Remember the days of the door to door salesman? Perhaps you recall the vacuum salesman pouring dirt on your carpet to show how well their product worked. Those days seemed to have been put behind us with the advent of product websites, product performance videos on YouTube, and Amazon product reviews. However, today we’re seeing a resurgence in the at home sale. Take Liberty Mutual for example, when customers are curious about their products, they will send a local representative to discuss their services with you and your family so that the household can ask questions and make an informed decision together.
When making life altering decisions, like starting a prescription, wouldn’t it be nice if you, along with your caregivers, family, and friends, could speak with a brand representative?
Now I know you’re probably thinking:
“Shouldn’t customers get all their information from their HCP?”
“Isn’t the branded website and patient education materials enough?”
“Customers don’t typically trust Pharma. Why would they want to talk to them?”
I admit, there are a some healthy discussions to be had around this topic. However, my challenge to Pharma marketers is to consider the possibility. As we continue to see a resurgence in at home sales, brand transparency, and personalized customer service we should consider changing how we market too.
Our latest prototype Brand Visit contains our thoughts on how detailing to potential patients at their homes could work.