Course Details

Course	Part-Time Diploma in Applied Science (Pharmaceutical Sciences)
Modular Certificate	Certificate in Development and Commercialization of Health Products
Module Code	A2359C
Module Name	Pharmaceutical Sales and Marketing Project
Submission Deadline	7th February 2025, 23:59 hrs

Instructions to Candidates

This project assessment will constitute 75% of the overall module marks.
The completed project assignment must be submitted via SA 2.0 by 7th February 2025, 23:59 hrs.
Late Submission Penalty
Time After Deadline	Penalty (% of Total Marks)
< 24 hrs	5%
24 – 48 hrs	10%
48 – 72 hrs	15%
> 72 hrs	100%
Upload the project in Word format as: <Full Name>_<Student ID>.doc
Complete the Project Assignment Declaration and upload it along with your assignment.

Marking Criteria

Criteria	Marks
Content: Logical development, project plan, feasibility, analysis	50
Format: Adherence to format requirements, free of errors	5
References: Reliable sources (at least 5)	5
Total	60

 

CASE STUDY:

Your teammates and you are in the marketing team for a company. The marketing team  is  in  charge  of  devising   and  implementing  strategies  to   promote  brand awareness, with the aim of driving sales for the organisation’s product.

1. Provide a brief background of your company’s profile, and the role it plays in the distribution channel of the product. (4 marks)

Founded in 1925, Tuttnauer is a worldwide leader in sterilization and infection control products. The company bring over a century of experience, along with a unique reputation for the high-quality manufacture of equipment specifically developed for many sectors of the healthcare industry such as medical, dental, laboratory, and veterinary.

Product Portfolio:

Medical: Tuttnauer, a local manufacturer of high performance, hospital-grade sterile processing solutions products, horizontal autoclaves for use in the hospital and laboratory.

Dental: The company offers dental tabletop sterilizers designed to meet the demands of efficient sterilization in dental offices.

Laboratory: Tuttnauer’s vertical loading autoclaves provide dependable performance for a wide range of laboratory sterilization requirements.

Veterinary: There are customized solutions specifically designed for veterinary practices, which emphasize infection control and sterilization processes.

Global Distribution Network:

With a presence in more than 140 countries via 200+ distributors, Tuttnauer is an ever expanding company. With the largest network, their products are available to healthcare

partners and laboratories on 5 continents. With a vast network of sales consultants and authorized service technicians worldwide, the company provides tailored and attentive service to both small and large-scale healthcare providers and laboratories worldwide.

Part in the Distribution Channel:

Also in the distribution channel Tuttnauer has both a key manufacturer of sterilization equipment as well as one with excellent support to their distributors. This encompasses, professional delivery services for safe transport and flexible terms, a dedicated service and support team to make sure each order receives worry-free installation and maintenance support.

Tuttnauer enables their sterilization and infection control solutions to reach all corners of the globe with the guidance of their distribution partners, and personality of high-quality standards.

Reference for part one

https://tuttnauer.com/

2. Describe the features of the product that your team is working State the legal classification of your product and the regulatory act governing the advertisements and promotions of your product. (7 marks)

The product should be a product regulated by the Health Sciences Authority. It can be an existing product in the market, or a new product with attributes proposed by the team.

The team is working on promoting a new Class B medical device, an autoclave. It is designed to sterilize equipment, materials, and waste using steam and heat using high-pressure devices for medical and laboratory uses. The autoclave’s main function is to disinfect and sterilize tools and equipment, ensuring they are free from bacteria. The autoclave consists of a sterilization chamber that holds medical instruments, a heating element to generate steam and high pressure, and a control system to manage the sterilization cycles. It also includes safety features like a pressure release valve and door locks to prevent accidents during operation. These essential features allow the autoclave to carry out its core function of sterilization. Users would expect an autoclave to have reliable and consistent sterilization cycles. They also expect user-friendly interfaces, such as digital or manual controls, for easy operation. Features like temperature and pressure monitoring, safety protocols, and compatibility with various medical instruments are standard. To differentiate our autoclave from its competitors, additional features like advanced automation for optimizing sterilization cycles, remote monitoring capabilities via electronic devices, energy-saving modes to reduce environmental impact, and enhanced safety features like pressure failure alarms.

The promotion and advertisement of autoclave machines as surgical equipment follows strict regulatory frameworks to guarantee truthful statements and accurate information along with public health compliance. The Health Sciences Authority (HSA) in Singapore controls the activities pertained to autoclave machines. The guidelines mandate that claims must be supported by evidence and precise while preventing misleading superiority statements which lack substantiation. The use of fear and superstitions in advertising is prohibited while advertisements should use clear professional language. Endorsers and their testimonials should present genuine evidence free of exaggeration and safety guarantees need scientific backing. The advertising of autoclaves needs to follow the Singapore Code of Advertising Practice (SCAP) guidelines to maintain ethical

advertising standards. The HSA regulations state that it remains prohibited to present claims or suggest that autoclaves treat specific diseases or medical conditions which include diabetes, cancer, and infertility. The regulation prohibitions exist to safeguard consumer interests and preserve medical device advertising trustworthiness.

https://www.hsa.gov.sg/medical-devices/advertisements-promotions

https://www.hsa.gov.sg/docs/default-source/hprg-mdb/guidance-documents-for-medical-devices/medical-devices-product-classification-guide.pdf?sfvrsn=6ad5a5c_4

3. Apply the marketing mix  of  4Ps  to your  product,  and  describe  the  marketing strategies, tactics and sales promotion activities that your team plans to undertake.  (16 marks)

1.  Price

By using Market-penetration pricing, we can set a low initial price to penetrate the market quickly and deeply to attract a large number of buyers, therefore the price of the product would be around $500 to $1000 depending on the models.

