New Multi-Marketing Channel Strategies for Pharma

The future of Pharma marketing lies in using new marketing channels such as social media intertwined with traditional marketing practices to create a multi-channel marketing mix. However, online brand promotion through social media is more effective for targeting patients than physicians, indicating direct marketing tactics to physicians through social media should be limited. Datamonitor’s report, New Multi-Marketing Channel Strategies provides an overview of the reasons behind the need for new marketing channels and explores the different channel mixes used to reach the pharma industry’s diverse customer base (focusing on patients and doctors). The report also examines the use of online technology, especially social media and uses in-depth case study analysis to examine the pros and cons of each method, while providing actionable recommendations on the appropriateness of the respective targeted audiences.

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The Push Approach is no Longer Effective for Pharma Sales Reps

According to recent findings from ZS Associates found in this article in the Wall Street Journal blogs, pharma sales rep are experiencing declining success of reaching doctors in sales visits.

Sales calls and visits are no longer cutting it, and the pharma industry spends roughly $2 billion a year on salaries and expenses for sales reps. The economic pressure has caused doctors to see more and more patients, making it increasingly harder for sales reps to push benefits of their products. This might be a chance for pharma sales teams to really rethink their strategy.

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