This article reviews how tailored behavior change programs can increase acquisition, compliance, persistency or brand loyalty. A smoking cessation program is presented as a case study.
Most pharmaceutical firms have piloted eDetailing programs and scaled them successfully. However, although Traditional eDetailing has been around for at least 5 years, marketers must expand the definition of eDetailing. To this end Croom offers a Best Practice Guide for eDetailing to help pharma marketers optimize the reach and impact of eDetailing.
Although the CAN-SPAM law is often portrayed as a white knight that will save us from dastardly e-mail spammers and pornographers, many of its provisions cover all commercial e-mail, even permission-based, opt-in e-mail. It is also applicable to B2B e-mail communications and one-to-one commercial e-mail messages such as e-mail from sales representatives to physicians.
Dear Reader: Welcome to the executive summary of the July/August, 2004 issue of Pharma Marketing News. This edition offers you reprints from the current issue...
This article summaries a presentation made by Diane Stafford, Head of Patient Relationship Marketing for Pfizer UK at a recent industry conference. In her presentation, entitled 'The E-nabled Patient: Using Technology to help build valuable patient relationships,' Ms. Stafford demonstrated how to implement 1-to-1 electronic relationships to deliver improved compliance, analyzed emerging new compliance initiatives using technology, and discussed successful approaches to develop patient 'loyalty' programmes and demonstrated their value.
How are DTC activities integrated as key components throughout the marketing mix, including advertising, advocacy and public relations? What are the risks and rewards associated with launching a DTC campaign? How have top pharmaceutical marketers managed to address sensitive health issues and drive awareness and sales through DTC? Is every drug really a viable candidate for a Direct-to-Consumer campaign? These were some of the questions discussed during an evening seminar entitled DTC Sweeps: The Impact and Evolving Role of Direct-to-Consumer Marketing.
The PhRMA Code on Interactions with Healthcare Professionals, which became effective in July 2002, affirms that a sales rep's primary function is to educate and inform doctors. In pursuit of this function, certain activities are supposed to be forbidden. However, there may be some differences among pharmaceutical companies regarding the interpretation of the Code and how it is applied in practice. Pharma Marketing News hosted a survey of its subscribers and visitors to the Pharma Marketing Network Web site about this issue.
Multicultural communications can be a powerful addition to the armamentarium of the healthcare marketer.
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 nature of sales detailing has changed over the years and the time has come to reassess the process and potential of this sales channel.
Patient compliance may be a core objective for pharma marketers, but an international quorum of compliance experts at the recent eyeforpharma Patient Compliance 2004 conference in London agreed that the very term 'compliance is incorrect. In 22 in-depth presentations over 2 days, 30 speakers and panelists agreed that marketers need to stop analyzing compliance, and start understanding patients.