Tag Archives: RM
So you want a pharma RM program? 7 questions you need answered (part 2)
To make RM successful, think of everything as “relationship marketing.” Broad media advertising, even though its purpose is to gain awareness and trial, is the beginning of your relationship with your patient. The same thinking that will keep patients engaged and moving through your RM program should be employed upfront–at print, broadcast, rich media, and websites. In fact, “traditional” thinking is exactly backward. You should have a vision of the relationship–the engagement–you want to have with your patients. Only then should you develop adlobs and TV storyboards. What will be the tone of your relationship with patients? What will it feel like or sound like at 2 weeks, one month, two months, six months? Continue reading
Filed under Pharmaceutical marketing
So you want a pharma RM program? 7 questions you need answered (part 1)
When you know this–and communicate with your patients accordingly–you’re engaging in stage-based RM, or RM based on your patient’s lifecycle. Combined with what you know about general barriers to adherence and typical time to adherence drop-off (your persistence curve), together with psychographic segmentation (see below), you can now craft powerful, targeted messages that go far beyond simply urging patients to stay on medication. Continue reading
Filed under Pharmaceutical marketing
