Notes · 2014. 12. 5. · Business", Gower Publishing, London, 2007 "Erfolgreich im...
Transcript of Notes · 2014. 12. 5. · Business", Gower Publishing, London, 2007 "Erfolgreich im...
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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 1
Pharma Marketing-ChartsPharma Marketing-Doc
Pharma Marketing Workshop
Welcome
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Many illustrations are from Dr. Günter Umbach's books
"Successfully Marketing Clinical Results: Winning in the Healthcare Business", Gower Publishing, London, 2007
"Erfolgreich im Pharma-Marketing: Wie Sie im Produkt-Management von Arzneimitteln Ärzte, Apotheker, Patienten, Experten und Managerals Kunden gewinnen," Gabler Verlag, Wiesbaden, 2011
"Erfolgreich als Medical Advisor", Springer Business, 2013
The author disclaims any responsibility or liability resulting from actions advocated or discussed in this document. The author makes no representations or warranties with respect to the accuracy or completeness of the contents of this document.
All rights reserved. Copyright © Healthcare Marketing Dr. Umbach & Partner
For more free checklists, tips and ideas, please visit www.umbachpartner.com
Notes
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Objective
Update your knowledgeEnhance your know-how
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Perspective
Your personal success
Your Professional Performance
• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •
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You choose
Suggestions
Recommendations
Advice
Tips
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Questions
Your Input
Enter into dialogue
Discuss certain topics
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Documentation
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Your Potential
Reservoir
Let your ideas inspire you
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If an idea occurs to you, please write it down
Get your inspirations on paper
Catalyst
Personal action plan
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Your Brand
Examples and Case Studies
Benchmarking
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OOOOOGame
Sports
Exercises
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Opportunity
Unfortunately, some companies will not even unwrap it.
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Personal Opportunity
Extend your sphere of influence
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Transparent, coherent process with a series of standardized steps
Consistent Approach
• What • How• To whom • Why
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The Art of Rhetoric
Find the best way to persuadea particular audience
Aristotle
ΤΕΧΝΗΣ ΡΗΤΟΡΙΚΗΣ
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• Blueprint• Checklist• Recipe• Strategy advice• Idea Catalyst kit
Can Serve You As
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Blueprint for Success
RealityTheory
Idea
Plan
Action
Implement
Tools andTechniques
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Marketing Manager
Real Story
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Analysis: Investigate target group
Unmet need: Understand the prospect's problem
Positioning: Develop a powerful message
Modes of expression: Address all senses
Check: Test draft, adapt to feedback, test again
Channels: Find effective communication routes
Success Criteria: Define performance indicators
Names: Collect and store customer contact data
Strategic Approach
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Analysis: Investigate target group
Unmet need: Understand the prospect's problem
Positioning: Develop a powerful message
Modes of expression: Address all senses
Check: Test draft, adapt to feedback, test again
Channels: Find effective communication routes
Success Criteria: Define performance indicators
Names: Collect and store customer contact data
Approach
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InputActivities and TasksHours worked Days spentPhysicians visitedPowerpoint charts shownMeetings organized
Success Criteria
Output OutcomeResults
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Objectives you want to achieve
Success Criteria
Performance indicators?=
Goal
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- Feedback - Response rates- Contacts in data base- Visitors on website- Conversion rate of website- Market share- "Relative Return on Investment"
- Revenue- Units sold- Cashflow- Product contribution- Return on Investment
Personal Goals
- Learn- Gain experience- Enlarge network- Realize aspirations
Success Criteria
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Win customers Financials
Success in the Market
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Analysis: Investigate target group
Unmet need: Understand the prospect's problem
Positioning: Develop a powerful message
Modes of expression: Address all senses
Check: Test draft, adapt to feedback, test again
Channels: Find effective communication routes
Success Criteria: Define performance indicators
Names: Collect and store customer contact data
Approach
●
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Most people are not willing to do the hard work to make sales easy
Jeffrey Gitomerwww.gitomer.com
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Learn exactly where your landing lights are located
Analysis
Target group
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Mistake #1
Focusing on the wrong target group and chasing poor prospects
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Merck & Co: Proscar® (Finasteride) Benign Prostatic Hyperplasia
Target Group
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Are you on target or off-track?
Focus
Whom do youwant to convince?
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Physician Pharmacist Manager Patient
Key Customer
___% ___% ___% ___%
"Decision makers and influencers in the buying process"
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Customer Lifetime ValueAge 30 years"Buys" products until 65 yearsEvery yearRevenue per year 1 000 Euro
Recommendations
"Life Time Value" ……. . Euro +
"Active" period …. years
Simplified
x Revenue per year 1 000 Euro / year
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Analysis: Investigate target group
Unmet need: Understand the prospect's problem
Positioning: Develop a powerful message
Modes of expression: Address all senses
Check: Test draft, adapt to feedback, test again
Channels: Find effective communication routes
Success Criteria: Define performance indicators
Names: Collect and store customer contact data
Approach
●
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Unmet Need
My customers' burningproblems are …
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Analysis: Investigate target group
Unmet need: Understand the prospect's problem
Positioning: Develop a powerful message
Modes of expression: Address all senses
Check: Test draft, adapt to feedback, test again
Channels: Find effective communication routes
Success Criteria: Define performance indicators
Names: Collect and store customer contact data
Approach
●
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Dr. Umbach & Partner, 2005
A Constellation of 7 Stars …
How do we interpret this configuration of objects?
