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 … Read More
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 … Read More
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 … Read More
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 … Read More
What it takes to create product images that sell
As seen in “My Turn” in Chain Drug Review, September 28, 2015 By Kyle Lentz Editor’s note: This is the third topic in a six-part series exploring technology and how it helps consumers manage their health and wellness. Additional subjects in the series include the user experience, taxonomy, social media, mobile health and wearable technology. … Read More
Patience and Persistence in a New Item Launch
by Julie Bonnell Launching a new item is challenging, no doubt about that. Countless hours are invested to make sure the branding, positioning, and awareness plans are just right. And yet, as we all know, there still are products that just don’t get the sell-in as expected. How could this happen? Your team looks at … Read More
Become a trusted resource
by Cari Sass How much do you dread those annoying sales calls? The ones where you can’t even get a word in to explain that you’re not interested or that what they are selling does not meet your need? As the end of the year approaches, these types of calls seem to ramp up. When … Read More
Understanding the pricing landscape
by Sean Grudzinski, HRG Product Research & Analysis Manager Before a company enters a new industry, decides to launch a new product, or tries to determine the best address for a new store location, they invest in understanding the existing landscape. It’s easy to see opportunity and potential by taking an objective view of … Read More
Look at that face!
by Dave Wendland From a shopper’s point of view, a product is never seen alone and never in great detail. Given their distance from shelves and the fact that products are arranged in straight rows, it creates a blur of similar-looking shapes, sizes, colors, and products. It’s not until a product grabs a shopper’s attention that … Read More
I did not know that!
by Dave Wendland Johnny Carson would often say, “I did not know that,” when confronted with some unusual information or when he felt at a loss for words. This, however, is not an excuse any CPG product manager or respectful sales director should ever get away with. Yet I hear it quite often during meetings … Read More