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Hands On Approach Leads To Value-Added Educational Premiums

“We live it and breathe it just like they do — a complete immersion into their product, their therapeutic class, their patient needs.  That is what gives us the unique advantage and know-how to pull it all together into a marketing piece.”

~ Linda Andersen, Promotions Unlimited

With over 13 years in pharmaceutical sales promotions, Linda Andersen, Pharmaceutical Account Executive at Promotions Unlimited, is no stranger to the complexities of the drug industry.  When a long-time client was preparing to launch a new drug, she knew that the best way to help them develop powerful support premiums was to get to know the drug as well as its sales force.

Having developed a strong relationship with the pharmaceutical company, Ms. Andersen asked if she could be a participant in their intensive sales team training program.  Even though this was an unusual request and companies are typically protective of the training process, they welcomed her participation.

“To develop useful and meaningful educational premiums, it requires a deeper understanding of the pharmacology of a product and this is just one of the ways we get that knowledge,” said Ms. Andersen.  “Especially in the new environment of constraints about what can and cannot be provided to physicians, this level of involvement is paramount.”

Such a request may seem unusual to most pharmaceutical companies -- especially before any agreement to create a premium is made -- because, as premium providers go, Promotions Unlimited is unique in the industry, always looking for ways to achieve a strong grasp of a company’s needs. 

“Although I’m sure this was a question they’d never been asked before, I wanted to go the extra step and make an investment of my time to gain a solid background for understanding the drug, its applications, and the sales challenges the brand representatives would face when out in the field,” said Ms. Andersen.   “The sales reps were surprised but glad to see me there -- it was an opportunity that could benefit us both.”

“Providing a marketing tool that assists brand representatives is more than just putting a logo on an anatomical model,” said Joan Charbonneau, CEO of Promotions Unlimited. “We strive to develop premiums that have impact and lasting value – the best way to do that is to have a strong knowledge of the drug and its uses.  If that means doing the same legwork as a sales rep, then that’s what we do.  This step further aligns us with the brand, giving us a critical perspective and framework to create a premium that is value-added, enduring and Pharma compliant.”

This was not the first time Ms. Andersen has taken such a hands-on approach.  From accompanying sales representatives on their field calls to brainstorming sessions with brand managers, Ms. Andersen likes to become an extension of the brand team.  “When I am intimate with the same information the sales team is privy to, I can intuitively respond to or address a need even before a product manager states it,” said Ms. Andersen.  

“I’ll take feedback from doctors, look at nuances of a drug’s benefits, or look at how a patient might need to interact with the treatment and then use it to offer creative ideas for educational support premiums,” added Ms. Andersen. 

The give-and-take process appears to benefit the pharmaceutical companies whose staff is integral to the development of quality premiums, even though the time they can afford to dedicate to the process is limited.   Ms. Andersen continues, “There is a fluidity of communication, which also spurs the creativity of the brand managers, accelerating the development process and leading to more powerful and well-received marketing tools.”

“We live it and breathe it just like they do -- a complete immersion into their product, their therapeutic class, their patient needs,” said Ms. Andersen.  “That is what gives us the unique advantage and know-how to pull it all together into a marketing piece.”

“Sure, we can simply offer up an anatomical diagram, but how many of those does a doctor see before it loses its impact?  When something’s unique, it stands out.  When it has a useful function, it is valued and gets noticed,” said Ms. Charbonneau.  “Like a light bulb in a socket, when we’re fully connected, it lights up….that light is the next great idea.”

Contact Joan Charbonneau for further information.