At this week's PMSA conference in Savannah, new models of professional promotion were featured prominently.
Angela Bakker-Lee of ZS Associates described the success of "Value Based Selling" where representatives listen to physician clinical and practice needs, and helping to achieve these ends up within the rep's goals too. She cited positive examples from technology, airlines, and healthcare.
Richard Greenburg of Inventiv Health gave a thoughtful overview of multi-channel marketing, He noted the challenges of analytics from multiple-channels, requiring data integration, and faster speed of analysis required to be responsive and adapt.
We at The CementBloc had a poster presentation of design and measurement of Professional Relationship Marketing, which really tied the above two concepts together. Physician value can be actually be enhanced and measured through deployment of a PRM system offering a range of services that go with the product information. Furthermore, through online surveys and click stream data from registrants, professional goals can be better assessed, and even brought back to the healthcare company or the sales rep in a feedback loop.
As two examples of this approach to PRM value in the marketplace,
consider Bayer's new Simple Wins Professional as well as J & J Vistakon's Partners in Practice On these company portfolio portals, healthcare professionals can find practice resources as well as product information.
With these portals, healthcare professionals are receiving more value from healthcare firms, who can measure, gather feedback, and be more responsive over time.