SMECTA® - Integrated Marketing & Communication Analysis and Recommendations to rejuvenate the brand to be back the leader.

TRƯỜNG ĐẠI HỌC MỞ TP HCM UNIVERSITÉ LIBRE DE BRUXELLES SOLVAY BRUSSELS SCHOOL ECONOMICS & MANAGEMENT HO CHI MINH CITY OPEN UNIVERSITY MMA6 Author: TRAN TRUNG HAU NGUYEN LE THAI HOA SMECTA® – Integrated Marketing & Communication Analysis and Recommendations to rejuvenate the brand to be back the leader MASTER PROJECT MASTER IN MARKETING & ADVERTISING Tutor’s Name: SERGE BYWALSKI Ho Chi Minh City (2013) COMMITMENTS We, Nguyen Le Thai Hoa and Tran Trung Hau commit that we have done this project by ourselves based on the information collected either from The public’s or IPSEN PHARMA VIETNAM’s sources This paper is designed only for the academic purpose of the completion of our Master in Marketing and Advertising It is not expected for any other uses ACKNOWLEDGEMENTS We would like to express our deep gratitude to Mr Serge Bywalski for his first guideline of the structure of this project Prof Alain and Prof Biltiau deserve a special note of thanks for their comments, advice and approval on this paper Our thanks also go out to all doctors, pharmacists and patients who had good cooperation with us in “Focus Group” discussion as well as In-depth interviews We are indebted to Mr Huynh Dinh De and his staffs in IPSEN PHARMA VIETNAM for their continued encouragement and useful documents Finally, we must express our deep appreciation to all of my colleagues, friends, and our family, who have, as always, given us their support throughout TABLE OF CONTENTS COMMITMENTS ACKNOWLEDGEMENTS LIST OF ABBREVIATIONS GLOSSARY INTRODUCTION CHAPTER I: VIET NAM PHARMACEUTICAL MARKET OVERVIEW & CURRENT MARKETING & COMMUNICATION ACTIVITIES OF SMECTA® - Overview of Vietnam Pharmaceutical market: 10 - Overview of Vietnam Pharmaceutical brands and branding: 11 - Ipsen Global History & Milestones 13 - Ipsen Pharma in Vietnam: 14 - SMECTA®: 15 - Target customer & segmentation 18 7- Marketing activities in last 03 years: 18 8-Project Objectives: 19 CHAPTER II: ASSESSMENT/CRITICAL ANALYSIS OF SMECTA®‟S MARKETING AND COMMUNICATION CAMPAIGN IN THE LAST THREE YEARS (2009 -2012) A.General Analysis 20 -Macro-Environmental Analysis (SLEPT): 20 2- Vietnam pharmaceutical SWOT analysis: 21 3- Market Analysis: 23 - Competitor Analysis: 27 5– Internal Sales Analysis: 29 B.Evaluation of SMECTA® Marketing & Communication Activities 33 1.Doctors and hospitals: 33 2.Pharmacies: 34 3.Public communication: 36 CHAPTER III: RECOMMENDATIONS &IMPLEMENTATION PLAN FOR 2013-2015 - Recommendations in Hospital/doctors: 40 - Recommendations in Pharmacy: 42 - Recommendations in Public Communication/End-users/patients: 43 - Marketing & Communication plan in 2013: 44 CHARTER IV: CONCLUSION 46 REFERENCES 47 APPENDIX 48 APPENDIX A: Profiling Excellent Example: 48 APPENDIX B: The “9” Technique 54 APPENDIX C: Smecta® concept in 2003-2007 55 APPENDIX D: Brands Positioning by target patient 55 APPENDIX E: Questionnaire Sampleof mini research 56 LIST OF ABBREVIATIONS A&P: Advertising and Promotion budget BMS: Bristol - Myers Squibb Corporation BOEH INGEL.: Boehringer Ingelheim BoNT A: Botulinum Toxin Type A CEO: Chief Executive Officer CME: Continuing Medical Education CP: Cerebral Palsy DTC: Direct To Consumers DM: Development Manager DHG: Hau Giang Pharmaceutical company ENT: Ear Nose and Throat specialist EU: European Union FDA: US Food and Drug Administration FMCGs: Fast Moving Consumer Goods GMP: Good Manufacturing Practices certification GSK: GlaxoSmithKline Corporation GP: General Practitioners GI: Gastroenterologist KOLs: Key Opinion Leaders HCMC: Ho Chi Minh City IPG: Pharma Group Index IMS: International Medical Statistics IBS: Irritable Bowel Syndrome MM: Marketing Manager MOH: Ministry of Health MD: Mekong Delta MR: Medical Representative OTC: Over the Counter PM: Product Manager Rep Office: Representative Office of Pharmaceutical R&D: Research and Development RTM: Round table Meeting SOP: Standard of Procedure SWOT: Strengths Weaknesses Opportunities and Threats SFE: Sales Force Effectiveness TOM: Top of mind ZP: Zuellig Pharma (a distributor for