Why “Marketing Logistics”?
The pharmaceutical industry has struggled to find efficient, effective methods to connect HCPs with their information and resources. Traditional sales approaches are effective, but they are expensive, relatively inefficient, and they carry substantial legal and compliance risks. Interactions with sales reps often times leave the HCPs frustrated with the engagement. This has caused many HCPs to stop seeing representatives.
HCP Concierge conducted extensive research to develop a model to address these needs, specifically to develop a unique approach to improve the engagement of HCPs in an efficient, effective manner. In researching best practices from other industries, it became clear that the principles of “logistics” could be applied to make the process of connecting HCPs with pharmaceutical information and resources more efficient and effective.
Logistics has been described as “the process of planning, implementing, and controlling the efficient, effective flow and storage of goods, services, and related information from point of origin to point of consumption for the purpose of conforming to customer requirements.
(Reference: Council of Logistics Management, 12 Feb 98)
The result is a more HCP-friendly approach that provides clients with effective, efficient outreach to the targets they value most with proven ROI. We believe we have created an Engagement (R)evolution.