How to Make Pharma Marketing       and Sales Initiatives Effective                                            Why don’t th...
The      Marketing      Network         -      For more information please send an email to or visi...
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How to Make Pharma Marketing and Sales Initiatives Effective - Michael Stevinson, Echelon Brand Communications


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Michael Stevinson of Echelon Brand Communications, a solution provider at the marcus evans PharmaMarketing Summit 2013 and the PharmaSales Summit 2013, gives tips for effective pharmaceutical product strategy and marketing.

Interview with: Michael Stevinson, Vice President, Echelon Brand Communications

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How to Make Pharma Marketing and Sales Initiatives Effective - Michael Stevinson, Echelon Brand Communications

  1. 1. How to Make Pharma Marketing and Sales Initiatives Effective Why don’t they get this mix right? What tips for market landscaping Do they overlook certain aspects? could you give? It is not a question of “overlooking.” Our The goal is to understand the marketing partners are more savvy than therapeutic landscape and its treatment ever, but they are often resource and challenges, what your potential budget constrained, which can limit the competitors are doing, and how you can marketing mix for their brand. We are differentiate your product in that frequently asked to create highly marketplace. That starts with under- focused, customized initiatives and sta nd ing co mpe t itor s’ data an d prioritize the most impactful or critical positioning, how the competitors are components (the “must-do’s”) given the using their data to differentiate lifecycle stage of the product. themselves in the therapeutic space,Interview with: Michael Stevinson, and looking inward at one’s own productVice President, Echelon Brand What can increase promotional and scientific data.Communications effectiveness? The biggest tip would be to make your Some of the most effective initiatives competitive intelligence initiative aConnecting the dots between strategy, have involved thought leaders who continual process and reflect on itsscience, and tactics is critical in advocated for a new treatment findings regularly. Also, involve yourpharmaceutical product marketing algorithm that ultimately increased consultants to provide feedback on yourand sales, says Michael Stevinson, patient outcomes. Others have utilized perspectives and do not limit yourself toVice President, Echelon Brand specialized educational platforms that only the main areas of intelligenceCommunications. The three areas included materials that maintained sources. Marketers have to look at whatmust be aligned to provide highly consistent product messages to competitors are doing with advocacyeffective customized and innovative effectively enhance physician–patient and physician groups; how they arepromotional initiatives, he adds. dialogues. There are so many other actively promoting their products to examples of initiatives that can increase different health care practitionersEchelon Brand Communications is a overall promotional effectiveness. through sales or medical liaisons instrategic marketing solutions, varying global regions; what keypromotional medical education, and Increasing promotional effectiveness messages they are communicating; andtraining company attending the marcus requires self-reflection regarding your what data they are using to supportevans PharmaMarketing Summit strategy and plans, determining what is those messages. Analyzing competitive2013 and the PharmaSales Summit working or not based on feedback intelligence to better understand the2013, both taking place in Palm Beach, mechanisms, and adjusting your landscape is a cornerstone of deter-Florida, May 8-10, as a solutions strategy or plan accordingly. mining your actionable opportunities forprovider. Ahead of the event, Michael product differentiation.Stevinson puts forward his recommend-ations for enhancing pharmaceuticalmarketing. Strategy, What opportunities could pharmaceutical companies better utilize?What issues are pharmaceuticalmarketers challenged with today? science, and The digital space is very exciting. WeMore and more of our partners are tactics must see the use of digital and interactive media as an opportunity for someasking us for innovative and customized to address their challenges. Inmost instances, their biggest challenge be aligned Mobile platforms, like the iPad, areis in establishing a scientificallysupported strategy that differentiates to provide dynamic tools to provide physicians and patients with educational material, buttheir product in a unique and impactful we also believe they give marketers theway. Developing the right mix of tacticsto support the brand strategy and highly effective opportunity to build communities, increase interaction, and gain valuableultimately communicate the scientificpoints of product differentiation is initiatives feedback that will ultimately enable them to provide promotional medicalparamount to increasing overall education that will lead to betterpromotional or educational effective- treatment options and greater patientness. satisfaction and health outcomes.
  2. 2. The Marketing Network - For more information please send an email to or visit marcus evans Summits group the event websites below: delivers peer-to-peer information on strategic matters, professional PharmaMarketing Summit: trends and breakthrough innovations. PharmaSales Summit: Please note that the Summit is a Contact closed business event and the Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits number of participants strictly Division limited. Tel: + 357 22 849 313 Email: For more information please send an email to All rights reserved. The above content may be republished or reproduced. KindlyAbout Echelon Brand CommunicationsEchelon Brand Communications, based in Parsippany, New Jersey, specializes in strategic marketing solutions, promotional medicaleducation, and training for pharmaceutical, biotechnology, and medical device companies. Their team designs high-impactstrategy, content, and initiatives that illuminate their clients’ brands and increase promotional effectiveness.www.echelonbc.comAbout 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.comTo view the web version, please click here: