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Vol. 1, No. 8: October 2002
SUMMARY
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 listening to Philippe Barzin, Director Connectivity, Johnson & Johnson.
CASE STUDY
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).
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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