notes · 2014. 12. 5. · business", gower publishing, london, 2007 "erfolgreich im...

1

© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 1

Pharma Marketing-ChartsPharma Marketing-Doc

Pharma Marketing Workshop

Welcome


Many illustrations are from Dr. Günter Umbach's books

"Successfully Marketing Clinical Results: Winning in the Healthcare Business", Gower Publishing, London, 2007

"Erfolgreich im Pharma-Marketing: Wie Sie im Produkt-Management von Arzneimitteln Ärzte, Apotheker, Patienten, Experten und Managerals Kunden gewinnen," Gabler Verlag, Wiesbaden, 2011

"Erfolgreich als Medical Advisor", Springer Business, 2013

The author disclaims any responsibility or liability resulting from actions advocated or discussed in this document. The author makes no representations or warranties with respect to the accuracy or completeness of the contents of this document.

All rights reserved. Copyright © Healthcare Marketing Dr. Umbach & Partner

For more free checklists, tips and ideas, please visit www.umbachpartner.com

Notes


Objective

Update your knowledgeEnhance your know-how

2


Perspective

Your personal success

Your Professional Performance

• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •


You choose

Suggestions

Recommendations

Advice

Tips


Questions

Your Input

Enter into dialogue

Discuss certain topics

3


Documentation


Your Potential

Reservoir

Let your ideas inspire you


If an idea occurs to you, please write it down

Get your inspirations on paper

Catalyst

Personal action plan

4


Your Brand

Examples and Case Studies

Benchmarking


OOOOOGame

Sports

Exercises


Opportunity

Unfortunately, some companies will not even unwrap it.

5


Personal Opportunity

Extend your sphere of influence


Transparent, coherent process with a series of standardized steps

Consistent Approach

• What • How• To whom • Why


The Art of Rhetoric

Find the best way to persuadea particular audience

Aristotle

ΤΕΧΝΗΣ ΡΗΤΟΡΙΚΗΣ

6


• Blueprint• Checklist• Recipe• Strategy advice• Idea Catalyst kit

Can Serve You As


Blueprint for Success

RealityTheory

Idea

Plan

Action

Implement

Tools andTechniques


Marketing Manager

Real Story

7


Analysis: Investigate target group

Unmet need: Understand the prospect's problem

Positioning: Develop a powerful message

Modes of expression: Address all senses

Check: Test draft, adapt to feedback, test again

Channels: Find effective communication routes

Success Criteria: Define performance indicators

Names: Collect and store customer contact data

Strategic Approach










Approach

●


InputActivities and TasksHours worked Days spentPhysicians visitedPowerpoint charts shownMeetings organized

Success Criteria

Output OutcomeResults

8


Objectives you want to achieve

Success Criteria

Performance indicators?=

Goal


- Feedback - Response rates- Contacts in data base- Visitors on website- Conversion rate of website- Market share- "Relative Return on Investment"

- Revenue- Units sold- Cashflow- Product contribution- Return on Investment

Personal Goals

- Learn- Gain experience- Enlarge network- Realize aspirations

Success Criteria


Win customers Financials

Success in the Market

9










Approach

●


Most people are not willing to do the hard work to make sales easy

Jeffrey Gitomerwww.gitomer.com


Learn exactly where your landing lights are located

Analysis

Target group

10


Mistake #1

Focusing on the wrong target group and chasing poor prospects


Merck & Co: Proscar® (Finasteride) Benign Prostatic Hyperplasia

Target Group


Are you on target or off-track?

Focus

Whom do youwant to convince?

11


Physician Pharmacist Manager Patient

Key Customer

___% ___% ___% ___%

"Decision makers and influencers in the buying process"


Customer Lifetime ValueAge 30 years"Buys" products until 65 yearsEvery yearRevenue per year 1 000 Euro

Recommendations

"Life Time Value" ……. . Euro +

"Active" period …. years

Simplified

x Revenue per year 1 000 Euro / year










Approach

●

12


Unmet Need

My customers' burningproblems are …










Approach

●


Dr. Umbach & Partner, 2005

A Constellation of 7 Stars …

How do we interpret this configuration of objects?

