Proactive versus Reactive

We meet again, this time after a gap of 2 weeks.
The start to the month was good, and end of week one left me satisfied given the fact that my meetings went well & all the meeting objectives were achieved.

One evening during this time, I made a mental revision of the different marketing activities I had undertaken for my assigned brands. I narrowed down to the fact that ensuring campaign effectivity & generating a certain return on investment were the key issues. And I am sure that most of the marketing executives in pharma industry, tend to face the above situation. In most cases the campaigns are rolled out as planned in advance, but it is difficult to garner the exact ROI picture. Herein many factors are involved, for example the ROI also depends on whether the activity is for a select few Dr. or spread over a wide base.

This led me to think that in today's dynamic scenario, the key to advance ahead as a effective marketer is nothing but to think what your brand needs. And who should decide this ? Ofcourse the brand manager is in best position to decide on this, but suitable adjustments in line with company objectives are common.

The thought process can basically be divided into two: Does your brand new information ? or Does your brand need new look & visibility ?
Providing new information on a regular basis is the classic pharma marketing. It can be a new clinical study, a new India-specific trial, a new indication approved by regulatory body etc etc.
Providing renewed visibility is the modern pharma marketing (kind of OOH style, where out-of-clinic activities like CMEs, Conferences play a key role)

In other words, you yourself should take the Brand's Story in forward direction everytime.

That's the essence of Proactive Marketing, a New Story for the Same Brand to New Customers. If systematically practised, largely eliminates the need of Reactive Marketing, wherein you are duplicating competitor-like activities on the same set of customers.

This is the best bet in today's dynamic market - being In Sight & In Mind
(because in marketing, Out of Sight, means Out of Mind).

Until next time,
Victor.