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You Interpret
Dr. Umbach & Partner, 2005
the constellation of dataand give them meaning
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Dr. Umbach & Partner, 2005
Make Sense of the Results
What do the results mean?
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Numbers, Tables,Diagrams
Results Message
GiveMeaning
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What you want to convey to your customers?
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Message?
Our antihypertensiveproduct lowers bloodpressure effectively
Ticket of Entry Only
Pointlessmessage
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Develop a powerful message
Positioning
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Half empty
Halffull
Positive Thinking
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A Convincing Message
Concise Short and to the point
Easily understandable
Endorsed by reliable sources
Repeated in a uniform way
Clear
Credible
Consistent
Something your Customers Care about
...
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Keep it short and simple
Kiss
Be brief
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ether gold
Attention
More volatilethan
Morepreciousthan
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Buy meBuy meBuy meBuy meBuy meBuy meBuy meBuy meBuy meBuy meBuy meBuy meBuy meBuy me...2000
Messages per day
2001
Information Overload
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Unremarkable = Invisible
Visibility is the name of the game
…
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Develop a powerful message
Positioning
Attention: Arouse interest for content
Benefit: Offer a fact-based solution
Superiority: Show unique value
Validation: Support with reference
Behavior: Ask for action
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Make the viewer curious and interested
First Step
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The Sale Before the Sale
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Eye-catchersattracting attention?
Capture the Prospect's Attention
Your awareness programYour attraction factor
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Text
Face Body Animal
Pattern
Machine
Eyes
1
What Gets the Most Attention
3
2
??
?
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The more text-heavyyour communication is,the faster you will loseyour audience
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First Man on the Moon?
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This is special.I should know.
First
New
Words you should connect to your study
Words That Spark Attention
...
Can you justify them?
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A Unique Trial
randomized study that ...
study that ...
randomized double-blind study that ...
randomized double-blind study with an active control that ...
because it is the first ...
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Summary
Conclusions
Abstract
Lessons learned
Results
Use Attractive Headlines
Analysis of the ABC trial
"
"
"
"
"
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Develop a powerful message
Positioning
Attention: Arouse interest for content
Benefit: Offer a fact-based solution
Superiority: Show unique value
Validation: Support with reference
Behavior: Ask for action
•
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Sales rep
Dr. Umbach & Partner, 2005
Physician
Advantages for me and my patients?
What the Doctor Looks For
Study results!
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Why is this important to me?
Customers' Eternal Question
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Solution Problem
Sal
es
1
4
Features Benefits
Dr. Gallup, USA: Effect of content of TV spots on sales
x4
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What's-In-It-For-MeSyndrome
So what is your compelling offer?
WIFM
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The new intra-venous formulationof Examplexrequires a shorterduration of infusion
An Explicit Benefit I
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Increased …
One dose ofExamplex lasts for 24 hours
An Explicit Benefit II
Improved ….
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Benefit
The value you add
I improve the client's condition …
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Develop a powerful message
Positioning
Attention: Arouse interest for content
Benefit: Offer a fact-based solution
Superiority: Show unique value
Validation: Support with reference
Behavior: Ask for action
•
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Unique Selling Proposition
Crystallized Brand Promise
Brand Benefit Edge
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Price as Advantage
Generic product strategy:
Competing only on price is a different business
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Generic Products
Basierend auf einer Anzeige von Stada, Dt Ärzteblatt 9. April 2010
Stada: The only German company among the top 10 generic manufacturersin Germany
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Easy switch, since identical to the look of the original product
Valsartan von 1A Pharma, Anzeige Dt Ärzteblatt
Generics
Leichte Umstellung durch identische Tablettenoptik zum Erstanbieter
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"Vom größten Anbieter" Anzeige im Deutschen Ärzteblatt
Angegebene Referenz: IMS Pharmascope Sell Out UN MAT 12/2011
Generics
The broadestrange of generictriptanes
(for the treatment of migraines and clusterheadaches)
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The Branded Generic
Teva ratiopharm
Quetiapin-ratiopharm anstelle von Seroquel (gegen Schizophrenie), Anzeige Dt Ärzteblatt
Generics
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My offer is special, because …
Unique and Remarkable
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Develop a powerful message
Positioning
Attention: Arouse interest for content
Benefit: Offer a fact-based solution
Superiority: Show unique value
Validation: Support with reference
Behavior: Ask for action•
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• Publication• Expert quote• Market numbers• Guidelines • Clinical case study • …
Validation
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Number 1
Athlete's foot (Fußpilz):
Trust the #1 worldwide*
Lamisil®
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Accepted Practice
xerobank.com : The world's mosttrusted anonymous web browser
Downloaded 11 million times
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FactualInformation
EmotionalAspects
Decision
Head Heart
&
Create Emotional Impact
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To the cognition of the brain must be added the experience of the soul
Arnold Bennett
Maximize Your Impact
YouTube AF
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Patient, 66 years Restless Legs Syndrome
Human Interest Story
Brochure for Restex®
from Roche
Clinical Case
It all started when ....Now I cannot tolerate it any longer.It is so unnatural, so terrible ...
