Excellence in Patient/Customer Support
This award highlights the importance of patient/customer focus within marketing. The winner of this award will be the project in 2009 where a particular customer or patient initiative made a significant and measurable difference to that customer group and to the performance of that product
The judges will be looking for proof that you have identified who your customers / patients are and that you have found out what they want. In particular, they will also be looking for ways of influencing demand through channels other than the traditional direct to physician route.
Such potential channels / customers might include:
- Patients
- Carers
- Patient Associations
- Nurses
- Pharmacists
- Wholesalers
- Policy Makers
Successful entrants will need to have made a specific investment of time or money in targeting your customers with a campaign or project that has had a measurable return on that investment.
Format & Guidelines
Your entry should be a submission of 1500 to 3000 words and it may include charts and diagrams if appropriate. Please provide a selection of supporting materials, eg. Brochures / samples.
Note: Entries and supporting material should be unbound. Please supply 4 copies of all supporting materials
Your entry should be set out under the following headings:
Executive Summary
Please provide a synopsis of no more than 500 words. Should your entry be nominated for an award, extracts from this synopsis may be published so please ensure that it contains no confidential or sensitive information. PRIME undertakes that no part of your entry will be reproduced in any form whatsoever and will remain strictly confidential at al times.
Market Analysis
Situation analysis looking at customers / patient population, identification of opportunities and potential, buyer values, competitive analysis, pricing etc
Objectives
Sales objectives, market share, market penetration, target customers / patients, the real and specific difference(s) that the initiative was designed to achieve with these particular target customers / patients etc
Strategy
Positioning against external and internal competitors; basis of competitive advantage; resource allocation etc
Implementation of the Marketing Plan
List of key activities (internal and external); utilising and integrating different channels to the customer; co-ordinating tactics to original marketing objectives / strategy etc
Effectiveness
Outcomes vs objectives; methods of and criteria for evaluation etc
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