An emerging trend in pharma marketing is the use of market, clinical, or sales triggers to identify the most opportunistic moment to contact a target prescriber. If you’re not using your data to leverage this type of program, you may be missing opportunities to grow your brand.
Lately we’ve been seeing success with trigger marketing programs where we leverage patient-level data to coordinate non-personal communications and call plan activities. For one oncology brand, we track prescribing behaviors and then align messaging with ideal times to communicate with targeted physicians, ensuring the brand remains top-of-mind and is considered at appropriate patient treatment milestones. We also arm the sales force with actionable reports, empowering them to focus their conversations and positively influence prescribing patterns. It’s a powerful one-two punch—and it’s working.
Other examples of trigger marketing strategies include:
- Sales Force Triggers – When reps fall below call goal, we can complement their efforts with a non-personal message based on past behaviors to individual prescribers. Vacancy programs are also examples of trigger marketing.
- Clinical Triggers – We can track observable titration of a competitor’s brand, indicating a need for a new drug therapy, or we can monitor for drugs often used concomitantly with your brand, which may indicate that your brand is under consideration for patient therapy.
- Market-Related Triggers – During the launch of a competitor, we can monitor switching behavior and respond immediately to prevent continuation, or we can implement proactive touch points when a competitor receives a black box warning and opportunity exists to gain market share. Managed care contract changes may prompt pull-through messaging customized to the prescriber based on how many of their patients are impacted by the care plan.
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