Table Of ContentHealthcare Relationship Marketing
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Healthcare
Relationship
Marketing
Strategy, Design and Measurement
IRa J. HaIMowItz
© Ira J. Haimowitz 2011
All rights reserved. No part of this publication may be reproduced, stored in a retrieval
system or transmitted in any form or by any means, electronic, mechanical, photocopying,
recording or otherwise without the prior permission of the publisher.
Ira J. Haimowitz has asserted his moral right under the Copyright, Designs and Patents Act,
1988, to be identified as the author of this work.
Published by
Gower Publishing Limited Gower Publishing Company
Wey Court East Suite 420
Union Road 101 Cherry Street
Farnham Burlington,
Surrey, GU9 7PT VT 05401-4405
England USA
www.gowerpublishing.com
British Library Cataloguing in Publication Data
Haimowitz, Ira J.
Healthcare relationship marketing : strategy, design and
measurement.
1. Pharmaceutical industry--Management. 2. Drugs--
Marketing. 3. Relationship marketing. 4. Brand loyalty.
I. Title
615.1'0688-dc22
ISBN: 978-0-566-09217-6 (hbk)
978-1-4094-3196-1 (ebk)
Library of Congress Cataloging-in-Publication Data
Haimowitz, Ira J.
Healthcare relationship marketing : strategy, design and measurement / Ira J. Haimowitz.
p. cm.
Includes bibliographical references and index.
ISBN 978-0-566-09217-6 (hbk.) 1. Drugs--Marketing. 2. Relationship marketing.
3. Pharmaceutical industry. I. Title.
HD9665.5.H35 2010
615.1068'8--dc22
2010043842
I
Contents
List of Figures ix
List of Tables xi
List of Abbreviations xiii
About the Author xv
Acknowledgements xvii
Preface xix
1 Healthcare Trends and Relationship Marketing’s Role 1
The Increasing Importance of Healthcare Marketing to Consumers 1
Focus of This Book 2
Consumer Relationship Marketing in Pharmaceuticals versus
Other Industries 3
Influences on Consumer Health Decisions 5
The Rise of Online Social Networks as a Consumer influence 7
Industry Expert Perspective 7
Influences for Healthcare Professionals 10
The Changing Healthcare Professional Promotional Landscape 12
Who This Book is For 14
Author’s Notes on Technical Depth 17
2 Foundations of Relationship Marketing 19
The Patient Journey 19
How Consumer Relationship Marketing Affects the Patient
Journey 22
Components of the Consumer Relationship Marketing Program 26
The Physician Journey 31
Components of a Professional Relationship Marketing Program 32
Issues in Developing Relationship Marketing Programs 37
The Phases of a Relationship Marketing Project 37
Framing the Rest of This Book 39
Case Study in Consumer Relationship Marketing 40
Exercises for Chapter 2 41
vi HealtHcaRe RelatIonSHIp MaRketIng
3 Discovery: Situation Assessment 43
Product Lifecycle Considerations 44
Sales Forecasts in the Therapeutic Category 45
Secondary Prescription and Sales Data 48
Upside Potential for Pharmaceutical Relationship Marketing
Programs 54
Primary Market Research Results 60
Researching Media Consumption Habits 63
Search Engine Patterns 65
Social Media Analysis for Healthcare 68
Operational Needs Assessment for Healthcare Relationship
Marketing 72
Exercises for Chapter 3 75
4 Strategy: Planning the Relationship Marketing Program 77
Business and Brand Objectives 77
Special Consideration: Product or Portfolio Relationship
Marketing? 79
Segmentation Strategy Development 80
Professional Segmentation For Relationship Marketing 86
Personas and Experiences by Segment 90
Developing a Strategic Insight for Consumer Relationship
Marketing Campaigns 96
Media Planning and Selection 100
Creative and Message Development 106
Exercises for Chapter 4 111
5 Analytics Planning for Relationship Marketing 113
Measuring Versus Goals: The Relationship Marketing Learning
Plan 113
Selecting the Best Information Sources for Measurement 119
In-Market Testing and Experimental Design 122
Full Factorial Test Design 124
Pro-Forma Analysis of Relationship Marketing Impact 125
Promotion Response Rates and Curves 127
Estimated Response Rates By Channel 128
