OpEd: If It’s Good for the Goose, Why Not the Gander?
Whereas pharma marketers lament the fact that sales reps get less than 2 minutes to deliver an in-person, often personalized, message to physicians, they feel that a 30 or 60-second TV commercial is just right for consumers. What's Up with That?
Why Pharma Can’t Ignore eDetailers
This article reviews the presentation made by Elizabeth W. Boehm, Forrester Research Analyst at the recent CBI eDetailing Conference in which she stated, 'Physicians are embracing online technology, so pharmaceutical marketers can -- and should -- embrace online physicians.' Boehm recommended that pharmas adopt some form of eDetailing to reach out to an increasingly populated and receptive target audience, and she presented multiple datasets, including results from Forrester's 2003 Technographics Benchmark Study and eDetailing Survey, to support this position.
What the Next Generation Physician Wants from Pharma
This article summarizes results from Manhattan Research's recently released survey: ePharma Physician v3.0: The Future of Pharmaceutical eMarketing, which focused on the adoption of emerging technologies by an early adopter physician audience. This audience is not small and cannot be ignored! Data are presented showing which online marketing programs are considered most effective by this group of physicians and what they desire as the optimal channel mix for marketing programs.
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, made at the CBI Forum on Pharmaceutical Branding held August 14-15, 2003, in Princeton, New Jersey. Bennett contrasts and compares DR marketing and traditional DTC strategies and presents a Case Study showing the ROI benefit of integrating the two approaches.
Branding Internally: Think Brand, Not Product
This article summarizes a presentation by Thomas Willard, Vice President of Marketing at Schwartz Pharma, Inc., made at the CBI Forum on Pharmaceutical Branding held August 14-15, 2003, in Princeton, New Jersey. Willard discussed the difference between 'product' and 'brand' and identified the personnel beyond the marketing team that should be encouraged to buy-in to brand thinking.
The Future of eDetailing
This article reviews a presentation made by David Ormesher, CEO of closerlook, inc. at the recent CBI eDetailing Conference in which he said, The future of eDetailing is physician relationship management. The benefits of creating long-term relationships include brand loyalty, detailed customer intelligence and sales integration with the field force.
Patient-Level Data: A New Level of Analysis
The new kid on the block is patient-level data. Unlike physician-level data that describes the wholesale activity of Dr. John Smith as writing say 50 scripts of Lipitor, patient-level data zooms in on the patients of Dr. John Smith and specifies patient by patient who actually gets Lipitor.
Out-of-the-Box Marketing: Will It Work for Pharma?
This presentation put out-of-the-box marketing ideas such as Permission Marketing into the context of pharmaceutical promotions. Dr. Vanderveer -- the presenter -- posed important questions that pharmaceutical market researchers must ask themselves, especially in light of two looming pharmaceutical marketing crises: Decreasing ROI and Fewer Blockbuster Drugs.
Out-of-the-Box Marketing: Will It Work for Pharma?
This presentation put out-of-the-box marketing ideas such as Permission Marketing into the context of pharmaceutical promotions. Dr. Vanderveer -- the presenter -- posed important questions that pharmaceutical market researchers must ask themselves, especially in light of two looming pharmaceutical marketing crises: Decreasing ROI and Fewer Blockbuster Drugs.
Understanding Drivers of Patient Behavior to Maximize DTC Effectiveness
In this presentation Sue Ramspacher, Senior Vice President, Portfolio Management, Market Measures/Cozint, summarized results of her firm's 2002 DTC Monitor study.
