Question

Macchione’s Pharmacy would like to promote their MTM service to local physicians. Local physicians will need to refer their patients to the service. The pharmacy would like to deliver a detailed message about the MTM service and obtain feedback from physicians about ways they could better assist their patients. Which of the following forms of promotion would likely be the most effective?

    A.   Placing an advertisement in their state medical journal

    B.   Having a local television station do a story about their MTM service

    C.   Offering free MTM services to the local physicians

    D.   Scheduling face-to-face visits with local physicians to tell them about their service

Answer 1

Scheduling face-to-face visits with local physicians to tell them about their service

Reason - Option-A and B will be passive ways to communicate which a physician may or may not attend to. Even if there is attention, it is less likely that the physician refers to the service only based on these generic messages to the broad audience. So, these two options are not correct. Option-C is also not correct because the provider cannot provide the service to the physicians, the service is meant for the patients. Only option-D seems to be the best strategy in that the face-to-face interaction will ensure the required richness in communication and let the physicians understand the value of referring the same service for the patients.