|
1.0
|
The Landscape of Today's
Pharmaceutical Marketplace |
1 |
| |
1.1 Regulatory Change |
1 |
| |
1.2 A Customer by Another Name |
2 |
| |
1.3 Of Product Pipelines and Patents |
3 |
| |
1.4 Measuring ROI Takes Center Stage |
3 |
| 2.0 |
The Promise of
Relationship Marketing, and now CRM, in Pharma
|
5 |
| |
2.1 The Union of Brand Building and CRM |
5 |
| |
2.2 The Gold-Standard of Compliance and Persistence |
6 |
| |
2.3 Branding, Relationship Marketing and the Web
|
7 |
| |
2.3.1 Case Study: Asacol - Relationship Building
Online-Style |
8 |
| |
2.4 Increasing "Share of the Consumer Medicine
Chest" |
9 |
| |
2.4.1 Case Study: Pharma Builds a Better Medicine
Chest |
10 |
| |
2.5 The Role of Technology in Increasing Share of
Medicine Chest |
11 |
| 3.0 |
Defining
CRM/Relationship Marketing Success in Pharma
|
13 |
| |
3.1 Retention: The Ultimate Argument for
Relationship Marketing |
13 |
| |
3.2 Achieving the Promise of Relationship Marketing |
14 |
| |
3.2.1 The Condition and the Consumer |
15 |
| |
3.2.2 The Physician and the Sales Force |
16 |
| |
3.2.3 Managed Care and Formulary |
16 |
| |
3.2.4 Case Study: Building Relationships throughout
the Product Lifecycle |
17 |
| |
3.3 Tactics for Relationship Marketing Success |
19 |
| |
3.3.1 Paying the Doctor Co-pay |
20 |
| |
3.3.2 Offer a "Free Trial Offer" |
20 |
| |
3.3.3 Communicating the "Risk Factor" of
Non-Compliance |
20 |
| |
3.3.4 Continuing Education: The Disease and Its
Treatment |
20 |
| |
3.4 The Relationship is the Message |
21 |
|
4.0 |
Defining
CRM/Relationship Marketing Failure in Pharma |
22 |
| |
4.1 The Telltale Signs of Failure |
23 |
| |
4.2 Poor Internal Communications |
23 |
| |
4.2.1 Case Study: Pharma Gets Red Faced Over Failed
DTC Effort |
24 |
| |
4.3 Poor Database and Information Management |
25 |
| |
4.3.1 Case Study: An Unbranded Website that was Too
Complex for Too Little ROI |
26 |
| |
4.4 Consumer Rejection |
28 |
| |
4.4.1 Case Study: Pharma Invades Consumer Personal
Space |
28 |
| 5.0 |
Conclusion |
30 |
| 6.0 |
Glossary |
31
|
| 7.0 |
Endnotes and Bibliography |
33 |
