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

© 2016 PCCA. All Rights Reserved. 1

The New Triad


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


Help Navigate the Sea of Blue


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.


MOS Features to Review:• Product landing pages

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

– Messaging maps– Studies and formulations


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


MOS Features to Review:

• Marketing materials portal– Customizable free content

– Customized purchasable content


• 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:


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


Have a Touch Tank Meeting


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


Results:

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

• Marketing the innovation to physicians


• 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:


Be a PCCA Brand Champion


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?


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


Questions?

Thanks
