I'm a DTC Marketer

Apr/26/2007 08:02 Filed in: DTC Environment
images
I'm a DTC marketer and proud of the job that I do. There are principles that I live by and maybe it's time for others to think about their own principles before making decisions that could impact the lives of thousands of patients. At some point in everyone's career you are going to have a draw a line in the sand for what you beleive. It could be a matter of getting a paycheck or losing a job but we all have to held accountable to the highest standard; ourselves. Here is a list of the principles which I use everyday in my career as a pharma and health DTC marketer.



My Guiding Principles:


1. The customer is at the center of everything I do: If it doesn't benefit my customer then why do it in an age when consumers have all the power?


2. I believe my job is to educate and inform customers about my brand in a relevant and meaningful way.


3. I will inform my customers about the good and the bad in language they understand. I will try to simply the label language so that they can understand their risks of using my product.


4. When is doubt about conveying information put yourself in your customers shoes and ask "would I want to know if I was using the product".


5. Everything I do I do just like a customer was sitting in my office looking over my shoulder.


6. I will separate the promotional content from factual content.


7. I believe that my product when used correctly can improve the quality of my patients life.


8. I will provide my customers with fair and balanced information and won't try to "sell" them. Customers are too smart for sales and marketing talk.


9. If my patients/customers are concerned than I am concerned and will do my best to let them know what is going on.


10. I will listen to what is being said by my customers and try and use resources at my disposal to provide them with answers that matter.


11. Finally, if I feel that someone is risking my customers health by manipulating or holding back data I will speak up and create waves. I will ensure that everyone in the organization puts themselves in our customers place and asks "what would they want to know". At the end of the day I will not compromise my customers health for financial gain.


We all have to make choices at some point in our careers and I have made the decision that I will not compromise my beliefs or principles. I have worked with marketers who are more interested in shining their own stars than doing what is best for patients but in the end their stars will burn out. DTC marketers need to think about what they WILL and WON'T do in the interest on their customers. At the end of the day it's not about company slogans or marketing positioning statements it's about being held accountable at every level of the organization.

Tags:

|