Hey, Brand Manager: Should you sample doctors?
By Jen Johnston, part of the Influencing Healthcare Providers blog series In my previous posts, I’ve talked about why it’s important to reach out to healthcare professionals (HCPs) and how to do so, choosing a group of HCPs to mail, and what to say to them. But I haven’t really covered sampling. In my opinion, sending […]
Hey, Brand Manager: Do you know what to say to doctors?
By Jen Johnston part of the Influencing Healthcare Providers blog series This is my fifth post in a series about doctor detailing. I most recently discussed choosing a specialty to target and what to consider when making a decision about mailing to healthcare professionals (HCPs) regionally vs. nationally. In this post, I will go over how […]
Hey, Brand Manager: Here’s what to consider when choosing which healthcare professionals to mail
By Jen Johnston part of the Influencing Healthcare Providers blog series Previously, I shared the concept of detailing healthcare professionals (HCPs), commonly called “doctor detailing.” (Though the phrase can refer to the detailing of non-MD professionals, such as dentists, naturopaths, chiropractors, certified diabetes educators, and dietitians, to name a few.) You learned there were many ways […]
Hey, Brand Manager: Here’s 9 ways to influence healthcare professionals, part 2
By Jen Johnston part of the Influencing Healthcare Providers blog series In my last post, I shared the first four of nine ways to reach healthcare professionals (HCPs). The remaining five are presented below. Direct Mail Campaign (with or without sampling): Another approach is to detail doctors and other professionals through direct mail. The important key […]
Hey, Brand Manager: Here’s 9 ways to influence healthcare professionals, part 1
By Jen Johnston part of the Influencing Healthcare Providers blog series In my last post, I introduced the notion of educating healthcare professionals as a means to drive awareness, recommendation, and usage of your brand. Today I will reveal some of the ways in which to do so. The loosely-used term for influencing influencers in the […]
Hey, Brand Manager: Don’t forget about these important influencers!
By Jen Johnston part of the Influencing Healthcare Providers blog series Regardless of their size, all brands have tough decisions to make about how to spend their promotional dollars. As a brand or marketing manager, you have multiple platforms to consider: print advertising, TV commercials, digital, etc. But before these decisions are made, you must consider […]