Columbus, OH — Over the last few years, terms like patient-centric marketing and adding value beyond the pill have become immensely popular in the board rooms of leading pharma innovators. These concepts aren’t just about the tools we provide; they’re about a fundamental shift pharmaceutical marketers are trying to effect. One that moves us from primarily pre-Rx marketing (education, awareness, relationship building) to largely post-Rx engagement (support, adherence, clinical management). That means completely rethinking what a marketing solution looks like – from what we can say to what we can do; from what people can read to what they can use.
Yesterday’s post about the possible Proteus-Metformin super pill and the earlier article about Salix’s colonoscopy prep guide are great examples of how products in generally commoditized categories are using value adds to earn adoption and even loyalty. We’re following many projects like those across the industry and we’ve collected a few of our favorites in this simple poster. In it, you can see how the individual initiatives point to six major strategies for adding value beyond the product.
Poster by: Jeremy Rosario, Kelly Macaulay, Leigh Householder
Posted by: Leigh Householder