Category Archives: Retail

LUCKIE & COMPANY ANNOUNCES PARTNERSHIP WITH LE SUEUR

by Luckie Newsdesk

Brand To Receive a Partnership That’s Anything but Canned

Birmingham, Ala – Luckie & Company is pleased to announce its partnership with Le Sueur vegetables, a company providing “premium vegetables perfected each spring since 1903.” Luckie has been enlisted as the company’s Agency of Record and will be tasked with delivering and developing brand messaging, storytelling and consumer insights to position the brand as a leading dinner companion throughout the Southeast.

“It’s clear that customers crave the taste and memories associated with this brand,” said Brad White, Luckie’s chief creative officer. “There are legions of Le Sueur fans already out shopping for healthy options for dinner, and we can’t wait to help Le Sueur connect with those fans on an emotional, more personal level.”

Luckie specializes in both the food and consumer packaged goods industries, having worked with a variety of clients in each sector. For more information about Luckie, please visit luckie.com.

About Le Sueur

Our silver cans full of delicate peas, sweet carrots and tender asparagus have brought quality and a touch of elegance to American kitchens for more than a century. We pick and can our vegetables at exactly the right moment to preserve their farm-fresh, premium flavor. We are proud to maintain our tradition of excellence in growing, harvesting and preparing the world’s greatest canned vegetables.

About Luckie & Company

With offices in Atlanta and Birmingham, Luckie is a marketing agency that specializes in the human experience. We use behavioral and data science to develop powerful insights that inform and inspire our story crafting. Then, with a combination of content marketing, CRM, traditional and digital media, and award-winning creative, we help brands find innovative ways to own the customer journey. Today, we’re happy to partner with these great clients to help them get closer to their customers and make the most of their marketing dollars: GlaxoSmithKline, Regions Bank, Piedmont Hospital, Panama City Beach Convention and Visitors Bureau, Marriott, Little Debbie, Express Oil Change, Alabama Power and Williamsburg, Va. To learn more about our marriage of science and creativity or just to connect with one of our super-talented Luckie humans, check us out at luckie.com.

Contact: 

Maree Jones, Luckie PR

maree.jones@luckie.com

Posted in Agency News |

The New 4 P’s of Pharmaceutical Marketing

by John Gardner

In marketing, the pharmaceutical industry is miles behind traditional consumer marketing industries, like consumer packaged goods and over-the-counter products. The industry must quickly learn to adapt marketing from a push-based distribution model to one that is now consumer-pulled. Pharmaceutical firms are adapting their focus and approach to accommodate this customer-led shift in their marketing mix. The customer is now at the center of the marketing universe for pharmaceuticals and no longer outside the marketing continuum.

The Old 4 P’s: Shifting Paradigm

Product – The What

The foundation of the marketing mix – indeed, the most important element in it – is the drug itself. All medications on the market are FDA indicated for a specific condition or disease, and pharmaceutical companies can only market a product for the approved indication(s). Due to the enormous cost and time required to bring a drug to market, companies must maximize product life-cycle management.

Price

Price is uniquely set in the pharmaceutical industry. In most other categories, the producer or manufacturer is in control of price, subject to normal market constraints. This is not the case in the pharmaceutical industry, where companies have limited time to recoup development costs and, in most cases, the end user is not the ultimate payer. Pharmaceutical products are also constrained by managed care organizations and generic pressure.

Place and the Consumer

While the distribution system of getting a medication from point A (manufactured) to point B (pharmacy/end-user) has remained relatively the same over the years via the role of the wholesaler, community pharmacies and, more recently, mail order pharmacies, the flow of information to the ultimate end-user of prescription medications (i.e., the patient/consumer) has drastically changed.

Promotion – To Whom

Promotion of pharmaceuticals to professionals has experienced a major shift with the development of nonpersonal selling techniques. These include educational digital asset development, e-learning and direct marketing, including email and direct mail. Doctors are now utilizing more external sources for information about products and bypassing the traditional representative. Innovation has occurred in the marketing space, largely driven by technology.

Digital marketing has seen the emergence of search engines, social media, video distribution, blogging and device ubiquity. Data collection has progressed from being defined in terms of kilobytes to terabytes. Interaction devices have evolved from an unwieldy PC to a completely mobile smartphone. All of these innovative tools have accelerated overall marketing channels beyond the classic 4 P’s into a new marketing paradigm for pharmaceuticals: the new 4 P’s of marketing – predictive modeling, personalization, peer-to-peer and participation.

The New 4 P’s

The new 4 P’s revolve around the packaging, understanding and commoditization of information and have to be defined in terms of controllability from a pharmaceutical company’s perspective. The pharmaceutical marketer controlled the old 4 P’s, while the marketer and consumer share control of the new 4 P’s. Several pharmaceutical companies are making attempts at the new 4 P’s, boldly stepping into this new paradigm with great success. Here’s how pharmaceutical marketers are using them to benefit patients, physicians and profits.

