We’ve all seen real estate marketing. From bus benches to magnets, we can’t get away from the smiling faces of our local Realtors. But what purpose does it serve to potential home buyers to see a Realtor’s photo in an advertisement?
As you may know, Realtors act as their own franchise. They work “WITH” the real estate company, they don’t work “FOR” them. Therefore, Realtors are consistently building their business by increasing their recognition. For instance, where as a real estate company is recognized by their logo, a Realtor is recognized by their name or face. And since most people typically remember faces better than names, we’ll continually see our local Realtor’s photo on the corner bus bench.
So how’s this apply to pharma marketing?
As you may have noticed, there are some comparisons between pharma sales representatives and Realtors. Although sales reps are most likely to work “FOR” a pharma company rather than “WITH” them, sales reps are similarly responsible for building their recognition with their physicians. The better a physician remembers their sales representative the more likely they are to call on or receive calls from them in the future.
Pharma could learn a thing or two from real estate marketing’s understanding of customer recognition, sale psychology and marketing. Perhaps pharma could begin centering sales materials around their reps rather than themselves. For example, when physicians use a pharma company’s digital tool, the physician could be presented with a photo and name of their rep for better recognition.
At iQ we’ve considered this possibility and expanded upon it in our experiment RepCentric:
For more on RepCentric visit www.whatsyourdigitaliq.com/experiments/repcentric