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Pharmaceuticals: Hospitals/Clinics

Updated 2 yrs ago | 15 minutes

Overview

Hospitals and clinics are a major distribution channel for the AdvaCare Pharma pharmaceutical product range. As both facilities, especially hospitals, require a wide range of medicines to treat many different conditions, AdvaCare Pharma is well positioned to fill the needs of most hospitals given our very wide range of treatments across 13 different dosage forms.

Our distributors will approach hospitals/clinics and attempt to convince the key decision makers to accept AdvaCare Pharma products, and therefore need to know how to present AdvaCare and the advantages of our pharmaceutical products. It is in our interest that our distributors successfully convince hospitals and clinics that our products can be trusted, so in addition to the price offered by our distributor, credibility of our brands is an equally important deciding factor.

Product Range: Which products apply to this channel and why?

The vast majority of our pharmaceutical range is positioned for hospital use. Some dosage forms are more common than others for in-patient (inside the hospital) use, but can still be administered for out-patient (at home) use if a healthcare professional from the hospital provides at-home care. For example, injections will be almost exclusively for in-patient use as a nurse or doctor is necessary to administer it, and as injections bypass the digestive system and go into the bloodstream, the effect is more rapid and effective which better serves the needs of patients in a hospital who need more immediate and significant care than those without urgent healthcare needs who can get a medication at a pharmacy.

Note: Most hospitals will have an in-house (internal) pharmacy to fill prescriptions for patients, but in this case the drugs administered by this route would be considered through the pharmacy channel and NOT the hospital channel.

The following dosage forms in our pharmaceutical range are distributed through the hospital and clinics channel:

PHARMACEUTICALS IN THE HOSPITAL / CLINIC CHANNEL
INJECTIONS	As injections require a doctor or nurse to administer via a syringe or needle, the vast majority of injections are administered in-patient (inside the hospital).
Powder for Injection	Powder in a vial is mixed with sterile water, drawn into a syringe, and then administered by IV or IM route. Given the greater complexity and risk for contamination, these injections are administered in hospitals. In some cases, this dosage form can be administered out-patient (at home) by a doctor or nurse, but it is much less common.
Small Volume Injection	Liquid in an ampoule or vial is drawn into a syringe, and then administered by IV or IM route. These injections are administered in hospitals. In some cases, this dosage form can be administered out-patient (at home) by a doctor or nurse, but it is much less common.
Large Volume Injection	Liquid in a larger bottle or bag is slowly administered by IV (into the vein). These injections are administered in hospitals. In some cases, this dosage form can be administered out-patient (at home) by a doctor or nurse, but it is much less common.
CAPSULES / TABLETS	Capsules and tablets are orally swallowed and therefore easy for administration. These dosage forms are readily used in hospitals, perhaps equally to injections, but given the ease of use, are often sold through the pharmacy channel and for out-patient (at home) use.
SUSPENSIONS	Suspensions are liquids for oral administration and therefore easy for administration. Most commonly used for children and elderly, suspensions can also be used for patients that cannot swallow. Suspensions are readily used in hospitals. Antibiotics are especially common as oral suspensions.
Oral Suspensions	Premixed liquid in a bottle that is measured in a small cup, or could be single-dose, taken orally. Often flavored and convenient for administration. Given the ease of use, this dosage form is used in hospitals but also often sold through the pharmacy channel and for out-patient (at home) use.
Powder for Suspension	Some medications are more stable as a powder opposed to a premixed liquid (oral suspension). Powder in a bottle that is mixed with water, then measured in a small cup or could be single-dose, taken orally. Often flavored and convenient for administration. Given the ease of use, this dosage form is used in hospitals but also often sold through the pharmacy channel and for out-patient (at home) use.
SYRUPS	Similar like Suspensions, only thicker consistency and texture of the liquid. Often flavored and easy/convenient for use especially by children and elderly. Available in hospital channel, but more common in pharmacies given ease of self-dosing. Unlike suspensions which the dispersed particles separate creating a bottom layer, syrups are more evenly mixed. But given syrups are usually less stable than oral suspensions, less medications are available in this dosage form.
DROPS	Liquid in a small bottle for use in the eye and ear. Drops can be administered in hospitals, but are often for out-patient use and sold through the pharmacy channel.
TOPICALS Creams/Ointments/Gels	Topicals are applied to the skin, scalp, nails or other external areas. Given the ease of use and non-severity of skin conditions, this dosage form is used in hospitals but also often sold through the pharmacy channel and for out-patient (at home) use.
SPRAYS	Liquid in bottles administered into the nose. This dosage form is used in hospitals but more often sold through the pharmacy channel.