13


You Interpret


the constellation of dataand give them meaning



Make Sense of the Results

What do the results mean?


Numbers, Tables,Diagrams

Results Message

GiveMeaning

14


What you want to convey to your customers?


Message?

Our antihypertensiveproduct lowers bloodpressure effectively

Ticket of Entry Only

Pointlessmessage


Develop a powerful message

Positioning

15


Half empty

Halffull

Positive Thinking


A Convincing Message

Concise Short and to the point

Easily understandable

Endorsed by reliable sources

Repeated in a uniform way

Clear

Credible

Consistent

Something your Customers Care about

...


Keep it short and simple

Kiss

Be brief

16


ether gold

Attention

More volatilethan

Morepreciousthan


Buy meBuy meBuy meBuy meBuy meBuy meBuy meBuy meBuy meBuy meBuy meBuy meBuy meBuy me...2000

Messages per day

2001

Information Overload


Unremarkable = Invisible

Visibility is the name of the game

…

17



Positioning

Attention: Arouse interest for content

Benefit: Offer a fact-based solution

Superiority: Show unique value

Validation: Support with reference

Behavior: Ask for action

•


Make the viewer curious and interested

First Step


The Sale Before the Sale

18


Eye-catchersattracting attention?

Capture the Prospect's Attention

Your awareness programYour attraction factor


Text

Face Body Animal

Pattern

Machine

Eyes

1

What Gets the Most Attention

3

2

??

?


The more text-heavyyour communication is,the faster you will loseyour audience

19


First Man on the Moon?


This is special.I should know.

First

New

Words you should connect to your study

Words That Spark Attention

...

Can you justify them?


A Unique Trial

randomized study that ...

study that ...

randomized double-blind study that ...

randomized double-blind study with an active control that ...

because it is the first ...

20


Summary

Conclusions

Abstract

Lessons learned

Results

Use Attractive Headlines

Analysis of the ABC trial

"

"

"

"

"



Positioning






•


Sales rep


Physician

Advantages for me and my patients?

What the Doctor Looks For

Study results!

21


Why is this important to me?

Customers' Eternal Question


Solution Problem

Sal

es

1

4

Features Benefits

Dr. Gallup, USA: Effect of content of TV spots on sales

x4


What's-In-It-For-MeSyndrome

So what is your compelling offer?

WIFM

22


The new intra-venous formulationof Examplexrequires a shorterduration of infusion

An Explicit Benefit I


Increased …

One dose ofExamplex lasts for 24 hours

An Explicit Benefit II

Improved ….


Benefit

The value you add

I improve the client's condition …

23



Positioning






•


Unique Selling Proposition

Crystallized Brand Promise

Brand Benefit Edge


Price as Advantage

Generic product strategy:

Competing only on price is a different business

24


Generic Products

Basierend auf einer Anzeige von Stada, Dt Ärzteblatt 9. April 2010

Stada: The only German company among the top 10 generic manufacturersin Germany


Easy switch, since identical to the look of the original product

Valsartan von 1A Pharma, Anzeige Dt Ärzteblatt

Generics

Leichte Umstellung durch identische Tablettenoptik zum Erstanbieter


"Vom größten Anbieter" Anzeige im Deutschen Ärzteblatt

Angegebene Referenz: IMS Pharmascope Sell Out UN MAT 12/2011

Generics

The broadestrange of generictriptanes

(for the treatment of migraines and clusterheadaches)

25


The Branded Generic

Teva ratiopharm

Quetiapin-ratiopharm anstelle von Seroquel (gegen Schizophrenie), Anzeige Dt Ärzteblatt

Generics


My offer is special, because …

Unique and Remarkable



Positioning





Behavior: Ask for action•

26


• Publication• Expert quote• Market numbers• Guidelines • Clinical case study • …

Validation


Number 1

Athlete's foot (Fußpilz):

Trust the #1 worldwide*

Lamisil®


Accepted Practice

xerobank.com : The world's mosttrusted anonymous web browser

Downloaded 11 million times

27


FactualInformation

EmotionalAspects

Decision

Head Heart

&

Create Emotional Impact


To the cognition of the brain must be added the experience of the soul

Arnold Bennett

Maximize Your Impact

YouTube AF


Patient, 66 years Restless Legs Syndrome

Human Interest Story

Brochure for Restex®

from Roche

Clinical Case

It all started when ....Now I cannot tolerate it any longer.It is so unnatural, so terrible ...

