Personal Fulfillment for Pharmaceutical Marketing on the Rise by Jeremy Suratt

Brand new strategies like personal fulfillment marketing can add a lot to the traditional model of face-time marketing, with big pharma companies relying on traveling professionals to spread the gospel about their products to individual doctors' offices.

Hiring representatives to promote drugs to doctors has been a dominant marketing method within the pharmaceutical industry for years. These visiting professionals try all kinds of strategies to entice doctors into promoting drugs at lectures, giving out samples and otherwise boosting the company's brand visibility. Now, however, companies are discovering other avenues to the sale and promotion of their wonder drugs.

Innovating in Pharma

Armed with new technologies, many in the world of drug marketing are considering augmenting drug rep sales models with new data-oriented campaigns. Pharma is not the only industry to do so, but it is one in which the transition has been having a big effect: A recent study by Accenture found that 83% of pharma sales marketers are focused on cost cutting and investing in new technologies. This means that there is a race to add marketing channels, revamp campaigns and generally consider new techniques.

Using a battery of new technologies and interfaces such as CRM and sales force automation, companies are finding that they can get results simply by sending information to potential customers, which is why personal fulfillment marketing - both online and in print - is taking off in a big way. Print has its own power: The power to offer applications, enrollment kits and more, specifically tailored to the individual. In custom print fulfillment, generic direct mail is replaced with communications that serve the individual reader and his or her past relationship with a company as well as current questions and needs.

Supporting Pharma Companies with Agile Fulfillment

The prescription drug business is a $3 billion-a-year industry, and Iron Mountain helps individual companies profit with state-of-the-art fulfillment services. We set up Web-based ordering systems that work around the clock in order to help clients:

Keep print marketing materials relevant to one customer's realities;

Save money by eliminating waste and streamlining inventory;

Respond to the latest industry regulations by implementing compliant programs.

Using Iron Mountain's proprietary system of Web-delivered, on-demand variable printing, clients can order up to 1,000 different marketing pieces directly through one central, always-on portal with built-in tools for compliance. We have saved pharma companies up to $200,000 each year by enabling sales reps to quickly order and send individual collateral pieces.

Building a good partnership with a custom personal fulfillment vendor can be a great way to compete as pharmaceutical firms move boldly forward, questioning the business norms of the past.

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LINK:	http://blogs.ironmountain.com/2014/service-lines/marketing-production-...
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