Just the fax, please!
A new survey from pharma marketing firm PharmaKinnex (www.pharmakinnex.com) confirms just that and reminds us that sometimes the best answers are the simplest ones.
By on Aug 10, 2006A new survey from pharma marketing firm PharmaKinnex (www.pharmakinnex.com) confirms just that and reminds us that sometimes the best answers are the simplest ones. In late July, the group released the results of its recent Prescriber Marketing Survey, which gauges the marketing communications preferences of 100 physicians's offices in the US.
A predictable 27% of nurses and 23% of physicians say they welcome telephone calls and visits from pharma sales reps. And while the survey results confirm that direct mail and visits by reps are the most popular methods used by pharma for marketing communication, 40% of those surveyed say they prefer to be contacted by fax.
FAX!
The survey results lend credence to the value of multi-channel marketing and the notion that different healthcare professionals prefer different methods of communication, says Michael White, CEO of PharmaKinnex. However, the low-tech's fax preference deserves further study as it calls into question the value of more elaborate marketing tactics.
Not to be disrespectful in any way to Mr. White, that's probably the understatement of the century.
Can you imagine the ROI from a fax campaign? No whistles, no bells, no glossy printed brochure, no three-in-one memo pad/calendar/pencil cup promo, no rep in an expensive suit and a fleet car imagine it. It definitely deserves further study and may blow the value of more elaborate marketing tactics right out of the water.
It's just so simple. But that's the point. Sometimes we'sre all guilty of using something comparable to a laser guided, heat seeking missle to kill a fly
when a fax would do.