28


Human Interest Story


Medical History: Atrial fibrillation. Right sided ischemic stroke after a prolonged episode of atrial fibrillation.

Left-sided hemiplegia and compromised mobility,loss of creative abilityPatrick was a talented composer of concert music until his embolic stroke. He is best known for his theme to Sherlock Holmes on TV … His wife Caroline describes the effect of Patrick's stroke on their life: "I became a carer … he was doubly incontinent ..

Human Interest Story: Press Briefing

Case history: Patrick, age 72Location: United Kingdom



Positioning





Behavior: Ask for action•

29


Ask for Action

• Send fax• Email• Call• Attend workshop• Buy in pharmacy• Prescribe• Recommend










Approach

●


Trademark Brand vocabularyCore messageBullet pointsImportant numberMemorable marksEasy legibilityProven layoutRight colourComprehensible tablesConvincing graphsCompelling visualsGive-aways

Modes of Expression

30


Offer the complete package

Be comprehensive!



Modes of Expression●


The Power of a Brand

Identity

31


Create a Lighthouse Identity

Visibility

Brand name in study name?

Rename or modify the study name


Zocor SurvivalStudy

Scandinavian Simvastatin Survival Study

Merck & Co


I nternational

N ifedipine once-daily

S tudy:

I ntervention as a

G oal in

H ypertension

T reatment

INSIGHT Study

32


Examplex


Control

Standard therapy

Conventional therapy

Reference substance

Gold standard

Calling the Other Treatment



Modes of Expression

Verbal= Language

33


Frank Luntz: Words that work

With language you are playing an incredibly dangerous game


Some Words Transform

Your Text ...


"Barbed Wire Words"

Complicated, Problem, …

Check

34


The Power of Words

Words can determine how people feel and how they act

Was innovative Niedersachsen erotisch finden http://www.youtube.com/watch?v=9VLFdKbiuos

Loose lips sink ships

Be careful what you say

Drehzahlmesser = Revolution counter = Rev meter http://www.youtube.com/watch?v=WxjP4tOuI6E&NR=1&feature=fvwp



Modes of Expression

●


••••

Dictionary

Put in on the wall or computer

The most important words

Forge your own identity with the right vocabulary

35


• Examplex • Substantin • convenient• solution• very good• improves

• clinical outcome• saves time• faster• advantage• physiological

Dictionary I


• Examplex• Substantin• Highly active • Antibiotic• Bacterial infections • Acute exacerbations of chronic bronchitis • Effective • Treatment • Rapidly travels to the site of infection• Provides fast clinical recovery

Dictionary II


Zarathustra

Speak the truth, but speak it pleasantly

36


Words with

Positive interpretations

Optimistic connotations

Agreeable implications

Language


Choose positive wordings

Edit

Original

Raw

Actual


established

well-known

modern classic

old

- +

Example: Aspirin®

Bayer: Aspirin®

37


disappointing informative

instructive

insightful

- +


- +

unquestionable accepted


- +

Examplexreducesmortality

Examplexprolongssurvival

Exampleximprovessurvival

38


Fewer sideeffects

Bettertolerability

- +


not contaminated

You deny

pure

Be direct and straightforward

You affirm

at no charge free

Use Affirmative Statements

undisputed accepted


Beneficialinfluence onhair and skin

Anti-androgeniceffect

Ad for hormonal contraceptive

Terms Easy to Imagine

Proton Pump Inhibitor

Acid Pump Inhibitor

Losec® of AstraZeneca

39


Alternatives to "Prove"

• Validate• Document• Confirm• Highlight• Emphasize• Underline

• Prove

Avoid Prefer


20% improve-

ment

20% difference

Your product is 20% superior

20% increase

Alternatives to "Difference"

Unclear Better Preferable


A 20% increasein survival rate wasobserved in the Examplex group

Use the Active Voice

SAVE trial: Captopril improved ... by 20%

40


Question

Problem

Past

Text Logic

Answer

Solution

Present

Write texts that create tension


80% of patients preferredExamplex

What percentage of patientshad a preference for Examplex?