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Human Interest Story
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Medical History: Atrial fibrillation. Right sided ischemic stroke after a prolonged episode of atrial fibrillation.
Left-sided hemiplegia and compromised mobility,loss of creative abilityPatrick was a talented composer of concert music until his embolic stroke. He is best known for his theme to Sherlock Holmes on TV … His wife Caroline describes the effect of Patrick's stroke on their life: "I became a carer … he was doubly incontinent ..
Human Interest Story: Press Briefing
Case history: Patrick, age 72Location: United Kingdom
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Develop a powerful message
Positioning
Attention: Arouse interest for content
Benefit: Offer a fact-based solution
Superiority: Show unique value
Validation: Support with reference
Behavior: Ask for action•
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Ask for Action
• Send fax• Email• Call• Attend workshop• Buy in pharmacy• Prescribe• Recommend
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Analysis: Investigate target group
Unmet need: Understand the prospect's problem
Positioning: Develop a powerful message
Modes of expression: Address all senses
Check: Test draft, adapt to feedback, test again
Channels: Find effective communication routes
Success Criteria: Define performance indicators
Names: Collect and store customer contact data
Approach
●
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Trademark Brand vocabularyCore messageBullet pointsImportant numberMemorable marksEasy legibilityProven layoutRight colourComprehensible tablesConvincing graphsCompelling visualsGive-aways
Modes of Expression
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Offer the complete package
Be comprehensive!
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Trademark Brand vocabularyCore messageBullet pointsImportant numberMemorable marksEasy legibilityProven layoutRight colourComprehensible tablesConvincing graphsCompelling visualsGive-aways
Modes of Expression●
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The Power of a Brand
Identity
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Create a Lighthouse Identity
Visibility
Brand name in study name?
Rename or modify the study name
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Zocor SurvivalStudy
Scandinavian Simvastatin Survival Study
Merck & Co
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I nternational
N ifedipine once-daily
S tudy:
I ntervention as a
G oal in
H ypertension
T reatment
INSIGHT Study
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Examplex
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Control
Standard therapy
Conventional therapy
Reference substance
Gold standard
Calling the Other Treatment
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Trademark Brand vocabularyCore messageBullet pointsImportant numberMemorable marksEasy legibilityProven layoutRight colourComprehensible tablesConvincing graphsCompelling visualsGive-aways
Modes of Expression
Verbal= Language
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Frank Luntz: Words that work
With language you are playing an incredibly dangerous game
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Some Words Transform
Your Text ...
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"Barbed Wire Words"
Complicated, Problem, …
Check
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The Power of Words
Words can determine how people feel and how they act
Was innovative Niedersachsen erotisch finden http://www.youtube.com/watch?v=9VLFdKbiuos
Loose lips sink ships
Be careful what you say
Drehzahlmesser = Revolution counter = Rev meter http://www.youtube.com/watch?v=WxjP4tOuI6E&NR=1&feature=fvwp
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Trademark Brand vocabularyCore messageBullet pointsImportant numberMemorable marksEasy legibilityProven layoutRight colourComprehensible tablesConvincing graphsCompelling visualsGive-aways
Modes of Expression
●
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••••
Dictionary
Put in on the wall or computer
The most important words
Forge your own identity with the right vocabulary
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• Examplex • Substantin • convenient• solution• very good• improves
• clinical outcome• saves time• faster• advantage• physiological
Dictionary I
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• Examplex• Substantin• Highly active • Antibiotic• Bacterial infections • Acute exacerbations of chronic bronchitis • Effective • Treatment • Rapidly travels to the site of infection• Provides fast clinical recovery
Dictionary II
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Zarathustra
Speak the truth, but speak it pleasantly
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Words with
Positive interpretations
Optimistic connotations
Agreeable implications
Language
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Choose positive wordings
Edit
Original
Raw
Actual
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established
well-known
modern classic
old
- +
Example: Aspirin®
Bayer: Aspirin®
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disappointing informative
instructive
insightful
- +
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- +
unquestionable accepted
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- +
Examplexreducesmortality
Examplexprolongssurvival
Exampleximprovessurvival
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Fewer sideeffects
Bettertolerability
- +
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not contaminated
You deny
pure
Be direct and straightforward
You affirm
at no charge free
Use Affirmative Statements
undisputed accepted
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Beneficialinfluence onhair and skin
Anti-androgeniceffect
Ad for hormonal contraceptive
Terms Easy to Imagine
Proton Pump Inhibitor
Acid Pump Inhibitor
Losec® of AstraZeneca
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Alternatives to "Prove"
• Validate• Document• Confirm• Highlight• Emphasize• Underline
• Prove
Avoid Prefer
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20% improve-
ment
20% difference
Your product is 20% superior
20% increase
Alternatives to "Difference"
Unclear Better Preferable
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A 20% increasein survival rate wasobserved in the Examplex group
Use the Active Voice
SAVE trial: Captopril improved ... by 20%
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Question
Problem
Past
Text Logic
Answer
Solution
Present
Write texts that create tension
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80% of patients preferredExamplex
What percentage of patientshad a preference for Examplex?
