Marketing concepts explanation

Professor explained Marketing Concepts to a class:

1. You see a Gorgeous Girl at a party. You go up to her and say: "I am very
rich. Marry me!"
- That's Direct Marketing.

2. You are at a party with a bunch of friends and see a Gorgeous Girl. One
of your friends goes upto her and pointing at you says: "He's very
rich.Marry him!"
- That's Advertising.

3. You are at a party and see a Gorgeous Girl. She walks up to you and says:
"You are very rich! Can I marry you?"
- That's Brand Recognition.

4. You see a Gorgeous Girl at a party. You go upto her and say: "I am very
rich. Marry me!" She gives you a nice hard slap on your face.
- That's Customer Feedback.

5. You see a Gorgeous Girl at a party. You go upto her and say: "I am very
rich. Marry me!" And she introduces you to her husband.
- That's Demand and Supply Gap.

6. You see a Gorgeous Girl at a party. You go upto her and before you say:
"I m rich, Marry me!", your wife arrives.
- That's Restriction for Entering New Markets.

Disease BRANDING !

Interesting to note, the healthcare industry works in reverse manner. Actually the main reason being, restrictions on advertising in this industry. While, it is also been argued that the Indian consumers hardly get influenced by Pharma Drug / Product advertisements, doctors promoting advts, etc. With the advent of mass media and information age, the consumer has become knowledgeable enough to decide. Now the consumer is the king coz they take their own decisions. In such scenario promoting products becomes very difficult, add to it the launch of more products in the same category creates a very competitive environment for the products/brands to survive.
So then what can be the right medium to promote / publicise Healthcare products?
These products are often managed by Product Managers more experienced in marketing and armed with MBAs. They think only on Rol, exceptionals think about MAR-COM (Marketing & Communication).

It is important to promote the disease category, brand the diseases and inform the consumers about diseases. Some of the important diseases which enjoy Brand status in the market are listed below:

1. Breast Cancer
2. AIDS
3. Bird Flu
4. Headache
5. Sore eyes (Conjuntitis)
6. Heart Attack
7. Dog bite (Rabies)
8. Diabetes Day
9. Blood cancer (Leukemia)

Consumers are aware about these above diseases and its effects. They are empowered with knowledge to understand the symptoms, asking for help, diagnosis and treatment. Mass media gets the credit to promote among the patients/ consumers. Patients often debate with Doctors on possible treatments for these diseases.

The media informs consumers / patients and doctor answers queries, it is a two way process, which creates a lasting impact in the minds of consumers. Branding diseases also helps to create awareness resulting in more patients and diagnosis. Early diagnosis helps to provide early treatment, saving the patients lives.

Now, the time has come for ICMR to soften of restrictions which they had laid.
I won't be surprised if tomorrow patients start performing diagnosis on themselves and consult with the doctor online for help...

Importance of COMMUNICATION in Healthcare

Every industry has realised the importance of communication. The constitution itself proclaims Right for Information. This same stands true in Healthcare scenario. But their is a difference, because a small mistake in Healthcare Communication can create a huge crisis. Healthcare is related to Wellbeing, Life, Health, basically connected to us HUMANS. Hence entitles for utmost care in communication.

The Healthcare sector has realised this and to the birth of specialised communication consultants like Bioquest, Imprimis Life Therapy, Sorento Healthcare, Watermelon advertising, etc. It is rightly said "Need is the Mother of Invention", so it is important to understand this sector companies, their offerings and briefs. These specialised consultants have resources trained and experienced to understand the nitty gritties, issues, Government policies, Information on new innovations, discoveries, etc.

In Indian scenario Healthcare Communication is mostly managed by experienced resources, but it still lacks the understanding coz doctors themselves are not involved. The international trend involves doctors coz they bring with them the understanding on those Healthcare subjects/issues.

India lacks Healthcare professionals, so it is very difficult to involve them as resources in the business of Communication. Now, what can be the probable solution to this problem of resources?

According to my suggestion the Healthcare Communication Consultants can use experienced Medical representatives as advisers. They are lots of Medical Representatives working for different Pharmaceutical companies, Lab automation manufacturers, etc. Medical Representatives interact with doctors daily and equipped with information on specific diseases, they also have understanding on Healthcare issues and policies. Medical representatives are the marketing executives of the Pharma companies and also their Brand Ambassadors who often meet the Doctor’s (Clients).

It is also important to take help from KPOs working in Healthcare sector coz, they are the people who conduct surveys, prepare reports on diseases and drugs, which are then shared with the key doctor’s. This helps the doctor’s to get better understanding about the products/ drugs.
But, taking into account ICMRs (Indian Council of Medical Research) liberal policies in this era, lot of Healthcare companies are investing to develop communication strategy, to differentiate itself from the competition. This industry is also experiencing lot of lobbying through govt associations, media and policy makers, so the portfolio of the Communication consultants has also grown or increased. It is difficult to predict how big Healthcare Communication industry will grow. But the Indian Healthcare Industry is expected to grow @ 12% annually taking the total worth of this industry to US $25 billion (approximately Rs. 1, 00,313 crores) by 2010.

Some questions always floating in my mind... ????

Being a PR proffesional and always thinking about brands, lunches, crisis management, communication strategy.. their are some questions I always searched answers for????
Though I never had any formal education in the business of communication and marketing (m a Marine Engineer) I always had inclination for brands and brand management...

1. Can we compare the communication strategy of APPLE and GOOGLE???
2. How can new media avenues help in brand development and differenciate from the cluttered advertising?
3. Does rebranding really solve the purpose?? like L & T cement was rebranded as ULTRATECH cement, then UTI Bank to Axis Bank!!
4. Why Indians still love Thump sup more than Coke/Pepsi?? Afterall Coke and Pepsi are youth and international brands!!
5. Importance of internal communication for a company?

I am searching for answers for these above questions, searching on intenet, google, blogs, books... n every possible place. I think I shoul post these questions to Martin Lindstrom or Harish Bijoor (branding gurus).