Questions and Answers


The Q & A Section

People like Questions & Answers

QuestionWhy is this study important?

AnswerBecause this is the first study …

41


Your 2 Key Questions & Answers

1 ?

2 ?


Now there's an insulinthat can work just as long. Examplex provides 24-hourcoverage with just one administration.

Diabetes is with your patients all day, every day.

Problem and Solution

Based on a real advertisement


Until recently, there was no effective treatment for bone metastases. Now biphosphonates can help improve bone strength in cancer patients.

Many cancer patients suffer from bone-destroying activities associated with bone metastases.

Past and Present

42



Modes of Expression

●


BenefitNo Benefit

Unnecessary

Decision Criterion

Essential

Relevant Drop the details


Advair® help

Brand Vocabulary

Core Message

improve lung

function betterbreathecan

43


Case Study


Boehringer Ingelheim: Study in 40 countries25 600 patients with increased CV risk

ARB Telmisartan (Micardis) vs ACE-Inhibitor Ramipril vs

combination of both

ONTARGET

Results of the trial were presented at the American College of Cardiology 57th Annual Scientific Session and published simultaneously online in the New England Journal of MedicinePrinted version: N Engl J Med April 10, 2008


1.0

Telmisartan Better Ramipril Better

ONTARGET Study: ResultsRelative Risk

Primaryoutcome

44


ONTARGET Study: Results

1.0Telmisartan Better Ramipril Better

Relative Risk

Primaryoutcome

Main secondary outcome

Based on N Engl J Med, April 10, 2008


ONTARGET

N Engl J Med, April 10, 2008

Telmisartan was "noninferior" to ramipril.

Telmisartan was equivalent to ramipril


Case Study

45


In the Carvedilol or Metoprolol European Trial (COMET), around 3000 people with chronic heart failure were assigned to receive carvedilol or metoprolol. Yearly mortality rates were 8.3% with carvedilol and 10.0% with metoprolol. Average life-expectancy was eight years for patients given carvedilol compared with 6.6 years for patients assigned metoprolol.

COMET: Scientific DataCarvedilol in Heart Failure

Based on presentations and The Lancet, 5 July 2003


Results of a European study in this week's Issue of The Lancet suggest that the beta-blocker carvedilol offers substantial survival benefit compared with another widely-used beta blocker for the treatment of chronic heart failure.

COMET: Message to ExpertsCarvedilol in Heart Failure

Based on presentations and The Lancet, 5 July 2003


Dilatrend® patients live longer*

*

* COMET: Carvedilol versus Metoprololtartrat.The Lancet 2003;362:7-13

COMET: Message to PhysiciansCarvedilol in Heart Failure

Dilatrend® is a trademark from RocheBased on translation from German "Deutsches Ärzteblatt", 12 September 2003

46


Statistical Analyses

Standard Examplex Standard ExamplexPer-Protocol-AnalysisIntention-to-Treat-Analysis

Ask!…


Act Responsibly

Publish all results whether positive or negative!



Modes of Expression

●

47


• Attention

• Interest

• Curiosity

Format your text for clarity and easy reading. Your headline has grabbed the reader's eye. She's reading what you've got to say with interest and curiousity. Bullet points highlight the information you want to emphasize. Which is clearer, continuous text or text laid out using bullet points?

Continuous Text Bullet Points

• Attention

• Interest

• Clarity


Even

Number of Bullet Points

Uneven


• • •

Suitable Symbols

48



Modes of Expression

●


Numeric Identity

911Car

N°5Perfume


Zovirax: Reduction of herpes recurrences

Captopril in SAVE StudyReduction of cardio-vascular morbidity

75%

20%

Numeric Identity

49


1 2 3 …

Your Number

?



Modes of Expression

●


V

50


V

Pill


a b c …

Your Letter

?



