Communicate meaningful messages Deliver relevant, compelling messages about consumers' specific ailments. Busy consumers only want to receive information
or offers that interest them. This will increase the likelihood of response.
Give consumers final authority Give consumers what they want: control. Let them express which drug treatments and information interest them, how they want
to receive it, and how frequently. Offering them an easy opt-out or unsubscribe will make them feel empowered.
Customer-acquisition campaigns will continue to gain momentum in the pharmaceutical industry, as marketers realize the importance
of expanding their in-house files to generate a constant stream of new customers. New consumer-generated digital channels,
such as blogs and RSS, will help drive this trend, since they can deliver information directly to consumers' computers and
Most important, online acquisition strategies integrate well with a company's other marketing strategies, including DTC television
and print advertising. A tightly integrated strategy can help yield higher response rates and conversions in a company's customer
Jere Doyle is president and CEO of Prospectiv. He can be reached at