One of the most important -no make that the most important decision that a marketer or marketing organization makes is the brand's marketing goal or objective. You want to know where your brand needs to get to, so you have a chance of making it happen.
Traditionally, the brand marketing goal in pharma has been to build awareness and affect attitude. However, due to its many benefits, many brands have embraced direct marketing for which the goal is to acquire response, establish two way dialog, and affect behavior.
Brands with advanced needs such as those in more targeted markets dealing with more complex messaging or even big brands who want more personal (rather than mass) appeal elect Relationship Marketing (RM).
Relationship Marketing's goal is to customize the dialog depending on the specific need or behavior (segementation) in order to maximize lifetime value.
RM definitely is the right fit for pharma - and benefits all aspects of the marketing "p's"- patients, physicians, and payer. So pRM could actually work for any - interesting...
Anyway, make certain that your goal is crystal clear vertically (upper management may have other ideas) and horizontally so that all in the extended brand team buy in - it's critical.
Monday, November 27, 2006
Sunday, November 26, 2006
bulding pRM from the ground
welcome all...want to build, enhance, and then optimize something together? excellent!
what is that something though?
How about something that serves a highly specialized need? ok.
How about if that need is for marketers (my favorite people)? ok
what kind? direct / relationship pharmaceutical marketers targeting consumers / patients
phew!
lets just call it pRM (Patient Relationship Marketing)...it's easier...i like easy.
in this blog, you'll see what it takes to make pRM success a reality. You'll get my unbiased opinion about how you as a marketer need to have all of the players (CRM, web and other creative agencies, seo specialists, database marketing service providers and other vendors, media buyers, market research, etc.) act as one.
what is that something though?
How about something that serves a highly specialized need? ok.
How about if that need is for marketers (my favorite people)? ok
what kind? direct / relationship pharmaceutical marketers targeting consumers / patients
phew!
lets just call it pRM (Patient Relationship Marketing)...it's easier...i like easy.
in this blog, you'll see what it takes to make pRM success a reality. You'll get my unbiased opinion about how you as a marketer need to have all of the players (CRM, web and other creative agencies, seo specialists, database marketing service providers and other vendors, media buyers, market research, etc.) act as one.
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