While marketers tend to believe these methods deliver good data, many have yet to figure out how to leverage this information to gain new customers. To better target and keep track of consumers, some pharma companies have developed online customer-acquisition programs, a marketing approach that
identifies consumers (and their loved ones) who are interested in learning about drug treatments for their specific ailments. After identifying these consumers, marketers can invite them to try their drug, and over time, build consumer loyalty to their brand. These programs can help pharma marketers reach new prospects, build trusting relationships with individual consumers, and secure permission to continue contacting them with the types of drug treatment information that match their interests and medical needs.Develop a List of Prospects
Marketers can begin the online acquisition process by developing an in-house list of consumers who suffer from the ailment that their brand treats. This "house list" should be a dynamic, constantly updated and evolving database containing customer profile data.
In addition to obtaining a robust list of consumer data, a successful online acquisition program requires strategy, media buying, targeting, data collection, and verification. Marketers should also employ advanced data-validation techniques to ensure the accuracy of their consumers' personal information and contact data. Third-party databases can help verify this information.
Measure the Campaign
To ensure the success of an online customer acquisition campaign, pharma marketers should abide by the following principles:
Seek permission A quality database must be permission-based. Once the consumer has provided explicit permission to use his or her personal information, marketers can build a long-term, profitable relationship.
Precisely target Only go after those consumers that suffer from the ailments that your drug treats.