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timmy
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Has no life at all |
Location: UK, in Devon
Registered: February 2003
Messages: 13800
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In the movie "Something's Gotta Give," music executive Harry Langer is rushed to the emergency room after having a heart attack. While first denying that he uses Viagra (sildenafil citrate), he quickly rips the IV out when the doctor says that the nitro glicerin drip in his arm can be lethal when mixed with the drug.
The scene, though funny, drives home the point of Pfizer's new Value Card for Viagra program: direct-to-consumer communication. "There is important information [we can provide] in how to take Viagra correctly," says Janice Lipsky, Viagra's marketing director. "That kind of information can be reinforced through relationship marketing."
Under terms of the rewards program launched April 14, members whose Viagra purchases are not covered by insurance get every seventh prescription free, representing 45 percent of all Viagra prescriptions, Lipsky says. So far, 4,000 of Viagra's 23 million users have signed up for the loyalty program.
Pharmacies will track the purchases and provide the rebates at the point of sale. More than 33,000 pharmacies are currently enrolled, including Rite Aid, Duane Reade, Eckerd, Stop & Shop, Wal-Mart and Target.
Who's the customer?
Pfizer plans to use the program as a communication tool to understand and meet members' needs better. "We really want to find out what their interests are attitudinally and what [kind of information] they need to be successful in their treatment," she adds, such as, "how to bring up this topic with their doctor" or "discuss it with a female partner."
The new program is not a strategic shift away from physicians, Lipsky says. "We're going to enroll patients through the physicians' offices, as well." Pfizer hopes the program will provide an incentive for men to speak to their doctor about their health problem and about Viagra. "We see the physicians having a key role in this program,"she says.
Lipsky sees opportunities for cross-promotions and plans to survey members to gauge their interest in other medical-condition information and third-party offers. Members will be asked to opt-in to receive e-mail.
Pfizer plans to evaluate metrics in six months and will look at customer satisfaction and retention. "We don’t have lots of benchmarks [yet]," Lipsky says, but "we will be able to measure how long someone stays in a program." Despite the fact that competing drugs have recently come onto the market, Lipsky says this program has been in the works for a long time.
Author of Queer Me! Halfway Between Flying and Crying - the true story of life for a gay boy in the Swinging Sixties in a British all male Public School
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timmy
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Has no life at all |
Location: UK, in Devon
Registered: February 2003
Messages: 13800
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Cialis is far better, and less likely to create side effetcs of massive heartburn.
I love the idea, though, that they want to see how long people stay "in the program". Impotence is pretty much "for life", and recreational use of viagra is pointless, coz it either stands up or it doesn't. Viagra makes it no harder and last no longer. It tends to take a mechanically sound penis and simply add "UP" to it.
Author of Queer Me! Halfway Between Flying and Crying - the true story of life for a gay boy in the Swinging Sixties in a British all male Public School
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