Technology has changed everything about our lives, from how we work, to how we communicate, to how we entertain ourselves. It’s also changed the approach that pharmaceutical companies take towards marketing.
It was once standard for pharmaceutical companies to send representatives to promote their products. These pharmaceutical reps would have in-person conversations with physicians and other clients. For years this was the primary channel that companies marketed new drugs.
Lately, pharmaceutical companies have been moving away from this tactic. Instead, they’ve adopted non-personal promotion or NPP.
In the past, pharmaceutical companies emphasized in-person meetings. By contrast, NPP uses a fair balance of print and digital marketing channels to connect with potential customers.
Let’s take a closer look at how a non-personal promotion strategy could enhance your marketing campaign.
Why Non-Personal Promotion?
Let’s take a closer look at what non-personal promotion is, and why it’s an effective approach. This will help us as we look at specific strategies.
Some pharmaceutical marketer’s who are accustomed to personal promotion and marketing may be skeptical of NPP at first. Many marketers assume that face-to-face conversations are the most effective.
In reality, today’s doctors have tight schedules. This makes many of them resistant to personal promotion.
For instance, many physicians work 60-80 a week. Because of this and other imposed healthcare regulations, doctors simply don’t have the time for conversations with pharmaceutical reps.
For this reason, most doctors would much prefer to receive email or print communications that they can read on their own time.
Not to mention, office policies within the medical field have made it more difficult for pharmaceutical reps to get access to doctors. So, even if a doctor was willing to talk, setting up a meeting might not be feasible. For these reasons, NPP can be a more effective approach.
Benefits of NPP
In addition to the luxury of having more omnipresence, there are many ways that NPP is an effective alternative to personal promotion from a reach and frequency perspective.
Digital and print marketing campaigns can reach a wide breadth of physicians and depending on the tactics chosen within the campaign, the sales needle can be moved with a handsome ROI.
Approaches to NPP
Non-personal promotion is an umbrella term that covers many different marketing approaches/channels. Understanding different strategies within NPP is an important way to identify which is right for your company.
Let’s take a look at a few ways you can start using NPP.
A Balance of Print & Digital
Journal Cover Wraps combined with e-newsletters are an effective approach to non-personal marketing. These mediums give pharmaceutical companies premium “marketing real estate” to provide messaging and information about their brands.
With a repetitive ROI performance of 3:1 up to 12.7: 1, Journal Cover Wraps represent great ground cover in a non-personal promotion campaign while Disease State specific e-newsletters provide affordable extended reach to lengthen the overall user experience. It is for this reason, that many companies are trending toward the use of a combination of print and digital marketing.
Making use of Data
Tactics that have the ability to be measured are paramount in any solid campaign. Understanding NRx penetration, return on investment along with behavioral qualitative information provides “a leg up” in understanding when and where to target your most important audience and spend budget dollars more strategically.
Ready for NPP?
NPP can be a convenient and cost-effective marketing approach. This will give marketers a great return on their investment. With NPP, you can reach more physicians without sacrificing quality in your marketing outreach efforts.
If you would like to learn more about how non-personal promotion could benefit your business, contact us. We’ll work with you to develop the most effective marketing strategy for your needs.