Earlier this week, we shared some perspectives on non-personal promotional in the healthcare industry, highlighting how some pharmaceutical manufacturers find success in shifting their investment away from personal promotion. With more restricted face-to-face interactions at the point of care, stakeholders rapidly evolve the way in which they engage the healthcare network. Check out part 1 here.
Targeted and Relevant
To be effective, a marketing campaign must be both targeted and relevant to the audience. Non-personal promotions can leverage existing data to personalize tactics and messaging. Collecting post-promotion engagement data determines the effectiveness of the strategy and whether additional personal outreach, such as a follow-up visit by a sales representative, is beneficial. Post-promotion metrics might include:
- Time spent watching a video
- Website engagement
- Advertising channel preferences (print, electronic, web)
- Timed responses to calls to action
Understanding the response to a specific type of promotion empowers the sales force that can then prioritize their personal outreach and create a synergy with the non-personal promotions.
Educating vs Pitching
Physicians today see more patients in less time. Many of them emphasize that tight schedules and increased patient loads could threaten patient safety. Therefore, it is imperative that they find convenient, educational ways to stay up to date with the latest technology and drug therapies. As a result, providers want communications that deliver value, as well as drug details.
Pharmaceutical marketing is well positioned to address this need. Physicians know that educated patients are typically more compliant. Therefore, they see value in printed and electronic materials that they can use to help educate their patients about a particular condition and the relevant treatment options. They also benefit from professional articles and case studies that focus on the benefits of particular drugs.
Pharmaceutical companies can look to the electronic health records (EHR) as a valuable delivery technology for information that is pertinent to both the prescribing provider and to his or her patients. In a practical sense, the EHR delivers clinical information as close as possible to the point of prescribing and is a vehicle for distributing patient-education materials or E-coupons that can lessen a patient’s co-payment burden. Although it may be difficult to navigate various EHR partnerships, the benefit of making an immediate connection with a prescribing provider may be worth the effort.
Pharmaceutical companies can use targeted, relevant non-personal promotion to meet the needs of physicians to educate their patients, to remain professionally current and to deliver treatments that produce the best possible outcomes. In so doing, pharmaceutical companies overcome barriers and become trusted providers of clinical information, while developing strong relationships and deeper levels of engagement.
Is your healthcare organization optimizing non-personal promotion? Check back for more perspectives on key trends affecting the healthcare network.