Wolters Kluwer

Channel Marketing - Pharma Brand manager

The brief

Create TOM awareness for the pharma brand manager to choose UpToDate as the gift of choice for the doctor. The brand manager usually searches through 'Journals, Database, Abstracts on molecules and guidelines to keep himself updated and to check on the most appropriate way he can keep the doctor engaged.

Insight

The most important thing for the pharma brand manager is to get the doctor's endorsement and strengthen his relationship with the doctor community.

The brand manager wants to strengthen his relationship with the doctor
Be seen as a digital leader within the organization
A Plethora of options to choose from in the scientific gifting section
Not aware of UTD as an option

Strategy

As the Brand Manager has a plethora of options to choose from the scientific gifting section. Create a 360-degree "digial marketing strategy" to generate awareness on UpToDate and its benefits.

Execution

Use a series of channel marketing strategy, banner ads, Direct mailers and social media posts to drive involvement and purchase by the brand managers.

Wolters Kluwer

Channel Marketing - Pharma Brand manager

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