Customer Experience and Design

Pharma Marketing: Communicating With Physicians



ZS Associates, a global company that offers sales and marketing solutions to a variety of industries, has released its 2015 annual report, which takes a comprehensive look at how pharmaceutical companies are marketing to physicians. 

Customer Experience and Design - Build a Better Customer Experience with AEM on Microsoft Azure
Build a Better Customer Experience with AEM on Microsoft Azure

Businesses leveraging the two technologies together would now be able to harness their data for critical insights and predictions, connect customer touchpoints across their business, and drive brand loyalty and growth.

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This year’s analysis reminded me of a book I read many years ago: Why CRM Doesn’t Work: How to Win by Letting Customers Manage the Relationship. The premise of the book (and of ZS’ commentary and findings) is that marketers should give their prospects and clients what they want precisely when they want it.

When it comes to life sciences and healthcare, two industries in which time is a luxury, companies should be marketing their products to physicians through the methods those physicians prefer. Yes, most have a preference, or, at the very least, are more responsive to one method versus another. Do they prefer to be contacted in person or by phone? Or is a digital method like e-mail, text message, or a portal of some sort more suitable? Maybe it’s direct mail? Knowing this information can help keep your audience happy and ultimately yield a better ROI.

Determining the best way to market to physicians can be a daunting task, but, it’s feasible. In the world of direct marketing, it’s all about segmenting, testing, and re-testing. Not to mention making sure your winners are statistically significant. However, using these tactics in combination with constituents’ individual communication preferences (when available), could be the best approach yet.

That said, there’s nothing better than learning from your peers. Download this year’s ZS report.

About the Author

Sr. Marketing Manager, Industries, Perficient

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