Blog » Customer Targeting

  • December 21, 2011 » You’ll Shoot Your Eye Out!

    By... Maureen Miller in Customer Targeting, HCP RM, Strategy Add Comment

    Even Santa tells Ralphie, “you’ll shoot your eye out” when he asks for a BB gun. Patients who research information and therapies may hear a similar message from their doctors, but this situation is unacceptable.Over the course of life, people tend to want things that aren’t necessarily in their best interest. Like in the case

  • March 5, 2010 » Power to the People

    By... Robert Johnstone in HCP RM, Search Add Comment

    It may seem like an uphill battle. How could a patient change the way a physician prescribes? Believe me, I’ve heard it many times before. “We don’t focus on patients,” and “Our only real target is physicians – patients don’t matter.” Really? That sounds like a great strategy – for 1997. Let’s keep up with the times, people. Consumers are hungry for information.

  • January 29, 2010 » HCP RM: Let’s Not Repeat The Same Mistakes

    By... Kristin Keller in HCP RM Add Comment

    As we have been discussing on our blog, many pharma companies have been contemplating the implementation of HCP RM programs, although very few have made any concrete progress. The initial steps companies have been taking are all too familiar, however, and I am concerned that the industry may follow the same path that they followed in the adoption of interactive marketing back in the late 90s/early 2000s.

  • December 21, 2009 » HCP RM: Ensuring HCP Adoption

    By... Peter Nalen in HCP RM 1 Comment

    As you design and roll out your RM program it is essential to recognize the behaviors and needs of each segment to whom you are reaching. Remember different people like to learn via different channels. Some like the interaction of a face to face visit, some like to use the phone, others still like the

  • December 17, 2009 » HCP RM: 3 Tips To Ensure Internal Adoption

    By... Peter Nalen in HCP RM Add Comment

    Abandon political silos. Beware the turf battles that may ensue, although this may be easier said than done.  Chances are, a lot of hands will be touching your RM program, and there will be many interested, affected and

  • December 15, 2009 » HCP RM: 3 Tips To Start

    By... Peter Nalen in HCP RM Add Comment

    Identify leadership, budget, and resources: One of the biggest challenges to implementation, especially in larger pharmaceutical companies is: Who is going to lead the initiative? Who owns this “new” program? The brand? The sales force?

  • December 10, 2009 » HCP RM: 2010’s #1 To Do

    By... Peter Nalen in HCP RM Add Comment

    Everywhere in the industry these days, you hear talk about Healthcare Professional Relationship Marketing (HCP RM), Non-personal Promotion (NPP), and Channel Preference Marketing (CRM). Nearly every company has these programs on their “to do” list, but few are actually implementing them. Why is this? On November 4, 2009, Compass Healthcare Communications hosted its Innovation Lab

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