Being a pharmaceutical company, much of Pfizer’s marketing will need to be directly geared to those in the medical field. Because Haiti has a history of corruption and bribery, developing personal relationships with doctors and other respected people in medicine could be the key to the success of the company. This can be done through luncheons, dinners, and other face-to-face meetings, rather than through email or the phone. Representatives from Pfizer should also be sure to have full understanding of Haitian customs so as not to offend the people they meet with. If they are successful in forming these relationships, doctors may be more inclined to use Pfizer’s services. Pfizer could also launch a program in which it sponsors the continuing education of Haitian doctors. This will raise awareness of the company and could also lead to an “I owe you” situation in which doctors who have been sponsored will promise to use Pfizer’s services. In marketing to the people, Pfizer could give free samples to clinics for patients to use. They could also hand out coupon cards for prescription medications.
The best method of distribution is probably to have pharmaceutical sales representatives go to doctor’s offices, clinics, and hospitals. That way, not only would Pfizer be seen as a personable company, but the representatives could make sure that the medication is going to the right places.
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