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Pharmaceutical |
New Era in Direct-To-Consumer Marketing Enables Pharmaceutical Marketers to Protect and Grow Market Share
- Are your marketing efforts helping you convert consumers who’ve seen your ads into patients who fill scripts?
- Do you know what combination of DTC promotions motivate your most valuable consumer segments to take action?
- Do you know what consumer segments are responding now, and what segments you are missing?
- Do you know at what point your consumers stop taking action?
- Do you have strategies in place to increase compliance?
DTC promotions have successfully created consumer awareness of diseases, conditions, and even specific brands, revolutionizing pharmaceutical marketing. But competition is driving your DTC marketing costs higher, and traditional mass marketing has probably left you wondering which consumers turned into patients who filled prescriptions for your products – and why. While awareness programs continue to be an important part of your marketing mix, you also need sophisticated tools that motivate consumers through the various touch points that lie between seeing a television ad and refilling a prescription three months after the doctor visit.
In the past, Pharmaceutical marketers did not have the means to build long-term relationships with patients. The physicians maintained the consumer relationship. With the onset of Internet marketing and the increasing amount of time consumers spend online, however, the opportunity is ripe to market your brands directly to consumers more effectively and efficiently than ever before. But it takes much more than web sites and online advertising banners. Smart pharmaceutical manufacturers recognize that access to better, actionable data is required to execute proven relationship marketing strategies that increase loyalty and compliance.
Your Consumers Are Online And Want To Interact With You
When it comes to their health and overall well-being, consumers appreciate and recognize valuable, relevant communications, and are willing to have a loyal relationship with your brands in return—if you court them properly. Internet penetration now exceeds 74% of the U.S. population and consumers are ready to interact with your brands. For example, according to Forrester Research, 79% of online U.S. households maintain a permission-based e-mail relationship with at least one company.
We Can Help
In order to strengthen your DTC relationships and convert “Aware” consumers into “Loyal” patients, you need an integrated, database-driven program that coordinates marketing efforts, collects data across multiple consumer touch points, and provides insights into consumers’ specific purchasing behavior. E-centives offers a full range of proven technologies, analytics and services specifically designed with this in mind. Consider the potential:
- Build positive uplift in product and brand awareness and preference resulting in more requests of Physicians for your specific brand
- Convert competitive brand users into your users and turn trial patients into compliant patients
- Close the loop on your Internet marketing efforts by tracking filled prescriptions generated by your online marketing efforts
- Refine consumer communications based on actual lifestyle and prescription behavior
- Deliver targeted and personalized offers that yield higher response rates
Our solutions combine sophisticated technology, patented promotional capabilities, robust data tracking, insightful analytics and reporting, and dynamic professional services—all from one source. This means no more juggling multiple vendors, no more coordinating data exchanges, and no more time spent consolidating reports from different vendors. What you get are synchronized and integrated marketing programs that enable you to increase brand awareness, grow market share, and create profitable relationships with your consumers. Click here for more information about how E-centives can provide you with dynamic, consumer-centric interactive relationship marketing.
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