The Science of Uncommon Connections

At Relationship Marketing, we've developed an innovative business strategy designed to identify and cultivate your most opportunistic health care customers by making your brand relevant and compelling to the individuals who matter most. We call it Synapse and, quite frankly, it's very cool. I think you'd be impressed by what our evidence-based approach could do for your marketing efforts.

Synapse leverages intelligence to establish strategies that are aligned with your brand goals and positioned for maximum effectiveness. It employs scientifically proven techniques to structure programs and efficiently integrate all the components in a customized campaign. It also provides in-depth analytics to show you what's working and what's not via real-time tracking and reporting, then uses this information to drive any necessary adjustments. With Synapse, we deliver customized messages through multiple channels -- e-mail, websites, direct mail, telesampling, and more -- that match customer behaviors and preferences to build deeper relationships. 

It's the Science of Uncommon Connections. And it works.

If you'd like to learn more about Synapse, just let me know. I'd be happy to talk with you.

Important Event for Pharma Marketers

With the new Obama administration backed by a Democratic majority in the House and Senate, health care cost reform will be at the forefront of our country's public agenda. What does this mean for you and your brands? Join me and my colleagues for:

Cost Reform & Transparency in the Pharmaceutical Industry: Positioning to Win in a Game of Changing Players

December 9, 2008

12:00 p.m. - 1:00 p.m. Central Standard Time

Drake University School of Pharmacy, Des Moines, Iowa

Streamed Live Online

The seminar will be presented by Cliff Gold, former CEO of one of the Top 100 Managed Care Networks in the United States. Mr. Gold has more than 30 years of experience in managed care leadership and will share real-world tactics brand directors can employ today to build an effective platform for growth in the coming years.

To learn more and to register, go to www.RMIeventRSVP.com.

Celebrating 62%

Our strategic partner, IMS Health, continues to innovate and expand their offering. We're excited to share the news that their Anonymized Patient-Level Data (APLD) set now captures 62% of all retail pharmacy transactions in the U.S. -- more than any other data company. Previously audited data was at 50%, but now our friends at IMS are clearly in the leadership position. This enhancement brings more clarity to traditional TRx. Don't get me wrong, TRx is great, but as marketers, we appreciate having all of those refills culled from the data. By focusing on the prescriptions in play, we can target those physicians truly in the "buying" process. 

So, I raise my glass (62% full!) and toast IMS. Congratulations, guys! 

Now, how soon can we see 75%?

Guess the Photo

Can you guess where I took this photo? Share your answers by clicking on the COMMENTS link below.

Don't Leave Them Behind

In a recent client presentation, a particularly insightful question was asked: "How do you make sure the marketing tactics we use don't leave our targets behind?" I was impressed with the thoughtfulness of this question. In our effort to break through the clutter, we marketers often jump to embrace a new technology or technique without vetting it with the target or asking them what they think. In the world of relationship marketing, this can significantly damage the relationship we're building. Our programs are designed to gather information and preferences for message and channel, but it's good to remember that not everyone accepts new technology or tactics with quite the same enthusiasm. We are creatures of habit and dealing with something "new" can add stress to our targets' already busy lives.

I thought this client's question served as a great reminder that building a good relationship sometimes means walking where the target is comfortable instead of sprinting forward to embrace new technology that leaves them in the dust. So, I'm putting on hold my plans to send this blog directly to your brain! (Kidding, of course.)