SMECTA® products) UNDP: United Nation of Developing Program WTO: World Trade Organization GLOSSARY Diarrhea: Diarrhea is defined by the World Health Organization as having three or more loose or liquid stools per day, or as having more stools than is normal for that person Smecta®: Diosmectite is a natural silicate of aluminum and magnesium used as an intestinal adsorbent in the treatment of diarrhea and of painful symptoms associated with esophageal-gastric and intestinal diseases It is insoluble in water OTC: Over the counter products, or non-prescription products, that the drug can be delivered, sold or used without prescription Ethical: Prescription product can affect the life, health when use without following up prescription from doctors Therefore, when using or delivering it, you must have prescription from doctors Brand name product: A drug that has a trade name and is protected by a patent (can be produced and sold only by the company holding the patent) Generic product: Generic drugs are copies of brand-name drugs (when the patent protection for a brand-name drug expires) that have exactly the same dosage, intended use, effects, side effects, route of administration, risks, safety, and strength as the original drug In other words, their pharmacological effects are exactly the same as those of their brand-name counterparts Active ingredient: An active ingredient (AI) is the substance in a pharmaceutical drug or a pesticide that is biologically active The similar terms active pharmaceutical ingredient (API) and bulk active are also used in medicine, and the term active substance may be used for pesticide formulations Some medications and pesticide products may contain more than one active ingredient The traditional word for the API is pharmacon or pharmakon, adapted from pharmacos which originally denoted a magical substance or drug INTRODUCTION SMECTA® is a very famous Brand name drug for diarrhea treatment, researched and developed and produced by Ipsen Pharma – A French Pharmaceutical company SMECTA® has been launched to Vietnam market since 1989 With very effective integrated marketing and communication campaigns at the time being, SMECTA® gradually conquered Vietnamese doctors’, pharmacists’ and patients’ faith and became a market leader for a long period (2003-2009) SMECTA® was considered as the first priority for diarrhea treatment for Vietnamese consumers/patients It becomes OTC product and a very familiar word to talk about diarrhea However, since 2009 till now, SMECTA® could not keep its leading position in the market due to several reasons such as strongly competition among pharmaceutical companies, Vietnam new laws, changing trend of prescription within doctors, habits of self-treatment… and so on But most importantly, SMECTA® itself slowly react to changing market, does not rejuvenate its image and lacks of market follow-ups As a result, SMECTA® created opportunities for other competitors to seize the market shares In this project, we will make our efforts to analyze critically SMECTA® marketing and communication activities and give out recommendations in order to help SMECTA® to get back its leading position in Vietnam pharmaceutical market of diarrhea treatment Some desk researches have been done and a lot of secondary information has been processed for market, competitor or internal sales analysis An in-depth interview has also been undertaken to find out some expectations from SMECTA®’s target audiences, ie Key drivers for doctors’ prescription and pharmacists’ recommendation; brand awareness; self-treatment of diarrhea patients and so on Through some findings, the full evaluation of current marketing and communication activities has been made to show which ones are still effective and which ones are out of dated Some suggestions, in this paper, are quite appropriate with modern marketing strategy They are grouped in accordance with three target groups: Doctors/Hospitals – Pharmacies – Patients/Public They are considered as effective, popular and up-dated tools in new tendency which SMECTA® is able to implement to increase sales volume, brand awareness and especially to get back the leading position in the