July 20, 2006 (East Brunswick, NJ) – PharmaKinnex, one of New Jersey’s fastest growing pharmaceutical marketing firms, today announced the results of its recent Prescriber Marketing Survey. The study gauges the marketing communications preferences of 100 physicians’ offices throughout the country. The results were revealing, validating some assumptions and bringing to light some interesting facts.

The study results show that direct mail and office visits are the most popular methods of marketing communication, as compared to email, telephone and e-detailing. Most surprising however was the fact that 40 percent of those surveyed preferred fax as a form of marketing communication.

“The survey results lend credence to the value of multi-channel marketing and the notion that different healthcare professionals prefer different methods of communication,” says Michael White, PharmaKinnex CEO. “However, the ‘low-tech’ fax preference deserves further study as it calls into question the value of more elaborate marketing tactics,” Michael adds.

The PharmaKinnex survey also reveals that 27 percent of nurses and 23 percent of office prescribers prefer both telephone calls and site visits from salespeople.

“Given that nurses are a key influencer to the prescribers, brand marketers should keep this information in mind in developing a detailing/marketing strategy,” says Camille Macchio, Director, Business Development.

A closer look at methods of distributing medications reveals that both samples and coupons are preferred. However, samples alone are clearly preferred if given a choice. By a seven to one ratio, prescribers preferred just giving patients free samples as opposed to only giving coupons, vouchers, or savings cards for medication.

“Given the significant cost of both samples and vouchers, this result provides valuable insight and may assist with making more cost-effective choices in a marketing strategy,” Macchio adds.

White concludes: “Ultimately, what we are seeing is that marketing communication preferences are not black and white. The multi-channel approach, which employs a variety of strategies and tactics to reach prescribers, clearly makes sense given the results.”

A free copy of the survey can be downloaded at Pharmakinnex
(PDF Format | HTML Format).

PharmaKinnex, a New Jersey-based marketing services company, provides cost-effective, brand specific multi-channel marketing and sales support to pharmaceutical and biopharmaceutical organizations. They can be contacted at info@pharmakinnex.com or toll-free at (877) 4KINNEX (454-6639).

Contact: Richard Ecke
973-984-3100 x12

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