Nonpersonal Promotion Key to an Integrated Marketing Plan Mike Weiss, VP, Sales Personal selling is vital to the success of a pharmaceutical marketing plan. Sales representatives are a critical and expensive part of most marketing plans, yet access to healthcare providers — pharmacists, physicians, nurse practitioners, physicians assistants, nurses, and so on — in most cases is becoming increasingly challenging if not impossible in many instances. Therefore, nonpersonal promotion and personal promotion should work together as part of an integrated marketing plan. Complementary Communications The ultimate goal of promotion, in any form, is the communication of the marketing message. While face-to-face interactions between sales representatives and physicians are the most effective way to accomplish this goal, nonpersonal communications, such as direct mail or journals, often can produce the same results and more. Direct mail, for instance, can be sent to every office and often is read by additional healthcare providers who sometimes may not even be targeted by representatives. More importantly, a simple envelope containing a well-designed message can communicate a message and potentially generate a sales lead, thereby providing the opportunity for that all important face-to-face interaction, which is so vital in the battle for market share and share of voice. Creating Value As everyone knows, physicians are under a great deal of pressure to see their patients during office hours. While it is important for physicians to get the most up-to-date information from sales representatives, this interaction often represents an “interruption” in their day. So the need to establish value is vital to getting the personal promotion time necessary to communicate the message. But creating that value before getting to see physicians can be difficult. Journals are a tried and true way of communicating consistent messages. To add more value and a greater sense of urgency, marketers should consider using direct-mail marketing in addition to journal advertising. By using both media, marketers have an opportunity to accomplish message communication and the need (value) for a personal sales call or follow-up communication from the pharmaceutical company. Integrating the Communication Channels Healthcare agencies create outstanding marketing campaigns. Adding an action orientation to a sales piece designed for nonpersonal communication is the next step in tying together the delivery of the message with the need for the provider to receive further information or to see the sales representative, which is where more selling can take place. In addition to action orientation within a marketing piece, establishing reach and frequency is a necessary component of the overall marketing plan. A combination of journal ads and direct mail that supports the salesforces’ efforts helps fill in the promotional gap when the representative is not able to have face-to-face time with physicians. Sales representatives typically have a four-to-six week call cycle. That means it can be a month or more between sales calls during which time many other competitive representatives, in addition to other nonpersonal messaging, might command the doctor’s attention. “Pulsing” nonpersonal promotion during this time will only increase the chances of message retention and, ultimately, move market share. Nonpersonal selling can also expand the customer user base. Because of the cost of personal selling, it is often impossible to cover the entire market. Representatives cannot be everywhere, and by expanding the target audience to areas to include nurse practitioners and physicians assistants, marketers increase their chances to move market share. An effective marketing plan should use an integrated approach so marketing and selling, whether personal or nonpersonal, are aligned to support the same strategic direction. Doing this well increases the effectiveness and retention of the message. An effective marketing plan should use an integrated approach so marketing and selling, whether personal or nonpersonal, are aligned to support the same strategic direction. Doing this well increases the effectiveness and retention of the message. /alert Marketing, Santa Clara, Calif., a division of Jobson LLC, provides a variety of media for delivery of healthcare information and education to professionals and consumers. For more information, visit alertmarketing.com. September 2006 VIEW on Marketing

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