Questions and Answers
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The Q & A Section
People like Questions & Answers
QuestionWhy is this study important?
AnswerBecause this is the first study …
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Your 2 Key Questions & Answers
1 ?
2 ?
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Now there's an insulinthat can work just as long. Examplex provides 24-hourcoverage with just one administration.
Diabetes is with your patients all day, every day.
Problem and Solution
Based on a real advertisement
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Until recently, there was no effective treatment for bone metastases. Now biphosphonates can help improve bone strength in cancer patients.
Many cancer patients suffer from bone-destroying activities associated with bone metastases.
Past and Present
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Trademark Brand vocabularyCore messageBullet pointsImportant numberMemorable marksEasy legibilityProven layoutRight colourComprehensible tablesConvincing graphsCompelling visualsGive-aways
Modes of Expression
●
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BenefitNo Benefit
Unnecessary
Decision Criterion
Essential
Relevant Drop the details
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Advair® help
Brand Vocabulary
Core Message
improve lung
function betterbreathecan
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Case Study
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Boehringer Ingelheim: Study in 40 countries25 600 patients with increased CV risk
ARB Telmisartan (Micardis) vs ACE-Inhibitor Ramipril vs
combination of both
ONTARGET
Results of the trial were presented at the American College of Cardiology 57th Annual Scientific Session and published simultaneously online in the New England Journal of MedicinePrinted version: N Engl J Med April 10, 2008
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1.0
Telmisartan Better Ramipril Better
ONTARGET Study: ResultsRelative Risk
Primaryoutcome
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ONTARGET Study: Results
1.0Telmisartan Better Ramipril Better
Relative Risk
Primaryoutcome
Main secondary outcome
Based on N Engl J Med, April 10, 2008
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ONTARGET
N Engl J Med, April 10, 2008
Telmisartan was "noninferior" to ramipril.
Telmisartan was equivalent to ramipril
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Case Study
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In the Carvedilol or Metoprolol European Trial (COMET), around 3000 people with chronic heart failure were assigned to receive carvedilol or metoprolol. Yearly mortality rates were 8.3% with carvedilol and 10.0% with metoprolol. Average life-expectancy was eight years for patients given carvedilol compared with 6.6 years for patients assigned metoprolol.
COMET: Scientific DataCarvedilol in Heart Failure
Based on presentations and The Lancet, 5 July 2003
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Results of a European study in this week's Issue of The Lancet suggest that the beta-blocker carvedilol offers substantial survival benefit compared with another widely-used beta blocker for the treatment of chronic heart failure.
COMET: Message to ExpertsCarvedilol in Heart Failure
Based on presentations and The Lancet, 5 July 2003
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Dilatrend® patients live longer*
*
* COMET: Carvedilol versus Metoprololtartrat.The Lancet 2003;362:7-13
COMET: Message to PhysiciansCarvedilol in Heart Failure
Dilatrend® is a trademark from RocheBased on translation from German "Deutsches Ärzteblatt", 12 September 2003
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Statistical Analyses
Standard Examplex Standard ExamplexPer-Protocol-AnalysisIntention-to-Treat-Analysis
Ask!…
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Act Responsibly
Publish all results whether positive or negative!
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Trademark Brand vocabularyCore messageBullet pointsImportant numberMemorable marksEasy legibilityProven layoutRight colourComprehensible tablesConvincing graphsCompelling visualsGive-aways
Modes of Expression
●
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• Attention
• Interest
• Curiosity
Format your text for clarity and easy reading. Your headline has grabbed the reader's eye. She's reading what you've got to say with interest and curiousity. Bullet points highlight the information you want to emphasize. Which is clearer, continuous text or text laid out using bullet points?
Continuous Text Bullet Points
• Attention
• Interest
• Clarity
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Even
Number of Bullet Points
Uneven
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• • •
Suitable Symbols
48
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Trademark Brand vocabularyCore messageBullet pointsImportant numberMemorable marksEasy legibilityProven layoutRight colourComprehensible tablesConvincing graphsCompelling visualsGive-aways
Modes of Expression
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Numeric Identity
911Car
N°5Perfume
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Zovirax: Reduction of herpes recurrences
Captopril in SAVE StudyReduction of cardio-vascular morbidity
75%
20%
Numeric Identity
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1 2 3 …
Your Number
?
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Trademark Brand vocabularyCore messageBullet pointsImportant numberMemorable marksEasy legibilityProven layoutRight colourComprehensible tablesConvincing graphsCompelling visualsGive-aways
Modes of Expression
●
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V
50
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V
Pill
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a b c …
Your Letter
?
