Body Satva Essentials

Excerpts from 'HOP in the Mind' by Prabhakar R Shetty, p 207 .  www.bodysatva.com   Pharma needs to speed up the integra ti on of digital technology into their marke ti ng mix by collabora ti ng with innovators and the medical profession. The digital technology innovators may know very li tt le about medicine, pharma marke ti ng and sales. Conversely, pharma people and the medical profession will have scant knowledge of emerging technology.   To emerge as winners in the over ‐ crowded scenario, the communica ti on must be precise, a tt en ti on grabbing, and address exis ti ng as well as unmet needs . The adapta ti on will involve training  of employees to harmonize with the other channels of communica ti on.   Many companies have used laptops or similar means to convey the audio ‐ visual message. It did help to draw a tt en ti on for a while, but the novelty wore off very soon. Many consider it equivalent to a television adver ti sement for a cosme ti c or toothpaste.

Excerpt from HOP in the Mind by Prabhakar Shetty ,   www.bodysatva.com          Philip Kotler emphasizes that Digital Marketing is to  be integrated with Traditional Marketing and not try to replace it .  Adopt and embrace digital technologies but remember that the ‘basics  are forever’ . It is the message that helps to sell the products, if it is  received and processed by the customer. Digital is an additional  medium to deliver the message and HOP in the Mind. Interaction and  persuasion can happen only in personal interviews. (p  205) Customers will continue to ; a. Part with their hard‐earned money for “solutions to problems”  or “good feelings (Michael Le Boeuf). Patients buy relief, cures  and good health. b. To decide emotionally and justify with logic. The buying  decision may appear logical, but the final decision and entry  into the HOP is governed by emotion. c. Hold on to their brands and habits, unless they are given a very  good reason to change their choices or priori