Modes of Expression

Visual

51


That's the ad agency's job

Visual Communication



Modes of Expression

●


In your presentation charts useletters that are big enough to readfor people sitting in the last row,for example 40 points.

Font Size

Choose appropriate size

Many people cannot read letters smaller than 20 points!

52


THIS TRIAL CONFIRMS THATSUBSTANTIN CAN IMPROVESURVIVAL OF PATIENTS

Avoid capital letters

This trial confirms that substantincan improve survival of patients

Capitals and Lower Case


Stay away from italic style

This trial confirms that substantin can improve survival of patients with advanced breast cancer


Italics


Avoid underlining



Underlining

53


This trial confirms that substantin can improvesurvival of patients with advanced breast cancer

Limit the number of words within one line


Column Width


... between paragraphsincrease readership by 12%

Vacant Lines................................................................................................................................................................................................................................................

..............................

..............................

..............................

..............................

..............................

..............................

..............................

..............................

..............................


Dark-coloured letters on a dark-coloured background

Text and Background

Ensure sufficient contrast

Better readability

Light-coloured letters on alight-coloured background

Better readability

54


Change to a bigger fontChange to another font Underline

How to Emphasize Words

BoldColour

Highlight

.

.

.

.

.

.



Modes of Expression

●


Layout

Composition of text and image

How do you arrange the elements?

Page Architecture

55


Text...........................................................................................

?

Vertical

Text...........................................................................................


Horizontal

Text.......................................................................

Text.......................................................................

?


Summary of Conclusions

Summary of Conclusions

Headlines Layout

.............................

.............................

.............................

.............................

.............................

.............................

.............................

.............................

.............................

.............................

.............................

.............................

56


Which are the first and which are the second elements to be read in a piece?

Headline

First words of copy

Words underneath the photo

Last words of copy

Precious Space



Examplex saves time

Use Captions

57


Yes

Yes

No

No

Yes

No

A

B

C

D

No Yes

Yes

E

F

Yes No

No

Learning from AppleSafari as Standard Browser?


Case Study


Glomerular Filtration Rate80

GF

R (

ml/m

in) 75

70

65

60

p < 0.05

Time (years)

Examplex

Control

Figure 3: Analysis of data from measurements of glomerular filtration rate in the two treatment groups

1 2 3 4

?

58



Modes of Expression

●


The Product Column

Purple Green Blue Red

Use Your Brand Color


Grey

inconspicuous

The Placebo Column Colour

should be ...

e.g.

59


Order now Order now

Higher Response?



Modes of Expression

●●


1

2

3

4

Case Studies

60


Increase

50%

Constant

48%

Decrease

2%

Sequence of columns?

Recall with Substantin 1


Decrease

2%

Constant

48%

Increase

50%

Appropriate way of depicting data?



Increase

Constant

Decrease


Symbolizing Action?

61


Precise Number?

Increase

Constant

Decrease




50%Increase

Constant

Decrease


Deterioration

2%

Constant

48%

Improvement

50%

Recall with Substantin

62


1

2

3

4

Case Studies


Columns: ColorControlYour Brand

Diagram keys work as long as they are in color.


Control Brand

Use Text Labels

Label columns clearly!

63


1

2

3

4

Case Studies


Herpes virus infections

Substantin* reduces recurrences** by 75%

* Brand name: Examplex

** Percentage of cases in which it happens again

Clinical Trial Results


Substantin Control

Rec

urre

nces

(%

)

Poorly Visible Results

64


Substantin Control

Rec

urre

nces

(%

)


Substantin Control

Rec

urre

nces

(%

)


Substantin Control

Rec

urre

nces

(%

)

65


Control Substantin

Rec

urre

nces

(%

)


SubstantinControl

Rec

urre

nces

(%

)


75%

SubstantinControl ?

Rec

urre

nces

(%

)

66


75%

ExamplexControl

Rec

urre

nces

(%

)

Improved Diagram


1

2

3

4

Case Studies


PlaceboBrand A B C

YourBrandColors

Design: 3 Mistakes

67



Modes of Expression

●


works at a subconscious level

The Impact of Images

Visual information


Examplex Examplex

Which product seems more effective in increasingresponse rates

The Right Triangle

68


------------------

Active Design

——————

Cut —————1

2

3

Highest response?


