Getting “Personal” with Non-Personal Promotion: Where Do We Stand? 

Thursday, November 7, 2019

1:00 PM ET/ 10:00 AM PT

Tuesday, September 24, 2019
1:00 PM ET/ 10:00 AM PT
Pharma marketing has come a long way, however the art of managing a brand’s share of voice in this modern landscape of constrained resources and diminished in-person access to healthcare providers (HCPs) continues to be a work in progress. In response, a vast majority of marketing managers have moved from a traditional rep-centric model to non-personal promotion (NPP), with a major focus on digital advertising.

There are a few fundamental guidelines to consider while planning and designing an NPP strategy in order to reach the right HCP at the right time via the right channel and extract maximum impact from the marketing budget. One of the key imperatives is to personalize the NPP initiatives through streamlined channels and tailored messaging, to match the HCPs both in terms of their specialization and prescription behavior.

Over the course of this presentation, we will be examining our progress to date and the following themes:
  • The Changing Non-personal Promotion Landscape
  • Current Unmet Needs In Pharma’s NPP Approach
  • What Does Personalized NPP Look Like?
  • How Can Success Be Optimized Via Customized Strategies?

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Jason Bernstein
Director Strategic Solutions
Epocrates an athenahealth service
View Biography