Great Promos for Doctors

coupons for medical books or useful items for the office.”

Like Dom Dera, Apolonio dislikes bans on medical promos. “To some degree, you can’t ban drug reps from visiting offices and dropping off small gifts,” he states. “I’m not just saying that because I was a drug rep; drug reps help disseminate information to suburban and rural doctors who wouldn’t otherwise learn of the newest medications as soon as they are developed.”

Ethical Decisions

Dr. Hugh O’Neill, a chief resident, says his prescribing habits are based solely on research, not on products. He maintains that, as long as doctors consider a drug’s merit rather than the person promoting it, there is no harm in accepting promotional gifts. “It’s an ethical decision, but not a difficult decision,” he says. “I don’t feel that pens and pads in any way influence my prescribing.”

O’Neill is passionate about possible bans on promotional products. “Honestly, I understand the premise behind the bill – trying to get doctors away from bad prescribing habits – but I’m an educated physician who can make well-informed decisions about what medications are best for my patients,” he says.

If drug companies cannot market to doctors, O’Neill worries, they may focus their marketing dollars on consumers. He’s already seeing patients asking for medications by name without context, he says.

Like Apolonio, O’Neill feels targeting is important – and technology items hit the bullseye for him. “I personally enjoy having nice laser pens or USB drives to use when making presentations,” he reveals. “Doctors who have an established office might appreciate office supplies or tissue boxes more than residents who might appreciate presentation tools.”

Sum of the Parts

The key to designing a successful promotion for doctors may be a soft-sell. Creative, unique and useful promos are more likely to create brand awareness – and more likely to successfully communicate a medication’s benefits. And if your product is effective, I am less likely to find it at the bottom of my junk drawer when I’m searching for batteries.n

Julie Cajigas is a public relations manager for Proforma, a leading provider of graphic communications. Proforma serves more than 30,000 clients through its 650 member offices in the United States and Canada. Learn more at www.proforma.com, or contact Cajigas at jcajigas@proforma.com.