Do you effectively integrate the relevant e-tools
in your pharma marketing mix?

Fonny Schenck, expert-trainer of C.E.L.forpharma’s The Digital Pharma Marketing Course, developed a handy overview of e-tools, along with market research data on the use of those tools in pharmaceutical companies (see below figure).

All pharmaceutical business executives should at least understand what all these tools are. As for pharma marketers, they should know how to translate their marketing strategy into relevant e-tactics and how to execute them – synergistically! - within the marketing mix … tailored to specific target audiences.

For instance, say you need to target the 25% physicians that in an attitudinal segmentation are categorized as Independents. These physicians do not value interactions with pharmaceutical companies, certainly not with sales reps, and rely mainly on evidence-based publications. They also tend to be slower to try a new medication (late adopters). They are the opposite of the Relationship Seekers, which usually make up about 33% of the physician population, who by contrast very much value personal relationships with reps and pharmaceutical companies (early adopters).

While for the Relationship Seekers sales reps will always be necessary, rep interactions with the Independents tend to be a waste of time. However, since Independents can only be influenced through their peers, a few e-tools can be used to that purpose. For instance, consider inviting Independents to e-medical education programmes led by local or international thought leaders. For Relationship Seekers, the rep can consider substituting some of his face-to-face calls with web-based interactions (hybrid selling model). Etc etc.

“ Fonny Schenck effectively transfers his in-depth knowledge and vast experience on digital pharma marketing in this seminar, so that you will know what to do, when, and how. I am glad I attended this course now because the marketing environment is changing fast and it is clear we need to integrate e-marketing tactics synergistically within the pharma marketing mix. To my colleagues from other companies I can recommend to send their entire senior marketing team (incl. GM) to get the whole team geared up at the same time.”

Piet Lannoo, General Manager, Ferring – Belgium