A Multi-Channel Approach to Distributing Pharmaceutical Product Samples

FOR IMMEDIATE RELEASE

Pharmaceutical companies need to have a multi-channel approach for distributing product samples, to enable them to connect with more patients and physicians, says Rick Randall, President, National Patient Services – A Triplefin Company. Pharmaceutical marketers must have the flexibility and capability to support all channels, including e-prescribing, and be prepared for the various ways that healthcare providers will interact with their Electronic Medical Record (EMR) systems, he adds.

From a solution provider company at the marcus evans PharmaMarketing Summit 2013, Randall talks about product sampling programs and how to reach a wider audience.

How can the traditional sampling process be enhanced?

Sampling has always been done for access. A sales representative needs a reason to reach out to the physician, who wants a sample to start the patient on the therapy. However, the traditional sampling process is not very efficient, as it has a lot of tracking regulations and the physician’s office ends up controlling how samples are distributed. Manufacturers do not necessarily meet their intent of providing patients with their first course of therapy and tracking how effective they are.

Having a voucher, a free trial offer that is dispensed by the retail pharmacy is more effective, as it restricts sample abuse and ensures patient safety. Sales representatives can provide physicians with cards that they could then give to their patients, and the pharmacy will dispense the sample. The manufacturer will only pay for prescription samples that ultimately reach the patient.

This also eliminates the tracking associated with the sample’s delivery to the physician and ensuring appropriate accountability, as that would be managed by the pharmacy.

How does this help companies increase the reach of their products?

There are many clinics that do not take product samples. That is an issue for many companies. Giving out vouchers would allow them to enhance the existing availability of their samples and increase their reach.

Should this complement or replace existing sampling processes?

This is a tool that should complement promotion programs. The upfront costs are minimal compared to the costs of delivering an actual sample, but a multi-channel approach for distributing samples is required, to connect with more patients and physicians, and through different media types.

Pharmaceutical marketers must have the flexibility and capability to support all channels, including e-prescribing, and be prepared for the various ways that healthcare providers will interact with their EMR systems. In the near future, it is likely that mobile applications will play a role in feeding vouchers to physicians and patients. The goal should be to provide information to people in the form that they are most comfortable with, so the marketing department has to be able to support all the different channels.

What differentiates your solutions?

We focus on access to patients, getting the patient on the therapy, as well as making sure they stay on it. We also provide our clients with pre-business intelligence, data on who is using their therapy, when, where and how often, which allows them to understand who is benefiting from their couponing programs. That is of tremendous value to manufacturers.

Contact: Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits Division

Tel: + 357 22 849 313
Email: press@marcusevanscy.com

About the PharmaMarketing Summit 2013

Offering much more than any conference, exhibition or trade show, this exclusive meeting will bring together esteemed industry thought leaders and solution providers to a highly focused and interactive networking event.

For more information please send an email to info@marcusevanscy.com or visit the event website

marcus evans group – marketing/sales sector portal

The Marketing Network – marcus evans Summits group delivers peer-to-peer information on strategic matters, professional trends and breakthrough innovations.

Please note that the Summit is a closed business event and the number of participants strictly limited.

About Triplefin, LLC

Triplefin is a leading provider of pharmaceutical brand promotional solutions including the comprehensive multi-channel program design, development, and management services required for successful brand acquisition and adherence programs:

• Patient acquisition through Co-Pay Assistance and Free Trial Vouchers
• Patient adherence through Reimbursement Hub Services
• Diverse patient and HCP communication channels
• Web/Live Agent/IVR/Mail
• Brand focused Specialty/Mail Order Pharmacy
• Physician Reimbursement

For more information: www.triplefin.com

About marcus evans Summits

marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to individually tailor their schedules of keynote presentations, think tanks, seminars and one-on-one business meetings. For more information, please visit www.marcusevans.com 

All rights reserved. The above content may be republished or reproduced. Kindly inform us by sending an email to press@marcusevanscy.com

Supercharging Pharmaceutical Marketing

FOR IMMEDIATE RELEASE

It is a fairly long cycle from the concept of a pharmaceutical product promotional piece to its actual execution, according to Bob Bernstein, President, and Peter Gould, Sales and Design Manager, at Sunbelt Dimensional, Inc. “The further down the road that cycle gets without having the proper guidance, the less successful and more costly the promotional piece will be,” Bernstein says.

From a solution provider company at the upcoming marcus evans PharmaMarketing Summit 2012 in Wheeling, Illinois, April 30 – May 2, Bernstein and Gould talk about pharmaceutical marketing, why dimensional promotional projects generate more interest and how to plan their execution.

