Regional Pharmaceutical Marketing When It Pays To Go Local

The competitive environment, reduced budgets and changing market conditions in the

pharmaceutical industry make it challenging for companies to gain mindshare and increase awareness among physicians and patients. As a result, pharmaceutical companies must recalibrate their marketing strategies to ensure they are promoting their brands in a manner that will ensure maximum product visibility.

Given these conditions, the one-size-fits-all approach to pharmaceutical marketing no longer works; such large-scale efforts are not only costly, but they run the risk of failing to connect with the different demographics that can benefit from the product. Instead, pharmaceutical companies are starting to utilize regional marketing approaches, in which they target their messaging to address specific demographics and regions. Adopting this strategy allows companies to optimize marketing resources while ensuring maximum ROI.

So how do companies tell when a regional marketing strategy should be used in place of a widespread campaign? Consider the following examples:

High variation in market performance If a brand performs exceptionally well in a particular location or among a certain demographic, yet is weak in other areas, a regional marketing strategy can offer further penetration whereby the vendor owns the category.

Unique needs and drivers There are several entities that affect market performance, such as patients, payers and physicians. As the drivers and unique needs of each entity vary by location, a regional strategy can address the specific requirements in each area.

Competition for physician time Physicians are facing increased patient loads, and due to the growing number of drugs on the market, encounter numerous sales reps competing for their valuable time. Regional marketing allows reps to adapt their presentations to show physicians specifically how their products will address patient needs in their particular region.

A regional marketing strategy has several advantages for the pharmaceutical industry. But in order to target their sales efforts to meet the needs of each demographic, the company must first collect and analyze key customer and market information that can allow them to tailor their strategy for maximum impact. StayinFront Life Sciences CRM software helps organizations to develop regional marketing plans that deliver full ROI.

Through StayinFront EdgeRx, a SaaS CRM software solution with built-in analytics, and StayinFront TouchRx, a mobile CRM Life Sciences system allowing reps to access crucial CRM information anywhere and at any time, organizations can more easily collect, identify and understand critical business trends. Armed with detailed information about product performance and regional demand, teams can develop demographic-specific marketing strategies that will resonate with their intended audiences and improve productivity and overall sales results.

by: Cindy Lanzendoen

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