One Size Fits You

Too often, the content of electronic newsletters being sent to consumers by pharma companies is vague and redundant, and instead of striking a responsive chord with potential readers, e-mail campaigns are more likely to prompt a strike of the delete key. Effective marketing should be far more personal and tied to individual factors and needs -- the specific disease state, what is going on with the patient's treatment, and what his or her attitude is toward healthcare. To accomplish this goal, marketers must progress toward a permission-based one-to-one communication strategy that is segmented on the basis of consumer need. One of the best ways to do this is to move from a one-size-fits-all newsletter/e-mail approach to a more modular method of constructing campaigns.