SOURCE: Harte-Hanks

Harte-Hanks

July 12, 2011 12:28 ET

The Agency Inside Harte-Hanks Announces Multichannel Marketing White Paper & Webinar Series Specific to Pharmaceutical and Healthcare Industry

Series of Five White Papers and Three Webinars to Explore Using Insights and Preferences to Market to Healthcare Professionals Through Multiple Channels

YARDLEY, PA--(Marketwire - Jul 12, 2011) - The Agency Inside® Harte-Hanks (theagencyinside.com), a multichannel relationship marketing agency within Harte-Hanks (NYSE: HHS), announces a thought-leadership series with five white papers and three webinars exclusively in the pharmaceutical and healthcare industry, which will explore current challenges, opportunities and considerations for multichannel communications in this field, and will apply to marketing to professionals worldwide as well as in the United States.

The series opens with an overview of the pharmaceutical industry in its first white paper: Reaching Healthcare Professionals: Insight-driven Multichannel Marketing (https://www.harte-hanks.com/Registration/PharmaMCM_WhitePaper). The Agency Inside provides distinct perspective on the challenges and considerations necessary to engage healthcare providers (HCPs) while offering best practices for more effective campaigns. With the first white paper outlining the current industry landscape, the subsequent series of white papers and webinars will delve down into the vital topics discussed in this overview.

Jeanine Falcone, managing director, The Agency Inside Harte-Hanks, commented, "The pharmaceutical landscape is constantly changing. As the cost-effectiveness of large sales forces decline, marketers need to create and nurture relationships between brands and HCPs. Multichannel relationship marketing is the key. The purpose of this series is to bring to light the importance of building those connections and provide a framework for how to move your pharmaceutical marketing programs forward."

The first webinar, scheduled for Monday, July 18, at 2:00 p.m. EDT/11:00 a.m. PDT, focuses on utilizing multichannel marketing on a global scale. Kevin Dunn, vice president of brand strategy at The Agency Inside will collaborate with Joe Sacco, associate director of marketing at Merck & Co., Inc. to present Implementing a Global Multichannel Marketing Plan.

"The traditional methods of reaching healthcare professionals are not as effective as they once were, add on to that the complexities of varying international laws and regulations around prescription drugs," Dunn said. "Marketers need to break away from sales-force driven initiatives to fully-integrated, multichannel campaigns for more effective global pharmaceutical implementation."

According to Dunn, the July 18 webinar will share real-world experience and highlight key lessons learned. The discussion will provide detailed insight into:

  • One company's challenge to maintain global brand awareness
  • Key program strategies for the most effective and universal promotion
  • The importance of audience segmentation on a global level
  • Leveraging best practices for flawless implementation

Registration for Implementing a Global Multichannel Marketing Plan on July 18 is currently available at: https://www.harte-hanks.com/Registration/Global_Pharma.

Subsequent white papers and webinars from pharmaceutical and healthcare experts at The Agency Inside will discuss:

  • Revolutionizing data models
  • The role of sales forces, and how they are changing in an increasingly multichannel age
  • How HCP online behavior stacks up against other professional disciplines

About Harte-Hanks®
Harte-Hanks, Inc. is a worldwide, direct and targeted marketing company that provides direct marketing services and shopper advertising opportunities to local, regional, national and international consumer and business-to-business marketers. Visit the Harte-Hanks Website at http://www.harte-hanks.com or call (800) 456-9748.

The Agency Inside Harte-Hanks is a full-service, multichannel relationship marketing agency specializing in direct and digital communications. With award-winning strategy, creative and implementation services, The Agency Inside helps marketers within targeted industries understand, identify, and engage prospects and customers in their channel of choice. Recognized and respected as a market leader for many decades, it is our mission to deploy world-class, insight-driven, multichannel relationship marketing programs that address each client's acquisition, cross-sell, retention and loyalty needs.

This document may contain trademarks that are owned or licensed by Harte-Hanks, Inc. and its subsidiaries, including, without limitation, Harte-Hanks® and other names and marks. All other brand names, product names, or trademarks belong to their respective holders.

Contact Information

  • Media Contacts:
    The Agency Inside Harte-Hanks
    Morayea Pindziak
    (215) 944-9692
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