market 10 CHAPTER I: VIET NAM PHARMACEUTICAL MARKET OVERVIEW & CURRENT MARKETING & COMMUNICATION ACTIVITIES OF SMECTA® - Overview of Vietnam Pharmaceutical market: Market size: In the year 2012, a market research company - IMS has carried out a market survey on total of 8,086 retail pharmacies and 180 hospitals in urban regions in Vietnam, excluding wholesales pharmacies Among those cities, Ho Chi Minh is the biggest share and has tremendous market contribution 32.9% with market growth 8% (figure - 1) The total pharmaceutical market size in year 2012 is around US $1,936 million, which 10% growth (Source: IMS report, MAT Q02 2012) Figure -1: Vietnam Pharmaceutical market size: (Source: IMS report, MAT Q02 2009 G: Growth (%) EI: Evaluation index) Market growth: In recent years, Vietnam's pharmaceutical market increased constantly On this picture, pharmaceutical market was growth impressive 28.4% in year 2007 which achieved the highest growth rate during the period of year 2003 and year 2009 (Figure - 2) Based on this IMS report, the VN pharmaceutical market will reach $2B by 2011, with an annual growth rate of 17%-18% in next years 45 Figure – 3: 2013 Timeline of Smecta® activities Figure – 4: 2013 Smecta®’s budget allocates: 46 CHARTER IV: CONCLUSION SMECTA® is a first line anti-diarrhea drug of IPSEN PHARMA and is indicated for any types of diarrhea (virus/bacterial/acute/chronic) for both children and adult In recent years, SMECTA® has lost its leading position in the market together with the negative growth in units (-3%) Through internal sales performance analysis, we realized that SMECTA® suffered the loss in the pharmacy channel Even though, there is a good growth in hospital channel it is still small across regions whereas some probiotic products, so called trendy products, showed a big growth and likable by both doctors and pharmacists From the evaluation of SMECTA® current integrated marketing and communication campaign compared with the period when SMECTA® was leading the market, SMECTA® has been very slowly reacted with changing market trend/doctors’ prescription habit/pharmacy motivation Therefore, SMECTA® should be rejuvenated itself for new dynamic market, not only renewing the brand image of SMECTA® but also adjusting all marketing activities and promotion policy accordingly with new situation where a great number of players (local, generics, copies …) are activated The launch of new orange flavor with dinosaur family image without pre-test in Vietnam market hasn’t yet created a frog-leap for SMECTA® due to some reasons However, to some extent, there is a slight change in the public awareness for rejuvenated SMECTA® image In order to optimize marketing investment, SMECTA® should re-allocate resources in target audience segment (doctors/hospitals – pharmacy – public) appropriately and adjust communication strategy accordingly Particularly, for doctors/hospitals channel, SMECTA® must maintain the prescription level from primary care and try to win as many tenders as possible by effective medical representative visits, seminars and especially new profiling methods as recommended As for pharmacy channel, SMECTA® should reinforce its position by developing an attractive loyalty program and making pharmacists/drug sellers recommendations to avoid switching This is a very important channel to increase sales volume as a result, SMECTA® need to invest more resources on And the public should also be taken care by developing an aggressive digital communication plan to meet with nowadays mega – trend and huge internet penetration beside normal selective traditional advertisement 47 REFERENCES - Claire Gruslin, Strategic Intelligence, Solvay Business School, 2012 - Hugues Rey, Digital Communication, May 2012 - Inter-Ministerial Circular, Guidelines on Bidding For Purchase of Drugs In Health Facilities, Ha noi, 19 January 2012 - IMS report, Vietnam market insight Q2-2012 - Mike Longhurst, Prospect Profiling, McCann WorldGroup - Marty Neumeier, Zag: The Number-one Strategy of High-performance Brands, AIGA, 2007 - Damian Ryan, Calvin Jones, Understanding Digital Marketing, Kogan Page Publishers, Apr 28, 2012 - New