 Type
of Company:
Pharmaceutical company specializing in gastroenterological products
Concerns:Short presentation to fit Doctor’s schedule
Get the best results for the least amount of money
Quality educational tool
| | Personalized Antatomical Models are Easy to Understand
Ellen Marth McKim is the Executive Director, Marketing at Salix Pharmaceuticals Inc.
“We are a specialty pharmaceutical company focused exclusively on gastroenterology. We have only one product, Colazal, which is an anti-inflammatory drug for ulcerative colitis, a disorder of the colon.”
Stock model Personalized with Company Name
“Our representatives use the model during sales calls to show how Colazal works in the colon. The sales representative presents our sales message and then leaves the model with the physicians to use to educate their patients. Our name is emblazoned on the base.”
Models work better than videos for a Doctor’s schedule
“The anatomical models are more convenient for the sales representative to use. With a video, you have to have a VCR; maybe you have to go into another room. The rep has the model in his or her hands when they visit the physician. The presentation can be more flexible, which is important for a doctor that has limited time.”
A cost-effective marketing tool
“When deciding how to spend our marketing dollars, we determine what are the most cost effective programs and what has the highest return on investment. We roll out numerous marketing programs simultaneously; models have made a nice addition to our marketing campaign.” “We purchased thousands of models and put all of them in the field. The reps gave us lots of great feedback. They wanted more of them!”
Doctors use models to educate their patients
“When we planned our product launch, it seemed reasonable to use a model for education in our marketing. We gave the models to our representatives to give to the doctors. We thought of it as a high end giveaway product for the physician.”
“The model is accurate. And when the doctors saw the model, they said, ‘Wow, what a great educational tool for my patients.’ They thought it had great value as an educational tool to show their patients how ulcerative colitis affects the body and how Colazal works to alleviate symptoms. The model reminded the doctors to prescribe our product.”
Client Reorders
Initial order, plus a 100% reorder.
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