Michael Stevinson of Echelon Brand Communications, a solution provider at the marcus evans PharmaMarketing Summit 2013 and the PharmaSales Summit 2013, gives tips for effective pharmaceutical product strategy and marketing. Interview with: Michael Stevinson, Vice President, Echelon Brand Communications

1. How to Make Pharma Marketing
and Sales Initiatives Effective
Why don’t they get this mix right? What tips for market landscaping
Do they overlook certain aspects? could you give?
It is not a question of “overlooking.” Our The goal is to understand the
marketing partners are more savvy than therapeutic landscape and its treatment
ever, but they are often resource and challenges, what your potential
budget constrained, which can limit the competitors are doing, and how you can
marketing mix for their brand. We are differentiate your product in that
frequently asked to create highly marketplace. That starts with under-
focused, customized initiatives and sta nd ing co mpe t itor s’ data an d
prioritize the most impactful or critical positioning, how the competitors are
components (the “must-do’s”) given the using their data to differentiate
lifecycle stage of the product. themselves in the therapeutic space,
Interview with: Michael Stevinson, and looking inward at one’s own product
Vice President, Echelon Brand What can increase promotional and scientific data.
Communications effectiveness?
The biggest tip would be to make your
Some of the most effective initiatives competitive intelligence initiative a
Connecting the dots between strategy, have involved thought leaders who continual process and reflect on its
science, and tactics is critical in advocated for a new treatment findings regularly. Also, involve your
pharmaceutical product marketing algorithm that ultimately increased consultants to provide feedback on your
and sales, says Michael Stevinson, patient outcomes. Others have utilized perspectives and do not limit yourself to
Vice President, Echelon Brand specialized educational platforms that only the main areas of intelligence
Communications. The three areas included materials that maintained sources. Marketers have to look at what
must be aligned to provide highly consistent product messages to competitors are doing with advocacy
effective customized and innovative effectively enhance physician–patient and physician groups; how they are
promotional initiatives, he adds. dialogues. There are so many other actively promoting their products to
examples of initiatives that can increase different health care practitioners
Echelon Brand Communications is a overall promotional effectiveness. through sales or medical liaisons in
strategic marketing solutions, varying global regions; what key
promotional medical education, and Increasing promotional effectiveness messages they are communicating; and
training company attending the marcus requires self-reflection regarding your what data they are using to support
evans PharmaMarketing Summit strategy and plans, determining what is those messages. Analyzing competitive
2013 and the PharmaSales Summit working or not based on feedback intelligence to better understand the
2013, both taking place in Palm Beach, mechanisms, and adjusting your landscape is a cornerstone of deter-
Florida, May 8-10, as a solutions strategy or plan accordingly. mining your actionable opportunities for
provider. Ahead of the event, Michael product differentiation.
Stevinson puts forward his recommend-
ations for enhancing pharmaceutical
marketing. Strategy, What opportunities could
pharmaceutical companies better
utilize?
What issues are pharmaceutical
marketers challenged with today?
science, and The digital space is very exciting. We
More and more of our partners are tactics must see the use of digital and interactive
media as an opportunity for some
asking us for innovative and customized marketers.
solutions to address their challenges. In
most instances, their biggest challenge
be aligned Mobile platforms, like the iPad, are
is in establishing a scientifically
supported strategy that differentiates to provide dynamic tools to provide physicians and
patients with educational material, but
their product in a unique and impactful we also believe they give marketers the
way. Developing the right mix of tactics
to support the brand strategy and
highly effective opportunity to build communities,
increase interaction, and gain valuable
ultimately communicate the scientific
points of product differentiation is initiatives feedback that will ultimately enable
them to provide promotional medical
paramount to increasing overall education that will lead to better
promotional or educational effective- treatment options and greater patient
ness. satisfaction and health outcomes.

2. The Marketing Network - For more information please send an email to info@marcusevanscy.com or visit
marcus evans Summits group the event websites below:
delivers peer-to-peer information
on strategic matters, professional PharmaMarketing Summit:
trends and breakthrough www.pharmamarketingsummit.com
innovations.
PharmaSales Summit:
www.pharmasalessummit.com
Please note that the Summit is a Contact
closed business event and the
Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits
number of participants strictly
Division
limited.
Tel: + 357 22 849 313
Email: press@marcusevanscy.com
For more information please send an email to info@marcusevanscy.com
All rights reserved. The above content may be republished or reproduced. Kindly
About Echelon Brand Communications
Echelon Brand Communications, based in Parsippany, New Jersey, specializes in strategic marketing solutions, promotional medical
education, and training for pharmaceutical, biotechnology, and medical device companies. Their team designs high-impact
strategy, content, and initiatives that illuminate their clients’ brands and increase promotional effectiveness.
www.echelonbc.com
About marcus evans Summits
marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss
strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to
individually tailor their schedules of keynote presentations, think tanks, seminars and one-on-one business meetings.
For more information, please visit: www.marcusevans.com
To view the web version, please click here: www.marketingandsaleseries.com/MichaelStevinson