SMECTA® operational plan 2013 - SMECTA® sales report 2012 - Smecta® Training Book, 2012 - TNS report, UA study on anti-diarrhea medicine – quantitative 24-5-2012 - Ipsen Pharma International webpage: http://www.ipsen.com (Date of access Jan/2013) 48 APPENDIX APPENDIX A: Profiling Excellent Example: Matt Powell Director of Sales & Marketing (Property), Laguna Lang Co at Banyan Tree Hotels & Resorts Well-rounded real estate professional with diverse experience in Asia and Vietnam in particular Key strengths include business management, business development and residential development consultancy Specialties Vietnam real estate, residential development consultancy, resort real estate, landlord representation, tenant representation, commercial property, retail, investment agency Part 1: Personality Profiling: Skimming through Matt’s CV and some activities Matt has done in Viet Nam, he seems to be outgoing - oriented person with many social connections His volunteer work in Mountainous Central Viet Nam with severe working & living conditions proves that he must be kindly-hearted, high-durable under high pressure; discreet…He then decided to stay for months more in Viet Nam to be a English teacher and to learn more about Vietnamese culture It is evidenced that he is a kind of emotional person who expect to devote his knowledge & expertise to the Community Being a teacher, he must prepare himself proactive enough in building relationships, create a dynamic environment for students to join in, try to persuade them to work in group, encourage them by his tender, kindness, caring, deeply interests He also has some presentation on job interviews at RMIT University All these teach everybody how to win the interviewers’ hearts in emotional, human, psychological side He also belongs to the kind of person with emotional orientation Due to limited information, we will analyze both some recommendations from his business partners and former colleagues and his comments about others to find out Sean’s personality Matt’s evaluation on his staffs or partners partially manifests Matt’s characters Matt‟s comments about others: Jullien B: Graphic/Web Designer We hired Julien to our company website; we were very happy with Julien's design and technical advice which finally resulted in a product which we were very happy with, and which allowed a great deal of flexibility going forward March 12, 2012 >>>>Emotional mood - A Logo expression Don Rennie: Senior Architect and Project Administrator at PTW Architects in 49 I worked with Don on the Indochina Plaza Hanoi project, while he was with PTW I found Don to be very thorough, knowledgeable and with a great eye for design, execution and problem solving Working as part of a very mixed team of technical and commercial consultants was a pleasure November 20, 2011 >>>>>Focusing on teamwork – Again Logo Chris Elkin/Managing Director at RED - Brand Builders I've had the pleasure to work with Chris on a number of real estate branding projects in Hanoi, Danang and HCMC I found Chris and his team at RED to be very creative, professional and capable - as well as fun to work with! I would be happy to recommend Chris as a business partner October 11, 2011 >>>>> Remind teamwork and use personal working attitude – Must be Logo John Brown: Branch/Design Director at Archetype Vietnam Co., Ltd I worked with John several times while were both working on the Pacific Place project in Hanoi As the commercial consultant we were very happy to be working with John as he was cool as a cucumber under pressure and extremely knowledgeable and professional, and helped us immensely to achieve great results on the retail/office leasing process Plus - always plenty of good stories from working in construction over X? decades around the world! May 20, 2011 >>>>> Create cheerful working environment - More emotional expression – Very Logo Neil Harvey: Business Development Director at Hyder Consulting I worked with Neil several times in Vietnam and found him to be a thorough, responsible and creative partner on several building projects Always with his clients best interests at heart and encouraging them to choose the highest quality