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.
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