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- Brand Marketing
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- Physician Marketing & Promotion
| Special Supplement: Relationship Marketing |
Many experts agree that Relationship Marketing (RM) should be a natural for the pharmaceutical industry, which needs to support the long-term use of their products and help patients remain compliant with their treatment regime.
But not many pharmaceutical marketers understand what relationship marketing is and how it differs from other forms of marketing that they traditionally employ.
This collection of Pharma Marketing News articles, blog posts, and survey results provides you with an excellent introduction to the many facets and uses of pharmaceutical relationship marketing.
TABLE OF CONTENTS
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| Americans Skeptical of Pharma Cause Marketing |
A new survey by Envision Solutions, LLC, a healthcare marketing communications company, suggests that many Americans are deeply skeptical of pharmaceutical companies' motives for supporting non-profit patient advocacy groups.Order and pay for this reprint now using your credit card... ONLY $4.95
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| Balancing Idealistic vs. Realistic CRM Processes |
This article is a summary of a panel chaired by Michael C. Lengel, Partner at Peppers and Rogers Group, and included Sharon Reffett, Director of Customer Systems and Administration at Allergan, John Vaeth, Director, CRM Capability Development at Biogen, and Wendy Jackson, President, Direct Marketing at Publicis.Order and pay for this reprint now using your credit card... ONLY $4.95
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| The Changing Landscape of Physician Interactions |
Pharmaceutical companies are under increasing pressure to reduce costs, speed the time-to-market for new products and ensure that physicians are informed and educated about their products.Order and pay for this reprint now using your credit card... ONLY $6.95MERGE Rx recognizes this need and offers a new generation of Web-enabled software that helps pharmaceutical companies manage physician interactions -- including key opinion leader (KOL) management, phaseIV trials, and eDetailing -- from a single, secure and scalable access point.
Topics and issues covered include:
- Eight Great Ways to Improve Interactions
- Multi-Channel Non Personal Interactions
- Personalization
- Key Opinion Leader Management
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| The European eMarketing Scene: Desperately Seeking Strategy |
The pharmaceutical industry is struggling to develop an eMarketing strategy in Europe, which is comprised of many relatively small markets (the member countries of the EU) having significant cultural and language differences.Order and pay for this reprint now using your credit card... ONLY $6.95
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| Evolve Your Brand into a Relationship with Consumers and Physicians |
This article is a review of a presentation by Keli Bennett, Consumer Marketing Director at Abbott Laboratories, in which she contrasts and compares DR marketing and traditional DTC strategies and presents a Case Study showing the ROI benefit of integrating the two approaches.Order and pay for this reprint now using your credit card... ONLY $6.95
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| Finding the "Right Stuff" to Revitalize Sales Productivity |
Declining sales force productivity is a major issue on the minds of sales managers and corporate executives of pharmaceutical companies large and small. More and more physicians are limiting face time and closing their doors to sales reps. The solution, according to Hossam Sadek, VP of Sales Force Effectiveness, IMS Health, is for pharmaceutical sales management to focus on relationships and the metrics that drive relationships, to enable reps to deliver tailored messages that truly impact the prescribers in their territory.Order and pay for this reprint now using your credit card... ONLY $4.95
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| GSK Strikes Back with a Grassroots Campaign |
Mike Pucci, Vice President of External Affairs at GlaxoSmithKline, discusses his strategy to get the word out about the good that the pharmaceutical industry is doing.Order and pay for this reprint now using your credit card... ONLY $6.95
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| How Readable, Credible & Useful are Pharma Blogs? |
This article presents the compllete results from the first ever survey of The Pharma Blogosphere in which blog readers evaluate 22 different pharma-related blogs on the basis of readability, credibility, usefulness, and bias.Order and pay for this reprint now using your credit card... ONLY $6.95
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| Increase Prescription Sales with Smart Tools |
Realizing the limitations of the printed package insert (PI), Wellscape, a technology company that provides software solutions designed to improve patient care has developed Smart-PI, which distills complex prescribing information and packages it in portable, stand-alone real-time tools accessible from web sites and available for desktop and Tablet PCs and PDAs.Click Here for Full Text - FREE! (pdf).
| Merck Rejiggers Its Marketing Mix |
Adam Schechter, President of Merck US Human Health, made this statement not long ago at a Goldman Sachs healthcare conference: 'Industry must embrace new ways of engaging physicians on their terms.'Order and pay for this reprint now using your credit card... ONLY $9.95Topics covered include:
- Merck to Slash Field Force?
- Consumer Media Consumption Habits vs. Media Spend (Google chart)
- Customer Focus Means More Technology
- Engaging Customers on Their Terms
- Impact vs. Risk Analysis of Physician Marketing Channels (chart)
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| Mobile Medical Reference: An Effective Door Opener for Sales Reps |
Pharmaceutical companies are searching for new, creative solutions to the problem of decreasing sales rep effectiveness. One such solution is to provide physicians with value-added smart tools to allow them instant access to up-to-date prescribing and treatment information.Full Text Available - FREE.
| Personalized e-Marketing - How can you create and profit from a customer's lifetime experience? |
Instead of talking about CRM (Customer Relationship Management), Philippe Barzin, former Director of Connectivity at Johnson & Johnson, focused on HRM or "Healthcare Relationship Management." To demonstrate the effectiveness of "customer-oriented surround marketing" and personalization, Barzin used BabyCenter, a J&J consumer-focused web site, as a case study.Click Here for Full Text - FREE! (pdf).
| Putting the Customer Back in Customer Relationship Management |
This article features the thoughts of Derek Evans, Vice President, Global Solutions Marketing at Dendrite International, on how to put the customer back in Customer Relationship Management. Evans emphasized the compound effect of excessive focus on high prescribers and the restrictions of formularies and government regulations.Order and pay for this reprint now using your credit card... ONLY $4.95
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| Strategies for Enhanced Physician Targeting and Segmentation |
Richard B. Vanderveer, Ph.D., CEO of the global pharmaceutical marketing and research firm V2 GfK, presents strategies for enhanced physician targeting and segmentation.Order and pay for this reprint now using your credit card... ONLY $6.95
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| Tailoring CRM Solutions to Your Business Strategy |
Real World examples of CRM assessment and initial implementation, highlighting early best practices in CRM deployment.Order and pay for this reprint now using your credit card... ONLY $4.95
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| Targeted Faith-based Disease Awareness Marketing |
This article describes a new health awareness initiative intended to reach African Americans via churches and health ministries.Order and pay for this reprint now using your credit card... ONLY $4.95
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| To Build Patient Adherence, Pfizer Puts Technology Behind The Curtain |
This article summaries a presentation made by Diane Stafford, Head of Patient Relationship Marketing for Pfizer UK at a recent eyeforpharma entitled "The E-nabled Patient: Using Technology to help build valuable patient relationships," Ms. Stafford asserted that you "can' t use technology as [a compliance program] delivery mechanism if it's not right."Order and pay for this reprint now using your credit card... ONLY $4.95
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| YouPharma: New Rules for Pharma Marketing and Social Media |
Highlights from a Pharma Roundtable discussion and comments from several bloggers in the Pharma Blogosphere about pharma use of social media.Order and pay for this reprint now using your credit card... ONLY $9.95
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