Traction vs. Contraction

In my discussions with executives and brand directors, we can often have great vision for what a dynamic, data-driven program can be, but as we all know, when it gets down to execution, barriers can come up.

We’ve adapted new approaches to working with the medical, regulatory, and legal (med/reg/leg) review teams because variable content is new to some pharma companies. It can be quite a surprise for some reviewers, we’ve found, especially in the digital space, to look for the first time at dynamically-generated content, and personalized, variable messaging.

And in the med/reg/leg review setting, surprises can cause contractions, with approvals shrinking back and out of view. There’s nothing that can lead to extended timelines faster. We’ve heard:

• “So this piece addressing Doctor So-and-so will ONLY go to Doctor So-and-so, right?”
• “How does this e-mail ‘know’ where HCPs live? Did they opt-in or something?”
• “These two pieces look the same, but have totally different headlines and messages in them. What’s going on?”

When brands are so eager to move forward with our programs, gaining traction with the review team becomes paramount. Our goal of bringing reviewers up to speed quickly has led to some simple best practices that brands and NPP vendors can collaboratively keep in mind:

1. Speak – Openly. I cannot say enough about the power of reiterating a message. Brand teams that walk their review teams through variable NPP multiple times, explaining along the way, will find their time investment well worth it. Comprehension goes up, efficiencies are developed, and the “oh-I-get-it” factor shoots through the roof. And onsite account managers or directors from the vendor side go a long way in helping review teams understand the complex nature of dynamic NPP programs.
2. Touch – Early. With typical marketing campaigns, having a hardcopy promotional piece in reviewer’s hands is powerful. But for NPP, it is necessary. And the earlier a mock-up can be secured, the better. Brand managers can more simply walk review teams through the pieces by segment. With physical mock-ups, it is easy to see the calls to action, the offers, and the variable messaging different segments will receive.
3. Listen – Honestly. Both brand teams and vendor teams need to really listen well to the reviewers. After all, the production timeline is absolutely contingent upon the reviewers understanding dynamic or variable NPP. If you don’t want the timelines blown, listen to the reviewers’ input, concern, and feedback. Make the necessary changes. And if any vendors are reading this…don’t hold on too tightly to your concept. Be open to constructive criticism.

I know. Simple. But sometimes the simplest and most obvious rules of thumb make the biggest difference. Getting review teams on board with NPP doesn’t have to be so laborious, and it doesn’t have to include approval contractions. Gain traction by speaking, touching, and listening.

Change = Opportunity

I receive a weekly e-mail newsletter from Jeffrey Gitomer, and one recent article that stood out to me continues to capture my thoughts…especially as we march toward spring of this new and exciting year.

Gitomer points out that change is in the air. (Surely you are experiencing this on some level! Aren’t we all?) But then he goes on to say:

• The personal question is: How will you react to that change?
• The bigger personal question is: Do you understand that change is opportunity?
• The biggest personal question is: How will you take advantage of that opportunity?
  

During times of great change, some people wait to see what happens. Big mistake. There are three kinds of people: People who make things happen, people who watch things happen, and people who don’t know what’s happening. Which kind are you?

Now may be the perfect time to change your situation and possibly take a self-leadership position. Now is definitely the perfect time to take control of yourself—your thoughts, your expressions, and your actions. Work harder and smarter than ever before, and do it with a positive attitude. I’m confident it will lead you to an amazing 2010 and beyond!

Mastering Time

“You must master your time rather than becoming a slave to the constant flow of events and demands on your time. And you must organize your life to achieve balance, harmony, and inner peace.” – Brian Tracy

This quote really speaks to me, because I am constantly on the move and my schedule is often overwhelmingly full. I’ve learned, though, that a full schedule does not mean I can’t stay organized and be in control of my time. I use a combination of tools and resources, including a Franklin Covey planner, my Outlook calendar, my iPhone, and one incredibly organized and persistent executive assistant.

Although I’ve developed a system that works for me, I’m always interested in learning what others do to stay organized and effectively manage their time. What are your secret weapons? Click the Comments link below to share.

Data Mining Debate

Last December, two U.S. senators proposed amending the omnibus Senate health care bill in a way that would effectively ban pharmaceutical drug data mining, the drug company practice of buying prescription records to target and hone their marketing efforts aimed at doctors. By all accounts, these two well-known, well-respected lawmakers—Senators Herb Kohl of Wisconsin and Dick Durbin of Illinois—are both smart and well-meaning. So why go after data mining? Could they, like many others, be somewhat under-informed as to what data mining really is and is not?

For the uninitiated, data mining is not simple statistics. Data mining is a process that takes facts and makes assumptions by extrapolation. In short, statistics are facts. Data mining results are well-informed “maybes”. And one can dislike facts—but how can you outlaw a possibility, an idea or a likelihood. You can’t do it—it’s bad policy, bad business and sets a bad precedent.

