Realizing the potential of cross media marketing, companies aspire to make the most of campaigns built on this mode. The campaign produces good results only when professionals don their roles to ensure success of the program. For more details click here
Monday 5 November 2012
Friday 2 November 2012
Points to Ponder Before Rolling Out E-detailing Campaign
Pharmaceutical companies that have identified the potential of e-detailing are on the move to gain results out of the marketing mode. Though e-detailing brings more benefits to a company, this is a procedure that compliments the traditional detailing and is not a program that wholly replaces the traditional method. Before gearing up to extract mileage out of this campaign, pharmaceutical companies have to turn their attention to important points and know more about the factors that produce a telling impact on this campaign.
Ideal Channel Mix
The pharmaceutical company that plans to make the most of this detailing program ought to devote its focal attention on important points that can impact the detailing procedure. Identifying the right channel mix is one such a factor that demands the attention of pharmaceutical companies. Before planning to introduce this detailing program, companies should consider marketing goals, customer segment and product importance to decide upon the right channel mix that can produce good results. The channel mix primarily depends on product-related factors, marketing approach, customer preferences as well as needs. Physicians’ channel preferences should also be taken into consideration as when the company plans to roll out of this detailing program.
Effective Incentives
Though identifying channels preferred by physicians is the first best step to decide upon the nature of detailing, other factors like motivation measures play a pivotal role to decide the success of this program. In effect, companies ought to find ways to motivate doctors and take measures to introduce effective incentives and promote the usage of channels that get used for this detailing purpose. The pharmaceutical company should look beyond the process of straightforward promotion and introduce incentives that take physicians’ customer process into consideration.
Coordinated Change Management
Most importantly, gaining good results out of this program is made possible only when a company embraces coordinated change management procedures. In short, the company that wants to implement this detailing procedure should ensure that there is support from the management front as well as from the representatives serving the organization. Pharmaceutical representatives play a crucial role as they are the professionals who make sure that physicians know about this electronic service afforded by the company. Managing the change as when this procedure gets rolled out is important to achieve success in this detailing program.
Integrated IT Systems
Most importantly, channels that are selected for this campaign ought to be integrated with the CRM system landscape to make the most of this program. Integrated IT systems that pave the way for coordinated offline and online activities ought to be put in place, where a pharmaceutical company can get good results out of its marketing efforts.
By taking note of important elements that can impact the e-detailing procedure, pharmaceutical companies can move in the right direction and taste success in this campaign.
Ideal Channel Mix
The pharmaceutical company that plans to make the most of this detailing program ought to devote its focal attention on important points that can impact the detailing procedure. Identifying the right channel mix is one such a factor that demands the attention of pharmaceutical companies. Before planning to introduce this detailing program, companies should consider marketing goals, customer segment and product importance to decide upon the right channel mix that can produce good results. The channel mix primarily depends on product-related factors, marketing approach, customer preferences as well as needs. Physicians’ channel preferences should also be taken into consideration as when the company plans to roll out of this detailing program.
Effective Incentives
Though identifying channels preferred by physicians is the first best step to decide upon the nature of detailing, other factors like motivation measures play a pivotal role to decide the success of this program. In effect, companies ought to find ways to motivate doctors and take measures to introduce effective incentives and promote the usage of channels that get used for this detailing purpose. The pharmaceutical company should look beyond the process of straightforward promotion and introduce incentives that take physicians’ customer process into consideration.
Coordinated Change Management
Most importantly, gaining good results out of this program is made possible only when a company embraces coordinated change management procedures. In short, the company that wants to implement this detailing procedure should ensure that there is support from the management front as well as from the representatives serving the organization. Pharmaceutical representatives play a crucial role as they are the professionals who make sure that physicians know about this electronic service afforded by the company. Managing the change as when this procedure gets rolled out is important to achieve success in this detailing program.
Integrated IT Systems
Most importantly, channels that are selected for this campaign ought to be integrated with the CRM system landscape to make the most of this program. Integrated IT systems that pave the way for coordinated offline and online activities ought to be put in place, where a pharmaceutical company can get good results out of its marketing efforts.
By taking note of important elements that can impact the e-detailing procedure, pharmaceutical companies can move in the right direction and taste success in this campaign.
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