Target Audience

B2B: Primary Target Audience

As hospitals and clinics cannot purchase large volumes of pharmaceuticals to meet our MOQ per product, they will purchase through domestic distributors.

See:

Distribution Channels: An Overview > Hospitals & Clinics > Why don’t hospitals/clinics buy directly from AdvaCare?

These distributors are our customers, the direct purchasers of our pharmaceutical products, and therefore our primary target audience.

See:

Distribution Channels: An Overview > Distributors

B2B: Secondary Target Audience

The hospitals and clinics that our distributors sell our pharmaceuticals to are the secondary target audience - the next stage in the supply chain. The procurement department and/or procurement officers of the hospital are the decision makers that decide the vendors and orders based on product prices, availability, quality and relationship with the distributor. If the clinic is small, the decision maker could be the owner.

It is important to know the different types of hospitals to understand this target audience and how pharmaceuticals fit into this channel.

See:

Distribution Channels: An Overview > Hospitals & Clinics > Types of Hospitals

Once our product is used by a hospital, and if the product was well accepted by doctors, nurses and patients, often the hospital will ask our distributor to reorder the same AdvaCare pharmaceutical brands.

B2C

Hospital and clinic patients are the end users of our pharmaceutical products. In hospitals, the patient rarely has a choice of the brand they use, as this would usually be decided by the doctor. The doctor might provide a few options to a patient, but more commonly the doctor is the decision maker.

Supply Chain

Hospitals and clinics are the second to last stage in the supply chain before the product is used by a patient or consumer:

API Manufacturer > Finished Manufacturer > AdvaCare > Distributor/Importer > [Sub-Distributor] > Hospital/Clinic > End Consumer (patient/consumer)

See:

Distribution Channels: Introduction > Understanding Supply Chains

Promotional Materials: Which materials apply to this channel and why?

Hospitals and clinics do not advertise specific brands or products as they are not in the business of selling specific brands, but rather ensuring quality healthcare. Therefore, the kind of promotional materials we produce for our distributors to provide to hospitals should be based on materials that a hospital can use and are targeting the decision makers of the hospital or clinic.

The B2B, B2C, Distributor Sales Dept. channels reflect not for whom the specific promotional item is targeting, but instead to which channel it is provided to. Symbol “(TA)” and Context explains for whom each item is targeting:

✅ = Promotional item provided to this channel.

Who will receive this promotional item?

❌ = Promotional item not provided to this channel.

Who will not receive this promotional item?

❓ = Promotional item might/could be provided to this channel.

Who might or might not receive this promotional item?

(TA) = Intended Target Audience for this channel.

Who is targeted to see this promotional item?