solutions - for their benefit! Also - bloody nice bloke and had plenty of good discussions over a jar or 2! May 20, 2011 >>>> Going out for drink after work and Logo like “Good Discussion” Absolutely Logo Lorien Hamilton: Associate Director at Savills Lorien Hamilton is a force of nature when it comes to business! Lorien is very well-rounded as a people manager, client manager, strategist, business developer - the list goes on! He has been a key, and highly valued member of the most successful residential project sales team in Vietnam April 23, 2011 >>>>> It refers to human and professional Logo and Body Copy Jan Christophe Visser Area export Director USA, CANADA, LATIN AMERICA and ASIA at Bernard Magrez Jan is a very motivated guy who has a great natural ability to build relationships across all levels This coupled with his love of his product (which is great!) has ensured that Jan has been very successful in every region where he has operated I've observed Jan going to great lengths to make sure that his clients are fully satisfied - above and beyond the call of duty Being a people person - and speaking languages (right?!) Jan is at home in Shenzen, Hanoi or Buenos Aires as he is in Paris, Sydney or New York, which is a great attribute to have April 23, 2011 >>>>>> Talking about personal relationship – Logo Brett Ashton: Managing Director at Savills Vietnam Ltd Brett has been a great MD in my time with Savills, very encouraging and supportive of many different initiatives 12 years in real estate in Vietnam has given him a unique and deep knowledge of the market in all sectors across the country and regionally Brett is well-liked across the board by colleagues, staff, peers and clients April 14, 2011 >>>>>> Supportive & well-liked (good relationship) refers to Logo >>>>>> knowledge refers to Body copy Sean T Ngo, MBA, PMP®, Vietnam Franchises Development Director / New Business Director at Mesa Development I've know Sean since 2006 Sean is full of energy and is a great businessman, always looking to create real value for his clients, partners and friends In recent years Sean has really developed his expertise in the retail and franchising market in Vietnam and is a font of knowledge on the subject! March 18, 2011 >>>>> It sound like headline or Body Copy Romain Duval: Architect Romain designed and fitted out the Savills Hanoi office at 41A Ly Thai To Romain is a design and quality fanatic - and it shows! We have a great office on-time and on-budget February 1, 2011 Top qualities: Great Results , Expert , Creative 50 Matt hired Romain in 2010 >>>>> Usually headline reference Michael Piro/Vice President at Indochina Capital Michael has been a great client and business partner He is very demanding but in a good way! Michael's drive, energy and enthusiasm has been a key factor in the success of the sales projects we've worked together on Michael is very knowledgeable in all aspects of the real estate development process from drawing board to closing sales! February 1, 2011 >>>>>> Body Copy indication Recommendations for Matt: Hanoi Branch Director at Savills Vietnam Matt has done an exceptional job for Savills in Hanoi and has made Savills Hanoi the clear market leader in real estate sales & consultancy Thorough understanding of the local market dynamicsand strong relationships with numerous local and foreign investors and developers make Matt an ideal candidate for any leadership opportunities in Vietnam and Asia in general February 2, 2011 >>>>>> Recommendation emphasize more strong relationship than thorough understanding More logo than Body Copy Real Estate Agent Matt is an excellent leader who truly brings out the best in those around him He thinks outside the box and fosters the creative spirit Matt is extrely personalbe and down to earth These positive attributes, to name a few, have helped create value for my organization through our business relationship with Matt and Savills >>>>>>> First show illustration but secondly show Logo characteristics Matt usually uses emotional languages (such as “Happy with” , “fun to work”, “bloody nice bloke”, “good discussion” “plenty of good discussion over the jar” “plenty of good