JUNE 2008 TIPS FOR SUCCESS While pharmaceutical marketing is often associated with physician leave behinds, the promotional opportunities extend far beyond the doctor’s office. Below are four other key applications for digital entertainment incentives in the pharmaceutical industry. Gift with Purchase: With competition fierce in the over-the-counter drug market, pharmaceuticals are looking for ways to differentiate their product from the competition. Because they are delivered through a promo code and URL, digital entertainment incentives make ideal in-pack promotions. And because consumers must go online to redeem their content, they can first be required to fill out a short registration form, enabling pharmaceuticals to build customer databases for ongoing marketing. Consumer Outreach: Pharmaceuticals have turned up the heat on their direct-to-consumer marketing efforts and are in need of incentives that will enable them to connect and interact with potential customers. With their universal appeal and low delivery costs, digital entertainment incentives are a perfect fit. Promo codes can be printed on direct mail pieces or sent virtually via email campaigns. And the custom online survey option enables pharmaceuticals to capture valuable consumer feedback that assists in ongoing sales and marketing efforts. Trade Show/Conference Giveaways: The hassle-free nature of music download and cell phone entertainment cards make them ideal giveaways at pharmaceuticals trade shows and conferences. With minimal storage requirements and a weight of only 6 lbs per 500 cards, employees facilitating the events are able to transport the digital entertainment incentives in their suitcases – making it easy to get the premiums from one show to the next. Sales Rep Training Tools: Digital entertainment incentives can be used as the carrot to drive sales reps online to learn about new drugs they will be representing. Online quizzes can even be incorporated – requiring reps to pass the quiz before redeeming their digital content.