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Trademark Brand vocabularyCore messageBullet pointsImportant numberMemorable marksEasy legibilityProven layoutRight colourComprehensible tablesConvincing graphsCompelling visualsGive-aways
Modes of Expression
Visual
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That's the ad agency's job
Visual Communication
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 152
Trademark Brand vocabularyCore messageBullet pointsImportant numberMemorable marksEasy legibilityProven layoutRight colourComprehensible tablesConvincing graphsCompelling visualsGive-aways
Modes of Expression
●
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In your presentation charts useletters that are big enough to readfor people sitting in the last row,for example 40 points.
Font Size
Choose appropriate size
Many people cannot read letters smaller than 20 points!
52
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THIS TRIAL CONFIRMS THATSUBSTANTIN CAN IMPROVESURVIVAL OF PATIENTS
Avoid capital letters
This trial confirms that substantincan improve survival of patients
Capitals and Lower Case
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Stay away from italic style
This trial confirms that substantin can improve survival of patients with advanced breast cancer
This trial confirms that substantin can improve survival of patients with advanced breast cancer
Italics
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Avoid underlining
This trial confirms that substantin can improve survival of patients with advanced breast cancer
This trial confirms that substantin can improve survival of patients with advanced breast cancer
Underlining
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This trial confirms that substantin can improvesurvival of patients with advanced breast cancer
Limit the number of words within one line
This trial confirms that substantin can improve survival of patients with advanced breast cancer
Column Width
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... between paragraphsincrease readership by 12%
Vacant Lines................................................................................................................................................................................................................................................
..............................
..............................
..............................
..............................
..............................
..............................
..............................
..............................
..............................
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Dark-coloured letters on a dark-coloured background
Text and Background
Ensure sufficient contrast
Better readability
Light-coloured letters on alight-coloured background
Better readability
54
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Change to a bigger fontChange to another font Underline
How to Emphasize Words
BoldColour
Highlight
.
.
.
.
.
.
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Trademark Brand vocabularyCore messageBullet pointsImportant numberMemorable marksEasy legibilityProven layoutRight colourComprehensible tablesConvincing graphsCompelling visualsGive-aways
Modes of Expression
●
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Layout
Composition of text and image
How do you arrange the elements?
Page Architecture
55
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Text...........................................................................................
?
Vertical
Text...........................................................................................
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Horizontal
Text.......................................................................
Text.......................................................................
?
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Summary of Conclusions
Summary of Conclusions
Headlines Layout
.............................
.............................
.............................
.............................
.............................
.............................
.............................
.............................
.............................
.............................
.............................
.............................
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Which are the first and which are the second elements to be read in a piece?
Headline
First words of copy
Words underneath the photo
Last words of copy
Precious Space
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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 168
Examplex saves time
Use Captions
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Yes
Yes
No
No
Yes
No
A
B
C
D
No Yes
Yes
E
F
Yes No
No
Learning from AppleSafari as Standard Browser?
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Case Study
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Glomerular Filtration Rate80
GF
R (
ml/m
in) 75
70
65
60
p < 0.05
Time (years)
Examplex
Control
Figure 3: Analysis of data from measurements of glomerular filtration rate in the two treatment groups
1 2 3 4
?
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Trademark Brand vocabularyCore messageBullet pointsImportant numberMemorable marksEasy legibilityProven layoutRight colourComprehensible tablesConvincing graphsCompelling visualsGive-aways
Modes of Expression
●
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The Product Column
Purple Green Blue Red
Use Your Brand Color
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Grey
inconspicuous
The Placebo Column Colour
should be ...
e.g.
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Order now Order now
Higher Response?
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Trademark Brand vocabularyCore messageBullet pointsImportant numberMemorable marksEasy legibilityProven layoutRight colourComprehensible tablesConvincing graphsCompelling visualsGive-aways
Modes of Expression
●●
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1
2
3
4
Case Studies
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Increase
50%
Constant
48%
Decrease
2%
Sequence of columns?
Recall with Substantin 1
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Decrease
2%
Constant
48%
Increase
50%
Appropriate way of depicting data?
Recall with Substantin 2
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Increase
Constant
Decrease
Recall with Substantin 3
Symbolizing Action?
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Precise Number?
Increase
Constant
Decrease
Recall with Substantin 4
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Recall with Substantin 5
50%Increase
Constant
Decrease
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Deterioration
2%
Constant
48%
Improvement
50%
Recall with Substantin
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1
2
3
4
Case Studies
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Columns: ColorControlYour Brand
Diagram keys work as long as they are in color.
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Control Brand
Use Text Labels
Label columns clearly!
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1
2
3
4
Case Studies
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Herpes virus infections
Substantin* reduces recurrences** by 75%
* Brand name: Examplex
** Percentage of cases in which it happens again
Clinical Trial Results
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Substantin Control
Rec
urre
nces
(%
)
Poorly Visible Results
64
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Substantin Control
Rec
urre
nces
(%
)
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Substantin Control
Rec
urre
nces
(%
)
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Substantin Control
Rec
urre
nces
(%
)
65
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Control Substantin
Rec
urre
nces
(%
)
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SubstantinControl
Rec
urre
nces
(%
)
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75%
SubstantinControl ?
