• E-mail
• Print
• RSS

Study reveals marketing preferences of doctors' offices

Healthcare Strategist Trend Watch, August 25, 2006

A recent study showed that direct mail and office visits are the most popular methods of marketing communication at doctors' offices, beating out e-mail and telephone. The study, conducted by the East Brunswick, NJ-based marketing firm PharmaKinnex, gauged the marketing communications preferences of 100 U.S. physicians' offices.

The study also showed that 40% of doctors preferred fax as a form of marketing communication, which calls into question the value of more elaborate marketing tactics, PharmaKinnex representatives said in a statement.

"The survey results lend credence to the value of multi-channel marketing and the notion that different healthcare professionals prefer different methods of communication," said Michael White, PharmaKinnex CEO, in a statement. "Ultimately, what we are seeing is that marketing communication preferences are not black and white. The multi-channel approach, which employs a variety of strategies and tactics to reach prescribers, clearly makes sense given the results."

• E-mail to a Colleague
• Print
• RSS
• Archive