Channel Preference Versus Promotional Reality: The Core Challenge Of Multichannel Marketing
Pharma is one of the last industries to hold on to the use of sales representatives to sell its goods. It's time to harness digital technologies that enable multiple ways to approach clients on their own terms.
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Digital channels are expected to consume more of pharma's marketing dollars – China and the US already trump the rest of the world in terms of non-personal digital spends, while pharma marketers see webinars with key opinion leaders (KOLs) as the channel that generates the highest return on investment (ROI).
As sales forces decline and market strategies evolve, pharma companies are increasingly employing the key account management method to interact with customers, but they are not implementing it properly. This will prove a critical mistake if not corrected, says Datamonitor Healthcare in a new report.
QuintilesIMS' research demonstrates that the preference for one set of digital channels varies widely by HCP specialty and country. A single physician’s channel preference can vary by the disease area for which they receive communication. How can companies, faced with such complexity, ever hope to master customer preference?