Rao S K, Shenbaga S
ZS Associates, Princeton, NJ, USA.
Mark Health Serv. 2000 Winter;20(4):10-4.
There is a growing consensus among pharmaceutical companies that more product and customer-specific approaches to marketing and selling a new drug can result in substantial increases in sales. Marketers and researchers taking a proactive micro-marketing approach to identifying, profiling, and communicating with target customers are likely to facilitate such approaches and outcomes. This article provides a working framework for creating customer databases that can be effectively mined to achieve a variety of such marketing and sales force objectives.
制药公司之间越来越达成共识，即采用更多针对产品和客户的方法来营销和销售新药可大幅提高销售额。采取积极主动的微观营销方法来识别、描述目标客户并与他们沟通的营销人员和研究人员，可能会促进此类方法及成果的实现。本文提供了一个创建客户数据库的实用框架，该数据库可被有效挖掘以实现各种此类营销和销售目标。