Rec
urre
nces
(%
)
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75%
ExamplexControl
Rec
urre
nces
(%
)
Improved Diagram
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1
2
3
4
Case Studies
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PlaceboBrand A B C
YourBrandColors
Design: 3 Mistakes
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Trademark Brand vocabularyCore messageBullet pointsImportant numberMemorable marksEasy legibilityProven layoutRight colourComprehensible tablesConvincing graphsCompelling visualsGive-aways
Modes of Expression
●
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works at a subconscious level
The Impact of Images
Visual information
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Examplex Examplex
Which product seems more effective in increasingresponse rates
The Right Triangle
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------------------
Active Design
——————
Cut —————1
2
3
Highest response?
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Send methe Examplexstamp
The Incentive
Yes, send methe Examplexstamp
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Picture
Appropriate Images
Choose a visual relevant to your message
Illustration
Symbol
Icon
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Blood Pressure Control
Blood Pressure Control
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One capsule once-a-day
tablet
Once-a-Day
...
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Easy Intravenous Application
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Intima-Media-Thickness
Intima-Media-Thickness
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Intima-Media-Thickness
Intima-Media-Thickness
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Glorious Technicolour
Add colour and increase recall by 100%
Black and grey
Tunnel tones Technicolour
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Art Work or Photographs
Drawing Photograph
AuthenticTrue ?
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Increase credibilityof your communication
Spend money on anexcellent potographer
Professional Photography
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www.laralove.de www.laralove.ch
Red Roses
Love Live Lara
Contraception
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Trademark Brand vocabularyCore messageBullet pointsImportant numberMemorable marksEasy legibilityProven layoutRight colourComprehensible tablesConvincing graphsCompelling visualsGive-aways and gestures
Modes of Expression
●
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Pen Colored egg …
Address all senses
Object
A thing to show or give as a gift
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Consistent
Comprehensive
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Analysis: Investigate target group
Unmet need: Understand the prospect's problem
Positioning: Develop a powerful message
Modes of expression: Address all senses
Check: Test draft, adapt to feedback, test again
Channels: Find effective communication routes
Success Criteria: Define performance indicators
Names: Collect and store customer contact data
Approach
●
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Read?
Understand?
Remember?
Is Your Draft Easy to …
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The Draft Testing Cycle
Test it = Try it Get rapid feedback
Adjust = Fine-tuneAdapt to feedback
Prepare a preliminary version
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Listen
Rapid prototyping
Fail faster andsucceed sooner
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Communication Channels
Choose the routes that your target audience prefers
Start a dialogue with your clients
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Recorded See and listen to moving picturesRead text and see picturesRead text only
Lead by example Imitate was others do
Activity Impact
Live SpeechSee and listen to a speaker
Live DialogueSee, listen and discuss in workshop
+++++
++++
+++
++
+
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Experts: Individuals, advisory boards, professional societiesEvents: Conferences, workshops, presentations …Scientific publications: Abstracts, articles …Personal contacts: Connect and network with peopleMarket research: Interviews, focus groups …Electronic media: Websites, videos, social media ...Public relations: Engage the media, work with journalistsAdvertising: Print and electronic adverts, brochures …Sales force: Train and motivate representatives …Direct marketing: Print and electronic mailings, telephone service hotlines, call centers …
Additional options: Continuing medical education,clinical studies, sponsorships, self-help groups,imaginative actions …
Communication Channels●
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Opinion Leader Sequence
Nationale
Contact them in the right order!
Regional
Local
National
Inter-national
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Consensus Meeting
Educate the Educators:
The HPV Vaccines
Cervarix, Gardasil
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Bridging the Gap
Between your company and thought leaders
Maintainingregular contacts Scientific Relations
Marketing
Medical Liasion
Who?
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"Advisory Board""Expert Round Table"
Expert Workshops
You facilitate and organize, creating an aura of exclusivity
Invite hand-picked, selected experts
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Invited experts enhance their reputation
Meeting Benefits
You get participants on board
Speakers practise answersto difficult questions
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Attractive topic
The Lecture Tour
Spreadingthe message
Good speaker
Social aspects
Memorable presentations
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Experts: Individuals, advisory boards, professional societiesEvents: Conferences, workshops, presentations …Scientific publications: Abstracts, articles …Personal contacts: Connect and network with peopleMarket research: Interviews, focus groups …Electronic media: Websites, videos, social media ...Public relations: Engage the media, work with journalistsAdvertising: Print and electronic adverts, brochures …Sales force: Train and motivate representatives …Direct marketing: Print and electronic mailings, telephone service hotlines, call centers …
Additional options: Continuing medical education,clinical studies, sponsorships, self-help groups,imaginative actions …
Communication Channels
●
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Educationalevent worthwhile
experience
More Than InformationEducationalevent and
People pay more for enter-tainment than for education
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A Daichi Sankyo and Menarini Internationalsymposium held during the EuropeanSociety of Cardiology Congress 2008
Symposium Title
New standards in protecting high-riskpatients: Learning from the ONTARGETprogramme
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Conference Checklist
• Main session• Satellite symposium• Expert workshop• Press activities• Booth at exhibition• Hand-out materials• Hotel reservations
Wealth of options
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Satellite Symposia
• Which conference?
