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Physicians ...

A Crucial Element of the DTC Equation...

A New Approach to Direct-to-Physician Marketing Using Integrated Customer Marketing Tactics...

The external influences over the prescribing process have become more complicated by factors such as pricing pressure and public sentiment, which is forcing a shift in how marketers can use data and other tools to reach the physician, the patient and the health-care organization....

Kent Groves, PhD...

hen it comes to direct to consumer (DTC) pharrecognize that the success of both new drugs and mature prodmaceutical marketing, we typically think of conucts depends on whether physicians perceive the product as a sumers as those who purchase medications and radically differentiated offering or as a minor variation of what treatments for themselves and others. Yet physicians and is currently available. often, other health-care professionals also play a critical Old approach marketing based on volume "behind the scenes" role in the DTC process because they Within the past decade, ever-increasing volumes of targeted prescribe or recommend specific drugs and treatments. messages reached and influenced consumers, health-care proWhile a number of unique variables influence the prescribviders and managed care organizations. Pharmaceutical repreing process, recent legislation, pricing pressure and public sentatives drove sales via increased details and visits to healthsentiment are forcing a shift in how pharmaceutical marketers leverage data, evolving technology and physician requirements. These developments are complicating Fig 1 Influencers on the Prescribing Process how pharmaceutical marketers reach the physician, the patient and the healthcare organization. To complicate matters further, the pharmaceutical manufacturer, along with the physician, patient and the managed care organization, are all interconnected and influence the purchasing process, as summarized in Figure 1. Unlike consumers, though, physicians are influenced by an entirely different set of factors. The purchases that physicians influence are often not affected by product price and their decisions are rewarded by the improved health of a patient (the consumer) or, in some situations, through manufacturer incentives. Additionally, pharmaceutical manufacturers...

DTCPerspectives December 2010 ...

INTEGRATED MARKETING...

care providers (HCPs), while increased marketing communications and expanded targeting reached influencers across multiple to...

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