stories…”) to evaluate his partners or colleagues and considers them as his very close friends whom could share with him over a couple of beers after work Additionally, building strong personal relationship with numerous local and foreign investors and developers beside his thorough knowledge and long list of skills and expertise seem to be one of his strongest points Therefore, I must say for sure Matt is not Headline nor Body Copy The comment that Matt thinks out of the box and fosters the Creative spirit and some awards and honors shown on the “Linkedin” website sounds like he is an Illustration However, I have different point of view I still strongly believe that he has more characters for the profile of Logo It is supported by his volunteer work in Central Viet Nam or teaching career whereas human interest, teamwork, friendly environment are highly appreciated The personal motivation is not suitable for this job What else’s! Looking at his pictures Some of his pictures presenting at RMIT University show his too casual costumes He should not be an Illustration Moreover, in his comments, he reminded several times of “Teamwork” or “Good discussion” This characterizes for the Logo Strong personal interactions and social life prove Matt to be absolutely a Logo Part 2: What my team should to prepare for the meeting with Matt? To cope with this kind of person, I think we should take it slowly and try to build good relationship or to be friend with him first Talk something beyond business such as his interests, hobbies, family … Do not stand on too much ceremony, just take essential protocol Do not be too professional He seems not like it Just make it casually but more 51 warmly Do not bring to him a plenty of detailed plans with too much factual analysis or dash boards Do not strictly follow the agenda in the first meeting, let him have breaks and relax Try to get as many questions as we can We must show our expertise, experience will help him in his marketing and communication campaign in the coming years Invite him out for drink after the first meeting We should remember some important points to deal with this profile: Consensus – Teamwork – Enthusiasm – flexibility – Test Marriage – Never get him down – not get him lost On the purpose of showing our enthusiasm and teamwork , before coming to the meeting, we will prepare ourselves very carefully with a short video film to show all the people in our company from Managing director, all managers from all departments such as Account, Strategic planning, sales, Marketing … Art Director to work on his project as a Teamwork This is also a short introduction about us and our working structure At the end of the film will be the slogan: For Building Strong relationship between US and Banyan Tree Hotels & Resorts Welcome notes “Welcome Mr Matt Powell’s visit” at the receptionist to make our guest feel more important but in very friendly environment a Content of the meeting: - Our Managing Director will stay at the Reception to welcome Mr Matt Powell and take him to our meeting room He himself will make a cup of coffee for our special guest - We start with warmly welcome speech from Managing Director - Introduction of all participants together with the Video film we make to show our enthusiasm, teamwork and professional - If possibly we can have short talk from our CEO abroad to thank Mr Matt Powell for his visit and keen to build strong relationship through our friendly, dynamic team - Introduce ourselves as a professional agency in the world whom can give him all consultancy to make his marketing and communication campaign the most successfully by Sales Manager - Presenting Big Ideas for Mr Matt’s communication campaign by Strategic Planner - Presenting briefly how it will work and follow up (Do not go into details) by Marketing manager - Have break - Questions and answers Try to question him as much as possible and make him feel relaxed and joyful - Invite to have lunch - Take some pictures at displayed place for memory 52 - Preparing some special gifts for Matt and his family (Time slot will be flexible depending on our guest attitude) b Casting of people to be there: Since we