Predictive Modeling

Predictive modeling is the process of data mining using statistical techniques. These techniques allow data to be utilized for forecasting probabilities and trends. Predictive modeling allows marketers to utilize, or optimize, variables (predictors) that are likely to influence future behavior or results. This statistical method of predicting future behavior gives pharmaceutical marketers the insight they need to know when, how and with what message to “intercept” the patient, depending on where he or she is in the treatment cycle.

Personalization

Personalized marketing communication uses specific imagery and messaging to enhance relevance. With this technique, a pharmaceutical company can provide vital information to each patient based on demographic profile and phase of treatment, using the most appropriate language and visuals. In addition to making the patient feel “recognized” by the brand, personalization helps facilitate patient-professional dialogue by prepping patients with relevant questions to ask their physicians. It helps extend post-visit care by reaching patients with relevant messages at appropriate times in the treatment cycle and managing their expectations. This, in turn, helps promote patient satisfaction.

Peer-to-Peer (Socialization)

Since a brand is defined by an intra-user network outside the control of the pharmaceutical company, peer-to-peer is the most disruptive force to brands as consumers and professionals now have amplified license to frame brands and critical information. Due to regulatory constraints and governance, pharmaceutical companies often must remain passive in this channel. From a positive perspective, peer-to-peer initiatives allow democratization of brands and products. For pharmaceuticals, this channel should focus on simple and clear objectives:

  • Leverage key opinion leaders and influencers: Inspire
  • Provide value: Inform
  • Connect patients with one another: Facilitate
  • Develop share-worthy content and assets: Create

Participation

The last of the new 4 P’s, participation, equates to consumers defining and driving what the brand means to them, often in public forums. Thanks to technological innovations, consumers are actively participating in most aspects of marketing including product use, promotion and advertising. Now an individual can discuss product attributes with a global audience instantly and inexpensively. While in many industries this has positive ramifications – such as new uses for a product – participation can create risk to pharmaceuticals in terms of product indications and adverse events. For pharmaceuticals, this channel should focus on simple and clear objectives:

  • Give stakeholders what they want to make their situations better: Educate
  • Monitor for new insights and opportunities: Listen
  • Provide connection to what stakeholders believe in: Advocate
  • Develop tools and assets that allow user control: Empower

Conclusion

Obviously, the traditional 4 P’s are still relevant. Yet pharmaceutical marketers must understand the opportunities offered by the new 4 P’s as well. They are not only effective, but also quick to deploy, cheap to implement and offer almost immediate results. It’s an exciting time in pharmaceutical marketing. Information has indeed changed the game. But willingness to play by the new rules is what will push progressive pharmaceutical companies to the next level of success.

To request the full white paper, go to LuckieHealth.com.

Posted in Agency News |

Healthcare and the Patient Journey

by John Gardner

Medical professionals are under immense pressure to communicate with their patients outside of the traditional office space.  At the same time, patients are becoming more empowered than ever to conduct research and self-diagnose with a myriad of online tools at their fingertips. According to PWC, 86% of all patients consult “Dr. Google” before and after diagnosis.  Adding to the complexity is the ever-present challenges of regulatory and legal concerns that are driving many healthcare marketers into a marketing paralysis.

HCPs and other medical professionals must uncover new ways to connect with patients at a point when they’re searching for information and solutions to their issues. Trying to communicate with patients when they need it most makes for meaningful communications – something patients desperately need – AND DEMAND. Motivating patients to act once confronted with an ailment or diagnosis makes the patient journey more effective on both sides.

It has always been difficult for healthcare companies to communicate with patients, but that’s changing rapidly. There are many changes on the horizon that are easing the burden of successfully intercepting patients across their journey. More communication is key, but that’s just one part of the equation. There needs to be a motivator. What can you offer the patient as incentive to take care of their problems and get them the help they need?

Healthcare can bring an entirely new, holistic approach to understanding the patient journey. A patient will engage with their doctor when these conditions are met:

  • Their current health state matters to them
  • They understand and take their condition seriously
  • They value their doctor’s recommendations

That last point is significant because it means there is potential for open dialogue to exist beyond the doctor’s office. Patients who take their illness and treatment seriously make their physicians’ attempts at engagement that much easier.

The customer experience is paramount going forward as healthcare companies strive to boost their relationships and the means with which they communicate with their patients. The industry is seeing vast changes in the way everyone communicates. These are some of the most often used methods technological platforms use to drive the HCP-patient relationship dynamic:

  • Mobile health technologies
  • Electronic health records
  • Online patient engagement

Armed with the information and experiences gleaned from these sources, patients now expect personalized care, taking their newfound knowledge into consideration.

For healthcare companies, the goal is to have the “right” type of interventions at certain touch-points to help patients overcome barriers and empower them to stay with their treatment, medication and therapy. Empowerment is key to creating happy and healthy patients.

Using data to help engage patients 

Mobile health technologies are being developed, but these will work only with the patient’s continued participation and that is paramount in moving the needle. With patients being more proactive in their wellness than ever, the right data and technologies are the keys to unlocking the right plan. There is no one-size-fits-all model for patient engagement – every patient’s journey is unique. That means every approach and solution should be unique, tailor-made to fit each journey. That’s where data comes into play. Real, actionable data helps chart a course for successful HCP-patient engagement.

Posted in Agency News |