Phase 4 - Marketing Tactics

Develop a preliminary tactical plan for the launch of the new anti-migraine drug. Outline the communications objectives for each selected market segment. List the tactical elements and proposed media that will be used to meet these objectives.

Step 1

Review the following lecture materials

• Promotion Planning - PowerPoint presentation (17 slides)
• Sales Force Promotion - PowerPoint presentation (14 slides)
• Pricing - PowerPoint presentation (15 slides)
• Special Issues in Pharmaceutical Marketing - PowerPoint presentation (12 slides)

Review the text based materials

• Barron’s Marketing text, chapters 15 – 18

Step 2

Plan your campaign and discuss marketing tactics.

• You may want to search pharmaceutical company websites to see what they’ve done in this area
• Visit Medical Marketing & Media (off site)
• When developing your budget you may want to make phone calls to your local pharmacist to discuss your proposal and what it might cost

Step 3

Develop presentation materials that summarize your suggested tactics, and finalize the proposal. Post your presentation to the Week 4 discussion area by midnight Wednesday. Your instructor will also be posting comments and questions regarding your presentation, so make sure that you review and address them in a timely fashion.

Next, write all project files and PowerPoint presentations to a storage device of some kind (e.g., floppy disk, CD, DVD) and mail to the instructor.

introduction | task | resources | process | wrap up | guidelines | evaluation

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