How to Organize Innovative Campaigns
and Lower the Cost of Promotions
(Cross Promotions)
Perri Cebedo and Associates
Sales and Marketing Training International
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Innovative Promotions at Minimal Cost
Four Principles of Effective
Pharmaceutical Marketing
• Right Products
• Right Doctors
• Right Message
• Right Field
Force
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Innovative Promotions at Minimal Cost
3 Basic Elements to Selling Success
• Sell Self
• Sell Company
• Sell Products
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Innovative Promotions at Minimal Cost
Sell Self: Image, Credibility, Trust
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Calling Cards
Writing Letters
Establishing common bonds
Adapting to the MDs social style
No need for ABC Promotion!
Personal Profile
Cross Promotions
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Innovative Promotions at Minimal Cost
Personal Profile of the Doctor
Name:
Zodiac Sign: ___Birthday:
Marital Status Social Style:
Wife:
Children: Names, Age, School:
Family Origin:
Clubs and Social Groups
Friends:
Preferred Cuisine:
Interests:
Sports:
Hobbies
Music:
Theater:
Arts:
Literature:
Magazines:
Innovative Promotions at Minimal Cost
Movies/ TV Programs
Shows, Humor:
Languages Spoken
Countries Visited
Favorite Vacation Destinations:
Investments:___________
Stocks:
_______
Mutual Funds:
Health- Personal:
Family:
_______
Communication Tips:
Dislikes Reps who are:
Favorite Rep of MD
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What is Cross Promotions
• A Promotions alliance between 2 companies
• Where one company, A
– not necessarily a pharmaceutical company
– co- undertakes a promotions activity
– because it recognizes certain benefits in reaching a
physician target
– which of its own resources, it cannot reach
• Company B, the Pharmaceutical Company, would
be responsible for identifying the right doctors,
inviting them to the promotional event
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Innovative Promotions at Minimal Cost
Role of the Partner Companies
• Company A, the Non Pharmaceutical Company
hosts an event eg.
– Wine tasting
– Ballroom dancing
• Company B, the Pharmaceutical Company takes
charge of:
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Selecting the right doctors to invite
Inviting doctors
Assuring doctor attendance
Company B is also responsible for initiating the idea
and
– SELLING the idea to Company A!
Innovative Promotions at Minimal Cost
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How do you sell the idea to
Prospective Providers?
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Doctors are very important market segments
They have Buying Power and Prestige
Company A does not know who the doctors are
Does not have the Field Force to “reach” the doctors
Limited manpower resources
Advertising is expensive and wasteful, ROI=?
Company B has the Field Force and the Resources to
assure attendance of target doctors at the Event.
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Innovative Promotions at Minimal Cost
Ideas for Cross Promotions
Education for Doctors
• Lessons on Practical Photography
• Practical Videography
• How to Hire a Lawyer
• How to Minimize Tax Expenses
• Investing in Stocks
• Savings and Investments
• Retirement Planning
• Prep for Practice
• How to Buy Insurance
• Writing a Clinical Paper
• Editing and Copy Review
• Database Courses
• Word Processors: Word 6.0
• Software: PowerPoint/
Persuasion/ Harvard Graphics
Sports
• Parachute Jumping
• Mountaineering
• Skin Diving Club
• Tennis Lessons
• Golf Lessons
• Hunting Club
• Fishing Club
• Sailing Lessons
• Lessons in Horse Riding
• Lessons in Water Skiing
• Painting
• How to Buy Homes
• How to Sell Homes
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Innovative Promotions at Minimal Cost
Segmenting your doctors
• 50 yrs old +
• 36 -49 yrs
• less than 35
Amiable
Camping
Expressive
Presentation
Analytical
Clinical
Paper
Driver
Self defense
Rich
Not rich
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Innovative Promotions at Minimal Cost
ACTIVITIES
1. Identify needs and topics
2. Identify Provider
3. Program Contents/Design
4. Feedback: Panel
5. Prep Catalogue & Invitation
6. Marketing and Promotions
7. Pilot
8. Evaluation
9. Report
10. National Campaign
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Innovative Promotions at Minimal Cost
Objetive: To organize a Cross Promotions Activity for Expressives; Doctors A y and AA
JUL.
ACTIVITIES
AUG.
SEP.
OCT.
NOV .
DEC
JAN.
FEB.
MAR.
APR .
MAY.
JUN.
PERSON
RESPONSiBLE
1. Identify needs and topics
2. Identify Provider
3. Program Contents/Design
4. Feedback: Panel
5. Prep Catalogue & Invitation
6. Marketing and Promotions
7. Pilot
8. Evaluation
9. Report
10. National Campaign
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Innovative Promotions at Minimal Cost
Why Cross Promotions work
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Innovative
Gets everybody excited
Doctors really feel special
Pay off is short and long term
Doctor becomes both a Special Client and
a Partner
• Rep becomes a true Territory Manager
• Rep empowers himself
• You save Money while increasing Sales
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Innovative Promotions at Minimal Cost