Healthy Skepticism Library item: 15691

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: news

Cegedim Dendrite Releases Results of 2009 Direct-to-Consumer Marketing Survey
Pharma Live 2009 May 12
http://pharmalive.com/news/index.cfm?articleID=626271

Abstract:

Pharmaceutical Marketers Trend toward Relationship Marketing, Loyalty Cards and Web-Based Marketing Programs

Full text:

Cegedim Dendrite, the market leader in Pharmaceutical Customer Relationship Management (CRM) solutions, today announced the results of its seventh annual U.S. pharmaceutical direct-to-consumer (DTC) marketing survey. According to the study, relationship marketing, loyalty (co-pay) cards and web-based marketing programs are growing in popularity although the majority of respondents anticipate DTC spending cuts in 2009.

58% of respondents say that DTC spending will decrease in 2009, a significant change from the 28% who said the same for 2008. However, 69% of DTC marketers would like to see an increase in spending on relationship marketing, and 66% stated the same about loyalty (co-pay) card programs. A large majority indicated that more resources should be channeled into web-based marketing programs such as websites (68%), emails (59%) and search engine optimization (50%).“Today, these marketing channels are considered more cost-effective than traditional DTC methods,” explained Mark Calabrese, VP & GM, Marketing Solutions for Cegedim Dendrite.

Another insightful statistic from the survey results is a 25% spike over 2008 in the planned use of loyalty (co-pay) cards. “Such co-pay card initiated persistence platforms are an effective and measurable way to build lasting relationships with patients,” explained Calabrese. “If executed with the right partner, it’s very efficient for marketers to create, implement, and most importantly, analyze the ROI of these programs. Marketers can leverage this initial patient interaction to build out an interactive relationship marketing platform designed to better educate and communicate with the patient about their disease and medications.”

Cegedim Dendrite Marketing Solutions provides software and services that help pharmaceutical companies grow their brands. Utilizing a unique methodology of targeting, driving behavior and measuring results, Marketing Solutions helps forge stronger relationships between brands and customers with smarter Copay Cards, Medical Communications, Relationship Marketing and Targeted Analytics.

To download the full report on survey results, please visit: www.cegedimdendrite.com/dtcsurvey2009.