For patients, a solid relationship marketing program utilizes key market research to identify your key patient segments and find the ones with the most opportunity. The development of the communication plan, consisting of timed, targeted messages that become more relevant over time, must be closely tied to overcoming patient barriers to therapy.
If you can deliver the right message to the patient at the right time, the result will be increased compliance and adherence. The best part is that all relationship marketing activities can be easily measured and reported on. The big myth is that patient relationship marketing can’t be done globally due to many more stringent regulations in Europe and elsewhere around the globe. Because of this, many global pharma companies don’t even attempt to engage in a relationship marketing program. We assure you it is a myth! The fact is that relationship marketing can, and is being done very efficiently and effectively across the globe with the result being patients that are much more compliant to their "optimal therapy." It is working very well and it is getting those companies much closer to their patients! Understanding your patients, your customers, is the key to building long-term relationships with them.
The goals of effective relationship marketing programs are to:
- attract and retain profitable customers through the effective use of information
- share data across customer touch points
- lower the cost of customer acquisition
- reduce profitable customer turnover
- develop a higher customer profitability mix
