Wednesday, February 25, 2015

Integrating Digital Marketing with Field Force Engagements

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This afternoon at ePharma 2015 in New York City, Brian McHale, Enterprise Multi Channel Marketing, Global Commercial Operations at Pfizer, talked to us about integrating digital marketing with field force engagements.


Ideally, sales forces and digital marketing materials will have a synergistic effect on promotion, providing HCPs with face-to-face relationships and digital information. Over the years, the numbers of sales pharma sales representatives have decreased, but the nature of who and what this field rep is, is changing and their responsibilities are changing.

Today, in most of the major markets around the globe the sales force continues to be the major investment for pharma. The impact of relationship generates sales. Often the relationship is a sales generator.

So, how do we make the most out of the sales force as a significant pharma investment?

For example, McHale and his team at Pfizer launched a rep triggered email strategy to integrate marketing and field force. This strategy allowed reps to enhance their relationship with the physician by providing timely and impactful resources and information via email. It also enables reps to communicate with customers in a manner that is aligned with how customers engage with information today. This strategy increases between HCPs and brands and drives “pull through” of other MCM programs.


About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.
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