Pharmaceutical Marketers Trend toward Relationship Marketing, Loyalty
Cards and Web-Based Marketing Programs
Cegedim Dendrite, the market leader in Pharmaceutical Customer
Relationship Management (CRM) solutions, today announced the results of
its seventh annual U.S. pharmaceutical direct-to-consumer (DTC)
marketing survey. According to the study, relationship marketing,
loyalty (co-pay) cards and web-based marketing programs are growing in
popularity although the majority of respondents anticipate DTC spending
cuts in 2009.
58% of respondents say that DTC spending will decrease in 2009, a
significant change from the 28% who said the same for 2008. However, 69%
of DTC marketers would like to see an increase in spending on
relationship marketing, and 66% stated the same about loyalty (co-pay)
card programs. A large majority indicated that more resources should be
channeled into web-based marketing programs such as websites (68%),
emails (59%) and search engine optimization (50%).“Today, these
marketing channels are considered more cost-effective than traditional
DTC methods,” explained Mark Calabrese, VP & GM, Marketing Solutions for
Cegedim Dendrite.
Another insightful statistic from the survey results is a 25% spike over
2008 in the planned use of loyalty (co-pay) cards. “Such co-pay card
initiated persistence platforms are an effective and measurable way to
build lasting relationships with patients,” explained Calabrese. “If
executed with the right partner, it’s very efficient for marketers to
create, implement, and most importantly, analyze the ROI of these
programs. Marketers can leverage this initial patient interaction to
build out an interactive relationship marketing platform designed to
better educate and communicate with the patient about their disease and
medications.”
Cegedim Dendrite Marketing Solutions provides software and services that
help pharmaceutical companies grow their brands. Utilizing a unique
methodology of targeting, driving behavior and measuring results,
Marketing Solutions helps forge stronger relationships between brands
and customers with smarter Copay Cards, Medical Communications,
Relationship Marketing and Targeted Analytics.
To download the full report on survey results, please visit: www.cegedimdendrite.com/dtcsurvey2009.
About Cegedim Dendrite
Cegedim Dendrite is the life sciences industry’s leading provider of
Customer Relationship Management (CRM) solutions. Pharmaceutical by
design, the company’s innovative business solutions and global reach
incorporate a thorough understanding of local, regional and worldwide
trends. Cegedim Dendrite enables more than 200,000 users in many of the
world’s top companies stay ahead of market challenges. Cegedim Dendrite
also provides sales, marketing and regulatory compliance solutions in
more than 80 countries.
Cegedim Dendrite is part of the France-based Cegedim S.A. Group.
To learn more, please visit www.cegedimdendrite.com.
About Cegedim:
Founded in 1969, Cegedim is a global technology and services company
specializing in the healthcare field. Cegedim supplies services,
technological tools, specialized software, data flow management services
and databases. Its offerings are targeted notably at healthcare
industries, pharmaceutical companies, healthcare professionals and
insurance companies. The world leader in pharmaceutical CRM, Cegedim is
also one of the leading suppliers of strategic healthcare industry data.
Cegedim employs more than 8,400 people in 80 countries and generated
revenue of €849 million in 2008. To learn more, please visit our
website: www.cegedim.fr
Listed on NYSE Euronext Paris, compartment B – ISIN FR0000053506 –
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Cegedim Dendrite
Drew Bustos, +1-908-443-2451
Global
Communications
drew.bustos@cegedimdendrite.com
or
Cegedim
Group
Aude Balleydier, + 33 (0)1 49 09 68 81
Media
Relations
aude.balleydier@cegedim.fr
