Richard Vanderveer’s Post

I’m happy to share that I’m starting a new position as Chief Insight Officer, Physician CX at PeopleMetrics!

ON DOCTORS' MINDS: Insight Capsule #2 The Use of Engagement Customization and Personalization is Becoming Increasingly Important—in Fact Essential—in Pharmaceutical Marketing in 2022 and Beyond The COVID-19 pandemic has served to speed up a trend that was already well underway in terms of the pharmaceutical industry’s promotion of its products to physicians. More specifically, the practice of a marketing team carefully developing a message for their product prior to launch, then relying on pharmaceutical sales representatives (PSRs) to deliver this message repeatedly to physicians, was increasingly being seen by doctors as being both grossly inefficient and annoying. Continue reading here: http://mvnt.us/m1300627  #ThinkGen #OnDoctorsMinds #ODM #HCPs #PhysicianEngagement #Omnichannel

Calibrating Promotional Spend Many of our clients are uncertain how to calibrate their promotional spend in the new, personalized / omnichannel paradigm of pharmaceutical promotion. Discussions held with many of our client partners prior to the beginning of our first quarter 2022 conversations with physicians revealed substantial amounts of confusion and concern about the future of pharmaceutical promotion under a new and developing paradigm. For example, one practical issue on clients’ minds is what plans they should be making for the return of in-person promotion when the future impact of COVID variants remains uncertain. Continue reading this Insight Capsule here: http://mvnt.us/m1299859  #ThinkGen #InsightCapsule #pharma #pharmaceuticals #omnichannel #engagment #HCPs

On Doctors’ Minds V2.0: The Psychology of Engagement - Understanding the New Paradigm of Personalized, Omnichannel Marketing - In late 2020, ThinkGen initiated its On Doctors’ Minds project (ODM) V1.0. The purpose of this project, which continued through much of 2021, was to update our clients, and ourselves, on the kinds of impact that the COVID-19 pandemic was having on office-based practitioners in high-value specialties.  “Conversations,” i.e. “Open Mic” recording sessions with sample physicians, were conducted to allow the doctors an opportunity to identify for us the various ways in which the coronavirus was having an impact on them. In 2022, as we enter what some are calling the “endemic” period, when we learn to live with the various variants of COVID as we do the flu, ThinkGen is launching ODM V2.0. Here, the focus is on “The Psychology of Engagement.” More specifically, it is generally agreed that the pandemic simply hastened a process that was already underway, i.e., the death of the “one size fits all,” and/or the “reach x frequency” models of pharmaceutical promotion. To continue reading, click here:  http://mvnt.us/m1296988  #ThinkGen #ODM #OnDoctorsMinds #HCPs #physicians #omnichannel 

The Two Kinds of Habits That Matter in Pharmaceutical Marketing Ever since ThinkGen pioneered Habit Engineering several years ago, we have been working with our clients to help them to understand physicians’ Treatment Habits. While most pharmaceutical marketers have typically focused on prescribing decisions and have used frameworks like Behavioral Economics to help them to develop “heuristicized” messages to influence these decisions, we have worked with numerous product teams to recognize that physicians’ treatment of most conditions is actually based on habits, NOT on decisions. AND. We call these treatment habits, not prescribing habits, because everything from differential diagnosis to patient follow-up is typically habitual. Thus, marketing success needs to be understood in terms of developing physician treatment habits that support the use of your product. And that typically involves replacing old habits as well as developing new ones. Changing behavior, not changing attitudes and perceptions, has thus become the new coin of the realm.  Read the rest of this latest RBV Insight Capsule on the ThinkGen website here:  http://mvnt.us/m1290532  #habits #ThinkGen #Vanderveer #HabitEngineering #BehavioralEconomics

Some Important Changes in My Work for 2022 As January becomes February of 2022, I want to advise you of a few important changes that I will be making in my focus for the balance of the year. Get the details here:  http://mvnt.us/m1290148  #ThinkGen #ODM #OnDoctorsMinds

Who Do You See When You Look in The Mirror??? Check this out: http://mvnt.us/m1283056 What you will see is the story of a female physician who shares with us an interesting perspective. The right question to ask is not the one presented above she avers. Nope. The right question is “How do you define yourself?” Continue reading here: http://mvnt.us/m1283065  #Vanderveer #HCPs #Physicians #PhysicianBurnout

It’s Simple. It’s Complicated. Okay, it’s a new year. So once again, you can expect me to judiciously select from among Seth Godin’s posts, and to direct you to the ones I consider to be the most meaningful. Afterall, Seth’s posts are all meaningful, but some, often the simplest ones, just totally grab me. Here’s one of those:http://mvnt.us/m1283041 If you have a genuinely, profoundly new idea, it is argued in this post, you need to decide if it is simple or complex and pitch it accordingly. There’s a trap here. If you have a complex idea and try to communicate it all at once, you are likely to confuse the heck out of people and fail. Similarly, if you try to dumb down your complicated concept, you are likely to understate its importance. So what do you do? You view the communication of the complicated idea as a “journey,” and invite-only the “right people” to join you on the way. Continue reading here: http://mvnt.us/m1283053  #Vanderveer #SethGodin #HabitEngineering #HabitMarketing #PharmaceuticalMarketing