Jere Doyle
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Most pharma marketers use the same methods to gather consumer data. Through Web site registration, subscriptions to e-mail
newsletters, and customer-client requests for customer service—the three most popular ways that marketers get consumer information,
according to a November 2004 Jupiter Research Study—pharma companies can secure valuable data, such as the e-mail addresses
and profile information of their target audience: people who suffer from specific ailments.
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.
Find Consumers
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Marketers should explore multiple online channels to gather and qualify the consumer data that goes into building and maintaining
a list. These channels include e-mail, paid searches, vertically targeted Web sites and brand-specific sites, co-registrations,
and online surveys and polls. Since each consumer has unique preferences and online habits, marketers should leverage a variety
of channels to capture a high volume of targeted consumer profile data, without jeopardizing the quality of their lists.
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
Select a Provider
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Finally, marketers should conduct an in-depth analysis of all aspects of the campaign. Measuring campaign performance, including
response rate, cost per lead, conversion rate, and revenue by source, can help improve the effectiveness of future campaigns.
Pre- and post-campaign analysis also provide valuable intelligence. For example, using polling, a control group can be established
prior to the campaign to determine consumers' pre-campaign buying behaviors. After completing the campaign, marketers can
compare the initial baseline data with the final campaign data to determine the resulting "lift," the impact of the campaign
on purchasing behavior.
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.
Respect privacy Marketers must definitively state through a clear and simple privacy policy how consumers' personal information will be used.
Without building this trust, the relationship will suffer.
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