Nicholas Brusco of EarthDigital, a solution provider at the marcus evans PharmaMarketing Summit 2014, offers tips for making multi-touch marketing more successful.
Interview with: Nicholas Brusco, President, EarthDigital, an EarthColor company
“In multi-channel marketing within the pharmaceutical industry, it is critical to associate the content of the communication to the disease state and the challenges the disease presents to the person; this is the real opportunity for pharmaceutical marketers,” says Nicholas Brusco, President, EarthDigital, an EarthColor company. “Marketers should leverage information and variable content, whether through email or direct mail, the same way nurse practitioners and care counselors calling patients do. Care counselors do not say the same thing to every patient. They recognize who they are speaking with and change their script and tone to adapt to the recipient. Print and email need to take on the same approach,” Mr. Brusco suggests.
Mr. Brusco also mentioned that in order for marketers to truly get the most out of their marketing, they must:
Engage multiple stakeholders in advance. Get the agency, brand and market managers involved early on. Get all the different silos to collaborate, and do an analysis of what they are each doing and how they could benefit. One of the main stakeholders in a multi-channel campaign is the CRM group, so make sure the owners of the technology also participate.
Identify the recipients of your messages and identify what would appeal to them. Segment your market, whether it is physicians and their specialties or patients and their particular challenges and demographic information. Segment the population, then create content for each. Working closely with the brand agency is critical for creating and tagging this content.
Make content specific to whom you are speaking with. Your content, images and language should reflect their specific challenges, preferences, and interest. Marketing to a young, active woman about diabetes is different than to an older man, or to a diabetes caregiver.
Learn more about the recipient with each touch. It is not enough to identify whether they acted upon the message or not – gather information you can leverage for the next touch. This will allow for a more impactful and meaningful dialogue.
Have a good plan going forward. When are you going to use email? How and when are you going to use print? Are you going to engage with recipients by telephone as well as direct mail and email? Gather information on which channel is the most effective, but do not abandon any of them.
Track return on investment (ROI). Make sure to have a way to calculate ROI. Multi-channel marketing is not likely to be inexpensive. While there is great value in it, you still need to be able to show that it is producing the right outcome.
Consider change management. How will the campaign change as you start measuring responses? If you need to change content such as ISI (Important Safety Information) copy, how do you do it cost effectively and quickly? Being able to add tactics and leverage new data is critically important. The system must be flexible enough to handle changes.
Get your timing right. Traditional print campaigns most often suffer from poor timing, because marketers try to gather as many records as they can beforehand, to make the campaign more cost effective. But that may result in some recipients getting their messages delayed by weeks and perhaps the conversion opportunity may have passed by then. Email marketers know to use emails within an appropriate timeframe. Print should not be any different. The printing must be aligned to their needs: content and timing.
Integrate multi-channel marketing, micro-marketing, variable data printing and all the different touch points. Today the landscape of pharmaceutical marketing is changing as physicians and patients have become accustomed to marketing being done differently. The way consumers work with banks and insurance companies is changing the way they expect to work with their doctors and pharmaceutical companies. The sphere of influence is changing, so marketers cannot continue doing what they do and expect better results. Integrated marketing is new and exciting, and where I believe marketers will get the greatest ROI.
Contact: Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans
About EarthColor & am4m
Automated Manufacturing for Marketing (am4m) delivers high-quality marketing material and a faster time-to-market with lower costs all while increasing your personalized communication options. am4m Pharma utilizes best practices in multi-channel marketing and technology integrations that are focused on templated product offerings for Physician Marketing, Patient Marketing, Managed Care Marketing, and Field Sales Communications.
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