CRM « Return On Focus --- http://returnonfocus.com --- Return On Focus

Are You Knowingly Practicing Drive-By Adherence?

June 24, 2011

Do You Really Know What You’re Supporting in Your Patient Support Program?

Filed under: Marketing Effectiveness,Patient Marketing,What We Think — Tags: , , — dreinhardt @ 2:56 pm

I was recently asked to review the output from a Client workshop that centered on coming up with components for a patient support program for a neurology product. The ideas that came out of the meeting were the usual suspects of our fast-follower industry:

  • Starter Kit, including patient brochure
  • Patient website
  • Call Center
  • CRM Program
  • Caregiver Component
  • Co-pay Card
  • Requisite Premium

Taking a step back, I wondered what we were actually supporting as part of the program. As an evidence-based marketer, I ran a literature search to see if I could at a minimum undercover a validated construct for patient support in this disease state. I was quickly able to identify a construct that had been validated through a series of real world experiments in the targeted disease state and had been published in peer-reviewed journals. The construct not only identified 6 key factors for support, but also outlined validated interventions to address each.

Meeting with the Client, we decided that the backbone for the development of the patient support program should be rooted in the ‘science’ and the construct became the touchstone for the development of the program. Ultimately, this experience became one of our strongest case studies for the rationale behind evidence-based marketing. I’d be happy to share it with you.

Or, how about we get started on your Brand?

TwitterLinkedInFacebookPinterestGoogle ReaderShare

May 6, 2011

Do your Experts Practice What They Preach?

Filed under: Marketing Effectiveness,What We Think — Tags: , , , — amanning @ 11:09 am

Over the past couple of years, I have taken up cycling. For anyone who has recently developed a new hobby, you know that each interest comes with its own tools and equipment, and these can be costly. When I was purchasing my first road bike, I not only researched the bikes, but the bike shops in my area. I wanted to be sure that I got advice from people who not only read about the bikes, but people who actually rode them and knew how they handled in real word conditions.

This may seem like a common sense approach, but we are finding that our clients are often taking strategic advice from partners who do not practice what they preach.
For instance, who is helping to create the social media and online strategies for your brand or organization?

  • Are they tweeting or blogging on a regular basis?

  • Do they discuss how they optimize their own site based on deep insights from Google Analytics?
  • Does your Account or Strategic Lead actively participate in any of these activities?

If not, how can they advise you on what works, what tools are best, and how to staff for the time commitment involved?

If your agency’s website is built using the latest technologies but cannot be viewed properly within your corporate browser, perhaps they should not be leading your brand user experience analysis. And if your partner’s own CRM strategy consists of nothing more than an annual holiday eCard, perhaps you should seek outside counsel when creating your brand CRM strategy.

Outside of work, you wouldn’t buy a bike from someone who doesn’t ride, and you wouldn’t take skiing lessons from someone who did not ski. So why take marketing advice from marketers who aren’t successfully marketing themselves?

TwitterLinkedInFacebookPinterestGoogle ReaderShare

April 10, 2011

Without a Focus on the Beginning, There is No End

Filed under: Marketing Effectiveness,Patient Marketing,What We Think — Tags: , — dreinhardt @ 9:02 pm

I had the opportunity to watch a heated debate between a client and a supplier as to whether the adherence CRM program should go 18 months versus 24 months. It’s the beginning of the relationship that requires the attention, not the latter months.

Numerous studies in behavioral marketing have shown that if you don’t change your behavior within the first 3 months of a new routine, you never change. It’s been published in numerous categories from HIV to Oncology. The focus needs to be on effectively addressing the factors at the outset in order to provoke change and set people on a path within the first 3 months.

After this introductory period, you’re likely preaching to either the choir or the folks that want to consume your resources but are not going to change their behavior.

TwitterLinkedInFacebookPinterestGoogle ReaderShare

March 20, 2011

Credibility is Currency in MD Media Consumption

Filed under: Marketing Effectiveness,Professional Marketing,What We Think — Tags: , , — dreinhardt @ 9:25 pm

We’re all frustrated that physicians are spending less and less time with our representatives. The knee jerk reaction has been to try to become their trusted sources through non-personal communication, whether through websites or robust e-mail programs. Physicians, across a range of specialties, have told us that it’s just not our place.

As one MD said, “When I’m looking to evaluate a new car, I don’t go to GM.com, I go to Edmunds.com and ConsumerReports.com.”

The currency for busy physicians is credibility and objectivity. Pharma companies just don’t have it for the most part because in the end, they’re selling a specific product. All one has to do is conduct some quick concept testing on these approaches to see that the same initiative that tanks in testing when offered by a pharma company, comes to life when it’s offered by the specialty association. What is this telling you?

TwitterLinkedInFacebookPinterestGoogle ReaderShare

January 16, 2011

Are You Knowingly Practicing Drive-By Adherence?

Filed under: Patient Marketing,What We Think — Tags: , , , , — dreinhardt @ 9:02 pm

The acquisition versus adherence patient pendulum has swung back to adherence. But, is the equation for adherence marketing as simple as many believe? Adherence = CRM + co-pay card. We call this ‘drive-by adherence marketing.’

The concept is that you speed by your most promising customers – the newly initiated – and you spray them with the set formula believing that you’ve then got patient adherence covered. It can’t be that easy. Can it? It may be for some categories, but most teams lack the level of evidence required to address the most gentle of inquires by senior management.

Start by understanding whether your patient non-adherence is intentional or unintentional. Why you ask? The entire approach and framework for your program changes dramatically.

TwitterLinkedInFacebookPinterestGoogle ReaderShare
Older Posts »
Follow us on
Pinterest Twitter slideshare
Contact Us
XXX
YYY

Powered by WordPress