PROMOTIONAL MATERIALS FOR HOSPITAL/CLINIC CHANNEL
Printed Materials
Promotional Item	B2B	B2C	Distributor Sales Dept.	Description
Poster and Signage	✅	❌ (TA)	❌	B2B: Signage, such as wall posters, should serve to primarily educate patients on health conditions, use of products, or other helpful tips that would make a hospital want to display such a poster. Secondary purpose is for brand awareness of AdvaCare and possibly our distributor, but must make a hospital want to display such signage. This secondary purpose is usually combined with the primary purpose in the same poster/signage. B2C: Does not apply to hospitals or clinics, only for retail purposes to promote product or brand.
Window Signage	❓	❌ (TA)	❌	B2B: Window signage is less common for hospitals and clinics, but could be possible if requested by our distributor. Purpose is same as Posters and Signage. B2C: Does not apply to hospitals or clinics, only for retail purposes to promote product or brand.
Flyer / Pamphlet	✅ (TA)	❓ (TA)	❌	B2B: Flyers, pamphlets and brochures for our distributors to give to hospital decision makers (procurement dept, doctors, etc.) to promote AdvaCare and our products. Purpose is to prove credibility and convince secondary target audience to buy AdvaCare products. B2C: Flyers, pamphlets and brochures serve to educate patients on the product or health condition, but challenge is budget usually limits the quantity that we can print. For example, if there is a quantity of 10,000 boxes of a tablet product, budget might only allow 2,000 flyers.
Shelf Wobbler	❌	❌	❌	B2B/B2C: Does not apply to hospitals or clinics, only for retail purposes on a shelf.
Aisle Signage	❌	❌	❌	B2B/B2C: Does not apply to hospitals or clinics, only for retail purposes on a shelf.
Standing Banners	✅	❌ (TA)	❓	B2B: Signage, such as large standing posters, should serve to primarily educate patients on health conditions (more likely), use of products (less likely), or other helpful tips that would make a hospital want to display a large standing poster. Secondary purpose is for brand awareness of AdvaCare and possibly our distributor. B2C: Does not apply to hospitals or clinics, only for retail purposes to promote product or brand. Distributor: Can use for seminars, trade shows or other events.
Notepad / Notebook	✅ (TA)	❌	❓	B2B: Notepads are cheaper, usually given to hospitals and clinics for use by hospital staff, nurses, doctors, etc. Notebooks are more expensive, usually given to hospitals and clinics for doctors, management, etc. Both are effective for brand awareness given it is useful and branding is on every page. Distributor: Can use but in small quantities.
Sticky Note	✅ (TA)	❌	❓	B2B: Inexpensive and widely used by hospital staff, nurses, doctors, administration, etc. Effective for brand awareness given it is useful and branding on every page. Distributor: Can use but in small quantities.
Calendar	✅ (TA)	❌	❌	B2B: AdvaCare branded calendars are usually printed annually around July of every year and sent out in advance for the following year. Very strong brand awareness as it is used for a full year, it puts our products and brands in the user’s face for a long period of time.
Catalog	✅ (TA)	❌	❌	B2B: Distributor gives to hospital procurement officers, doctors and key decision makers to showcase our products for that market and build credibility. Catalogs are usually custom designed and printed for a specific country and/or distributor.
Delivery Vehicle Decal	❌ (TA)	❌ (TA)	✅	Distributor: As most of our distributors have their own delivery trucks, large decals applied to their delivery vehicles are inexpensive and very effective to promote the AdvaCare name in local markets, but requires that the decal be well designed and fit the specific vehicle.
Physical Items
Product Display	❌	❌	❌	B2B: Does not apply to hospitals or clinics, only for retail purposes to promote product or brand.
Pen / Highlighter	✅ (TA)	❌	✅	B2B: Inexpensive and good for widespread brand awareness, but limited in messaging given only AdvaCare+Distributor logos or only AdvaCare logo can fit onto a pen. B2C: Does not apply to hospital or clinic patients, lack of branding purpose. Distributor: Salespeople can use when in the field.
Desk Clock	✅ (TA)	❌	❌	B2B: Effective for reinforcing general brand awareness as a desk clock sits on someone’s desk for long period of time, but given small size, messaging limited to AdvaCare+Distributor logos or only AdvaCare logo.
Wall Clock	✅ (TA)	❌	❌	B2B: Useful promotional item, as hospitals have many areas to place a clock, with long life cycle, but messaging is limited to AdvaCare+Distributor logos or only AdvaCare logo.
Mouse Pad	✅ (TA)	❌	❌	B2B: Inexpensive and effective for brand awareness with many options for messaging. Useful in hospitals and there are likely many computers.
Plastic Folder / Envelope	✅ (TA)	❌	✅	B2B: Inexpensive and useful for any documents that need to be stored or transported in a hospital. Distributor: Can use but in small quantities.
Mug	✅ (TA)	❌	❌	B2B: Useful for long term use, given to hospitals for doctors, nurses and staff to use.
Water Bottle	✅ (TA)	❌	✅	B2B: Less common for hospital use, water bottles are most common to give to farmers for our veterinary range. However, these could be a useful item for hospital nurses, doctors and staff. More premium steel if for doctors or administration staff, less premium plastic if for general staff. Distributor: Salespeople can use when in the field, small quantity.
