Five Tips for Pharma Marketing and Speaker Programs in 2019 Q&A

In our last blog post earlier this month, we shared tips for pharma marketing – how to meet your objectives and ensure your speaker programs flourish in this new year. Here are some follow up questions and answers, diving more into what we discussed in Five Tips for Pharma Marketing Q&A

  • What is an “Implementation Intention” exactly?

Peter M. Gollwitzer and Gabriele Oettingen define implementation intentions in a paper published for the New York University Department of Psychology. They write:

Implementation intentions are if-then plans that spell out in advance how one wants to strive for a set goal. For the if-component, a critical cue is selected (e.g., a good opportunity, an anticipated obstacle) that is linked to a goal-directed response in the then-component. Implementation intentions are known to enhance the rate of goal attainment. They do so by delegating action control to situational cues thus endowing action control with features of automaticity.

Implementation intentions are statements and commitments concerning when, where, and how one wants to act on his or her goal intentions. Using implementation intentions positively impacts goal achievement.

  • How can I brainstorm new ideas? That’s easy to say, but what does it mean in practice?

Spend some time asking yourself why you do things the way you do, dreaming up alternative ideas you could try. Don’t try to evaluate them yet, just make a long list for now – you can decide later which are most realistic to prioritize.

You can brainstorm by yourself, but it is more effective with others because our ideas tend to expand when we discuss them with other people.

Here are a few thought-starter questions to get you started.

What idea would you pitch to internal colleagues if you knew they would say yes?

What idea would you pitch to a client or customer if you knew they would buy it?

Describe your dream client.

Describe your dream product.

Describe your ideal 2019. What are the specific events and actions that create an ideal year?

  • How can I do a survey?

Traditionally feedback could be gathered with paper surveys, of course – but it’s time-consuming and unlikely to yield a high response rate. Pharmagin’s cloud-based tech makes it much easier – automatically survey HCPs based on events they’ve intended, and collate all the results into actionable reports.

Using surveys to ask HCPs their opinions about speaker program content can provide useful information for your future speaker programs. It’s also important to ask what you can do better, what kinds of programming they believe would be most helpful, and how their time can be used most efficiently.

Here’s a sample screenshot of a survey output:

Contact Pharmagin for more specifics on how to set up surveys on the product platform, at info@pharmagin.com

  • Where does Pharmagin get all the data they use?

Pharmagin gathers an enormous repository of detailed information as they run speaker programs for a client – all the budgeting, program logistics, attendee registration data is captured during program execution, then follow-up surveys provide a wealth of actionable feedback from HCPs.  In addition, Pharmagin is typically integrated seamlessly with client CRM systems, as well as NPI databases of HCPs.

With this data all combined in one place, Pharmagin is able to provide each client with detailed, tailored reporting on their activity, enabling them to continually review and improve their programs.

At the same time, Pharmagin has leading edge security in place to ensure that each client’s data is safe and compliance is maintained with all local and federal regulations.

  • Could you give us a specific example of analysis Pharmagin does?

Pharmagin has a wide range of data available, so we can build custom reporting specific to individual client needs. Having said that, typical reports that any client should provide helpful include breakdowns of budget by team over time, analyses of attendee registration (example screenshot below), available honoraria vs cap.

Beyond this basic reporting, Pharmagin’s detailed data can help clients answer all sorts of interesting questions, for example analyzing the ratio of actual vs planned attendees by topic or region, detailed expense and honoraria breakdown by period, attendee type by product, etc

  • The connections between creativity and brain function are fascinating. Can you tell me more about our brains and creativity?

Some studies on the brain and creativity were reported on in Fast Company in 2008. That article explains how neuroscientists discovered that our perception of something isn’t only a result of what our eyes and ears transmit to our brains. It’s a product of your brain itself.

In order to think creatively, you must develop new neural pathways and break out of the cycles where our experiences determine our thoughts. The surest way to provoke the imagination, then, is to seek out environments you have no experience with. Novel experiences are so effective at unleashing the imagination because they don’t let our brains take shortcuts.

One example of this can be illustrated with a simple exercise. Imagine the sunset on a beach. Close your eyes and picture as many details as you can. Now, imagine the sunset on Pluto. Close your eyes as imagine as many details as you can. That’s more difficult, right? None of us know what Pluto’s sunset might look like, but to take the time to imagine something that you have no experience with will help your brain make new neural connections and increase its capacity to create.

Get in touch for a free demo now.

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