• What attractive topic?
• Who as speakers, chairpersons?
• Which support for travel, slides?
Meet speakers and chair-persons before the event
79
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The Exhibition Booth
• Make your brand visible• Structure: The higher the better• Keep it interactive• Use images • Avoid fine print• Offer special treatment to VIPs• Be reasonable with give-aways
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Worth itSuper speakerNice settingGood food
Events
Events
Congress Workshop
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Experts: Individuals, advisory boards, professional societiesEvents: Conferences, workshops, presentations …Scientific publications: Abstracts, articles …Personal contacts: Connect and network with peopleMarket research: Interviews, focus groups …Electronic media: Websites, videos, social media ...Public relations: Engage the media, work with journalistsAdvertising: Print and electronic adverts, brochures …Sales force: Train and motivate representatives …Direct marketing: Print and electronic mailings, telephone service hotlines, call centers …
Additional options: Continuing medical education,clinical studies, sponsorships, self-help groups,imaginative actions …
Communication Channels
●
80
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Publication Strategy● Abstract● Report by journalist attending the conference● Original article● Editorial● Subset analyses● Review articles● Publications in languages other than English
Quotable references
● Pocket Guide: Practical Guidance
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 239
Experts: Individuals, advisory boards, professional societiesEvents: Conferences, workshops, presentations …Scientific publications: Abstracts, articles …Personal contacts: Connect and network with peopleMarket research: Interviews, focus groups …Electronic media: Websites, videos, social media ...Public relations: Engage the media, work with journalistsAdvertising: Print and electronic adverts, brochures …Sales force: Train and motivate representatives …Direct marketing: Print and electronic mailings, telephone service hotlines, call centers …
Additional options: Continuing medical education,clinical studies, sponsorships, self-help groups,imaginative actions …
Communication Channels
●
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Daniel Levis
At a certain point, people stop buying your products, and start buying you:
You become the product
Person
P2P
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2
It's always personal
Human Relationships
You neverhave a relation-ship with anorganization
You alwayshave a relation-ship with anindividual
…
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 242
Network
Connect to peopleMake lots and lots of friends
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Electronic Business Platforms
www.xing.comwww.linkedin.com
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Experts: Individuals, advisory boards, professional societiesEvents: Conferences, workshops, presentations …Scientific publications: Abstracts, articles …Personal contacts: Connect and network with peopleMarket research: Interviews, focus groups …Electronic media: Websites, videos, social media ...Public relations: Engage the media, work with journalistsAdvertising: Print and electronic adverts, brochures …Sales force: Train and motivate representatives …Direct marketing: Print and electronic mailings, telephone service hotlines, call centers …
Additional options: Continuing medical education,clinical studies, sponsorships, self-help groups,imaginative actions …
Communication Channels
●
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 245
The Web
See separate charts
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 246
Experts: Individuals, advisory boards, professional societiesEvents: Conferences, workshops, presentations …Scientific publications: Abstracts, articles …Personal contacts: Connect and network with peopleMarket research: Interviews, focus groups …Electronic media: Websites, videos, social media ...Public relations: Engage the media, work with journalistsAdvertising: Print and electronic adverts, brochures …Sales force: Train and motivate representatives …Direct marketing: Print and electronic mailings, telephone service hotlines, call centers …
Additional options: Continuing medical education,clinical studies, sponsorships, self-help groups,imaginative actions …
Communication Channels
●
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Is it newsworthy?
Evaluating Public Relations
Do I have a story?
Do I have the budget?
Do I have professionalpublic relations people?
Before starting, ask
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 248
After the presentation of the "4S" study results
Cholesterol drug helps save lives"The drug, Zocor, made by Merck & Co.
was shown to ... "
USATODAY
No. 1 in the USA
Zocor® from Merck & Co.
Public Relations
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Hören undSehen
tvWhich Love Pill is the Best One?
