Welcome to the ARCHIVE of Pharma Marketing News Special Reprint Collections. I have assembled these collections so you can get several related reprints in one pdf file. No subscription is required to order reprints or reprint collections.
Multichannel is really a tactic that is part of a relationship marketing strategy.
"Multichannel pharma marketing is conceptually relatively simple to understand, but incredibly difficult in practice," says Len Starnes, former Head of Digital Marketing & Sales, General Medicine at Bayer Schering Pharma. "That said, multichannel is not a transient phenomenon, it's here to stay."
This completely NEW -- published November, 2012 -- collection of Pharma Marketing News articles, blog posts, podcasts, and survey results focuses mainly on issues related to multichannel marketing to physicians.
These days, pharma marketers cannot rely solely on
reaching physician clients via sales reps and print
journal ads. Digital channels -- including the Web, social
media, and mobile -- are increasingly being used by
physicians to access information about pharma brands.
Multichannel is really a tactic that is part of a relationship
marketing strategy, which uses various interactive
media to develop, maintain, and foster a relationship
with a current and prospective customers to maximize
need satisfaction, share of mind and budget, and
nurture loyalty and, ultimately, advocacy of the brand of
a product or service.
TABLE OF CONTENTS
Is Your Marketing Head in the Cloud? (article & podcast)
Making Sense of Multichannel Marketing
Multichannel Marketing: Easy to Brag About, But Difficult to Do
Multichannel Marketing & Medical Reprints
The Evolving Pharma-Physician Relationship
Building the "New" Pharma Physician Marketing Model
Evolve Your Brand Into a Relationship With Consumers and Physicians
The Digital Life of Doctors
Podcast: The Changing Pharma eDetailing Landscape
Published November, 2012..
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Social Media Pharma Marketing
Damned If You Do, Damned If You Don't?
It is generally agreed that the return on investments (ROI) for traditional media like print and TV is declining. A new approach to the way forward in pharma marketing is needed and is actively being pursued by pharmaceutical marketers and their ad agencies.
Is it time for the pharmaceutical industry to take the advice of some of its critics and use the new "social media" tools available to it and extricate itself from its moribund situation of declining ROI?
These new tools -- lumped under the heading "social networking" or "Web 2.0 -- are big topics of discussion at many pharmaceutical marketing conferences. The question is, will pharma marketers embrace them, learn how to use them, and will they see benefits?
Is your company ready to engage in social media marketing? If so, what's your social media marketing strategy?
By filling out the Pharma Marketing NewsRate Your Social Media Marketing Readiness questionnaire, you will discover where you may need to augment your knowledge about social media and the hurdles you may need to overcome within your organization to implement a social media marketing program.
When you complete the questionnaire, you'll be able to see the average of all responses to date and get a better idea of how you and your company compare to that average. You then can return here to purchase the supplement.
This collection of Pharma Marketing News articles, blog posts, and survey results provides you with an excellent introduction to the many issues involved in social media pharma marketing.
eMarketing is a challenge for the pharmaceutical industry. It is widely known that the percent of the pharmaceutical marketing budget spent in the "e" space has remained below 5% since the dawn of the commercial Internet!
Many experts, however, believe that pharma eMarketing is at a tipping point and that pharmaceutical companies are poised to shift substantial ad spending from TV and other media to the Internet.
The selection of articles in this Special Supplement to Pharma Marketing News was chosen to give you a better perspective on pharma eMarketing. Included are real world case studies that illustrate the advantages of eMarketing such as depth of information, interaction, relationship building and superior customer engagement.
Most predictions of pharma eMarketing "tipping" or coming of age have not materialized -- at least not so much as to put the drug industry on a par with other industries, which devote at least twice as much of their advertising budgets to the Internet as does the drug industry. Several of the articles in this section explore why this is so.
You'll also find data from various sources that document the trend in pharmaceutical online spending from 2004 through the end of 2007. Also included are articles that address eMarketing return on investment (ROI) and information regarding pharmaceutical adoption of social media marketing.
While the drug industry as a whole may lag behind other industries in embracing the Internet, several individual pharmaceutical companies are more immersed than others.
This section includes articles that focus on innovative Web-based applications that the drug industry currently sponsors for healthcare professionals and consumers.
Some examples include defining a new role for eDetailing, engaging physicians and consumers via trusted 3rd party social networking sites, and ideas for integrating the Web into traditional pharmaceutical marketing campaigns.
Key Opinion Leaders, Medical Science Liaisons, & CME
It's a new era for pharmaceutical company support of physician education. New guidelines and regulations from various governmental and non-governmental regulatory bodies have come into play during the past few years. The second event defining this new era was the withdrawal of Vioxx from the market in 2004 and the subsequent re-emergence of the importance of physicians as "learned intermediaries."
More than ever, it is important to educate physicians about new drugs and to keep this education separate from the marketing function of the company yet aligned with commercial goals.
