New PharmaKinnex Study Reveals Over 25 Percent of Brand Managers Not Satisfied With Current Marketing Mix

EAST BRUNSWICK, N.J., May 30 /PRNewswire/ -- PharmaKinnex, one of New Jersey's fastest growing pharmaceutical marketing firms, today announced the results of its recent Brand Manager Study. The study gauged the marketing communications preferences of 21 brand managers, based on both phone and email interviews with a targeted group.

According to the discussions, over one quarter of the respondents feel their current marketing mix is only performing "reasonably well" or "not well at all," while over 40 percent of the respondents said they are doing "very well" or "extremely well."

"The study results are interesting in that they, among other things, provide some insight into what brand managers are thinking, and what tactics they believe offer the biggest bang for the buck," says Michael White, PharmaKinnex CEO. "A relatively high number of brand managers seem marginally or completely dissatisfied with their current marketing mix," Michael adds. "The obvious question is, why?"

Turning the tables a bit, brand managers were also asked how they would like to be marketed to. Here, the PharmaKinnex study reveals a split opinion on what brand managers feel is the best approach to help them learn more about integrated marketing approaches. Web, direct mail, and in person presentations were the methods selected most often.

"Just like the physicians to which they market, brand managers are busier than ever," says Camille Macchio, Director, Business Development. "Consequently, they prefer Web, brief presentations and direct mail contact, which make the best use of their time."

Over 80 percent of the respondents said an integrated direct marketing program is an important part of promoting a brand, with almost half saying this is extremely important. The results also show that almost three out of four respondents currently employ an integrated direct marketing program in their brand's promotional programs. In addition, aside from face to face communication, respondents feel that tele-detailing (with offers for samples and/or literature, etc.) and tele-conferencing (promotional or consultant advisory boards) are the most effective marketing tactics to drive a positive return on investment.

White concludes: "Ultimately, it's revealing that so many brand managers are looking to integrated direct mail marketing in their promotions, but that among this same group not all of them are putting this approach into practice. Clearly, there is an opportunity for growth in this area."

A free copy of the study can be downloaded at http://www.pharmakinnex.com/.

PharmaKinnex, a New Jersey-based marketing services company, provides cost-effective, brand specific multi-channel marketing and sales support to pharmaceutical and biopharmaceutical organizations. They can be contacted at info@pharmakinnex.com or toll-free at (877) 4KINNEX (454-6639).

Contact: Richard Ecke

973-984-3100 x12