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Relationship Marketing

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Relationship Marketing (RM) involves two-way communication with individual customers that focuses on establishing, maintaining, and enhancing relationships over a period of time for mutual benefit. RM is an ongoing marketing process in which messages become increasingly more relevant over time.  Communications and promotions are customized to the specific needs of high-value, actionable segments and are timed to be distributed at critical customer decision points.  As a result, RM provides continuous learning and enables message refinement through feedback and adaptation.  An effective RM program is often focused on overcoming barriers.  For Patient RM, it's overcoming barriers to optimal therapy and for physician RM, it's overcoming barriers to prescribing.  But, it's much more than that...it's all about strategy and the execution of that strategy!

RM picks up where other broader based marketing initiatives leave off: driving business through a focus on prompting patient action, sustaining behavior, and generating advocacy.  A well structured plan involves:

  • strategy development
  • infrastructure
  • program management
  • implementation
  • proper metrics

We work closely with our clients to understand their target audience (segmentation), the promotional drivers that will entice their targets to sign up for their RM program, the key engagement points and the metrics needed for proper measurement of program results.

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patient-RMAt Alpha 1C, we see every point of contact with a patient as an opportunity for our clients to gain more information about their target audience. We use our analytical framework to develop the key strategies to achieve each brand’s specific objectives, while we monitor key metrics, and optimize the program based on the incoming results.

Our Clients See the Following Key Benefits from a Patient RM Program:

  • Attract and retain profitable customers through the effective use of information
  • Share data across customer touch points
  • Reduce the cost of customer acquisition
  • Reduce customer turnover
  • Improve customer profitability mix
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We recognize that a solid understanding of the patient journey is critical to determining the critical touch points and communication needed to appropriately influence the patient.  We work closely with our clients to set the framework to move patients down the path of their journey, but we also utilize our tools such as our Patient Incentive Optimal Offer Model to help our clients increase patient trial and adherence!

Patient-Journey

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The old model for how to target and communicate with healthcare professionals may no longer be relevant. Many physicians no longer have time to interact with members of a field sales force, and access to physicians is becoming increasingly difficult. Some say more than 37%+ of all physicians are now considered “no see” doctors. In addition, many pharmaceutical companies are cutting back their sales forces.  All these factors in combination have resulted in an environment that’s primed for new and more effective ways to reach HCPs.

We work with our clients to move from a brand-focused experience to more of a “needs based” experience  where we use differentiated messages through several channels to reach targeted HCPs. HCPs are profiled and sent “tailored” communications over time. The “right” message is one that is meaningful to the HCP.  Determining the "right" series of communications means understanding who the HCP is, what their needs and interests are, and what motivates them.

Again, we utilize our analytical framework to develop the key strategies to achieve each brand’s specific objectives, while we monitor key metrics, and optimize the program based on the incoming results.

Our Clients See the Following Key Benefits from a Physician RM Program:

  • Attract and retain high value HCPs through the effective delivery and use of information
  • Share data in a real time across customer touch points
  • Positively impact the prescribing  habits of targeted HCPs