already analyzed Matt as “Logo” in our personal profile we will select and appoint at least one personnel in our company who have the same characters to work closely with him or take care him well in any circumstances We should use “first name” during the meeting to show friendship within working organization Preparation: - Designing the meeting room and lunch place by Art Director (referring to the profile style I have analyzed above) - Set up the meeting room, Welcome banners, displayed objects such as demo of Lang Co resort, Room other service facilities, some pictures of beach, family union for demonstration by Production Department - Meeting content and agenda by Marketing Department - Strategic Planning Department will be in charge of Big Ideas – Execution plan - Teamwork film to work on Laguna Lang Co at Banyan Tree Hotels & Resorts by Marketing & production Department Shooting the short film on thanking speech from Our CEO by Production Department Slide preparation on Our Company as the Best Agency to work with by Sales Department - Rehearsal by everybody Meeting: as mentioned above Beside Managing Director, We need at least persons to cast this meeting (1 sale, Strategic Planner, marketing) c Room Styling and general arrangements: - We will change our normal meeting room just like a family living room with arm chairs, pillows Feel very comfortable at home - Do not make any barriers between Matt and his staff and Us - Display some flowers on the tables to make the room relaxing and warm - Change the color of wall and lights into the warm color to create a greatly warm atmosphere Seat arrangement for the room is as follows: 53 US THEM THEM US MATT THEM US THEM US d Follow-up and any entertaining plans, project work or other activities After the meeting, we will follow up this project as follow: - Firstly, sending Matt some good and fun pictures at the lunch time and during the meeting with the Best Regards to him and his family - Secondly, inviting Matt and his family to go out for dinner, freely talking about family, friends, lifestyle… to building up friendship relationship with him - If possible, invite him out for a drink and Karaoke entertainment (Very popular in Viet Nam) and try to find out his ideas and expectation Always express our concern for his comfort 54 APPENDIX B: The “9” Technique 55 APPENDIX C: Smecta® concept in 2003-2007 Bring Smecta is easier! When you got diarrhea, near pharmacy is become too far ! APPENDIX D: Brands Positioning by target patient 56 APPENDIX E: Questionnaire Sampleof mini research SAMPLE SIZE Thành ph / City Bác s Gastrointestinal doctors Nhà thu c Pharmacist B nh nhân Patient HCM Hanoi Danang Can Tho 15 10 5 15 10 5 10 10 5 Ph n Part 1: THANG I MSCALE Ch dành cho BSOnly for doctors Xin Bác s vui lòng đánh giá t m quan tr ng v m t s nh n đ nh l a ch n thu c tiêu ch y đ u tr cho b nh nhân c a mình, s d ng thang m (v i “R t quan tr ng” “không quan tr ng chút nào”) Please rate importance of each statement when choosing a treatment for your patients by using a 5point scale (5 means “Very important” and means “Not important at all”) Stt No 10 11 12 Giá c Price Kh ng ch đ c nhi u tri u ch ng (b t k lo i b nh tiêu ch y) Covers wide range of symptoms (any type of diarrhea) Khơng có tác d ng ph No side affects c ch ng minh hi u qu Proven efficacy D ng thu c (thu c viên, thu c gói,…) Format of medicine (pills, sachets etc) H tr t nhà s n xu t thu c/ hang d c ph m (h i th o…) Support of producer/pharmaceutical (seminar, etc) Cho b nh nhân m i l a tu i For patients of all ages Th ng hi u thong d ng, n i ti ng Popular, well known brand S n ph m c a Vi t Nam Vietnamese product S n ph m n c Foreign product Nhãn hi u ch t l ng Quality brand ã t ng dung cho k t qu t t Good previous experience T ng đ i quan tr ng Moderately important H i không quan tr ng l m Rather not important Không quan tr ng chút Not important at all R t quan tr ng Very important H i quan tr ng Rather important 5 5 5 5 5 5 57 PH N 2: ÁNH GIÁ NHÃN HI U THU C PART 2: BRAND ASSESSMENT Q1 Ngh v nh ng lo i thu c ch a tr b nh tiêu ch y nói chung, nhãn hi u Anh/Ch ngh đ n đ u tiên? Thinking about diarhoea medicines, which is the