Personalized e-Marketing – How can you create and profit from a customer’s lifetime experience?

The current mantra of pharmaceutical e-business is 'integrate e-business into sales and marketing for a better ROI and more sales.' I found out what this means by attending eyeforpharma's e-Sales & Marketing for Pharma USA conference held at the Philadelphia Crowne Plaza Hotel on October 9-11, 2002. The following is a summary of a presentation by by Philippe Barzin, Director Connectivity, Johnson & Johnson. Instead of talking about CRM (Customer Relationship Management), Barzin focused on HRM or 'Healthcare Relationship Management.' While CRM focuses on a single customer at any one point in time, HRM focuses on supporting the customer across multiple channels - Web, email, call center, field visits - and over a lifetime. Considering the physician customer first, Barzin cited research showing that physicians value many sources of contact with pharma companies and actually find online sources less valuable than offline!

Pharmaceutical Compliance with Fair Information Practice Principles

How well do pharmaceutical companies' privacy policies comply with best practices such as the FTC's Fair Information Practice principles? To determine this, an analysis was performed on the privacy policies of the 21 top selling prescription products worldwide (data from 2000). The results are presente in this article.

The Absolute, Relative, and Incremental ROI of DTC e-Marketing

The debate surrounding the strategic and economic value of having an online DTC strategy rings loud and clear at most global pharmaceutical companies today. Although the role of using the Web for primary awareness of the product and therapeutic category is very important, we will focus on the power of the product Web site as a conversion tool in this article and illustrate how the Web strategy fits into the overall marketing continuum - from initial engagement all the way to loyalty marketing.

The Absolute, Relative, and Incremental ROI of DTC e-Marketing

The debate surrounding the strategic and economic value of having an online DTC strategy rings loud and clear at most global pharmaceutical companies today. Although the role of using the Web for primary awareness of the product and therapeutic category is very important, we will focus on the power of the product Web site as a conversion tool in this article and illustrate how the Web strategy fits into the overall marketing continuum - from initial engagement all the way to loyalty marketing.

Personalized e-Marketing – How can you create and profit from a customer’s lifetime experience?

The current mantra of pharmaceutical e-business is 'integrate e-business into sales and marketing for a better ROI and more sales.' I found out what this means by attending eyeforpharma's e-Sales & Marketing for Pharma USA conference held at the Philadelphia Crowne Plaza Hotel on October 9-11, 2002. The following is a summary of a presentation by by Philippe Barzin, Director Connectivity, Johnson & Johnson. Instead of talking about CRM (Customer Relationship Management), Barzin focused on HRM or 'Healthcare Relationship Management.' While CRM focuses on a single customer at any one point in time, HRM focuses on supporting the customer across multiple channels - Web, email, call center, field visits - and over a lifetime. Considering the physician customer first, Barzin cited research showing that physicians value many sources of contact with pharma companies and actually find online sources less valuable than offline!

What Stands in the Way of the Mainstream Use of the Internet by Pharmaceutical...

At the recent eyeforpharma conference, I rocked the boat a little by suggesting that the percent of the pharma DTC promotional budget devoted to the Internet was a miniscule 1-3% and that this percentage has NOT changed since 1998 when I first heard about it.

Pharma Marketing News Vol. 1, No. 6 (July 2002)

PHARMA MARKETING NEWS is the periodic newsletter of the PHARMA-MKTING email discussion group. It includes original articles, opinions from leaders in the field of interactive pharmaceutical marketing, industry news briefs, and useful information abstracted from subscriber discussion threads. The dot-coms have come and gone. Pharma companies seem to be de-commissioning their e-business divisions. Managers are losing their e prefixes in their titles. The vast unemployed victims of downsizing are eliminating the e words from their resumes. Is this the end of everything e and the Internet? Is it a waste of time and money using technology, including the Internet and wireless PDA applications, to reach physicians? Is it about time that pharmaceutical marketers reverse the lopsided budget spent on physicians vs consumers, at least when it comes to the Internet and other high technology channels?

Is Pharma Ready for HIPAA?

Although most experts agree that pharmaceutical companies are not covered entities under HIPAA, this does not mean that pharma marketers should not worry about it. Pharma needs to realize that HIPAA will have a significant impact on the commercial side of their business. One effect, for example, will be HIPAA's influence on state medical privacy laws, which may directly affect pharmaceutical companies and their advertising and marketing partners. This article is a summary of a presentation by Brent Saunders, Partner, PricewaterhouseCoopers. The presentation was made at the Pharmaceutical Regulatory & Compliance Congress and Best Practices Forum held at the Philadelphia Marriott Hotel on November 13-15, 2002.

Pharma Marketing News Vol. 1, No. 4 (April 2002)

PHARMA MARKETING NEWS is the periodic newsletter of the PHARMA-MKTING email discussion group. It includes original articles, opinions from leaders in the field of interactive pharmaceutical marketing, industry news briefs, and useful information abstracted from subscriber discussion threads.

Personalized e-Marketing – How can you create and profit from a customer’s lifetime experience?

The current mantra of pharmaceutical e-business is 'integrate e-business into sales and marketing for a better ROI and more sales.' I found out what this means by attending eyeforpharma's e-Sales & Marketing for Pharma USA conference held at the Philadelphia Crowne Plaza Hotel on October 9-11, 2002. The following is a summary of a presentation by by Philippe Barzin, Director Connectivity, Johnson & Johnson. Instead of talking about CRM (Customer Relationship Management), Barzin focused on HRM or 'Healthcare Relationship Management.' While CRM focuses on a single customer at any one point in time, HRM focuses on supporting the customer across multiple channels - Web, email, call center, field visits - and over a lifetime. Considering the physician customer first, Barzin cited research showing that physicians value many sources of contact with pharma companies and actually find online sources less valuable than offline!
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