Today, we bring an exciting new marketing solution to pharmaceutical marketing through our unique experience and expertise. Over the past few weeks, we’ve been discussing the power of "customer preference" marketing, consolidating disparate data sources across the brand, improving messaging through segmentation and other related ROI-building ideas. Well, today, we bring to you not an idea or a concept, but an actual product. We introduce a solution set in answer to the challenges facing pharmaceutical marketing." We bring you a methodology and a system to help you dramatically improve ROI. We bring you AIR Health.
Who is AIR Health?
AIR Health LLC is a new division of AIR Marketing specifically targeted to pharmaceutical marketing. AIR is the nation’s leading data-driven, analytical marketing services company, built on the promise to measure and deliver ROI on each and every client program. Our philosophy is in the AIR name: Analytics, Imagination, and Results.
What is AIR Offering?
Building upon AIR Marketing’s expertise and its proprietary analytics technology called CycloneTM , AIR Health has developed two advanced marketing solutions for the pharmaceutical industry.
AccentrxTM: A powerful analytical model designed to aggregate across your brand(s), all relevant physician preferences, as well as all sales and marketing interactions at the individual physician level. The result is a "single view" of each of your physician targets. In short, Accentrx creates an EMR-Electronic Marketing Record-for each physician.
Once the physician profile is aggregated, the power of intelligence is unleashed through Accentrx.
- Optimized Messaging - On an individual physician level, Accentrx gives you the ability to optimize and tailor messaging for each target physician based on his or her practice behavior, communications preferences and market dynamics (plan formularies, etc).
- Preferred Marketing Channels - Analyzing individual physician interactions across your various marketing programs (internally and across all your third-party marketing vendors), Accentrx provides you with a Preferred Communication Channel profile for each of your target physicians. This profile sets up real-time benchmarking for individual marketing channel utilization and ROI metrics.
- Individualized Target MD Communication Plan & Metrics - Accentrx provides you with an optimized message and tactical communication plan across your entire brand’s marketing programs. This preference-driven plan serves as the cornerstone when implementing most of your marketing programs across all sales and marketing channels, working from a single optimized database. Accentrx continues to capture and monitor all sales and marketing interactions across the brand, providing you with real-time longitudinal reporting and ROI analysis.
MyOperon
AIR Health further optimizes your marketing by taking all the intelligence derived from Accentrx on each of your target physicians and creating a pURL (personalized website and URL) for each of your physicians, called MyOperon. These individual pURLs provide a platform for your optimized message across all channels predicted by Accentrx and indicated as the preferred channels by the physician (medical representatives, live e-details, all Med-Ed activities, sample procurement, etc).
Each MD’s MyOperon pURL dynamically changes and adapts as the physician interacts with the site. As the physician clicks on one of your programs, other related marketing and education opportunities are presented in a prioritized fashion based on the physician’s profile and channel preferences. All of these preferences are stored and then leveraged to create an increasingly valuable experience for the physician.
These exciting offerings from AIR Health are based on over a decade of AIR experience and performance developing cutting edge analytical marketing programs for major Blue Chip Fortune 200 companies, including HealthNet, Hershey Entertainment & Resorts and others. You can find some of their stories on our website .