first brand which comes to your mind? Q2 Còn nhãn hi u thu c ch a tr tiêu ch y khác mà Anh/Ch nghe ho c bi t đ n n a không? What other diarrhea medicine brands have you heard of? Q3 Trong s s n ph m đ c nêu d i đây, Anh/Ch có th nh đ n qu ng cáo s n ph m nào? From the following list of diarrhoea medicine, have you ever seen any advertising of them? Antibio Enterogermina Imodium Hidrasec Smecta® Khác (nêu ro)/Other (please specify) Khơng có/ None Nh n bi t qu ng cáo Ad awarenes 99 Q4 Anh/Ch nghe, th y nhãn hi u thu c tiêu ch y t ph ng ti n truy n thông sau đây? From the following lists, from which sources of information you have heard of/seen brands you know? Truy n hình TV Truy n Radio Báo/ T p chí Newspaper/ Magazine B ng qu ng cáo tr i Outside billboard i m bán hàng/ qu ng cáo hi u thu c/ t r i/ t gi i thi u s n ph m POSM at pharmacy/ hospital c gi i thi u/ khuyên dùng t i h i ngh chuyên đ Recommended on congress,symposium c gi i thi u/ khuyên dung b i đ ng nghi p Recommended by colleagues Khác (nêu rõ) Other (specify) Không nh Don’t remember PH N C: HÃNG D C PH M VÀ H TR PART C: Pharmaceuticals and support – only for doctors & pharmacies Q1 Q2 Ngh v công ty d c, công ty d c Anh/Ch ngh đ n đ u tiên? Thinking about pharmaceutical companies, which is the first company which comes to your mind? Cịn cơng ty d c khác mà Anh/Ch nghe ho c bi t đ n n a không? What other pharmaceutical companies have you heard of? 58 Q3 Trình d c viên c a cơng ty d c liên l c v i Anh/Ch ? Which pharmaceuticals representative has contacted you? Trình d c viên Contact Ipsen Sanofi JJ Abbott GSK UPI (United Pharma) D c H u Giang AZ Khác (nêu rõ) Other (please specify) Khơng có/ None Q4 Anh/Ch th ng nh n đ c ch ng trình khuy n t cơng ty d What type of pharmaceutical promotion has been offered to you? Q5 i v i t ng ch ng trình sau m c đ thúc đ y anh/ ch vi c gi i thi u nhãn hi u thu c tiêu ch y cho ng i tiêu dùng nh th nào? To what extent would the following promotion motivate you to recommend the brand to your patients? Definitely motivating Very motiavating Somewhat motivating Slightly motivating Not at all motivating C c kì thúc đ y R t thúc đ y T ng đ i thúc đ y H i thúc đ y Không thúc đ y chút Khuy n Promo Recall Hoa h ng (ph thu c vào s l ng) Commission (depending on amount) Phát thu c m u Sample of medicines Món quà nh (vi t, t p ) Small gift (pen, notebook, book ) Tham gia h i th o đ c t ch c b i công ty d c Seminar organized by pharmacy company Tài tr su t tham gia h i th o (đ n v khác t ch c) Sponsoring of registration fee to seminar (organized by other organizations) H tr tài li u qu ng cáo thu c (t r i, nghiên c u…) Support material about medicine (leaflet, studies, etc) Khác (nêu rõ)/Other (please specify) Khơng có/ None c? Thúc đ y Motivating 59 Q6 Anh/Ch vui lịng cho bi t trình d c viên c a m i công ty d nào? how often you meet medical representatives? Twice a week tu n l n Once a week tu n l n Once every weeks tu n l n Once a month Once every – months More than months c g p Anh/Ch th ng xuyên nh th tháng l n – tháng l n H n tháng l n PH N D: T R I (LEAFLET) PART D: LEAFLET Chúng ta s nói v Smecta® nh ng câu h i d i We are going to talk about Smecta® in the following questions Q1 Anh/Ch ngh đ n u nh c đ n nhãn hi u Smecta®? What picture comes to you mind when brand Smecta® is mentioned? OPEN ENDED Q2 Nhìn vào t r i sau đây, Anh/Ch vui lòng cho bi t thông p truy n t i đ n Anh/Ch gì? Please take a look at the following leaflet and focus on the picture of dinosaur, what is the message that it deliveres to you? OPEN ENDED – (Insert patient leaflet or doctor leaflet, depend on target people of this question) Q3 Anh/ ch có th y h ng v cam c a Smecta® đ c đ c p đ n m u qu ng cáo? Have you noticed the orange flavor of Smecta®? Yes No Q4 Có Khơng Theo anh/ ch m u qu ng cáo dành cho tr em hay ng Is this concept for children or adult? Is for children Is for adults i l n? M u qu ng cáo dành cho tr em M u qu ng cáo dành cho ng il n E Sau cùng, vui lòng cho l i khuyên làm th đ đ a hình nh SMECTA® đ n anh/ ch m t cách g n g i, hi u qu h n If you have to give us advise for the Smecta® image, what will be your advise C M N & K T THÚC THANKS & CLOSE