Archive for the ‘AIR Marketing’ Category

Dressed to the Nines for Launch

Wednesday, September 9th, 2009

Like many, 09-09-09 is a special day for us. And we’ve dressed up our site for the occasion. Part of what makes the date so special is that good things come in threes. Threes are easy to remember. That’s why today, 09-09-09, you’re seeing plenty of new launches and announcements. In that respect, AIR Health Group is no different than other smart marketers launching new advances today, like Apple’s new iPod or The Beatles. But the promise the company is bringing to pharma marketing is. And here are three ways we are doing it:

  • Power – Through the strength of Accentrx TM —our powerful suite of analytics and modeling tools—you will have the ability to understand, segment and target the physicians unlike never before.
  • Preference – With the customized MyOperon physician portal you will now know how physicians prefer to be communicated with, what they want to have communicated to them and when they are seeking that information. Being able to communicate on a more personal level, based on areas of specialization, patient population and personal preferences is more engaging for the physician and more effective for you.
  • Performance – At the end of 09-09-09 or any other day, it’s all about results. AIR Health Group’s analytics-based, preference-driven marketing approach has proven itself repeatedly in other industries and today we’re ready to begin doing it for you.

So enjoy this special day as so many others are. And if the power of threes hasn’t left its mark on you yet, here’s one more set of three you should really remember:

Analytics + Imagination = Results.

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Advanced Analytic Marketing Application

Wednesday, September 9th, 2009

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 .

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If the EHR Is Reality, Isn’t It Time for The Electronic Marketing Record?

Wednesday, August 26th, 2009

The Electronic Health Record will change health care delivery forever with a complete record of all clinical patient encounters, as well as support other health care activities.

Pharmaceutical marketers want the same efficiency that comes from an integrated record of customer interests and interactions. It’s time for the EMR - Electronic Marketing Record. Essentially, the EMR is a single view of our target customers, the key decisions makers and influencers that affect the outcomes of our marketing efforts.

This EMR has the ability to aggregate data points across all important demographic, behavioral, preferential and customer interfaces into one longitudinal marketing record, a single view of your customer that allows you to make efficient decision, reduce spending and dramatically improve the return on your marketing dollars.

While the health care industry moves towards the EHR, we as pharmaceutical marketers continue to operate in a mode of silo-ed, episodic marketing to physicians. We rely on disparate databases from different vendors. We never aggregate the data to share intelligence (behaviors and communications preferences) so we can work as ONE marketing team and communicate to our customers in a continuum. And to really make matters worse, we never truly measure our marketing outcomes.

It’s been done in other industries with more complex media models and much smaller and tighter marketing budgets. For example, take the case of Destination Hotels & Resorts, an AIR Marketing customer in the hospitality industry. DHR manages over 30 properties across the United States. The sheer number of different properties in a range of geographic markets meant there were many redundancies with the organization.

AIR Marketing offered DHR a marketing technology solution to create the efficiencies needed to improve performance and reduce cost. The custom solution, called Destination Delivers, consolidated customer data across disparate platforms and rolled it up into one location. This allowed DHR to obtain a single view of the customer and devise custom messages, offers and promotions. As Andre Fournier from DHR explains, “The consistency and the quality of the messaging was huge, and the return on investment was almost 10 times what we would have gotten out of on an individual basis.”

It is time for Electronic Marketing Record (EMR) in pharmaceutical marketing. Watch this video on database marketing for more insights into the work AIR Marketing has done in other industries!

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AIR Health’s Innovative Pedigree - Lead Story in DM News

Monday, August 17th, 2009

As you have seen from the video testimonials, market leaders in their respective fields have chosen AIR to lead their marketing segmentation programs. AIR’s innovation has certainly delivered superior results for these clients, and AIR Health will bring this same ground-breaking thinking and expertise to the healthcare industry on September 9, 2009.

These are certainly not the only examples of client success. DM News (Digital Insider), a leading industry publication, recently highlighted AIR’s uniqueness with client Hershey Entertainment & Resorts. Here is an excerpt:

“We realized that we had not been doing enough with our data,” said Tjibbe Lambers, director of marketing analytics at Hershey Entertainment & Resorts. The company began working with direct marketing firm Air Marketing in 2007 in order to consolidate data across its customer relationship channels, sales, accounting and finance departments.

The theme park now has four audiences it targets with unique messaging: its family customers, couples segment, spa visitors and golfers. Hershey’s uses a combination of mailings, customer micro-sites and e-mail to connect with customers. A general brochure is still sent to all of the customer segments. After that, customers receive a follow-up postcard that is aligned with the recipient’s interest category, such as golf. The post card directs the recipient to a PURL, or personalized URL, that provides original content aligned with their interest. For example, golfers might find an “insider’s tip sheet” and spa-goers will see a health and wellness-related article.

“Consumers are tired of the old way of direct marketing,” Elaine Ralls, president of AIR Marketing, told DMNews.

There are many companies that are looking to capture and then analyze marketing and customer data across their organizations. However, Ralls believes her company has hit a “sweet spot” by tying in financial and accounting information as well. In the case of Hershey’s, Air Marketing is able to predict how much revenue various customers within each segment will bring in.

At the end of the day, the results are consistent across four market leaders in four different industries. Market segmentation has revolutionized their marketing, starting with a single view of the customer across all channels and ending with customized message delivery to attain remarkable ROI. In fact, one of AIR’s clients hit a 38 to 1 return on their marketing investment. Now consider how this could augment the usual 2-3 times return you see on most pharmaceutical marketing programs.

This week, you will hear more about AIR Health and its view of a comprehensive EMR/ Electronic Marketing Record for your target physicians. Stay tuned.

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