 Deborah Schnell Healthy Advice Networks President, Sales and Strategic Planning Visit Website |
Deborah Schnell is President, Sales and Strategic Planning, at Healthy Advice Networks, the nation’s leading provider of physician office-based
patient-education programs. Since joining Healthy Advice in May of 2005, Deborah lead the strategic direction of the company, repositioning its in-office educational programs as critical elements of a brand’s integrated plan and tripling the size of the company by continuously exceeding the expectations of their clients and delivering superior results for their brands. Deborah has business expertise in sales and marketing spanning over 30 years. She spent almost 20 years with IBM working across a variety of industry verticals, including Healthcare. In 1996 Deborah helped launch ProtoCall, a contract sales company servicing the Pharmaceutical industry, promoting such industry leading products as Allegra and Claritin and helped launch the OTC switch of Zantac 75 and Excedrin Migraine. In 2001 she joined PDI as a Corporate Officer and Executive Vice President of Business Development, taking PDI to an industry leading position and capturing over 50% of the outsourced services market by 2004.
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In-Office Patient Education Q&A
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Pharma marketers continue to spend a disproportionate amount of consumer-directed ad dollars in general traditional media (i.e. T.V. and magazine). Place-directed ad dollars in general traditional media (i.e. T.V. and magazine). Place-based media such as Healthy Advice and Accent Health, among others, get a miniscule percentage. In your opinion, what needs to happen in the market place for point-of-care media to get a greater share of DTC marketing dollars?Answered August 12th, 2009 by Expert:According to industry consultants, Cegedim Dendrite, that shift is already occurring in the market place. In fact, in their annual DTC Industry Check-Up, published in March 2008, nearly two-thirds of respondents reported that spending should increase for in-office. This trend was highlighted in a press release, “Pharma’s Direct-To-Consumer Marketing Continues to Shift to Physician Offices, Online Programs.” In that release, Lynn Day, director of relationship marketing and analytics, Cegedim Dendrite, says,“Mass media advertising, primarily TV, was once the standard for DTC marketing but that’s no longer the case.”
Additional support for in-office media comes from Anne M. O’Brien, director, client solutions, at The Health Central Network. In a March 2008 article in DTC Perspectives, Ms. O’Brien stated, “While TV and print ads are great at driving awareness, they are only driving 16% of the audience to discuss the condition with the physician. According to Harris Interactive, 52% of consumers take action after seeing an ad at the point of care”.
Clearly, the real key to success for any medium is whether it delivers strong, measurable business results for the client. At Healthy Advice Networks, we certainly have seen the industry trends referenced above (please see our May 12, 2009, press release for more information).
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