Healthy Skepticism Library item: 18367
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: Electronic Source
Meyer R
Thinking outside the box: Innovation in DTC marketing
World of DTC Marketing 2010 July 7
http://www.worldofdtcmarketing.com/files/a183a3fc75fc9a7fa77b7b4d5798c4b5-1141.html
Full text:
Innovation, a lot of companies talk about it but it can be hard to implement. Companies that are successful now are the ones who were able to innovate their marketing and products to make a difference. Can pharma marketers innovate ? Here are some ideas…
Idea: For every customer that asks for our product we’ll donate 50% of the profits to American Diabetes Association and we’ll provide free medication to those who cannot afford it.
Why this might work: Drug companies are seen as money hungry and interested in profits over patients. Align your product and customers with a charity that fights the health condition. It also gives consumers a reason to ask for your product when they have a lot of choices.
Idea: Patients who get a trial pack from their doctor get an access code for product.com to unlock additional information and talk to other patients who have this health condition.
Why this might work: You’re adding value to the product by providing additional information that only your customers can access. Recruit patients who would be willing to act as brand ambassadors and talk to others about the health condition and medication. Offer discounts with others on complimentary products (i.e. low sugar drink for diabetics, or 25% discount on smartphone application to help you manage your diabetes).
Idea: We value your opinion and want to hear from you so we can share your story with others
Why this might work: The reason social media is so popular is that it is real people talking to other real people. Why not give your customers a chance to be both a thought leader and enter their stories to go up on a Facebook page ? For example with the new Cymbalta campaign show how real people thought they had a problem and what they did about it and how they feel now after talking to their doctor. If these people can see real people having problems than the health conditions does not have as much of a stigma.
Idea: A CRM program, initiated with sample kit, that keeps patients on medication through personally relevant messages and support.
Why this might work: You’re taking Crestor for cholesterol and as you continue to take the product you find that your cholesterol is under control and you might even think of skipping a dose now and then. In the mail you get a nice kit informing you how the product works but also informing you that if you don’t take it every day your cholesterol could reach unhealthy levels. In order to keep you on the product you get a card with a discount every time you renew your Rx which in turn unlocks additional discounts at the pharmacy or store where you get your Rx filled. More and more research shows that people are looking to save money, even affluent shoppers are looking to trim costs.
See a trend here? Stop thinking about what you have done in the past and pushing messages to getting consumers/patients as part of your marketing. Don’t sell the product sell the benefits of the product (how it can make you feel). Americans are stressed today and going to the doctor to ask for an Rx maybe one more “thing” they have to do but it maybe delayed because they just don’t want to deal with this now. Remind them that Rx’s can enhance their lives by allowing them to live a better quality of life. DTC marketing can be relevant again just think outside the box.
