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                 English   嶄猟井

Definition

Approach under which a firms aims to develop and market unique products for different customer segments

The challenge

Finding ways to differentiate

   1. That CREATE VALUE for buyers and that are NOT EASILY COPIED or MATCHED by rivals

 2. Anything a company can do to create value for buyers represents a potential basis for differentiation

Ways pharmaceutical companies can differentiate their products / services

   1. Brand one v.s. generics

   2. Market targeting

    3. Product attributes

    4. Product mix

    5. Package

   6. Patient education

    7. Distribution channels

    8. Promotional activities: conference, gift, PSR, DA, medical material, clinical trial, etc.

   9. Company reputation and brand image