It is important to involve experts early in the design process of pharmaceutical promotional packaging according to Bob Bernstein and Peter Gould. Getting expert advice from the beginning helps ensure projects are feasible and cost-effective. Dimensional packaging generates more interest from doctors and patients by effectively delivering complex messaging in a cluttered marketplace. Promotional packaging must have "pass through value" for representatives, doctors, patients, and the brand by providing something of intellectual value for busy doctors and keeping representatives connected.

1. 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 of
President, & Peter Gould, Sales and leave a lasting impression. success if they seek expert advice
Design 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 current
of a pharmaceutical product promotional
piece to its actual execution, according
rep environment is in flux. In the
Sunshine Act environment, a powerful
Promotional
to Bob Bernstein, President, and Peter
Gould, Sales and Design Manager, at
visual aid or PSK will remain among the
best tactics to keep sales reps in contact
packaging
Sunbelt Dimensional, Inc. “The
further down the road that cycle gets
with doctors. There are fewer reps
today trying to see busier doctors; they
must have “pass
without having the proper guidance, the
less successful and more costly the
need to offer them something of
intellectual value to make sure their
through value”
promotional piece will be,” Bernstein
says.
visits count. for reps, doctors,
From a solution provider company at
Promotional packaging must have “pass
through value” for reps, doctors,
patients and
the upcoming marcus
PharmaMarketing Summit 2012 in
evans patients and the brand. the brand
Wheeling, Illinois, April 30 - May 2, How can “pass through value” be
Bernstein and Gould talk about achieved? At which stage in the

2. 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
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Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits
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About 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 marketing
challenges, as well as the structural engineering talent and logistical expertise to make complex concepts cost effective to produce
and deliver.
For more information: www.sunbeltdimensional.net
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