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PharmaKinnex study reveals marketing preferences of doctors' offices
(Science Letter Via Thomson Dialog NewsEdge)
PharmaKinnex announced the results of its recent Prescriber Marketing Survey, which shows that direct mail and office visits are the most popular methods of marketing communication among physicians, as compared to email, telephone and e-detailing. Most surprising however was the fact that 40 percent of those surveyed preferred fax as a form of marketing communication.
"The survey results lend credence to the value of multi-channel marketing and the notion that different healthcare professionals prefer different methods of communication," says Michael White, PharmaKinnex CEO. "However, the 'low-tech' fax preference deserves further study as it calls into question the value of more elaborate marketing tactics," Michael adds.
The PharmaKinnex survey also reveals that 27 percent of nurses and 23 percent of office prescribers prefer both telephone calls and site visits from salespeople.
"Given that nurses are a key influencer to the prescribers, brand marketers should keep this information in mind in developing a detailing/marketing strategy," says Camille Macchio, director, Business Development.
A closer look at methods of distributing medications reveals that both samples and coupons are preferred. However, samples alone are clearly preferred if given a choice. By a seven to one ratio, prescribers preferred just giving patients free samples as opposed to only giving coupons, vouchers, or savings cards for medication.
A free copy of the survey can be downloaded at www.pharmakinnex.com/news
PharmaKinnex is a marketing services company.
This article was prepared by Science Letter editors from staff and other reports. Copyright 2006, Science Letter via NewsRx.com.
Copyright 2006 Science Letter via NewsRx.com
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