutical Brands
Introduction:
Pharmaceutical companies operate in a vastly different domain from regular consumer products. Instead of one company brand, each drug they produce is its own. For instance, most of us recognize the brand name "TYLENOL," though fewer would recall its scientific name, "acetaminophen." The journey from a drug's conception to its eventual consumption is marked by a myriad of decisions, strategies, and communications, most of which fall under the purview of a marketing manager.
The Dual Faces of Drug Naming:
Every drug has two names: the brand name and the scientific name. The brand name, often created by marketing teams, is designed to be catchy, memorable, and sometimes indicative of the drug's function. The scientific name is derived from the drug's chemical structure and is typically used by healthcare professionals. This distinction is crucial for marketing strategies; while doctors might prescribe "acetaminophen," a consumer will buy "TYLENOL."
The Role of the Marketing Manager: Planning and Execution
At the heart of promoting a drug's brand is the marketing manager. Their responsibilities are multifold:
Strategy Formation: Before any drug is introduced to the market, its unique value proposition and key messages must be defined. How does this drug stand out? What are its benefits and potential drawbacks?
Material Development: Branding materials like logos, color schemes, and icons are vital to brand recognition. An "Agency of Record" is often appointed to create these assets. Also, sales materials, and sometimes a white paper, are crafted to emphasize the drug's benefits.
Market Research involves presenting draft sales materials to physicians to gather feedback. Often executed by a separate market research agency, the process aims to refine messaging based on expert opinions.
Beyond Efficacy: Multifaceted Considerations for Marketing Drugs:
The efficacy of a drug, or how well it treats patients, is just one aspect. A holistic marketing strategy also considers the following:
Safety: A drug's side effects can deter potential users. Side effects that alter physical appearance, like hair loss, may be especially concerning.
Dosing: The method and frequency of drug administration impact patient adherence. A pill is more straightforward than an injection, and a monthly dose is more convenient than a weekly one.
Insurance and Financial Concerns: A drug's accessibility is often tied to its cost and insurance coverage. Providing financial assistance or simplifying the payment process can be advantageous.
Logistics: Practical considerations, like storage and temperature requirements, affect suppliers and users.
Digital Agency: Bringing the Brand Online:
With strategies in place, a digital footprint becomes paramount. Most pharmaceutical brands require a website, and creating this platform often involves a competitive bid initiated through an RFP.
Delving Deep: Information Gathering at Project Inception:
To create a successful marketing campaign, multiple pieces of information are vital:
Understanding the drug's therapeutic indication and its target patient demographic.
Grasping its unique selling points compared to competitors.
Analyzing market research results.
Identifying business and messaging goals.
Target Audience Insights: The Dual Role of Physicians and Patients:
A successful marketing strategy is rooted in understanding physicians' and patients' goals and pain points. Feedback from sales representatives who interact with doctors offers invaluable insights.
Walking in the Sales Rep's Shoes:
Sales representatives, the intermediaries between pharmaceutical companies and healthcare professionals, have unique experiences and challenges. It is critical to understand their goals, the scenarios they navigate, their pain points, and their experiences with previous materials, whether print or digital, that can offer insights into what worked and what didn't.
The Challenge: Bridging the Gap in a Marketing-Centric World:
A designer or strategist in this domain often faces the challenge of pivoting from a marketing-centric approach to a design-centric or user-centric one. User experience (UX) designers become invaluable here, advocating for the end-users.
One potent tool in the UX designer's arsenal is the user interview, especially with sales representatives. This firsthand feedback is crucial, though obtaining it can be challenging due to scheduling conflicts and the inherent disconnect between marketing and sales teams. This is where persuasion and advocacy skills come to the fore.
Secondary research, derived from online sources, offers supplemental insights. Publications, conference proceedings, patient forums, and support group websites can paint a vivid picture of a sales representative's daily life.
Conclusion
The pharmaceutical world is complex, with numerous stakeholders, from scientists to sales reps. The marketing manager is central to navigating this complexity, armed with strategies, insights, and materials to ensure that a drug reaches its target audience and meets their needs and expectations. It's a dance of science, empathy, and business acumen, critical in an industry that impacts human health and well-being.