the new triad: doctor / marketer / pcca · 2016. 5. 6. · the ideal pcca / member relationship •...

The New Triad: Doctor / Marketer / PCCA

Dianna FenertyPCCA Marketing and Sales Symposium

San Diego, CAMay 12‐14, 2016

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The New Triad

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The New Triad

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The Ideal PCCA / Member Relationship

• Define everyone’s role • Set the rules• Identify immediate agenda items• Outline current business including

– Successful / non‐successful marketing strategies– Top niche markets

• Outline future goals• Identify SWOT and NEEDS                                            

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Help Navigate the Sea of Blue

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Interactive Member’s Only Website (MOS) Demo

• Key audience – everyone!– Brand new member– Brand new marketer– Technicians– Refreshers for long‐term member, support staff pharmacists, etc.

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MOS Features to Review:• Product landing pages

– General marketing info, social / digital media, power point presentation

– Messaging maps– Studies and formulations

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MOS Features to Review:• Video on Demand

– Compounding techniques– Equipment demos– FREE Tech Talks– FREE Nutritional Grand Rounds– FREE Marketing & Sales Power Hours– FREE Public Affairs– Preview Video on Demand purchasable content / FREE Member 

Reward Video on Demand

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MOS Features to Review:

• Marketing materials portal– Customizable free content

– Customized purchasable content

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• Apothagrams (Consultant’s Corner    )• Clinical and resource monographs• Online event registration • Documents section – best practices / best results• Formula search – best practices / best results

MOW Features to Review:

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Can’t Get There….Use Technology!

• When to suggest this:– New staff– Next onsite visit is a few months away

– Weather– Quiet time for your business– You’d rather do it on an office day

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Have a Touch Tank Meeting

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For the Touch Tank Meeting:

• Call your PCCA Business Development Rep in advance

• Suggest specific bases• Plan for at least an hour meeting• Bring lots of questions and be ready to interact

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Results:

• Base specifics and benefits• Base specific technical reports and how to use them to sell

• Marketing the innovation to physicians

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• Duplicate the touch tank model for a Lunch & Learn

– A power point ‐ ideas to include;

• Commercial product disadvantage

• Compounding formulation and its benefit

• Base innovation

• Prepare in advance– Samples– Technical reports– Reference sheet with a few 

formulation ideas– Business cards– Cover 

Touch Tank Evolution:

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Be a PCCA Brand Champion

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Perfect Practice Makes Perfect• WIIFM (What’s In It For Me) statement messages to patient / physicians.

• Design your own WIIFM. Practice with your PCCA Business Development Rep.– PCCA membership– PCCA quality– PCCA base innovation– Anything else?

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Blue Bits in the Your Company’s Machine

• PCCA as support system and partner• Atypical sales role• Connect with your Business Development Rep –we are here to serve

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Questions?

Thanks

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