Communication with Doctors: Empowering Pharma Field Force With Modern Marketing Techniques

Abstract

Pharmaceutical industry is comparatively a different concept than all the other business segments in the sense of the consumers it targets. When most of the businesses target the end users directly, the pharmaceutical industry designs various promotional strategies mainly targeting the doctors, for them being their prime customers and enjoying the power of prescription. Again the pharmaceutical market is more competitive, unpredictable and players have to devise innovative modes of communication to persuade the doctors, the trends being shifted to e-detailing, online sampling and modern CRM activities. This article basically explores advanced communication strategies, segmentation, personal selling, digital marketing and CRM activities involved to influence prescription because for every segment, strategy and product positioning is different which in turn is based on prescription habit, frequency of prescription and potential of the doctors. The article accommodates due room for the effective feedback of daily call reporting and secondary sales without which quantum increase in sales does not have any possibility. All these strategies focus on the vitality of communication, not only because it is the key for promoting brands but it’s also a strategic view of engaging the customers to that particular brand and increasing the market share.

Keywords: Communication strategies, e-detailing, digital marketing, customer relationship management