PharmaForce 2017

September 18 - 20, 2017

Hilton Austin, TX

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Updating Engagment Strategies for a Changing Healthcare Market

Updating Engagment Strategies for a Changing Healthcare MarketUpdating Engagment Strategies for a Changing Healthcare Market
With the importance of each decision maker engagement increased as a result of consolidated buying power in the healthcare market, getting the right shareable assets to support new opportunities is a critical part of a successful sales and marketing dynamic. In this report, produced with elandas, you'll discover three surprising integrations that can support a stronger approach to engagement while minimizing turnaround time. Read the latest on:

-Overcoming information gaps to better enable sales
-The impact of integrated healthcare networks on strategy
-Producing custom assets to support new opportunities

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Executive Summary

As a consequence of widespread consolidation of buying power within integrated healthcare networks (IHNs), Pharma, Medical Device, and Biotech sales and marketing teams are facing information gaps that threaten their sales growth if left unaddressed. Success is now contingent on gaining the right insights and using technology to close these gaps and to keep pace with the evolution of the market, but many are still unsure of how they should react.

In order to shed light on which activities are driving the most effective engagements with individual healthcare providers (HCPs) and integrated healthcare networks (IHNs), this report analyzes the responses of 91 life sciences sales and marketing executives, and includes qualitative interviews with industry thought leaders. With a need to understand where their efforts relate to their peers, respondents detailed where data, communication, and technology challenges are holding them back, as well as which tools and techniques they are using to successfully engage healthcare providers.

This report uncovers three key integrations that are critical for effective engagement within the consolidated healthcare market. Within this new buying paradigm, the coordination between sales and
marketing is more critical than ever. Sales feedback from the field must be harnessed to inform marketing of which assets are the most effective at creating engagement and adding value. The more this coordination is developed, the more sales will be able to share assets in response to new opportunities.Obtaining the right technology that can streamline the production of these assets and support customization is another vital success factor, which is in turn contingent on closing information gaps that can slow down these processes and lead to lost growth opportunities.
In the modern pharmaceutical market, many companies are finding that the non personal promotion method, or promoting products and services to end users such as doctors and hospitals, is becoming more effective than the traditional model of sending a personal representative to promote company products. Part of this is due to modern interactive promotional systems allowing for a personalized approach, even without the physical presence of a company representative.

The most effective aspects of e-promotion systems are that they allow the targeted audience to participate at a time of their choosing, unlike personal meetings, which must be scheduled in advance. This creates a feeling that individual’s time is valued, rather than irritation when the client's day is interrupted.

Secondly, by using information about the targeted individual, the promotion can be personalized with information such as his or her name, age and specialty. By addressing the doctor or administrator by name and title and using the information about them to tailor the presentation to their skills and needs, e-promotion campaigns can help establish a personal connection with the individual.

By including to option to register or request more information, the non personal promotion system makes it more likely that the targeted individual will choose to continue to interact with the marketer. This increases the probability that the HCP and its representatives will decide to purchase materials from the company.

Additionally, E-promotion methods can be tailored to provide bonus material to commemorate the client’s birthday, or other important date. Much like an acquaintance sending a card, this lets the client know that he or she is a valued customer of the pharmaceutical company. This technique can also be used to inform the individual of meetings or items that might be of interest, further reinforcing the sense of a personalized service.

Finally, e-promotion is a two-way street. Interactive forms allow the targeted client to easily enter into a dialogue with company representatives at his or her own convenience. In this way, the a pharmaceutical advertising campaign can avoid the potential pitfalls of personal promotion methods, even as interactive e-promotion campaigns allow them to enjoy all of the advantages.

Personalized non personal promotion systems allow the company to make use of highly flexible and cost effective systems of directed advertising. In fact, this new system is superior in every way to the traditional personal promotion model.

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