What insights into pharmaceutical marketing could you share? What is more effective?

Bob Bernstein: There is a lot of clutter in the marketplace, with doctors and patients being bombarded with messages delivered in print, TV and through the Internet. Statistics have proved that dimensional projects generate more interest. They cut through the clutter because they are more effective at delivering complex messaging. This helps doctors understand drug information and patients understand therapies. 

Peter Gould: Our message is that the proper use of structural design and the appropriate application of graphics on patient starter kits, personal and non personal promotional pieces and sample carriers will generate more interest and leave a lasting impression.

Will this be crucial when the Sunshine Act is implemented?

Bob Bernstein: The current rep environment is in flux. In the Sunshine Act environment, a powerful visual aid or PSK will remain among the best tactics to keep sales reps in contact with doctors. There are fewer reps today trying to see busier doctors; they need to offer them something of intellectual value to make sure their visits count.

Promotional packaging must have “pass through value” for reps, doctors, patients and the brand.

How can “pass through value” be achieved? At which stage in the game should dimensional packaging be designed?

Bob Bernstein: An intelligently designed and well constructed piece will have lasting value all the way through. To achieve this, experts need to get involved in the early concept phase to make sure the project is headed in the right direction, feasible in the timeframe required and cost effective. Very often, projects get so far down the approval stream that by the time they reach us, it is difficult to go back and start the process again. They should be designed right from the very start.

Peter Gould: Also, as the industry has moved towards outsourcing the purchasing of these pieces, some of the design elements and quality are being lost. Complicated designs and promotional packaging are often not a pharmaceutical agency’s strong suit. That’s why around 90 per cent of concepts that agencies present to us are changed before going to the client. There is always a greater chance of success if they seek expert advice earlier on.

Contact: Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits Division

Tel: + 357 22 849 313
Email: press@marcusevanscy.com

About the PharmaMarketing Summit 2012

This unique forum will take place at the Westin Chicago North Shore, Wheeling, Illinois, April 30 – May 2, 2012. Offering much more than any conference, exhibition or trade show, this exclusive meeting will bring together esteemed industry thought leaders and solution providers to a highly focused and interactive networking event. The Summit includes presentations on digital marketing, measuring marketing ROI, social media and accessing emerging markets.

For more information please send an email to info@marcusevanscy.com or visit the event website

marcus evans group – marketing/sales sector portal

The Marketing Network – marcus evans Summits group delivers peer-to-peer information on strategic matters, professional trends and breakthrough innovations.

Please note that the Summit is a closed business event and the number of participants strictly limited.

About Sunbelt Dimensional, Inc.

Sunbelt Dimensional is a major supplier of promotional packaging and specialty print promotions to the pharmaceutical industry. Sunbelt Dimensional provides a broad range of program styles and tactical capabilities designed to meet specific marketing challenges, as well as the structural engineering talent and logistical expertise to make complex concepts cost effective to produce and deliver.

For more information: www.sunbeltdimensional.net

About marcus evans Summits

marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to individually tailor their schedules of keynote presentations, think tanks, seminars and one-on-one business meetings. For more information, please visit www.marcusevans.com 

All rights reserved. The above content may be republished or reproduced. Kindly inform us by sending an email to press@marcusevanscy.com

Aligning IT to Business Goals and Operations

Greg Davidson from TSA Corporation, a sponsor company at the marcus evans Australian CIO Summit 2012 and Mining Technology & Innovation Summit 2012, on maximising investments in technology. Interview with: Greg Davidson, Chief Executive Officer, TSA Corporation

FOR IMMEDIATE RELEASE

“Chief Information Officers (CIOs) must work out the value proposition that Information Technology (IT) can deliver to the business,” says Greg Davidson, Chief Executive Officer, TSA Corporation. Identifying areas where new technologies can be introduced to improve productivity and client-supplier relationships in a way that will support new business growth is critical, he adds.

From a sponsor company at the upcoming marcus evans Australian CIO Summit 2012 and Mining Technology & Innovation Summit 2012, Greg shares his views on how IT can support business operations. 

What can CIOs do to better support their business? 

CIOs must work out the value proposition that IT can deliver to the business. This involves building a team with a multitude of skills that are split between strategy and operations.

The strategy team must have good business acumen and the capacity to analyse processes in all primary business areas while introducing productivity and innovation to benefit the bottom line. The operational team, however, must be focused on delivering and maintaining services that introduce peak productivity under agreed cost models.

