Marketing program uses multi-channel approach to reach docs

Marketing program uses multi-channel approach to reach docs    

A new pharma marketing program aims to use a multi-channel approach to increase drug sales and loyalty. The Rx/OTC Reach program from pharma marketing firm PharmaKinnex, uses e-mail, fax, direct mail, and telesales in combination with ROI analytics to deliver targeted brand marketing messages to physicians, physicians' assistants, nurse practitioners, and pharmacists. The program can be used in conjunction with ongoing sales force promotions, and helps to target hard-to-reach physicians. Earlier this year, a PharmaKinnex study showed that direct mail and office visits are the most popular marketing methods among physicians compared to e-mail, telephone, and e-detailing, highlighting the importance of reaching physicians using their preferred communication method.