Old Media Telephone is First on New Media List for Marketing to Physicians
historic telephone and the new media

The New Media

Marketing to physicians is always a communications challenge. There are gatekeepers, drawbridges, barriers and the never-ending constraints of a busy physician’s packed schedule. Everyone wants a slice of time for physician relations, medical device sales, hospital marketing and PR, and pharmaceutical detailing, to name just a few.

There’s no magic answer. But a recent survey suggests that the old-fashioned telephone is at the top of the list of “new media” tools to reach and promote products to physicians and other prescribers.

The recent data by the research firm SK&AU.S. Pharma Company Promotional Spending Trends in New Media – is exclusively about pharmaceutical marketing, but there’s guidance here for others who target physicians in healthcare marketing.

Their research focused on new media channels such as Internet detailing, tele-detailing, e-meetings and web advertising. They report: “Over the last four years, promotional spending in new media has increased significantly from about $5 million in January 2006 to about $26 million by September 2010. Traditional forms of promotion, such as face-to-face detailing and meetings, are becoming less commonplace, while Internet media such as e-detailing and e-meetings are growing at a fast and steady pace.”

Nearly 50 percent of the average monthly new media spending was in Telephone Detailing ($160 million). Internet Detailing ranked second at 35 percent ($116 million), and E-Meeting (Internet) came in third with 15 percent ($48 million). Finally, web advertising (targeted to physicians), which is growing but at a much slower pace than other new forms of detailing or meetings, made up one percent of spending in new media.

We’re not sure what qualifies the 134-year-old telephone for the New Media category, but with a $160 million monthly allowance, it’s definitely a player in marketing to physicians. We’d like to know what you think.

And if you’d like to talk about healthcare marketing or marketing to physicians, reach out to us through our website.

Stewart Gandolf
Chief Executive Officer & Creative Director at Healthcare Success
Over the years Stewart has personally marketed and consulted for over 1,457 healthcare clients, ranging from private practices to multi-billion dollar corporations. Additionally, he has marketed a variety of America’s leading companies, including Citicorp, J. Walter Thompson, Grubb & Ellis, Bally Total Fitness, Wells Fargo and Chase Manhattan. Stewart co-founded our company, and today acts as Chief Executive Officer and Creative Director. He is also a frequent author and speaker on the topic of healthcare marketing. His personal accomplishments are supported by a loving wife and two beautiful daughters.

Comments

Continue

Your proposal will include:



Competitor Intel

Recommendations

Our Pricing

...and much more!

“Despite practicing in a hyper-competitive market, our new-patient counts are double what they were for the same time period last year. Hiring Healthcare Success was one of the best business decisions I have ever made.”


– Jonathan Calure, MD