Desk Organizer	✅ (TA)	❌	❌	B2B: Less requested but generally good for reinforcing general brand awareness as this sits on someone’s desk for long period of time, but given small size messaging limited to AdvaCare+Distributor logos or only AdvaCare logo.
Shirt	✅ (TA)	❌	✅ (TA)	B2B: Inexpensive polo style shirts are ideal for less formal and lower level staff, more expensive button-down shirts ideal are doctors, hospital administration, etc. Distributor: Button-down shirts ideal for distributor’s salespeople while in the field, strong brand association and awareness.
Laboratory Coat	✅ (TA)	❌	❌	B2B: Our distributors request lab coats for use by doctors and other hospital staff. These are relatively inexpensive and bring a level of credibility as lab coats are always connected with healthcare, so it is especially credible if doctors are wearing lab coats with the AdvaCare logo.
Cap	❓ (TA)	❌	❌	B2B: Not used in the hospital or clinic settings, but possibly provided by distributors to hospital procurement, doctors, etc. as a gift.
Waist Bag	❓ (TA)	❌	❌	B2B: Generally not used in hospital or clinic settings, but it is possible to be used or could be provided by distributors to hospital admin, procurement or other staff as a gift.
Padfolio	✅ (TA)	❌	✅ (TA)	B2B: A preferred promotional item by many distributors, often given as a gift to doctors, hospital admin and procurement staff. Distributor: Ideal for distributor’s salespeople when in the field for brand awareness.
Backpack / Laptop Case	✅ (TA)	❌	✅ (TA)	B2B: Expensive and usually given to distributors with larger promo budgets in lower quantities as gifts for doctors and hospital admin. Distributor: Ideal for distributor’s salespeople while in the field for strong brand awareness.
Fabric Bag	❓ (TA)	❌	❓	B2B: More expensive than plastic bags, but can produce in smaller quantities. Distributors use for a variety of purposes, and considering these are often kept and reused by those who receive them, these do create some brand awareness. However, note that hospitals do not sell products, so not used at a point of sale. B2C: Not ideal for B2C use as hospitals and clinics do not have a point of sale. Distributor: Might be used by distributor to give samples or other materials, must find out intended use. B2B: More expensive than plastic bags, but can produce in smaller quantities. Distributors use for a variety of purposes, and considering these are often kept and reused by those who receive them, these do create some brand awareness. However, note that hospitals do not sell products, so not used at a point of sale. B2C: Not ideal for B2C use as hospitals and clinics do not have a point of sale. Distributor: Might be used by distributor to give samples or other materials, must find out intended use.
Plastic / Paper Bag	❌	❌	❌	B2B/B2C: Does not apply to hospitals or clinics, only for retail purposes.
USB Stick	❓ (TA)	❌	❌	B2B: Expensive but can be given as a gift for doctors and hospital management in smaller quantities. Limited brand awareness, should only give if large budget or specially requested and good reasoning to provide.
Pill Organizer	❓ (TA)	❓ (TA)	❌	B2B: More suitable for pharmacies and B2C use, but could be given as a gift to doctors and hospital staff. Perhaps some limited use for patients, but less likely and only if inexpensive and larger quantity.
Mask Holder	✅ (TA)	❓ (TA)	❌	B2B: Inexpensive and can provide larger quantities for hospital staff use such as nurses, doctors and any staff that are required to wear a mask in the hospital setting. B2C: Possible to be given to patients given inexpensive and large quantities are possible if budget allows.
Umbrella	✅ (TA)	❌	❌	B2B: Expensive with some brand awareness, ideal for gifts to doctors and hospital staff.
Raincoat	❓ (TA)	❓ (TA)	❌	B2B: Usually umbrella more suitable for hospital staff, but possible if more expensive raincoats. B2C: Inexpensive raincoats could be possible for hospital/clinic to provide to patients. For general brand awareness.
Phone RIng	✅ (TA)	❌	❌	B2B: Inexpensive with limited brand awareness, possible gifts to doctors and hospital staff but not many requests.
Digital Activations
Online Banner	❌	❌	❌	B2B: Limited application as not much added value to run ads for any specific hospitals.
Digital Catalog	✅ (TA)	❌	✅	B2B: Possible application for distributor’s salespeople to show or send a digital catalog to hospital procurement officers or doctors.
Digital Flyer / Signage	✅ (TA)	❌	✅	B2B: Applies only if distributor will print our design in their country, usually results if we cannot send physical promotional materials or budget is not sufficient.
Power Point Presentation	✅ (TA)	❌	✅	B2B: Case specific, usually requires significant time to prepare. Depends on distributor priority.
Website Development	❌	❌	✅	B2B: For priority distributors, with approval we can design and host a website. We use a template for this, showcasing our products and controlling the hosting, domain and access to the website.
Extended Search Ads	❓ (TA)	❌	❓	B2B/B2C: We can run Google Ads and other PPC campaigns targeting specific demographics in our distributor’s country. Such campaigns are for priority distributors and must serve a strategic purpose.

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