Companies have spent a lot of money over the past 10 years on banner ads, Web sites, e-media planning and buying, but the big payoff-pens to Rx pads-hasn't been there. Companies are looking for someone to solve it. Someone to say: "This is how you build a virtual relationship with a patient." "This is how you build a virtual relationship with a physician." And finally, "This is how you make these relationships work for your brand."
What clients really want is to be able to control the message. And the message is hard to control when a lot of different touchpoints are manipulating a brand. Agencies can open the door to social media, but they have to be advised on the pluses and minuses.
Creativity isn't just defined by the "campaign." Creativity needs to be applied holistically across all aspects of the clients' businesses. That can include improving efficiencies and coordinating sales messaging, as well as programming across an entire portfolio and ensuring new media channels are used effectively.
Evidence-based science will always trump marketing fluff. Companies should invest their resources into developing initiatives that will uncover the science. That's what truly differentiates their products. Marketing campaigns developed around evidence-based science are viewed as more credible, and the companies behind them are perceived as acting more responsibly. Pharma companies should explore tailored, one-to-one communication to introduce brands, enhance compliance, and build loyalties.
New Pharm Exec Europe supplement explores how sales reps' thinking and behaviour can really be changed.
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Pharmaceutical Executive
EU makes plans to police its supply chain
Pharmaceutical Executive
Everyone makes mistakes; how you handle them is the measure of a true leader
Pharmaceutical Executive
This time, powerful interest groups (like pharma) that sank the Clinton healthcare bill are on the side of change
Pharmaceutical Executive
The great debate on DTC advertising is heating up again. We're going to be hearing a lot about fair balance and risk communication and costs. But what about the patients?
