Going to be in the NYC area on March 12, 2015? Join us as executive vice president Boris Kushkuley speaks on shifting from the art to the science of marketing at the MM&M Skill Sets Live event in New York. Register today to reserve your spot, as event attendance is limited.
Much is being said these days about the need for customer centricity in pharma marketing. But what does this really mean?
Historically, most marketing activity centered on one-directional campaigns. They were carefully designed, but blasted canned, one-size-fits-all messages from TV screens, pages of magazines or scientific journals. One exception has been sales reps, who have been the ultimate customer-centric machine. They knew about their customers’ prescribing habits, their practice needs, and their personal and professional preferences. Historically, the sales rep’s job was to find a way to truly engage physicians. But those days are gone. Due to financial and regulatory pressures on pharma companies, institutional access restrictions, and many other factors, the sales force is becoming less and less effective. And customers have lost their patience for the one-directional, one-size-fits-all campaigns.
As a result, the role of non-personal promotion has grown. Today, both physicians and patients have full access to information that’s consumable on their terms, thanks to the magic of the Internet revolution. And in that space, as in many other areas, we can leverage the power of big data and a feedback loop to create unique, personalized experiences for physicians, patients, caregivers or nurses.
To begin, we must map this experience along the customer’s journey and across multiple touchpoints over time. It requires a sophisticated approach that includes a live, constantly changing ecosystem of tactics that morph in real time to deliver customer needs. It depends on our ability to rely explicitly or implicitly on our interactions with customers and their behaviors happening across different channels.
Welcome to the world of personalized experience. It cannot be described in a few printouts of a VisAid or a journal ad. It is defined by real-time customer insights and business rules. Welcome to the world where marketing is an exact science. Join us at this event to learn more!
Who: Executive vice president Boris Kushkuley
What: Speaking at MM&M’s Skill Sets Live event, Enhancing Multichannel Marketing
When: Thursday, March 12
8:30 a.m. – 1:00 p.m.
101 Park Ave.
New York, NY 10178
Why Attend: To build your knowledge of this topic from the observations, insights and experiences of our expert speakers.
How: Register today!
About Skill Sets Live
Skill Sets Live is a series of live, half-day events comprising presentations and discussions focused on specific disciplines within pharmaceutical/healthcare marketing and communications. Prominent speakers from across the industry will share their insights, observations, best practices and advice with a live audience of pharma brand managers/marketers, agency professionals and healthcare media executives. The goal is to provide attendees with a platform to increase their knowledge in key areas of healthcare marketing and communications and to provide a forum for networking and sharing information.