White Papers
2007
"Relationship Marketing: Building Profits Through Customer Loyalty" by Barry Kessel
As marketers, we do many things to the audiences who serve as the targets for our vast and varied output. We inform, entice, cajole, tease, bribe, sell and more. I would argue that, despite all the marketing rhetoric, there are only two verbs worthy of a marketer's intent: acquire and retain.Read more...(PDF)
Presentations
2006
"Relationship Marketing: Creating Relevance One Person at a Time, The Emergence of a New Marketing Model" by Barry Kessel
Read more...(PDF)2004
"Defining a Patient's Success: Managing Patient Expectations to Ensure a Lasting Bond" by Michael Goldin
DTC Perspectives
As pharmaceutical marketers, we can certainly give ourselves a pat on the back for attracting consumers. Pharma advertisements have undoubtedly heightened awareness of the average individual to certain medical conditions and generated a surge of interest in our products. But while we have made great strides drawing in our target audiences, we have only taken baby steps in retaining them over the long haul. Read more...(PDF)
2003
"Data Most Valuable While in Development" by Tricia O'Mahen
Marketing News
Since the success of a CRM program hinges on the degree to which the marketer understands the relationship his customer has with the business, resources logically would be directed toward collecting and interpreting customer data. But often, data strategy is overlooked or addressed mid-program, although it's most valuable in developing and
improving the program. Not only should the data strategy outline process flow and logistics, it should uncover consumer insights, dictate data capture of additional value-added information and support metrics that allow for the fluid evaluation and optimization of a CRM
program.
Read more...(PDF)