CIOs need to be deeply integrated into the management team, so that they can help develop business growth strategies, and support mergers and acquisitions and other key initiatives. This will enable the CIO to develop the right strategies and foster innovation to support the growing business.

How can organisations ensure their technology investments are maximised and aligned to their business?

This requires constant review and monitoring, as business challenges change and the IT architecture needs to be adapted to meet business needs. Agreed upon priorities, such as cost containment, new initiatives and business productivity should be handled in a way that is aligned with the bottom line. A continuous improvement strategy should be introduced. Annual or bi-annual checks by independent consultants are a critical success factor.

How can CIOs generate growth and revenue?

It is all about delivering to the business. Identify areas and opportunities where new technologies can be introduced to improve productivity and client-supplier relationships in a way that will support new business growth. To effectively identify these opportunities, CIOs must be active members of the executive management team and be involved in corporate strategies.

What is your outlook on the future? What should CIOs prepare for?

Focus on the right sourcing strategies and get advice from people who have the business acumen to introduce the practices that will deliver outcome-driven business benefits at an agreed cost. Understand what level of best practice your organisation is at, and just as importantly, where it should be. You must define the framework approach that improves productivity and reduces costs and risks; otherwise IT will never be considered as a business enabler.

Introducing practices that focus on productivity and customer service are key.

Contact: Stacey Melvin, Journalist, marcus evans, Summits Division

Tel: + 357 22 849 400
Email: press@marcusevanscy.com

For more information please send an email to info@marcusevanscy.com or visit the event websites below:

Australian CIO Summit 2012: www.australianciosummit.com

marcus evans group – information technology sector portal 

Mining Technology & Innovation Summit 2012: www.miningtechsummit.com

marcus evans group – mining sector portal 

Please note that the Summit is a closed business event and the number of participants strictly limited.

About TSA Corporation

TSA Corporation is an Australian Management and ICT Consulting firm that can help you establish a strategic approach in helping technology services become a recognised business enabler. We do that by helping you assess where you are at, where you should be and how do you get there. 

www.tsacorporation.com 

About marcus evans Summits

marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to individually tailor their schedules of keynote presentations, think tanks, seminars and one-to-one business meetings. For more information, please visit www.marcusevans.com

All rights reserved. The above content may be republished or reproduced. Kindly inform us by sending an email to press@marcusevanscy.com

CMO Japanサミット2012の成功に向けて、限られた数ではございますが、ソリューションプロバイダー企業の方々からのスポンサー参加枠をご用意しております。

CMO Japanサミット2012の成功に向けて、限られた数ではございますが、ソリューションプロバイダー企業の方々からのスポンサー参加枠をご用意しております。

株式会社博報堂ブランドコンサルティング: 日本企業のCMOの今後

今回はマーカスエバンズ主催CMO Japanサミット2011にプロバイダー企業としてご参加頂く、株式会社博報堂ブランドコンサルティング代表取締役社長を務める首藤明敏氏に、日本企業のCMOの今後を伺いました。 インタビュー : 首藤明敏氏　代表取締役社長　株式会社博報堂ブランドコンサルティング

即日発表

「縮む国内市場と伸びるグローバル市場の狭間で、日本企業が生き残っていくためには、生産至上主義や行き過ぎた現場中心主義から抜け出すことが重要です。」と語るのは株式会社博報堂ブランドコンサルティング、代表取締役社長の首藤明敏氏。「CMOが現場と経営が一体となった統一性のあるマーケティングをうまくリードできれば、現在の日本企業や日本のブランドのピンチをチャンスに変えることができるのではないかと期待しています。」と、同氏は続けます。今回は、マーカスエバンズが幕張で開催するCMO Japanサミット2011にプロバイダー企業としてご参加頂く首藤氏に日本企業のCMOの今後を伺いました。

現在日本のCMOが抱える課題点とは？

日本のマーケティングが現在抱えている課題の一つに、行き過ぎた現場中心主義が挙げられます。市場変化に対応するには、現場での俊敏な対応が肝要です。しかしそれは逆に、商品やブランドの乱立、グローバルでの戦略の不統一、マーケティング活動の不一致をもたらしています。日本では、まだCMOのポジションは市民権を得ているとは言えません。しかし今後は、ばらばらな活動の無駄を省き、現場と経営が一体となった統一性のあるマーケティングを実現する上で中核となるCMOの役割がより重要になってくると思われます。

