Kristin Keller, Compass healthcare Communications

June 2, 2008

How do you convince a brand manager to try a new or unproven approach? Who will be the guinea pig and invest in Web 2.0, or any of the other programs like online sampling and virtual speaker programs? New programs may get a lot of buzz, but implementing them takes a client willing to assume some risk. When a client really needs to focus their resources, we advise them to first do what is tried and true. There is a time for innovation, but there is also a time for doing what you know works.

How do you convince a brand manager to try a new or unproven approach? Who will be the guinea pig and invest in Web 2.0, or any of the other programs like online sampling and virtual speaker programs? New programs may get a lot of buzz, but implementing them takes a client willing to assume some risk. When a client really needs to focus their resources, we advise them to first do what is tried and true. There is a time for innovation, but there is also a time for doing what you know works.

Biopharma's marketing needs are unique in both size and scope. They demand specific knowledge and therapeutic expertise. They require the ability to identify and test smaller, measurable programs, but also must possess the scalability to expand these programs when they prove successful. They need to leverage those marketing programs and vehicles that: target and communicate to/with different target audiences; explain complicated medical and scientific issues; educate clinicians and patients on the proper use of their solutions across different therapeutic areas and, where appropriate, in conjunction with other forms of therapy; provide direct communication to enhance product prescribing and compliance; and extend support and/or augment sales force coverage.

The Skinny

Compass Healthcare Communications is an independent interactive and relationship marketing agency.

Telephone: 609-688-8440

E-mail: contact@compasshc.com

Web site: compasshc.com