This Special Supplement to Pharma Markeing News is critical reading for pharmaceutical companies and physician education service providers wishing to understand the new roles of key opinion leader physicians (KOLs) and medical science liaisons (MSLs) in the physician education process.
In the rush to gain Share of Voice by increasing the frequency and reach of sales calls, pharmaceutical companies may have lost sight of the value that the "detail person" has given to physicians in past years.
The declining sales force return on investment may signal that a significant adjustment will take place in how pharma companies market and sell their products to physicians. Many experts--not the least of which are the experts cited in this Special Supplement--think that eDetailing fits the bill for a solution to declining physician marketing ROI.
This Special Supplement to Pharma Marketing News brings together in one convenient document several topics and case studies on eDetailing and ePromotion to physicians.
The resultant collective wisdom of many experts both inside pharmaceutical companies and outside provide a frank assessment of the role and impact of eDetailing on physician marketing as well as the challenges that lie ahead.
Introduction... pg. 1
eDetailing Strategies for a Higher Physician Response... pg. 2
The Impact of eDetailing... pg. 5
Why Pharma Can't Ignore eDetailers... pg. 7
Optimizing eDetailing ROI... pg. 9
The Future of eDetailing... pg. 11
Intelligent Online Sampling Strategies... pg. 13
A Private-label, Turnkey eDetailing Solution at a Fixed Fee Price... pg. 16
eDetailing Solution as Part of a Cross-Channel Strategic Relationship... pg. 17
Online Detailing as an Adjunct to a Part-time CSO Sales Force... pg. 18
Expanding New Patient Starts Through Broader Physician Sample Coverage... pg. 19
Increase Physician Access and Detailing Effectiveness
Everyone knows that pharma sales reps are less effective than they used to be. Although the pharmaceutical sales force has doubled between 1995 and 2000, the number of audited calls has only increased by 10%.
Through articles and real-world case studies this Special Supplement presents the collective wisdom of many marketing experts who offer solutions to the problem of decreasing sales rep effectiveness and decreasing return on the physician marketing dollar.
The information in this Special Supplement is certain to give you a better understanding of the issues relating to physician access and how to improve the effectiveness of your physician marketing and sales campaigns.
A Crisis in Professional Detailing... pg. 2
Marketing's Role in Limiting Physician Access... pg. 4
Finding the "Right Stuff" to Revitalize Sales Productivity... pg. 6
Facilitating Physician Access and Education Through Online Conferencing... pg. 7
The Targeted Model... pg. 9
Limbic Market Research... pg. 11
Intelligent Online Sampling Strategies... pg. 13
Increase Prescription Sales with Smart Tools at the Point of Care... pg. 16
A Novel Approach to Communicating with Physicians... pg. 18
Increase Sales Representative Performance and Productivity by Building Collaborative Physician Relationships... pg. 20
Promoting Pull Through Prescriptions via Value-Added Free Medical Practice Web Sites and Patient Education... pg. 21
Gauging Physician Behavior and CE Impact with Two-Way, Real Time, Web-Based Technology... pg. 22
Live, Online, Interactive Conference with Experts to Provide Detailed Product Information to Physicians... pg. 23
Audio with Synchronized Visuals Streaming Over Low Bandwidth Internet Connections for Physician Detailing... pg. 24
Online Content Management System for Sales and Marketing Representatives... pg. 25
LIST OF FIGURES
Percentage of Physicians Indicating Sales Rep Attribute is Valuable
US promotional Spending by Pharma Breakout
Impact of Sampling on Physician Prescribing
Pharmaceutical Marketing Influence on Physician Prescribing
Percent of Physicians Rating Information Services Good or Excellent (Internet, Reps, Journals, Symposia)
The collection of articles and commentary in this Pharma Marketing News Special Supplement chronicles the emerging issues of direct-to-consumer (DTC) advertising and presents pro and con opinions from experts on how DTC needs to adapt in the post-Vioxx marketing era. Topics include: DTC Pros and Cons, Straight-Talking DTC, Communicating Risk, Biotech DTC, Print DTC, and more.
DTC advertising is set for major changes in light of public criticism, but also in reaction to the changing reality of the marketplace where there is less need for a one size fits all solution. DTC must evolve and marketers must pay more attention to measuring and improving its effectiveness. Otherwise, billions of dollars will continue to be wasted. This volume is devoted to DTC best practices with a focus on techniques for improving DTC efficacy and return on investment, which is generally considered to be declining.
Pharma Marketing News is the periodic electronic newsletter of the Pharma
Marketing Network (www.pharma-mkting.com). Pharma Marketing Network
is an exclusive marketing information resource and communications
network for pharmaceutical marketing professionals.
Each issue of Pharma Marketing News is packed with facts,
opinions, and case studies based upon interviews with experts in
the field of pharmaceutical marketing. Highlights of presentations
from industry conferences and links to references help subscribers keep up to date on best
practices and network with their peers.