Forecasting Responders to Consumer Relationship Marketing
Acquisition Tactics 129
Operations Resource Planning Based on Forecasts 131
Continuing Case Study with ABC Pharmaceuticals and ABCOS 132
Exercises for Chapter 5 134
contentS vii
6 Execution: Placing in the Marketplace 137
The Movement Toward Digital Relationship Marketing 138
Selecting Consumer Relationship Marketing Touch Points Based
on Personas and Experiences 140
Professional Relationship Marketing Touch Point Strategy 141
Touch Points at the Patient and Provider Crossroads 142
Executing the Professional Relationship Marketing Feedback
Loop 143
Design Principles of Websites for Relationship Marketing 145
Communication Contact Stream 146
Consumer Relationship Marketing Database Development 147
Source Coding of Acquisition Media and Responses 148
Operations and Campaign Management for Pharmaceutical
Relationship Marketing 152
Exercises for Chapter 6 159
7 Measurement of Healthcare Relationship Marketing
Programs 161
The Various Measurement Objectives 162
Industry Expert Perspective: Online Measurement in
Pharmaceuticals 163
Defining Online Engagement 164
Website Path Analysis 169
Measuring Improvement in Awareness 171
Measuring Acquisition 172
Dashboards for Tracking Relationship Marketing Acquisition
Responses 176
Direct Response Email Campaign Analysis 183
Evaluating Patient Conversion 184
Evaluating Lift in Patient Adherence 185
Measuring Consumer Relationship Marketing Patient Advocacy 186
Measuring Healthcare Professional Awareness and Engagement
for Professional Relationship Marketing 187
Measuring Healthcare Professional Acquisition for Professional
Relationship Marketing 188
Evaluating Professional Relationship Marketing Trial and
Adoption 190
Special Professional Relationship Marketing Analyses on
Promotional Channels 191
Return on Investment for Healthcare Relationship Marketing 199
Exercises for Chapter 7 202
viii HealtHcaRe RelatIonSHIp MaRketIng
8 Optimization and the New Cycle 203
Operational Improvements 203
Media Optimization 204
Promotional Tactical Changes 205
Favoring Test Outcomes 206
Adjusting Segmentation 206
Rethinking the Campaign Strategy 207
9 Conclusions and the Future 209
Tactics Come and Go, But Strategies Endure 209
The Present and Future 210
Keeping Up to Date 211
Appendix A: Solutions to Exercises 213
Bibliography 227
Index 231
List of Figures
Figure 1.1 Healthcare influences upon consumers 4
Figure 1.2 Influences on healthcare professionals 10
Figure 1.3 Book focus areas by job specialty 16
Figure 2.1 The patient journey 20
Figure 2.2 Consumer relationship marketing and the patient journey 23
Figure 2.3 Consumer relationship marketing overview 27
Figure 2.4 The healthcare professional journey 32
Figure 2.5 Professional relationship marketing system 33
Figure 2.6 Relationship marketing process by phase 38
Figure 3.1 The branded pharmaceutical product lifecycle 44
Figure 3.2 Five-year global therapeutic forecast 47
Figure 3.3 Using analogues for peak market share forecasting 48
Figure 3.4 Retail prescription data (NRx) showing market dynamics 53
Figure 3.5 Patient persistence curve 57
Figure 3.6 Persistence curve improved through CRM 58
Figure 3.7 Search patterns for pre-diagnosis fibromyalgia 67
Figure 3.8 Fibromyalgia social media results, illustrated 71
Figure 3.9 Operational needs assessment during relationship
marketing discovery 73
Figure 4.1 Segmentation for consumer relationship marketing
programs 81
Figure 4.2 Schematic of quantitative primary market research 83
Figure 4.3 Prioritizing segments for consumer relationship marketing 85
Figure 4.4 Professional segmentation for a new product launch assists
go-to-market strategy 88
Figure 4.5 Persona of a target consumer segment, fibromyalgia
category 91
Figure 4.6 Patient persona and experience map related to conversion
and adherence 93
Figure 4.7 Personas and experience maps in professional relationship
marketing 95
Figure 4.8 Consumer media planning channels for CRM 102
Figure 4.9 Annual layout of a media plan 105
Figure 5.1 Learning plan framework 114
