Summary
While Web technology allows for savvy and personalized consumer initiatives, direct marketing continues to play an important role. As the quests for compliance, persistence and retention become more complex, so do the tools for achieving them. Now pharmaceutical companies are combining direct marketing channels with the internet to provide information and support to patients with chronic conditions without being intrusive. An increasing number are also offering incentives like rebates, free trials, and an endless sea of branded items. AstraZeneca's Pulmicort Respules brand team launched a web site, www.everdaykidz.com, to build relationships with young asthma patients and caregivers as well as introducing the product as a treatment option. The site features content for both adults and kids, including an animated mascot, Pulmi. Leaflets and other DM materials provide a tie-in to the site. Other pharmas are incorporating behavioral science into their CRM campaigns to reinforce positive patient compliance with a course of medication.
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Extract
The Tools of Engagement
As the consumer marketing pendulum continues to swing further from the mass-media approach, highly targeted CRM and direct-to-patient initiatives have increasingly taken a front seat in brand teams' efforts to communicate with consumers. While direct-to-consumer advertising has been hugely successful in generating awareness of diseases and treatments, it is only a first step. The goals of direct marketers are to engage consumers and build relationships based on trust, so that they take their medication in the correct way, and for the duration of the course.
Direct marketing is not a new notion, of course. But as the quests for compliance, persistence and retention have become more complex, so have the tools with which to achieve the...See the full content of this document
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