Marketing Farmacéutico
Productos farmacéuticos veterinarios, ¿en qué se puede diferenciar nuestro producto?
28 junio 2017
Farmacéutica veterinaria, marketing farmacéutico
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Los productos farmacéuticos veterinarios van dirigidos a los animales obviamente, pero no debemos olvidar quienes son nuestros clientes y qué valor les podemos aportar a ellos. Por consiguiente, es fundamental ponerse en la piel de los propietarios de animales de compañía o de producción.
Ahora veremos algunas recomendaciones sobre los productos farmacéuticos veterinarios y cómo podemos ser la diferencia en el mercado.
Fácil y baja frecuencia de administración. Los tratamientos cortos, de simple y baja frecuencia de administración siempre facilitarán la vida del propietario. Esta característica tiene también un impacto directo sobre el cumplimiento terapéutico.
Es entendible que una persona que tiene que pelear con su gato cada día al darle un medicamento abandonará antes el tratamiento. Un comprimido con un sabor atractivo, por ejemplo, sería también una ventaja.
Precio accesible. Recordemos que no existe ningún tipo de financiación pública. Los pagadores finales siempre serán los propietarios de los animales que sean de compañía o de producción.
Eficacia visible rápidamente. Igual que en humana, siempre queremos que los medicamentos actúen cuanto antes. En este caso, pensemos que los dueños también quieren ver que su animal “vuelve a estar como antes” lo antes posible.
Tiempo de espera corto. Es un concepto propio de los medicamentos destinados a animales productores de alimentos. El tiempo de espera permite que no se sobrepasen los límites máximos de residuos establecidos para los productos de origen animal (leche, huevos, carne, etc.). Un tiempo de espera corto podría ser una fortaleza ya que el ganadero necesita poder vender sus productos cuanto antes y que el tratamiento no suponga una limitación.
Medicación por pienso (premezclas) o agua para animales de producción. Generalmente, es ideal para los ganaderos. Se garantiza una administración sencilla y homogénea del producto a todos los animales de la explotación. El tratamiento no supone entonces ninguna tarea adicional.
Desde marketing, son aspectos a tener en cuenta tanto al marcar el posicionamiento como al dar indicaciones al equipo de I+D que desarrolla nuevos productos.
Máster en Marketing Farmacéutico, UPF BSM.
Tags: Farmacia, industria farmaceutica, marketing farmacéutico, productos farmacéuticos, veterinario
Pamela Ros -
La verdad que los animales no tienen mucha diferencia de nosotros, si nos ponemos a mirar dónde viven los animales, podremos ver que según en el hábitat donde vivan, podrán tener unas enfermedades u otras y es por eso que se necesita otro tipo de medicinas.
Gracias por esta información. Pamela Ros.
Eduardo Gleason -
Un placer.
Interesante encontrar un master especializado en marketing farmacéutico. Llego a esta página o blog buscando información respecto a decisiones estratégicas en MKT (véase plan estratégico de MKT) para en un nicho de mercado muy especial y tal vez poco conocido para ustedes (España y Europa) que es el de animales de competencia, en especial para aves de combate. Como sabrán, en México es un deporte nacional muy relevante y reconocido como patrimonio cultural de nuestro país. Actualmente funjo como director general de una empresas dedicada a la fabricación y comercialización de alimentos para aves de combate (RED FORCE), suplementos alimenticios para aves de combate (RED FORCE NUTRITION CENTER) y en breve presentamos la nueva división farmacéutica especializada en aves de combate (RED FORCE MEDICA. Concluí mis estudios de maestría y ahora y trabajo en la tesis que lleva como tema principal la toma de decisiones estratégicas en MKT para arrancar la división farmacéutica bajo la marca RED FORCE. Tienen información al respecto o similar que me pueda servir. No hay mucha bibliografía la respecto.
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