So why would someone attempt to ban pharmaceutical drug mining? The reasons could be party politics run slightly amok. Selling information about which doctors prescribe which drugs is big business. IMS Health, one of the big players in the field, just agreed to sell itself for $4 billion. Numbers of that magnitude tend to generate envy, especially when pharmaceutical marketers have a history of donating more to one party than the other. Senators Kohl and Durbin are not in the party that gets the lion’s share of these donations.

Fear and privacy issues could also be a factor. Companies like IMS buy prescriber information from pharmacies, crunch it, mine it and sell it to drug companies, which in turn use it to guide the way they market drugs to individual doctors. But –and this is important—this data identifies doctors, not patients. No privacy rules are broken. And doctors can choose to have their data remain private.

It might also be that Senators Kohl and Durbin don’t know of the good that data mining can provide. Interfering with data mining has the potential to harm patients because this very same information is used by federal agencies to track patient safety.

In my opinion, transparency of data is good and should flow in both directions, ideally electronically. Pharmaceutical companies, physicians and patients all need timely and accurate information on drug effectiveness, side effects and safety. This information should be available online and all doctors should get notification to say where the most current information is located – patients, too. Having the data benefits all. That’s just my opinion. What’s yours? Send me an e-mail at awestmeyer@rmarketing.com or click on the comments link below to share your thoughts.

FDA Hearings on Social Media

As you probably know, last month the FDA held a public hearing on the promotion of prescription drugs (and other FDA-regulated medical products) using the Internet and social media tools. A variety of interested parties weighed in, from patients and caregivers to HCPs to Internet vendors, ad agencies, and, of course, pharma companies. There were suggestions for different regulatory approaches, thoughts on how technology can be used to spread information, and discussions about who is responsible for what. Through it all, one theme kept popping up: Through responsible engagement, pharma companies may be able to address and even correct misinformation about their products online—which could actually help patients and physicians make informed health decisions.

With every passing day, it becomes increasingly clear that social media play a very important role in public health and health literacy. I’ve heard from several pharma players who want to advocate for flexibility in the regulatory approach so they can participate in the online conversation and provide accurate and credible product information in real time.

Is your company planning—or already pursuing—a social media presence? What are your views on how pharma can responsibly engage in this arena? Send me an e-mail at awestmeyer@rmarketing.com or click on the Comments link below to share your thoughts.

Top 10 Trends for 2010 – One Perspective

At the recent Eye for Pharma conference in Philadelphia, a senior product manager from UCB talked about the top 10 trends for 2010:

1. Social media becoming more mainstream


2. Pervasive use of technology in solving market challenges


3. Shift from “wait and see” to “try and learn” mentality (see my previous post on this topic)


4. Patients and HCPs using online tools and resources


5. Data becoming the underpinning of pharma marketing programs


6. Shift toward multi-disciplinary solutions


7. Growth of branded mobile health applications


8. Technology empowering sales reps


9. Value beyond the pill – selling solutions, not just products


10. FDA interest in online tactics

From where I stand, these are definitely some of the most predominant trends in pharma. But are they the top 10? What do you think of this list? Is it in line with what you’re experiencing? Click on the Comments link below to weigh in.

Checkmate

Today, I have chess on my mind. You know, knight takes rook, checkmate, etc. I heard once that great chess players think 8 moves in advance.

On recent trips to New York and New Jersey, I've come to realize something. A lot of pharma brand teams out there rotate their players in and out. They bring them in from the field force for a 3-, 6-, or 12-month rotation, then they send them back out to the field (or they move on to another department altogether). It's good all-around marketing training. But with such motion and constant flux, it’s hard for brand teams to consistently think—let alone plan—8 moves in advance. Add to that the unpredictable nature of an approval process. Or suddenly some surprise DDMAC comments force a strategic marketing retreat. Or worse—inertia.

I truly believe there is a solution to the gap between short- and long-term strategies—insight and foresight. At RMI, we believe an integrated approach, across media, combined with a data-driven backbone, brings both experienced insight and incredible foresight to the table, like a master chess player. We think far ahead, and we share our insight with you along the way. It’s like predicting weather, but guaranteeing sunshine. 100%. Yes, even 8 moves in advance.

Our powerful message map tool is an entry point that gets us onto the playing field. Our dashboards, monthly metrics reporting, and insight from extensive pharma experience help guide your moves with knowledgeable strategy. We can help you better utilize your data. Help you hit targets.

Want to see how we do it in three moves?
1. Call us.
2. Share your challenge.
3. We’ll solve it.

Checkmate.