The Case for Multi-Touch Pharma Marketing

marcus evans’ Interview with: Nicholas Brusco, President, EarthDigital, an EarthColor company

Many pharmaceutical marketers are not taking advantage of the impact that multi-touch marketing can have on their campaigns, according to Nicholas Brusco, President, EarthDigital, an EarthColor company. Often, campaigns are executed as one-offs without the benefits of leveraging information gained from a previous touch, he went on to say.

As a solution provider company at the marcus evans PharmaMarketing Summit 2013, in Palm Beach, Florida, May 8-10, Brusco puts pharmaceutical product marketing under the spotlight.

What tools are pharma marketers not taking advantage of today?

Many pharmaceutical marketers are not taking advantage of multi-touch marketing or the opportunities to increase the impact of each touch and future touches by leveraging the information gained throughout the client or patient journey.

Often campaigns are executed as one-offs without the perspective of the larger marketing effort. Similarly, those marketing to physicians are often unaware of the efforts their colleagues are putting into reaching out to patients. Campaigns are not well timed in many cases and variable data is not put to good use, which would allow marketers to change their message depending on the circumstance.

All too often, our clients are printing large quantities of collateral in advance, when it is highly possible that they will want to or have to change the content at some point. We promote taking advantage of our just-in-time production capabilities.

Could you tell us more on how they can engage with customers?

What we preach is to learn something new about the client or recipient, whether it is a physician, payer, or patient, and leverage that information every time they interact, accompanying them through their journey regardless of what touch points the marketing campaign allows for.

We believe that all media, whether print, email, SMS or social media, has the potential and responsibility to further the communication and relationship.

How could they ensure marketing campaigns are done right, on time and on budget? What questions do you ask?

Our questions revolve around the requirements for the end product and its use, and also around content. What things impact change? We are interested in who their clients are and what are the calls to action from a recipient, so that we can understand how we can make the piece better and more effective.

Being clear about specifications is key to meeting client expectations. Once there is an understanding, we put together a plan and execute on it.

Any final comments?

It is a dynamic time and pharmaceutical companies are confronted with a lot of challenges; utilizing integrated marketing will be key to their success. Pharmaceutical marketers today need to consider their message across all of their touch points. They should make sure that with every touch, there is an opportunity to further the relationship.

With marketing budgets getting tighter and an increased focus on return on investment, we believe all of these touches are required to get as much out of the client experience as possible.

 

About the PharmaMarketing Summit 2013
This unique forum will take place at The Ritz-Carlton, Palm Beach, Florida, May 8-10, 2013. Offering much more than any conference, exhibition or trade show, this exclusive meeting will bring together esteemed industry thought leaders and solution providers to a highly focused and interactive networking event.

About marcus evans Summits
marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to individually tailor their schedules of keynote presentations, think tanks, seminars and one-on-one business meetings.

For more information, please visit: www.marcusevans.com

About EarthColor
EarthColor has developed a distributed marketing management platform known as Pando™, and configured it for the Pharmaceutical Industry. Pando empowers your sales and marketing teams to effectively manage your marketing initiatives in a single, scalable and customizable interface. Employees are able to share information both vertically between management and support levels, and laterally across all departments. Corporate graphic standards, compliance updates, formulary requirements and FDA regulations are all maintained within the Pando platform.

Pando brings you the best of marketing and technology, helping you grow and manage your marketing initiatives while enhancing collaboration between all branches of your business. Great marketing is rooted in great technology, and Pando delivers both.

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