Within the marketing communications universe, everyone knows what advertising means. But many would be hard-pressed to define the word invertising.
Invertising – communication to an internal audience – is the specialty of AUDIENCE Communication Inc., a Toronto-based strategic and creative agency. AUDIENCE has considerable experience working with pharmaceutical clients to help them enhance their business performance.
‘While advertising helps create an increase in market demand, invertising helps a pharma company increase its people’s ability to meet that demand,’ explains Suman Armitage, AUDIENCE’s director of strategic development. ‘Ideally, the two disciplines should work hand-in-hand to maximize a company’s business objectives.’
Drawing upon the proven tactics of advertising, public relations and education, AUDIENCE provides a range of services: product launches, sales meetings, business simulations, video and print materials, reward and recognition programs, ongoing communication, as well as strategic planning and consultation to inform and motivate specific audiences within a company.
‘The pharmaceutical audiences we work with have specific jobs to do, whether it’s the company’s sales reps, employees, research co-ordinators, physicians or pharmacists,’ says Tim Morawetz, an AUDIENCE creative director. ‘Our creative is focused on helping these audiences achieve particular outcomes, whether it’s sell a product more effectively, internalize a company’s vision, build a strong team, or understand how a product can enhance a medical treatment.’
Fresh thinking for pharma product lauches
By Jim Fea, Creative Director
At AUDIENCE, we’re interested in new and different ways of creating top-of-mind awareness for our clients’ products. At a recent product launch meeting, we brought a pharmaceutical product metaphorically to life in a hilarious old-style radio serial that played between presentations. Our story pit the product against competitors, and ultimately, ‘the illness.’ These audio modules were humorous, cost-effective, portable, and strategically supported the client’s message.
Business simulations break the mold
By Marty Teplitsky, President
AUDIENCE’s unique, experiential business simulations for pharma companies increase selling expertise, heighten understanding of the competition, and uniquely reinforce product benefits.
Integrated into an overall meeting theme, our interactive games, events and role-playing get pharma audiences out of their seats, engaging and educating them about their industry through a mixture of physical movement, information and fun.
How to talk to pharma sales reps
By Tim Morawetz, Creative Director
At a national sales meeting, pharma product managers may be tempted to tell sales reps everything about their new marketing plans. Don’t do it! Remember that most reps are interested in just three things: what you want them to do differently from now on, what new information and skills they need in order to do it, and what’s in it for them.
Respecting an audience’s time and unique perspective is a key ingredient for effective invertising.
Raising the bar on pharma events
By Grace Wisziowski
We recognize physicians have high standards, and expect to be treated in a first-class manner. The quality of an event reflects on the reputation of our client. Whether we’re organizing a memorable corporate gala evening at Toronto’s Casa Loma, or a lantern-lit, evening snowshoe trek and fondue dinner in a B.C. mountain chalet, we refuse to settle for second-best.
Keeping physicians on your side
By Suman Armitage, Director of Strategic Development
Testimonials from GPs/FPs or specialists can play a vital element in Continuing Medical Education videos, print or new media pieces. Having worked with medical/legal departments and advisory boards, we understand the constraints physicians face, so we make sure their opinions are presented in a credible, professional manner.
We recognize and understand our role as an extension of the pharma company in its special relationship with physicians.
Tips on motivating a pharma salesforce
By Cindie Jamieson, Account Director
There are many ways to increase the impact of a pharma sales incentive or motivation program. Broaden the criteria beyond purely sales performance measures to reward innovation, cost-reduction and teamwork. Ensure the rewards are targeted and meaningful; professional development opportunities, for instance. And don’t forget the power of recognition: being profiled among your peers may mean more than another trip or cash prize.
Working together delivers results
By Susanne Gage, Account Director
AUDIENCE often works closely with a pharma company’s ad agency, clinical research department, or external consultants (e.g., human resources) in developing invertising programs.
Since we know internal audiences are not particularly interested in how many players it took to create the program, we strive to deliver a simple, seamless and relevant communication message.
AUDIENCE does:
s Sales meetings
s Product launches
s Advisory board meetings
s Satellite symposia
s Business simulations
s Salesforce training
s CME (video/print/new media)
s Reward & recognition
s Employee events
AUDIENCE Communication Inc., 600 King St. W., 4th Floor, Toronto, Ont. M5V 1M3
Tel: (416) 703-3737 s Fax: (416) 703-7033
Web: www.invertising.com
Email: audience@invertising.com
Also in this sponsored supplement:
– Five of the best p.C1
– Lally, McFarland & Pentello (Canada): We turn brands into superstars p.C3
– Anderson: Making the message memorable p.C4
– MC HealthCare Group: Going direct, to the consumer p.C5
– Jeffrey Simbrow Associates: Making a difference, with medicine and marketing p.C7
