If you are a pharma brand marketer whose budget is loaded with a full calendar of peer-to-peer “P2P” educational events, you might be wondering how you’ll educate the majority of physicians who do not attend these events. Aside from the Sales Rep, there is only one tactic we have found to consistently enable the success of other channels – teleservice outreach from our medical engagement call center. We are able to engage HCP customers in a focused, integrated educational approach to drive attendance to P2P programming, facilitate rep access, and direct the uptake of alternative learning channels.
Blitz recently wrote a piece on pharma’s relationship with NPs and PAs. Pharmaceutical Commerce has an in-depth piece expanding that discussion to nurses. It's a bit older but the topics continue to be relevant.
More and more nurses (just like NPs and PAs) are involved in the total care of the patient. Nursing professional groups and large employers are working to raise nurse education levels and are on Pharma’s radar. The industry is engaging with the entire medical office because they see how ancillary HCPs impact treatment decisions by being on the front line dealing with teaching patients proper protocols and dealing with side effects. Blitz handles programs like this for our clients by using our telephone engagement reps and total practice solutions aimed at delivering targeted content to each HCP.
Contact us to learn more about our approach and how we work with nurses.
Smart pharma marketers know that, for many types of medications, a physician is not the be-all and end-all when it comes to prescribing decisions: nursing staff play an advisory or outright decisionmaking role of their own. Among marketing and medical affairs departments, there are discussions and organized efforts to assist nursing staff in prescribing and administering medications; among nursing organizations, there is a constant call for better training, support and education for working nurses. Read on at Pharmaceutical Commerce.
Pricing pressure for pharma continues to increase. Pharma needs to look for new and more cost efficient ways to engage and educate clinicians.
New opportunities for Pharma leveraging digital media and non-personal promotion have grown to fill voids left by the decline of the dinner meeting. These newer channels cannot replicate the dinner meeting in one important way though – that physicians and other HCPs still learn best through the Socratic Method.
With the multitude of non-personal promotion channels available today, pharmaceutical companies need to better understand how each health care practitioner and their practice reacts to different sales and marketing efforts.
A rep-driven hybrid approach allows brands to glean valuable preference data from HCP interactions with Sales and combine that with what they actually demonstrate affinity for through their actions with promotional content.