Changing Promotion Landscape in Pharma

What's changing in the pharma industry?
1. Access restrictions are changing

• Sales rep access to HCPs has been declining
• Sales force size has been has declining

2. Channel preferences are changing

• More HCPS now rate digital media as their preferred source of information
• More than 50% HCPs spend 1-5 hrs/week finding medical information online
• Increasing use of smartphones and tablets by HCPs for work purposes

With low sales rep access, the Pharma industry has reacted by reducing sales force size and launching many marketing tactics. Pharma has focused on building and launching marketing & digital assets leading to a bombardment of messages on the HCPs.

But, the current promotion approaches do not always recognize customer preferences. A new approach is necessary to ensure the right message gets to the right customer using the right channel.
Multi–Channel Marketing’ is not the answer; Customer Centric Marketing is the answer and requires a new mindset. Traditional Pharma Marketing Promotion is based upon a group but Customer Centric Promotion is based upon optimizing the individual HCP.

Always start with your audience. To communicate effectively, you must know who they are.
Stratifying the HCPs into several segments who behave similarly, based on data, allows you to tailor your message and investment appropriately.Within each channel, the message (What you say) is a key component, but is often sub-par due to regulatory restrictions.

Creating Customer Engagement Journeys to weave all available tactics together to deliver the right message at the right time using the right channel, allows you to create a superior customer experience for the HCPs.