Getting the right message to the right person, at the right time is practically a mantra in pharmaceutical marketing. It is no easy task, as marketers will note, but the tools to achieve it are at hand. Multi-channel marketing, with its ability to reach “no-see” doctors provides one popular means to reach out and engage. And providing materials that people actually want and need has the power to clinch the deal.
In our cover story, The Evolution of Non-Personal Promotion, author Robert D. Bedford notes that even though physicians are harder to reach, they are hungry for information and educational materials that will help them in their practice—and help improve patient outcomes. Today’s extraordinarily busy physicians don’t really want a branded message alone that touts a pill—they want info that can help their patients, with whom they have less and less time. They want materials that explain a condition, a treatment plan. They want materials that improve adherence. And they want it when they need it—at the point of care.
Of course, branded messaging always has its place. And Bedford notes, that place is right alongside non-personal promotion.
On another note, my husband, Marc, and I recently returned from the much anticipated Inaugural Lions Health festival, part of the Cannes Lions festival of creativity, the world’s largest celebration of creativity and communications held at the Palais des Festivals in Cannes, France each June. PM360 was proud to be a sponsor of the event, which awarded 66 Lions across Pharma and Health & Wellness categories (click here for the full list of winners). This “first ever” event attracted more than 800 attendees from 50 countries, who not only had fun, but also benefitted from this unprecedented opportunity to meet and mingle with the greatest creative minds in healthcare communications.
Another celebration of creativity is coming up—The PM360 Trailblazer Awards and Gala—to be held at Gotham Hall in NYC, September 18. Ticket sales are now open and you can get yours—while the getting is good—at www.PM360online.com/TrailblazerAwards/Tickets.
Finally, PM360 is pleased to announce that Peter Justason, Director, eMarketing, Purdue Pharma, recently joined our Editorial Advisory Board. Welcome, Peter!
Anna is CEO/Publisher of PM360.