Offer a range of models with varying capacities and features to cater to different budget levels.

Provide discounts for bulk purchases by hospitals, clinics, or distributors.

Sales Promotion Activities:

Early-bird discounts for pre-orders of new models.

Loyalty discounts for returning customers or organizations upgrading older machines.

2. Promotion

Run targeted social media ads for healthcare professionals.

Publish blogs and whitepapers on the importance of sterilization and the role of autoclave machines.

Share videos of the machines in use and highlight their unique selling points.

Partner with leaders in the medical and scientific community to endorse the product.

Host press releases announcing new models and technological advancements.

Train a dedicated sales team to visit hospitals, clinics, and labs for live demos.

Offer consultation services to recommend the right model based on customer needs.

Sales Promotion Activities

Offer trade-in programs where customers can replace old equipment for a discount on the new machine.

Organize giveaways at trade fairs and healthcare expos to build awareness.

3. Product

Features to Highlight:

Fast sterilization cycles to save time for healthcare professionals and laboratory technicians.

Advanced safety features such as pressure regulation, automatic shutoff, and built-in alerts to prevent accidents.

High-grade stainless steel construction for longevity and resistance to wear and tear.

User-friendly interface with touch controls and preset sterilization programs.

Availability in different sizes to cater to clinics, hospitals, and research labs.

Meets international sterilization standards such as ISO or FDA certifications.

 

Introduce product demo videos and webinars showcasing its use and benefits.

Highlight customer testimonials and case studies to demonstrate real-world applications.

Offer warranties and after-sales support to build trust in product quality.

Sales Promotion Activities

Introduce product demo videos and webinars showcasing its use and benefits.

Highlight customer testimonials and case studies to demonstrate real-world applications.

Offer warranties and after-sales support to build trust in product quality.

Free initial maintenance for the first six months.

Bundle deals, examples include sterilization pouches and supplies with each machine.

4. Place

Sell directly to customers through the company website and sales representatives.

Partner with medical equipment distributors to reach a broader market.

List the autoclave machines on e-commerce platforms specializing in medical or laboratory equipment.

Collaborate with local healthcare suppliers to stock the product.

Work with export agents or local distributors to expand to global markets.

Set up regional offices or authorized service centers to ensure quick delivery and after-sales support.

Offer an online product configurator that helps customers choose the right machine based on their needs.

Create partnerships with hospitals and research institutions for bulk distribution.

Sales Promotion Activities:

Free shipping for online orders within specific regions or above a certain value.

Discounts for first-time buyers ordering directly from the website.

Exclusive regional offers to encourage partnerships with distributors in new markets.

4. Perform a SWOT analysis on your team’s product. (8 marks)

Strengths:

The confined environment increases reaction purity by eliminating contaminants which help prevent the spread of infections and pathogens protecting patients and reducing the risk of severe diseases.

Can sterilize large quantities of items quickly helping clinics work more efficiently and reduce their workload

Weaknesses:

directed to usage in manufacturing, aerospace, and healthcare markets(e.g dental clinics)

 

Opportunities:

Autoclaves may be used in various industrial and medical applications as well as scientific research and pharmaceutical industries.

Threats:

Technological advancements

Price competitiveness

https://www.attaquantepl.com/autoclave-reactors-manufacturers-in-singapore.php

https://www.genisttechnocracy.com/understanding-the-benefits-of-steam-sterilizers-in-healthcare/

https://www.steris.com/healthcare/knowledge-center/sterile-processing/everything-about-autoclaves#:~:text=Industrial%20autoclaves%20vs.&text=Autoclaves%20may%20be%20used%20in,sterilizer%20manufacturer’s%20stated%20intended%20use.

Background of autoclave

https://www.steris.com/healthcare/knowledge-center/sterile-processing/everything-about-autoclaves#:~:text=Industrial%20autoclaves%20vs.&text=Autoclaves%20may%20be%20used%20in,sterilizer%20manufacturer%27s%20stated%20intended%20use

Strengths:

https://tuttnauer.com/dental-autoclaves/pre-post-vacuum/t-top-autoclave

Weaknesses:

https://consteril.com/common-autoclave-problems/

Opportunities:

 

Threats:

https://www.genisttechnocracy.com/understanding-the-benefits-of-steam-sterilizers-in-healthcare/

5. Research and identify two competitors in the market and state your references clearly.

(i) Compare your product against the identified competitors.

(ii) Discuss the unique selling proposition of your product against the competitors.

(15 marks)