In our weekly Trends that Matter series, we provide engaging infographics from healthcare influencers to highlight general trends affecting the pharmaceutical industry. This week's featured pharma trend is personal promotion which involves pharma representatives engaging in direct sales activities and face-to-face medical practice visits. As healthcare regulations increase, many pharma marketers are shifting away from in-person visits with clinicians to focus on digital communication and non-personal promotion strategies.
In Forecasting for the Pharmaceutical Industry, Arthur G. Cook explores the relationships between promotional activities and product demand levels. According to Cook, “Personal promotion activity can be directly defined as sales force detailing activity.”
Pharma marketers can apply tested marketing methods to improve electronic communication with clinicians. Klick Pharma created a strategic framework for personalizing non-personal promotion activites.
View Klick Pharma’s graphic below, to learn four key components for successful pharma promotions:
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