With sales force reductions, increasing no-rep visit policies, and shrinking budgets across all therapeutic categories, what's a pharma/biotech ad agency and brand team to do?

Architect a killer non-personal promotion (NPP) program that gets results.

In his most recent POV piece, Jay Bolling (president of Roska Healthcare) states that "identifying and reaching your best ‘prospects’ (not necessarily your best customers today) is a key to the success of NPP efforts." Bolling further comments, "NPP targeting should take into account several data sources to ensure you’re reaching the best prospects: 1. Behavioral; 2. Attitudinal ; and 3. Geographic."

In this piece you'll find helpful advice on how to target based on all three of these data sources -- and gain insights into defining the key patient, provider, and payor factors that drive success.

For the product or brand manager looking to optimize their marketing spend, reach more qualified targets, and measure the effectiveness of their program in hard dollars and ROI,
"NPP Targeting – A Key to Success" is a can't miss POV.