Pharma detailing evolution

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Mohammad Masum Chowdhury

This document outlines the evolution of concepts used in pharmaceutical detailing over time. It discusses Unique Selling Points, Feature Advantage Benefits, and Unique Perceived Benefits which were approaches used by different generations of pharmaceutical marketers in Pakistan, Bangladesh, and more advanced markets to convey the value of their products to healthcare professionals.

USP’s = Unique + Selling + Points
Pharma Passion (Pakistan Generation )
FAB’s = Feature + Advantage + Benefits
UPB’s = Unique + Perceived + Benefits
Pharma Passion (Bangladesh Generation )
Pharma Passion (Advanced Generation )
Pharma Detailing Concept Evolution

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Pharma detailing evolution

1. USP’s = Unique + Selling + Points Pharma Passion (Pakistan Generation ) FAB’s = Feature + Advantage + Benefits UPB’s = Unique + Perceived + Benefits Pharma Passion (Bangladesh Generation ) Pharma Passion (Advanced Generation ) Pharma Detailing Concept Evolution