- Create a clearly defined, differentiated position in the marketplace.
- Understand trigger points (copy, visuals, media) that patients respond to.
- Deliver powerful and highly differentiated creative that reaches patients on an intellectual and emotional level.
- Respond quickly to patient requests. Delivering patient-requested information builds brand equity and provides an advantage when compared with competitors who are slow to respond.
- Develop ongoing relationship-based programs that build compliance, persistency and brand loyalty. This is especially important within chronic disease conditions.
- Creativity–Creativity matters. Without powerful headlines and graphics, even the most persuasive messages won’t be seen or read. Try a variety of approaches and then test, test and test some more until you know your message will get through loud and clear. In view of the amount of information and media options now available, the creative must also be delivered in a variety of platforms, many of which are dynamic and more compelling, engaging and attention-getting than some of the more traditional channels that were utilized exclusively several years ago.
- Multiple channels–Use a variety of media to reach patients where they live and work. Reach out to patients with every medium at your disposal and be strategic about your selections. Highly targeted print vehicles are among your most effective tools. Cable TV is more cost effective and more targeted than network TV. And don’t forget the basics: Patient education brochures are still a key foundation element. Your media choices should allow you to “surround” the patient, to be everywhere the patient looks for information—in the physician’s office, in treatment centers, online, in targeted print vehicles such as special cancer supplements, through signage at local events and the like.
- Integration–Integration is essential. Every piece of your promotion must have a single, powerful message that reminds people of your product’s benefits and advantages. The campaign concept must be carried through in every medium you use, from print to broadcast to outdoor. Once you’ve created the message and content, use it in everything you create. Furthermore, wherever possible, integrate some element of the DTP campaign with the professional in order to increase the potential for doctor-patient dialogue.
- Interactivity–Be Internet savvy. Online marketing programs are providing more effective ways of capturing response, generating relationships and measuring ROI. Prior to developing a Web site targeting patients, specific online objectives should be established. Ultimately, a Web site plan, complete with objectives, strategies, tactics, creative elements, scheduling, budget, resources and online advertising, should be a primary component of the overall marketing plan. Consider key elements of the site’s presentation and function, keeping in mind that active Internet users have high expectations regarding a Web site’s deliverables. This will force brand teams to master the patient’s online experience. The Web site should be a primary marketing tool warranting daily management and tracking in order to drive results and monitor necessary upgrades. The results will not only capture patient information but also strengthen brand loyalty, develop closer relationships and provide marketers with immediate feedback and ROI.
- Relevance–While marketers have traditionally used brochures and other reading material to keep patients involved, many are now moving to more patient-driven programs that meet the needs of individual patients. With wide differences in geographic, psychographic, demographic and socioeconomic orientation, a one-size-fits-all approach simply does not work in today’s busy and heterogeneous world. Pharmaceutical marketers need to gather as much customer insight as possible in order to deliver messages that resonate and fulfill patients’ needs. Many marketing textbooks and publications point out that successful marketing requires that companies understand target audience profiles and needs, and provide information or solutions that meet those needs. This, ultimately, generates stronger relationships and greater brand equity. Developing well-conceived patient relationship–oriented programs requires soliciting input and feedback from patients to identify their needs and creating customized programs with the specific information they need and have asked for. In addition to building loyalty, such programs also increase compliance. And the more relevant or specific a marketing message can be, the stronger the connection to that patient will be. This addresses the issue of vanishing mass media and explains the movement to more one-to-one marketing.
- Measurability–Demand ROI. With crushing pressures on profitability, cost reduction and cost efficiencies, demonstrating return on investment is a must—it is another reason that DTP is growing in importance. DTP reaches the right people with the right message at the right time in the right environment and avoids the waste. When evaluating the success of your program, accept nothing less than demonstrated returns on your investment.
From the April 01, 2006 Issue of MM+M - Medical Marketing and Media