MediaBuyerPlanner: Integrated direct marketing programs are an important part of promoting a brand, pharmaceutical managers believe. Tele-detailing (with offers for samples and/or literature, etc.) and teleconferencing (promotional or consultant advisory boards) are the most effective marketing tactics to drive a positive return on investment, aside from face-to-face communication.
That’s according to a study by PharmaKinnex, a New Jersey-based pharma marketing firm, writes MediaPost. More than 80 percent of respondents believe that an integrated direct marketing program is important, while nearly half say an integrated program is extremely important. Nearly 75 percent currently use integrated direct marketing programs to promote their brands, but 25 percent say their current mix is only performing reasonably well or not well at all.
Forty percent believe their integrated programs are doing very well or extremely well.
The study polled 21 brand managers, representing a random sample of 10 percent of the managers working for key firms in the industry.
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