| About the Event |
 | Owning the Prescription Pad:
Driving Brand Decisions in a Multi-Influence World
An OnDemand presentation from the event held
Thursday, June 18, 2009 10:00 AM - 11:30 AM ET
Featuring NEW Research with US and European Physicians on Who and What Influences Their Actions…How They Respond to Market Events and Why…and How They Rate 17 Pharma Companies on Convincing Them to Prescribe.
Today, Your Brand Must Thrive in a World of Multiple Channels, Multiple Stakeholders and Multiple Interactions—All Going in Multiple Directions.
With So Many Moving Pieces, Who Truly Drives
Prescribing Decisions? And How Can You Influence
the Influencers?
How Can You Shape Social Media Conversations to Your Brand’s Advantage?
Where Do Doctors and Patients Turn for Guidance When Market Events Hit? And How Can You Regain Control of Your Message?
Today, you face a staggering array of channels—from traditional media to new digital options. Add to that the range of stakeholders who now have a voice in treatment decisions. And it becomes an overwhelming task to choose where you should invest—and whom you should target—to optimize prescribing. Now, TNS Healthcare guides you to the true brand influencers at Owning the Prescription Pad: Driving Brand Decisions in a Multi-Influence World.
1. Rethinking Communications in the Digital Age
- Discover Influence 3.0™, a new, holistic framework for understanding how brand-generated and consumer-generated media interact to influence decisions.
- Learn how social media can take you from “monologues” that interrupt your targets to “dialogues” that engage them with your brand.
- Develop a culture of “listening” that helps you create more relevant messages and the optimal media mix for delivering them.
2. Reaching the True Decision Drivers
- Find out which channels and stakeholders doctors say really influence their brand choices—and which companies most effectively convince them to prescribe.
- Explore how doctors responded to real-world events…who and what guided their actions…and how you can gain control when unexpected news hits.
- Examine new research that reveals key decision drivers for both primary care blockbusters and specialty products.
3. Mapping the Health Influence Ecosystem
- Understand today’s communications environment and how channel impact varies over the course of a disease.
- Identify communications and influence patterns that impact prescribing and compliance.
- Gain a practical guide to effective communications, including optimal tactics and timing—and a new approach to improving customer interactions.
Make sure you know who is truly driving prescribing decisions - and how you can reach those key influencers. Sign up today for Owning the Prescription Pad.
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| Guest Speakers |
| Jonathan Kay
Global Practice Head, Brand and Communications
TNS Healthcare, A Kantar Health Company |
| Larry Friedman, PhD
Chief Research Officer
TNS North America |
 | Louisa Holland
Co-CEO, the Americas
Sudler & Hennessey
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| Why You Should Attend |
When marketing your brand today, you face an incredible range of possible promotional channels and target audiences. At the same time, you are coping with tightening budgets that demand you focus only on those that deliver optimal ROI. Owning the Prescription Pad helps you meet both of these critical challenges, helping you identify the stakeholders who truly influence prescribing decisions—and the media that reach and impact them. You can find your most productive targets—and the communication channels that will most effectively drive their actions. As a result, you can maximize both the efficiency and the results of your sales and marketing programs.
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