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Healthcare Relationship Marketing
A01=Ira J. Haimowitz
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ABC Pharmaceutical
Acquisition Tactic
Adherence Tools
Author_Ira J. Haimowitz
Business Rules
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Category=KJMV7
Category=KJS
Category=KND
CLM
consumer
Copay Assistance
CRM
CRM Program
Data Set
eq_bestseller
eq_business-finance-law
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eq_isMigrated=2
eq_nobargain
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Fibromyalgia Associations
in-market
In-Market Testing
journey
Kantar Health
Long Term Care Centers
Mail Order Pharmacies
Manhattan Research
Media Tactic
patient
Patient Journey
Patient Start
PDA
PDAs
Personal Digital Assistants
pharmaceutical
program
RM Campaign
RM Program
testing
therapeutic
Therapeutic Categories
Touch Points
Product details
- ISBN 9781032838397
- Weight: 480g
- Dimensions: 174 x 246mm
- Publication Date: 24 Jun 2024
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Paperback
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In recent years there have been dramatic changes in the pharmaceutical promotional landscape, affecting both consumers and healthcare professionals. One consequence of these dynamics is the need for pharmaceutical companies to plan new kinds of dialogue and relationships with their stakeholders. The evolution has been from mass-channel "push" marketing to two-way, multi-channel relationship marketing. Targeted Emails, webinars, mobile messages, and social networks are expanding in usage. This book is a practical overview and resource guide for the design and measurement of pharmaceutical relationship marketing (RM) programs. There are descriptions of each aspect of pharmaceutical RM design and measurement, including a running case study with follow-up exercises. The author has also conducted interviews from several pharmaceutical marketing industry experts, each having 15 years or more of working healthcare RM knowledge, and each speaking on their specific specialities. For newcomers to healthcare marketing, this book can serve as a foundation and introduction that provides framework, details, and examples of both relationship marketing designs and associated measurement disciplines. Healthcare Relationship Marketing will also be valuable to readers currently working in pharmaceutical marketing or sales who may not have exposure to the particular disciplines of relationship marketing and direct response measurement and optimization. Even for the experienced practitioner this will serve as a convenient reference that pulls together all of the program components and measurement frameworks within a single book. This book may also serve as a textbook within a university course in marketing, or a pharmaceutical business program.
Dr Ira J. Haimowitz is Executive Vice President, Analytics and Operations, at The CementBloc, a leading health and wellness communications agency. For over 20 years, he has provided healthcare clients innovative solutions for relationship marketing, segmentation, operations, measurement, and optimization. He has also enabled clients to evaluate the return on investment of their multichannel consumer and professional advertising campaigns. Prior to joining The CementBloc, Ira was Vice President, Group Director of Insights and Optimization at Wunderman, leading a team with primary responsibility for healthcare clients. Ira has also spent 9 years on the manufacturer side as a Director and Team Leader for pharmaceutical companies Pfizer and Organon. Ira Received his Ph.D. from the Massachusetts institute of Technology in Computer Science (medical emphasis) in 1994.
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