Cegedim Dendrite Releases Results of 2009 Direct-to-Consumer Marketing Survey
Pharmaceutical Marketers Trend toward Relationship Marketing, Loyalty Cards and Web-Based Marketing Programs
BEDMINSTER, N.J.--(BUSINESS WIRE)--May 12, 2009 - Cegedim Dendrite, the market leader in Pharmaceutical Customer Relationship Management (CRM) solutions, today announced the results of its seventh annual U.S. pharmaceutical direct-to-consumer (DTC) marketing survey. According to the study, relationship marketing, loyalty (co-pay) cards and web-based marketing programs are growing in popularity although the majority of respondents anticipate DTC spending cuts in 2009.
58% of respondents say that DTC spending will decrease in 2009, a significant change from the 28% who said the same for 2008. However, 69% of DTC marketers would like to see an increase in spending on relationship marketing, and 66% stated the same about loyalty (co-pay) card programs. A large majority indicated that more resources should be channeled into web-based marketing programs such as websites (68%), emails (59%) and search engine optimization (50%).“Today, these marketing channels are considered more cost-effective than traditional DTC methods,” explained Mark Calabrese, VP & GM, Marketing Solutions for Cegedim Dendrite.
Another insightful statistic from the survey results is a 25% spike over 2008 in the planned use of loyalty (co-pay) cards. “Such co-pay card initiated persistence platforms are an effective and measurable way to build lasting relationships with patients,” explained Calabrese. “If executed with the right partner, it's very efficient for marketers to create, implement, and most importantly, analyze the ROI of these programs. Marketers can leverage this initial patient interaction to build out an interactive relationship marketing platform designed to better educate and communicate with the patient about their disease and medications.”
Cegedim Dendrite Marketing Solutions provides software and services that help pharmaceutical companies grow their brands. Utilizing a unique methodology of targeting, driving behavior and measuring results, Marketing Solutions helps forge stronger relationships between brands and customers with smarter Copay Cards, Medical Communications, Relationship Marketing and Targeted Analytics.
To download the full report on survey results, please visit: www.cegedimdendrite.com/dtcsurvey2009.
About Cegedim Dendrite
Cegedim Dendrite is the life sciences industry's leading provider of Customer Relationship Management (CRM) solutions. Pharmaceutical by design, the company's innovative business solutions and global reach incorporate a thorough understanding of local, regional and worldwide trends. Cegedim Dendrite enables more than 200,000 users in many of the world's top companies stay ahead of market challenges. Cegedim Dendrite also provides sales, marketing and regulatory compliance solutions in more than 80 countries.
Cegedim Dendrite is part of the France-based Cegedim S.A. Group.
To learn more, please visit www.cegedimdendrite.com.
Founded in 1969, Cegedim is a global technology and services company specializing in the healthcare field. Cegedim supplies services, technological tools, specialized software, data flow management services and databases. Its offerings are targeted notably at healthcare industries, pharmaceutical companies, healthcare professionals and insurance companies. The world leader in pharmaceutical CRM, Cegedim is also one of the leading suppliers of strategic healthcare industry data. Cegedim employs more than 8,400 people in 80 countries and generated revenue of ‚¬849 million in 2008. To learn more, please visit our website: www.cegedim.fr
Listed on NYSE Euronext Paris, compartment B – ISIN FR0000053506 – Reuters CGDM.PA – Bloomberg CGM
Contact: Cegedim Dendrite
Drew Bustos, +1-908-443-2451
Aude Balleydier, + 33 (0)1 49 09 68 81
Posted: May 2009
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