顧客のニーズ変化に対応するには？

3.11はわれわれの価値観を大きく変えました。一方で、それ以前からあった市場変化の流れを加速すると感じています。国内市場の成熟化と地域による差異の増大、単なる関心段階から行動段階へと進む社会性消費、新興国市場での競争の激化、ソーシャルメディアの活用の加速など。このような消費者意識がどこに向かうかを洞察し、縮む国内市場と伸びる海外市場の狭間で、商品やブランドをいかに再編していくのか。企業の存在意義や本質的議論ができる今を機会として捉え、マーケティング活動の抜本的な改革を進めることが重要です。

日本のCMOが取るべき長期的戦略とは？

これからの時代、日本企業が技術至上主義、生産至上主義で生き残るのは不可能です。CMOの役割は、生活者・顧客発想を経営陣に提言し、ブランド価値の最大化と、マーケティングによる事業イノベーションをリードすることです。そのためにも経営に対してマーケティング活動のROIを明らかにし、社内外への適切なコミュニケーションを図ることで、現在の日本企業や日本のブランドのピンチをチャンスに変えることができるのではないかと期待しています。

お問い合わせ:
二場　悠里
サミット部門　マーケティングマネージャー
マーカスエバンズ
電話: +81-3-5823-0688
メール：yurif@marcusevansjp.com

CMO Japanサミット2011について

本サミットは、2011年6月6日－8日に幕張のホテルニューオータニ幕張にて開催致します。構成において他のイベントと一戦を画す本サミットでは、各産業の第一人者、厳選されたプロバイダー企業が一同に会し、洗練されたネットワークの構築の場を提供致します。日本経済・産業構造やCMOの存在意義、クロスメディアマーケティング・ブランディング等をご講演にてお話し頂きます。

詳細情報のお問い合わせはinfo@marcusevanscy.comまたはwww.cmojapansummit.comをご覧下さい。

marcus evans group – marketing & sales sector portal

マーカスエバンズサミットグループ・マーケティングネットワーク：業界最新情報やマーケティングリーダーが現在抱える課題、また、業界でご活躍中の皆様のインタビュー記事などを、ソーシャルメディアを通じて配信しております。

ご参加枠には制限がございますので、ご注意下さい。

マーカスエバンズサミットについて

マーカスエバンズサミットは各業界のシニアマネジメント層向けのビジネス会議です。マーケットリーダーによる講演やプロバイダー企業とのone-to-one meetingsを通して既存課題の解決策模索や今後の戦略策定など、情報の交換・収集をして頂けます。詳細情報はwww.marcusevans.comをご覧下さい。

All rights reserved.
お気付きの点がございましたらpress@marcusevanscy.comまでご連絡下さい。

ご参加者の皆様、
この度はCMO Japan Summit 2011にお申し込みを頂き誠にありがとうございます。本サミット開催に向けて何点かのお知らせがございますので、以下をご一読ください。

水谷　真紀子
イベントマネージャー
直通電話番号：+603 2723 6776 （マレーシア）
email: MakikoM@marcusevanskl.com

マーカスエバンズ主催CMO Japanサミット2011にご興味頂きまして、誠にありがとうございます。

事前のご登録につきましては、弊社担当者よりご連絡差し上げます。

会場でお会い出来ますの楽しみにしております。

二場　悠里
マーケティングマネージャー

議長： (Chairman)：（社）日本マーケティング協会理事長　兼　法政大学大学院イノベーション・マネジメント研究科教授　兼　慶應義塾大学名誉教授 嶋口充輝

アディダス ジャパン株式会社　上席執行役員　営業統括本部長兼スポーツスタイル事業本部長 小川典利大

ライオン株式会社　執行役員 生活者行動研究所 所長　今井秀之

株式会社クレハ　取締役常務執行役員　家庭用品事業部長　佐川正

アメリカンエキスプレスインターナショナル　個人事業部門　マーケティング　副社長　中島好美

合同会社西友　バイスプレジデント マーケティング本部　本部長　富永朋信

エスティローダー株式会社　クリニーク事業部マーケティング本部長　日高千絵

KDDI株式会社　渉外・マーケティング統括本部　マーケティング本部長　村山直樹

サントリー酒類株式会社　宣伝部長　和田 龍夫

明治乳業株式会社　リテールマーケティング部長　兼　高千穂大学アジア研究交流センター客員教授　兼　明治大学大学院グローバルビジネス研究科兼任講師　中島聡

東京ガス株式会社　広報部長　生野徹

エステー株式会社　宣伝部長＆クリエイティブ・ディレクター　鹿毛康司

大和ハウス工業株式会社　総合宣伝部　デジタルメディア室長　大島茂

株式会社クボタ　コーポレートコミュニケーションシニアスペシャリスト　兼　社団法人日本産業広告協会副会長 山﨑方義