Redefining Field Deployment – Bridging “Share of Voice” with “Share of Influence” for Lasting Impact
In the dynamic realm of pharmaceutical marketing, sales representatives and television commercials remain go-to strategies, skillfully weaving narratives that assure patients of a brand’s therapeutic benefits and persuade providers to alter prescribing habits. Despite their effectiveness, both channels face challenges in expanding their prescriber base and patient population. The focus on “share of voice” through reach and frequency strategies often sidelines the core needs of patients and providers, hindering the conversion of awareness into adoption. The pharmaceutical landscape has outgrown the traditional promotional model, demanding more than sheer volume to meet the intricate needs of modern healthcare consumers and providers. A paradigm shift is essential, moving beyond the noise of […]