Send methe Examplexstamp

The Incentive

Yes, send methe Examplexstamp


Picture

Appropriate Images

Choose a visual relevant to your message

Illustration

Symbol

Icon

69


Blood Pressure Control

Blood Pressure Control


One capsule once-a-day

tablet

Once-a-Day

...


Easy Intravenous Application

70


Intima-Media-Thickness






Glorious Technicolour

Add colour and increase recall by 100%

Black and grey

Tunnel tones Technicolour

71


Art Work or Photographs

Drawing Photograph

AuthenticTrue ?


Increase credibilityof your communication

Spend money on anexcellent potographer

Professional Photography


www.laralove.de www.laralove.ch

Red Roses

Love Live Lara

Contraception

72


Trademark Brand vocabularyCore messageBullet pointsImportant numberMemorable marksEasy legibilityProven layoutRight colourComprehensible tablesConvincing graphsCompelling visualsGive-aways and gestures

Modes of Expression

●


Pen Colored egg …

Address all senses

Object

A thing to show or give as a gift


Consistent

Comprehensive

73










Approach

●


Read?

Understand?

Remember?

Is Your Draft Easy to …


The Draft Testing Cycle

Test it = Try it Get rapid feedback

Adjust = Fine-tuneAdapt to feedback

Prepare a preliminary version

74


Listen

Rapid prototyping

Fail faster andsucceed sooner


Communication Channels

Choose the routes that your target audience prefers

Start a dialogue with your clients


Recorded See and listen to moving picturesRead text and see picturesRead text only

Lead by example Imitate was others do

Activity Impact

Live SpeechSee and listen to a speaker

Live DialogueSee, listen and discuss in workshop

+++++

++++

+++

++

+

75


Experts: Individuals, advisory boards, professional societiesEvents: Conferences, workshops, presentations …Scientific publications: Abstracts, articles …Personal contacts: Connect and network with peopleMarket research: Interviews, focus groups …Electronic media: Websites, videos, social media ...Public relations: Engage the media, work with journalistsAdvertising: Print and electronic adverts, brochures …Sales force: Train and motivate representatives …Direct marketing: Print and electronic mailings, telephone service hotlines, call centers …

Additional options: Continuing medical education,clinical studies, sponsorships, self-help groups,imaginative actions …

Communication Channels●


Opinion Leader Sequence

Nationale

Contact them in the right order!

Regional

Local

National

Inter-national


Consensus Meeting

Educate the Educators:

The HPV Vaccines

Cervarix, Gardasil

76


Bridging the Gap

Between your company and thought leaders

Maintainingregular contacts Scientific Relations

Marketing

Medical Liasion

Who?


"Advisory Board""Expert Round Table"

Expert Workshops

You facilitate and organize, creating an aura of exclusivity

Invite hand-picked, selected experts


Invited experts enhance their reputation

Meeting Benefits

You get participants on board

Speakers practise answersto difficult questions

77


Attractive topic

The Lecture Tour

Spreadingthe message

Good speaker

Social aspects

Memorable presentations





●


Educationalevent worthwhile

experience

More Than InformationEducationalevent and

People pay more for enter-tainment than for education

78


A Daichi Sankyo and Menarini Internationalsymposium held during the EuropeanSociety of Cardiology Congress 2008

Symposium Title

New standards in protecting high-riskpatients: Learning from the ONTARGETprogramme


Conference Checklist

• Main session• Satellite symposium• Expert workshop• Press activities• Booth at exhibition• Hand-out materials• Hotel reservations

Wealth of options


Satellite Symposia

• Which conference?

• What attractive topic?

• Who as speakers, chairpersons?

• Which support for travel, slides?

