How to Organize Innovative Campaigns and Lower the

How to Organize Innovative Campaigns and Lower the Cost of Promotions (Cross Promotions) Perri Cebedo and Associates Sales and Marketing Training International 1 Innovative Promotions at Minimal Cost

Four Principles of Effective Pharmaceutical Marketing • Right Products • Right Doctors • Right Message • Right Field Force 2 Innovative Promotions at Minimal Cost

3 Basic Elements to Selling Success • Sell Self • Sell Company • Sell Products 3 Innovative Promotions at Minimal Cost

Sell Self: Image, Credibility, Trust • • Calling Cards Writing Letters Establishing common bonds Adapting to the MDs social style No need for ABC Promotion! Personal Profile Cross Promotions 4 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 5

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 6 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: – – 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 7

How do you sell the idea to Prospective Providers? • • 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. 8 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: Power. Point/ 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 9 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 10 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 11 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 RESPONSi. BLE 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 12 Innovative Promotions at Minimal Cost

Why Cross Promotions work • • • 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 13 Innovative Promotions at Minimal Cost