LweNtengiso
Oogqirha baxabisa iisampulu zeziyobisi zamahhala kwaye bazimisele ukudibana nabameli beentengiso ukuba bafumane ngaphandle kokuba inethiwekhi yabo yonyango ikhuphe iisampuli zamahhala. Icandelo lifumanisa iisampuli isetyenziso esisebenzayo sokuthengisa kwaye sichitha iibhiliyoni ngonyaka ngokuhambisa iisampulu zeziyobisi zamahhala.
Abagxeki bezenzo bathi izicatshulwa zamachiza zonyango zonyango ukuba zinikeze amachiza aphezulu, iindleko eziphezulu xa i-generic okanye izidakamizwa zerhwebo ezisezantsi zikhoyo. "Emva kokuba unyango luqalisiwe, izigulane kunye nabaqhankqalazi babo bayaqhubeka nokuhlawula izilwanyana ezintsha, eziyindleko," ngokutsho kophando lwePew Projekthi ye-Pew Charitable Trust Projekthi.
Ukufakela izinto ezifana nokutya, iindleko zokuhamba, iincwadi, kunye neendleko zokuthetha yintsimbi yokuthengisa emdeni ophantsi komlilo omkhulu. Abanye oorhulumente baseburhulumenteni baye bavuna zonke izipho kubagqirha, ezinokudideka kubathengisi abafuna ukubonelela njengento eyisiseko njengesiqhelo se-ice cream kwisibano sonyango kazwelonke.
Loo mfanekiso ubonisa ngokucacileyo ukuba kunzima kangakanani, kwaye abameli bentengiso kufuneka baqhelane nemithetho nemimiselo kwimeko nganye.
Ummeli weenkampani zonyango ngokuvamile uhlalisana ubudlelwane bokusebenza kunye neenkokheli zentetho ebalulekileyo okanye "iinkokeli ezicingayo" ezineempembelelo kwabanye oogqirha ngokusebenzisa isimo sabo sobugcisa.
Tactics eziPhakamileyo
Oogqirha baye baba phakathi kwabokuqala bokuthobela i -teknoloji yeselula , ngokuqala nge-beepers kunye nee-pagers, kunye nee-PDAs, ii-smartphones, ii-PC kunye ne-handhelds ezenza iirekhodi zesigulane kunye nezinto eziphathekayo eziphathekayo.
Nangona oogqirha abaninzi sele sele betshatile kwizixhobo zabo zecomputer, iifayili ze-iPad kunye ne-Smartphone zibonakala zingumgubo ovuthiweyo kwiinkampani zonyango. U-Healthcare ngumsebenzi weselula kwaye uzibolekelele kulezi zixhobo, "kuchaza uBruce Carlson, umvakalisi we-Kalorama Information, inkampani yophando lweemarike.
Icandelo lezonyango lononophelo lwezempilo emhlabeni wonke lityalomali i-$ 8.2 yezigidi kwizixhobo ezigcinwe ngesandla kunye nezicelo ezinxulumene no-2009, ngokutsho kuka-Kalorama. Ukunxibelelana kwezentlalo ezifana ne-Facebook, LinkedIn kunye ne-Twitter, kunye namakhulu ezindawo ezincinci ze-niche zivumela oogqirha ukuba baququzelele uluntu oluxhomekeke kwi-intanethi ngokusebenzisana.
I-Physicians Interactive (PI), esekelwe eMarlborough, iMisa., Izibango ziye zaphuhlisa "inethiwekhi enkulu yezobudlelwane bezobuchwephesha kwi-intanethi nakwi-mobile e-United States, ifikelela kuma-odokotela angama-875,000, oongikazi kunye nabaqeqeshi bezempilo kunye nabo bonke abazodwa. "U I-PI isebenza ngabathengi bayo be-pharma ngokusebenzisa ukuphuhliswa kwezibonelelo zeekhompyutheni ezisemgangathweni nakwi-inthanethi kubasebenzi bezempilo.
I-Sermo, i-community-alone yama-MD-kuphela, ama-115,000 amalungu, okanye ama-20 ekhulwini kuwo onke amayeza ase-US. UDaniyeli wasePalestri, MD, umsunguli we-site kunye ne-CEO, uthi i-10 yeenkampani eziphambili ze-12 ziyimveliso ye-Sermo abathengi "ababandakanyeka oogqirha ngeenkonzo zethu zoononophelo ezentlalo ezakhelwe ngokukodwa ukunyusa ukuqwashiswa kweentengiso." Iinkampani zenkxaso ziyakwazi ukulandela iingxoxo zonyango ezifana nokuphendula kwabo kwiinkalo ezahlukeneyo zomthetho wokuguqula impilo, ukukhuthaza i-brand yabo kunye nokubandakanyeka ngamalungu ogqirha, ngokweSermo.
Umcebisi wezeNtengiso uRichard Meyer uyaphawula ukuba indima yempahla yokuthengisa yendabuko ehlala ifuna ukujamelana noogqirha "iyaphela." I-Meyer kunye namanye amashishini ababukeli bathi i-pharma kufuneka ibuyele itekisi yabo yokumaketha kwaye ivelise "iingcali zonxibelelwano zonyango" kubasebenzi ukuba badibanise noogqirha kwi-intanethi.
Laba baxhasi bezonyango banokubonelela ngeenkonzo ezongezelelweyo zonyango ezincedisa oogqirha ukuba bahlele ngeenkcukacha zeenkcukacha ngelixa beququzelele ukuqhagamshelana nezilingo zeeklinikhi , iifayili kunye neenkokheli zengqondo.