In a head-to-head com-parison, the percentage of men prefering• Cialis® was 46%• Levitra® was 30%• Viagra® was 14%
Trademarks: Cialis® from Lilly, Levitra® from Bayer Viagra® from Pfizer
A National Magazine Article
Based on a translation from a German article in TV Hören und Sehen, 20 - 26 December 2003
84
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Experts: Individuals, advisory boards, professional societiesEvents: Conferences, workshops, presentations …Scientific publications: Abstracts, articles …Personal contacts: Connect and network with peopleMarket research: Interviews, focus groups …Electronic media: Websites, videos, social media ...Public relations: Engage the media, work with journalistsAdvertising: Print and electronic adverts, brochures …Sales force: Train and motivate representatives …Direct marketing: Print and electronic mailings, telephone service hotlines, call centers …
Additional options: Continuing medical education,clinical studies, sponsorships, self-help groups,imaginative actions …
Communication Channels
●
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Ask for drafts
Working with the Agency
Divide into subprojects
Locate the creative peopleand get them into your teamright from the start
Ensure appropriate briefing
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Experts: Individuals, advisory boards, professional societiesEvents: Conferences, workshops, presentations …Scientific publications: Abstracts, articles …Personal contacts: Connect and network with peopleMarket research: Interviews, focus groups …Electronic media: Websites, videos, social media ...Public relations: Engage the media, work with journalistsAdvertising: Print and electronic adverts, brochures …Sales force: Train and motivate representatives …Direct marketing: Print and electronic mailings, telephone service hotlines, call centers …
Additional options: Continuing medical education,clinical studies, sponsorships, self-help groups,imaginative actions …
Communication Channels
●
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6 min
One Rep Visit to the Doctor
1½ min
Germany USA
Duration
Cost: 100 to 150 Euros
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 254
Number of Sales Reps
2200 Million Euro
1988/89 1995 2001 2004 2007 2010
GermanyQuelle: Focke-Hecht 2009 aus Pharma Relations 2010
20 000
10 000
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Interact with Reps
Inform them
Workshopswith thesales force
Train them
Educate them
Motivate them
Can you inspire them?
86
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First inform and train the reps
The Proper Order of Events
Medical NewsRecent study confirms the value of Examplex....................................................................
Then place the article in the newspapers
Ensure the right sequence
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Experts: Individuals, advisory boards, professional societiesEvents: Conferences, workshops, presentations …Scientific publications: Abstracts, articles …Personal contacts: Connect and network with peopleMarket research: Interviews, focus groups …Electronic media: Websites, videos, social media ...Public relations: Engage the media, work with journalistsAdvertising: Print and electronic adverts, brochures …Sales force: Train and motivate representatives …Direct marketing: Print and electronic mailings, telephone service hotlines, call centers …
Additional options: Continuing medical education,clinical studies, sponsorships, self-help groups,imaginative actions …
Communication Channels
●
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Direct Marketing
Direct response
Address customer
Start a dialogue
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Experts: Individuals, advisory boards, professional societiesEvents: Conferences, workshops, presentations …Scientific publications: Abstracts, articles …Personal contacts: Connect and network with peopleMarket research: Interviews, focus groups …Electronic media: Websites, videos, social media ...Public relations: Engage the media, work with journalistsAdvertising: Print and electronic adverts, brochures …Sales force: Train and motivate representatives …Direct marketing: Print and electronic mailings, telephone service hotlines, call centers …
Additional options: Continuing medical education,clinical studies, sponsorships, self-help groups,imaginative actions …
Communication Channels
●
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Additional Options
• Continuing medical education
• Clinical studies
• Sponsorships of events
• Self-help patient groups
• Imaginative actions
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 261
Consistency Across Time
Repeat identical key messages year on year
People cannot buy whatthey cannot remember
…
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Play it again
Consistency in Content
Provide a consistent message
Stick to the same piece
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Discipline to keep things consistent over time
© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 264
Lots of little things done well can make a powerful difference
Richard Branson
Combination
89
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Analysis: Investigate target group
Unmet need: Understand the prospect's problem
Positioning: Develop a powerful message
Modes of expression: Address all senses
Check: Test draft, adapt to feedback, test again
Channels: Find effective communication routes
Success Criteria: Define performance indicators
Names: Collect and store customer contact data
Approach
●
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Analysis: Investigate target group
Unmet need: Understand the prospect's problem
Positioning: Develop a powerful message
Modes of expression: Address all senses
Check: Test draft, adapt to feedback, test again
Channels: Find effective communication routes
Success Criteria: Define performance indicators
Names: Collect and store customer contact data
Approach
●
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Collect, store and update data
Names
Customer Relationship Management
Navigate Valuable clients
90
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CRM
Number of clients ______
Their postal address ______ %
Their email address ______ %
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Good clients
CRM
receive the following privileges …
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Analysis: Investigate target group
Unmet need: Understand the prospect's problem
Positioning: Develop a powerful message
Modes of expression: Address all senses
Check: Test draft, adapt to feedback, test again
Channels: Find effective communication routes
Success Criteria: Define performance indicators
Names: Collect and store customer contact data
Approach
● Reward People: Create the right incentives …
91
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People
•
•
•
Persons that help me or support my projects, receive …
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Activities
EnhanceReinforce
Who coordinates?
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Transformyour office
92
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Live up to your true potential
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Whatever you can do or dream, begin it.
Boldness has genius,power and magic in it.
William Murray: The Scottish Himalayan Expedition Quoting the German poet Goethe
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S t r e t c h
93
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Wonderwhat’shappening
Makethingshappen
Types of People
Watchthingshappen
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Get out and do it
The Big Secret
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Get comfortablebeing uncomfortable
Tom PetersRe-imagine! Business Excellence in a Disruptive Age
Try Things
94
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Wake Up
Morning
Make every day count
Alert
Act
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Even you will not know until you spread your wings
Rise to New Heights
No one can predict to what heights you can soar
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