Pharmaceutical Technologist - May 2008 - (Page 20)

Pharma and mobile phones ● ● relevant drug trials or inform them about new products. Promotion of company information — mobile messaging can be used to promote a company’s activities and news. As the mobile medium allows for more targeted messages, companies can ensure customers only receive information that is of interest to them by reviewing their previous mobile behaviour. Competitions — drug companies can advertise competitions on their packaging and invite customers to text in to win a prize. The customer will send an answer and instantly the drug company will have the customer’s information, making it possible to target them in future with further promotions or company news. for hotlines can be infuriating for the customer. Mobile messaging provides the perfect answer. People take their mobile phones with them wherever they go, so it is much more convenient to send an SMS than it is to log onto a website and more cost effective than making a phone call. The simple answer to improve customer care using the mobile phone is to set up a short code and key word and then advertise this through the usual marketing channels, including texting customers to make them aware that this service is available. For example, a company that sells pain killers could include the information ‘Text the word TABLET followed by a question to 80010 for any queries’ on its packaging, along with the usual hotline number, email address and website. promoted enough in this sector or that no company has been brave enough to take the plunge. Mobile marketing couldn’t be simpler with a mobile specialist on board. SMS is an effective means to improve customer services, promote the company and its products, and improve the speed and efficiency of operations. The pharmaceutical industry needs to add the mobile element to its marketing mix to communicate and interact with customers in another way. The mobile phone, also known as the third screen generation, is a vital part of everyday life. PT References 1. www.mtbeurope.info/news/2006/ 601025.htm 2. Expenditure and Food Survey, Office for National Statistics. www.statistics.gov.uk/CCI/nugget.asp?ID =868&Pos=3&ColRank=2&Rank=672 3. NPD Group, March 2007. http://findarticles.com/p/articles/mi_ m0EIN/is_2007_March_27/ai_n18768029 4. Yankee Group Global Mobile Market Forecast, February 2006. http://goliath.ecnext.com/coms2/gi_0199 -5224292/Yankee-Group-Forecasts-thatEastern.html 5. Informa Telecoms & Media, August 2007. www.fiercemobilecontent.com/story/ report-operators-fumbling-4-9b-sms-revenue/2007-08-28 6. Airwide Solutions, February 2006. www.mmaglobal.com/modules/article/ view.article.php/297 Customer care Improving customer service is important to all industries, especially the pharmaceutical sector. Companies rely on the public to volunteer for clinical trials, where it is essential that participants receive the right information at the right time as it could affect their well being and, potentially, be life-threatening. Most drug companies and clinical trial organizations have hotlines and websites so that customers can contact them. However, it is often the case that websites do not have all the necessary information, and the speed of response or waiting times Mobile extras The opportunities available through the mobile medium are unlimited, as one recent test case in Ghana proves. A company attempting to clamp down on the number of counterfeit drugs entering the country encouraged customers to send an SMS with the product’s barcode to verify the drug’s authenticity. The mobile internet is now widely used by multiple business sectors. Many large organizations are designing mobile sites that are similar to internet sites, but can be viewed through a mobile phone. This is something that pharmaceutical companies should take advantage of because it not only advertises the company to people who are searching the mobile internet, but is also a location for companies to send their customers to; for example, a customer receives an SMS saying: ‘Enter this competition by texting PRIZE followed by your answer to 80010 or visit our WAP site at ’ Guillaume Peersman is Managing Director of Dialogue Communications (UK). He has worked for the company for more than 10 years. Guillaume’s start in the telecoms industry came while he was a student studying in Paris (France). He graduated from the Institut Superieur D’Electronique de Paris (ISEP) in 1996 with a double M.Eng in electronics and computer networks. He then joined the University of Sheffield Computer Science Department and started a PhD sponsored by Dialogue Communications. www.dialogue.net Worried about spam? Some of you may not be too enthusiastic about the idea of receiving promotional texts via your mobile phone. However, with SMS messaging you have to opt in to receive marketing (promotional) messages, unlike junk mail or spam, which you most likely have not opted in to receive and are largely irrelevant. SMS messages are more targeted and are sent to those who have requested more information. You can easily unsubscribe to receive marketing messages by texting STOP to the shortcode. Handset owners are not charged for receiving marketing messages — these must be free to receive according to the SMS guidelines. The company/organization delivering the marketing messages must bare the cost. The future is mobile Although mobile devices are becoming common place on doctors’ desks and in hospital wards, mobile phone technology has not been maximized across the pharmaceutical supply chain. This may be because mobile capabilities have not been 20 MAY 2008 PHARMACEUTICAL TECHNOLOGIST http://www.mtbeurope.info/news/2006/601025.htm http://www.mtbeurope.info/news/2006/601025.htm http://www.statistics.gov.uk/CCI/nugget.asp?ID=868&Pos=3&ColRank=2&Rank=672 http://www.statistics.gov.uk/CCI/nugget.asp?ID=868&Pos=3&ColRank=2&Rank=672 http://findarticles.com/p/articles/mi_m0EIN/is_2007_March_27/ai_n18768029 http://findarticles.com/p/articles/mi_m0EIN/is_2007_March_27/ai_n18768029 http://goliath.ecnext.com/coms2/gi_0199-5224292/Yankee-Group-Forecasts-that-Eastern.html http://goliath.ecnext.com/coms2/gi_0199-5224292/Yankee-Group-Forecasts-that-Eastern.html http://goliath.ecnext.com/coms2/gi_0199-5224292/Yankee-Group-Forecasts-that-Eastern.html www.fiercemobilecontent.com/story/report-operators-fumbling-4-9b-sms-revenue/2007-08-28 www.fiercemobilecontent.com/story/report-operators-fumbling-4-9b-sms-revenue/2007-08-28 www.fiercemobilecontent.com/story/report-operators-fumbling-4-9b-sms-revenue/2007-08-28 www.mmaglobal.com/modules/article/view.article.php/297 www.mmaglobal.com/modules/article/view.article.php/297 http://www.dialogue.net

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Pharmaceutical Technologist - May 2008 Contents Industry Highlights Morpheus Market Watch Pharma’s Need for Integrated Safety Is Pharma’s Future Mobile? Facing the CRO Behemoths Q&A

Pharmaceutical Technologist - May 2008

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