{"id":135417,"date":"2018-06-11T12:09:26","date_gmt":"2018-06-11T10:09:26","guid":{"rendered":"https:\/\/www.bluenovius.com\/?p=135417"},"modified":"2023-04-14T17:19:30","modified_gmt":"2023-04-14T15:19:30","slug":"pharma-brand-loyalty","status":"publish","type":"post","link":"https:\/\/www.bluenovius.com\/healthcare-marketing\/pharma-brand-loyalty\/","title":{"rendered":"Secrets to Building Pharma Brand Loyalty"},"content":{"rendered":"\n
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With competition among pharma brands being tougher than ever, the fight for physicians\u2019 loyalty has become increasingly fierce. According to<\/span> a study by Harvard Business Review, increasing retention rates with customers by just 5% reflects an organization\u2019s profits by as much as 95%.<\/span><\/p>\n\n\n\n

In a competitive market, it is imperative for pharma companies to establish brand loyalty with their prescribers in order to ensure they stay on top of physicians\u2019 minds. However, brand loyalty is one of the most challenging aspects of pharma marketing. Here\u2019s what it means, how it benefits pharma brands, and how you can achieve it.<\/span><\/p>\n\n\n\n

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Brand loyalty in traditional terms<\/b><\/h2>\n\n\n\n
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Have you ever been asked if you want a loyalty card somewhere? Loyalty programs have been around for decades, and clever brands have amassed fortunes by successfully utilizing them. The idea is simple \u2013 you buy\/use a certain product repeatedly and get a loyalty card. This allows you certain benefits such as rewards and discounts. Trouble is, albeit very neat, this approach does not work for pharma. First off, physicians may be put off by the amount of data being stored about their behavior. Second, using incentives to boost prescription<\/span> rates has been proven as a hit-or-miss strategy before, and it\u2019s time for a novel approach.<\/span><\/p>\n\n\n\n

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Loyalty beyond prescribing<\/b><\/h3>\n\n\n\n
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Once established properly, pharma brand loyalty can have deep and long-lasting effects beyond prescriptions. Once a physician is loyal, they become your best brand ambassador. If a physician has multiple positive experiences with your brand, they will actively endorse it to the point of associating their reputation with brand values. This really should be the ultimate goal that all pharma brands should be striving for.<\/span><\/p>\n\n\n\n

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\"causes<\/a><\/figure><\/div>\n\n\n
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How to build pharma brand loyalty<\/b><\/h3>\n\n\n\n
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Provide research behind the drug<\/h4>\n\n\n\n
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In one research, 85% of surveyed physicians stated that scientific literature is their first reason for prescribing a certain drug. Moreover, 46% of physicians declared that clinical trial results are their first source of information about a new drug. Their second favorite source was a sales rep, with 30% of HCPs getting their drug info during sales rep calls.<\/span><\/p>\n\n\n\n

With these facts in mind, we cannot stress the importance of properly informing HCPs enough. The latest research and clinical trials should be readily available to physicians and sent out through<\/span> all company channels. As far as sales reps go, they should present objective information from publications during their calls, allowing HCPs to make rational, informed decisions.<\/span><\/p>\n\n\n\n

Once a practice of this kind is established, HCPs will consider your brand as a valuable source of scientific information, and not someone always ready with a sales pitch.<\/span><\/p>\n\n\n\n

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Make a shift in sales reps’ mindset<\/h4>\n\n\n\n
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Although their numbers are declining every year, <\/span>sales reps are still a pivotal force<\/span><\/a> in pharma marketing. However, trouble lies in the very name \u2013 <\/span>sales<\/span><\/i> reps.<\/span><\/p>\n\n\n\n

In order to build true engagement and loyalty with physicians, reps should not focus on selling, but <\/span>rather on providing a service. Instead of talking to the HCP, reps should talk with them. By actively paying attention to physicians\u2019 needs, reps can help spot gaps in the current approach.<\/span><\/p>\n\n\n\n

Sales reps are one of the most effective ways to communicate with physicians. Unfortunately, many pharma brands under-utilize their sales rep force, to the point where physicians cut down their time with reps to mere minutes.<\/span><\/p>\n\n\n\n

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Use multi-channel as much as possible<\/h4>\n\n\n\n
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How many touchpoints does your brand have with physicians currently? If you\u2019re still stuck on one channel (email, for example), you\u2019re doing yourself a disservice, even if your efforts are working. Today\u2019s physicians are increasingly present digitally and using merely one channel is not enough to stay on top of mind – you need to <\/span>go multi-channel<\/span><\/a>.<\/span><\/p>\n\n\n\n

In order to achieve continuous engagement, pharma brands need to connect with HCPs on various channels. This includes websites, emails, sales rep calls, webinars, webinars, and conferences… You name it \u2013 it has to be done. The messages need to stay consistent and provide valuable information to medical professionals instead of pushing the product. At the same time, you must utilize these channels to actively listen to physicians and understand their pain points, in order to provide a better experience.<\/span><\/p>\n\n\n\n

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When brand loyalty fails<\/b><\/h4>\n\n\n\n
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At times, your brand\u2019s faithful supporters may switch sides and stop prescribing your brand. Instead of worrying about this, you can find the cause and work to fix the issue. Here are some of the reasons why physicians switch to competitor brands.<\/span><\/p>\n\n\n\n

First, in the best possible scenario, new, similar drugs came out. This will happen and the only way to remedy it is to present your drug\u2019s strongest points in an objective manner. The second reason is negative feedback from KOLs and peers. Unfortunately, this one is much harder to fix. \u00a0Finally, the last reason for lack of brand loyalty is poor patient treatment outcomes.<\/span><\/p>\n\n\n\n

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\"causes<\/a><\/figure><\/div>\n\n\n
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As a marketing strategy, establishing pharma brand loyalty should be the ultimate long-term goal for pharma companies. In markets where large portions of the market are dominated by branded drugs, it is more important than ever to establish strong engagement with HCPs and provide value in order to get loyalty in return.<\/span><\/p>\n\n\n\n

Do you need help setting up your pharma brand marketing strategy? Our team of dedicated professionals has worked with more than 50 pharma brands from all over the world. If you want to find out what we can do for you too \u2013 reach out to us, we\u2019d love to help.<\/span><\/p>\n\n\n\n

If you want to read more posts like this one, feel free to<\/span> subscribe to our newsletter<\/span><\/a>. We will send you the latest pharma marketing insights, once per week.<\/span><\/p>\n\n\n\n

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Hand-picked related content:<\/h5>\n\n\n\n
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This is why Physicians aren\u2019t Prescribing your Brand<\/a><\/p>\n\n\n\n

Will Digital Pharma Marketing Replace Sales Reps?<\/a><\/p>\n\n\n\n

Increase Pharma Brand Awareness with Medical Explainer Videos<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

With competition among pharma brands being tougher than ever, the fight for physicians\u2019 loyalty has become increasingly fierce. According to a study by Harvard Business Review, increasing retention rates with customers by just 5% reflects an organization\u2019s profits by as much as 95%. In a competitive market, it is imperative for pharma companies to establish […]<\/p>\n","protected":false},"author":2,"featured_media":135528,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"categories":[69],"tags":[2252,1651],"yoast_head":"\nSecrets to Building Pharma Brand Loyalty | BlueNovius<\/title>\n<meta name=\"description\" content=\"How do you ensure that physicians keep prescribing your brands, time and time again? 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