Meet speakers and chair-persons before the event

79


The Exhibition Booth

• Make your brand visible• Structure: The higher the better• Keep it interactive• Use images • Avoid fine print• Offer special treatment to VIPs• Be reasonable with give-aways


Worth itSuper speakerNice settingGood food

Events

Events

Congress Workshop





●

80


Publication Strategy● Abstract● Report by journalist attending the conference● Original article● Editorial● Subset analyses● Review articles● Publications in languages other than English

Quotable references

● Pocket Guide: Practical Guidance





●


Daniel Levis

At a certain point, people stop buying your products, and start buying you:

You become the product

Person

P2P

81


2

It's always personal

Human Relationships

You neverhave a relation-ship with anorganization

You alwayshave a relation-ship with anindividual

…


Network

Connect to peopleMake lots and lots of friends


Electronic Business Platforms

www.xing.comwww.linkedin.com

82





●


The Web

See separate charts





●

83


Is it newsworthy?

Evaluating Public Relations

Do I have a story?

Do I have the budget?

Do I have professionalpublic relations people?

Before starting, ask


After the presentation of the "4S" study results

Cholesterol drug helps save lives"The drug, Zocor, made by Merck & Co.

was shown to ... "

USATODAY

No. 1 in the USA

Zocor® from Merck & Co.

Public Relations


Hören undSehen

tvWhich Love Pill is the Best One?

In a head-to-head com-parison, the percentage of men prefering• Cialis® was 46%• Levitra® was 30%• Viagra® was 14%

Trademarks: Cialis® from Lilly, Levitra® from Bayer Viagra® from Pfizer

A National Magazine Article

Based on a translation from a German article in TV Hören und Sehen, 20 - 26 December 2003

84





●


Ask for drafts

Working with the Agency

Divide into subprojects

Locate the creative peopleand get them into your teamright from the start

Ensure appropriate briefing





●

85


6 min

One Rep Visit to the Doctor

1½ min

Germany USA

Duration

Cost: 100 to 150 Euros


Number of Sales Reps

2200 Million Euro

1988/89 1995 2001 2004 2007 2010

GermanyQuelle: Focke-Hecht 2009 aus Pharma Relations 2010

20 000

10 000


Interact with Reps

Inform them

Workshopswith thesales force

Train them

Educate them

Motivate them

Can you inspire them?

86


First inform and train the reps

The Proper Order of Events

Medical NewsRecent study confirms the value of Examplex....................................................................

Then place the article in the newspapers

Ensure the right sequence





●


Direct Marketing

Direct response

Address customer

Start a dialogue

87





●


Additional Options

• Continuing medical education

• Clinical studies

• Sponsorships of events

• Self-help patient groups

• Imaginative actions


Consistency Across Time

Repeat identical key messages year on year

People cannot buy whatthey cannot remember

…

88


Play it again

Consistency in Content

Provide a consistent message

Stick to the same piece


Discipline to keep things consistent over time


Lots of little things done well can make a powerful difference

Richard Branson

Combination

89










Approach

●










Approach

●


Collect, store and update data

Names

Customer Relationship Management

Navigate Valuable clients

90


CRM

Number of clients ______

Their postal address ______ %

Their email address ______ %


Good clients

CRM

receive the following privileges …










Approach

● Reward People: Create the right incentives …

91


People

•

•

•

Persons that help me or support my projects, receive …


Activities

EnhanceReinforce

Who coordinates?


Transformyour office

92


Live up to your true potential


Whatever you can do or dream, begin it.

Boldness has genius,power and magic in it.

William Murray: The Scottish Himalayan Expedition Quoting the German poet Goethe


S t r e t c h

93


Wonderwhat’shappening

Makethingshappen

Types of People

Watchthingshappen


Get out and do it

The Big Secret


Get comfortablebeing uncomfortable

Tom PetersRe-imagine! Business Excellence in a Disruptive Age

Try Things

94


Wake Up

Morning

Make every day count

Alert

Act


Even you will not know until you spread your wings

Rise to New Heights

No one can predict to what heights you can soar


Free Tips and Ideas

Password www.umbachpartner.com

Free audio book "Successfully Marketing Clinical Trial Results: Winning in the Healthcare Business"

Login for Clients

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Free German Online Courses

notes · 2014. 12. 5. · business", gower publishing, london, 2007 "erfolgreich im...

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