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Supercharging Pharmaceutical Marketing - Bob Bernstein & Peter Gould, Sunbelt Dimensional, Inc.
 

Supercharging Pharmaceutical Marketing - Bob Bernstein & Peter Gould, Sunbelt Dimensional, Inc.

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Bob Bernstein and Peter Gould of Sunbelt Dimensional, Inc., a solution provider at the marcus evans PharmaMarketing Summit 2012, on designing more effective pharmaceutical product promotions.

Bob Bernstein and Peter Gould of Sunbelt Dimensional, Inc., a solution provider at the marcus evans PharmaMarketing Summit 2012, on designing more effective pharmaceutical product promotions.
Interview with: Bob Bernstein, President, & Peter Gould, Sales and Design Manager, Sunbelt Dimensional, Inc.

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    Supercharging Pharmaceutical Marketing - Bob Bernstein & Peter Gould, Sunbelt Dimensional, Inc. Supercharging Pharmaceutical Marketing - Bob Bernstein & Peter Gould, Sunbelt Dimensional, Inc. Document Transcript

    • Supercharging Pharmaceutical Marketing pharmaceutical marketing, why game should dimensional packaging dimensional promotional projects be designed? generate more interest and how to plan their execution. Bob Bernstein: An intelligently designed and well constructed piece will have What insights into pharmaceutical lasting value all the way through. To marketing could you share? What is achieve this, experts need to get more effective? involved in the early concept phase to make sure the project is headed in the Bob Bernstein: There is a lot of clutter right direction, feasible in the timeframe in the marketplace, with doctors and required and cost effective. Very often, pa t i e n t s b e i ng bo m ba r de d w i t h projects get so far down the approval messages delivered in print, TV and stream that by the time they reach us, through the Internet. Statistics have it is difficult to go back and start the proved that dimensional projects process again. They should be designed generate more interest. They cut right from the very start. through the clutter because they are more effective at delivering complex Peter Gould: Also, as the industry has messaging. This helps doctors moved towards outsourcing the understand drug information and purchasing of these pieces, some of the patients understand therapies. design elements and quality are being lost. Complicated designs and Peter Gould: Our message is that the promotional packaging are often not a proper use of structural design and the pharmaceutical agency’s strong suit. appropriate application of graphics on That’s why around 90 per cent of patient starter kits, personal and non concepts that agencies present to us are personal promotional pieces and sample changed before going to the client.Interview with: Bob Bernstein, carriers will generate more interest and There is always a greater chance ofPresident, & Peter Gould, Sales and leave a lasting impression. success if they seek expert adviceDesign Manager, Sunbelt earlier on.Dimensional, Inc. Will this be crucial when the Sunshine Act is implemented?It is a fairly long cycle from the concept Bob Bernstein: The currentof a pharmaceutical product promotionalpiece to its actual execution, according rep environment is in flux. In the Sunshine Act environment, a powerful Promotionalto Bob Bernstein, President, and PeterGould, Sales and Design Manager, at visual aid or PSK will remain among the best tactics to keep sales reps in contact packagingSunbelt Dimensional, Inc. “Thefurther down the road that cycle gets with doctors. There are fewer reps today trying to see busier doctors; they must have “passwithout having the proper guidance, theless successful and more costly the need to offer them something of intellectual value to make sure their through value”promotional piece will be,” Bernsteinsays. visits count. for reps, doctors,From a solution provider company at Promotional packaging must have “pass through value” for reps, doctors, patients andthe upcoming marcusPharmaMarketing Summit 2012 in evans patients and the brand. the brandWheeling, Illinois, April 30 - May 2, How can “pass through value” beBernstein and Gould talk about achieved? At which stage in the
    • About the PharmaMarketing Summit 2012 The Marketing Network - marcus evans Summits group This unique forum will take place at the Westin Chicago North Shore, Wheeling, delivers peer-to-peer information Illinois, April 30 - May 2, 2012. Offering much more than any conference, exhibition on strategic matters, professional or trade show, this exclusive meeting will bring together esteemed industry thought trends and breakthrough leaders and solution providers to a highly focused and interactive networking event. innovations. The Summit includes presentations on social media, healthcare reform and how to approach emerging markets. www.pharmamarketingsummit.com Contact Please note that the Summit is a Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits closed business event and the Division number of participants strictly limited. Tel: + 357 22 849 313 Email: press@marcusevanscy.com For more information please send an email to info@marcusevanscy.com All rights reserved. The above content may be republished or reproduced. Kindly inform us by sending an email to press@marcusevanscy.comAbout Sunbelt Dimensional, Inc.Sunbelt Dimensional is a major supplier of promotional packaging and specialty print promotions to the pharmaceutical industry.Sunbelt Dimensional provides a broad range of program styles and tactical capabilities designed to meet specific marketingchallenges, as well as the structural engineering talent and logistical expertise to make complex concepts cost effective to produceand deliver.For more information: www.sunbeltdimensional.netAbout marcus evans Summitsmarcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discussstrategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity toindividually tailor their schedules of keynote presentations, think tanks, seminars and one-on-one business meetings.For more information, please visit: www.marcusevans.comUpcoming EventsB2B Marketing Summit (North America) - www.b2bmarketing-summit.comB2C Marketing Summit (North America) - www.b2cmarketing-summit.comCMO Summit (Asia Pacific) - www.cmoanzsummit.comPharmaBrand Summit (Europe) - www.pharmabrandeurope.comTo view the web version of this interview please click here:www.pharmamarketingsummit.com/BobBernsteinandPeterGould