Reach Out & Touch a Physician

REACH OUT & TOUCH A PHYSICIAN prepared for Colorado Healthcare Communicators

PHYSICIAN MARKETING TREND #1
The process by which physicians receive their information is changing … constantly.

THE DECLINING ROLE OF THE SALES REPRESENTATIVE
The role of traditional sales reps is “fading”
HIPAA is impacting physician’s decisions to allow sales reps in their office
The number of classified as “rep inaccessible docs” is now 50% and growing
Only 17% of physicians prefer to be detailed by an in-person sales visit

THE INCREASING ROLE OF NEW MARKETING
86% of physicians use the Internet to access health information
Physicians are among the earliest adopters of mobile technology
Bulletin Healthcare behavioral data indicates that 90% of mobile opens for physicians accessing news briefings occur on iPhone and iPad
Physicians are embracing social media

Marketing to physicians requires a different approach than marketing to other audiences

WHAT WE KNOW ABOUT PHYSICIANS
Physicians are a highly skeptical audience
Physicians respond better to logic than emotion
Physicians follow the 80/20 rule

PHYSICIAN MARKETING MYTHS
Physicians don’t respond to marketing
Physicians rely on sales reps for their information
Physicians don’t read marketing materials
Physicians don’t participate in surveys
Physician direct mail doesn’t get past the gatekeeper

PHYSICIAN MARKETING STRATEGIES
Use a multi-level approach
Define the internal champion and give them the tools
Understand the buyer organization’s “innate bias”
Simplify the message
Make the message absolutely believable

PHYSICIAN MARKETING TACTICS
Tactic #1: Arm the sales rep with more than just an expense account
Be a source of clinical expertise
Be involved in the delivery of patient care
Bring a physician on the sales call

Tactic #2: Increase your use of marketing research
Physicians DO respond to research surveys
Blind/not blind
Research can accomplish more than market insight

Tactic #3: Use case studies to demonstrate benefits
Demonstrates expertise for service businesses
Demonstrates product differentiation for devices manufactures
Uses implied association to avoid “promises”
Relatable to the physician
Successful tool for sales reps

Tactic #4: Use clinical “Reprint Carriers”
Physicians and decision-makers need the “bottom line”
Select most salient points to further your argument
Downplay the least favorable aspects of the study or explain the reasons for them

Tactic #5: Commit to an ongoing newsletter (online or print)
Creates a viable form of media
Targets decision-makers AND influencers
Personalizes your company
Combines important company information with entertainment

Tactic #6: Leverage your investment in conference exhibits
Use simple, bold messaging on exhibits
Conduct pre- and post-show marketing
Utilize off site or special events
Be selective of sponsorship opportunities

Tactic #7: Embrace mobile marketing
Ensure your website is mobile optimized
Consider mobile apps that provide a service or save time

Tactic #7: Embrace mobile marketing
Use mobile devices for more efficient sales presentations

Tactic #8: Ignore social media at your own peril
Make social media a part of your marketing strategy NOW
Don’t just advertise
Develop a LinkedIn presence
Use connection opportunities to educate and demonstrate expertise

Tactic #8: Ignore social media at your own peril
Use a blog as the hub of your social media strategy

New physician marketing models require increased scrutiny of compliance guidelines

HOW DOES COMPLIANCE IMPACT PHYSICIAN MARKETING?
The Stark Law
How does it relate to marketing?
The most successful marketing should have nothing to do with Stark concerns such as non-monetary compensation or incidental benefits
Take steps to win hearts and minds of the physicians
Set yourself up as a resource and expert, not a provider of goodies

HOW DOES COMPLIANCE IMPACT PHYSICIAN MARKETING?
Codes and Guidance
Health care clients should expect agencies to be creative, but they should always be cognizant of the restrictions on marketing that have arisen in recent years

PHYSICIAN MARKETING CONCLUSION
Physician marketing is evolving but the past is not irrelevant

Questions & Answers
Thank You for Your Time,
Jim Koehler and Jessica Black
of Armada Medical Marketing
CONNECT WITH US: WWW.ARMADAMEDICAL.COM/BLOG

Reach Out & Touch a Physician

by Micki Sievwright on Jul 11, 2011

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Reach Out & Touch a Physician — Presentation Transcript