Building a brand: Exposure over multiple cycles drives long-term impact
It takes time to build any brand, but pharmaceutical marketers face unique challenges. The path from initial awareness to filling a script to adhering to a treatment plan is an intricate one. Consumers must first become aware of a potential health condition, then gather information about it, determine what their symptoms might mean, learn about prescription alternatives, see a healthcare provider regarding therapy options, get a prescription, fill it, begin treatment, and adhere to the treatment regimen. This is definitely not a nice linear progression. Instead, it can be a winding process that requires continuous cultivation of awareness and adherence. For this reason, a single-distribution approach in the DTC plan is often not as effective as a longer-term strategy. Many pharma brands have experienced excellent results by using Solutions at the Shelf™ programs over the course of multiple cycles as part of a continuing re-engagement strategy.