Orion relies on Hansaprint's expertise: Multichannelling cures media headaches

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The pharmaceuticals company Orion Pharma uses multiple channels to market its products, with printed and electronic media working in tandem.

Orion Pharma's Finnish operation has virtually all the printing work on its domestic marketing materials done at Hansaprint. Hansaprint also does some of the mailing.
"We used to buy in our printing work from a lot of different places, but we noticed it is a lot more convenient for us if we only need to contact a single source," says Orion Pharma's Marketing Manager Kari Suomivirta.
"The overall process is further accelerated by being able to send both print-job specifications and materials electronically. This saves time, trouble and money, since there is no need to search out materials from numerous different sources."
Suomivirta says there are also substantial advantages to be gained from Orion Pharma's partner now being a true expert organisation.
"For instance, if we try to order something that Hansaprint's representative thinks will not work or be cost-effective, they suggest a better approach. In practice a major role is played by the regular planning meetings, where we join Hansaprint's people to look at what is being done at any particular time, and at the directions in which it is worth taking the operations in a rapidly changing sector."

The scope of the Internet is growing
Orion Pharma is working on its electronic communications with Hansaprint's close collaborator, TS-Group member Luovia Oy.
"We are seeing the scope of the Internet expanding, and its importance as a marketing channel has also grown. Now is the right time to look for good approaches and to acquire expertise in the field," Orion Pharma's Medical Director Pekka Järvensivu stresses.
"It is easy to get things done with Luovia. We have told them our own product viewpoints and our goals for the future, and they have given us tips and suggestions on how we can do things on the Internet."

As fast as a pharmacy flat-screen TV
Luovia produces content for flat-screen TVs in pharmacies. There are also plans for smaller A4-size terminals to be set up in pharmacies to replace the leaflet racks.
"It is very important for our marketing that we are prominently on display in pharmacies. That is why, along with the electronic terminals, we are also investing in the external design of our medicine packs," Suomivirta says.
Luovia also creates the websites for the company's brand products, for example, Burana, Multivita, Bevita and Aqualan L, incorporating the basic materials designed by Orion Pharma's Product Managers and advertising agencies. In addition to marketing-oriented websites, consumers can get basic information about non-prescription drugs at: www.itsehoitoapteekki.fi
"One thing that Luovia does is to see to it that the various different websites tell the same common Orion story. We try to take digital material that has been produced all in one go and use it in many different media. Another focal idea, of course, is to get the different media to work together in close collaboration, for instance, so that consumers mobilised by the television campaign will find further details on the topic handily available on the website," Suomivirta emphasises.

"And, in specific cases we might also use Google, so that search words like 'multivitamin' will produce a result that is specifically favourable to us," he reveals.
"Continual dialogue with doctors and pharmacists is an important part of Orion Pharma's communications. Of course, electronic communications gives us a lot of scope here," Järvensivu adds.

With media, one plus one is more than two
Suomivirta and Järvensivu believe print media will maintain its importance in the future. Electronic and printed media support each other well, with each having its own specific advantages, which cannot be overlooked.
"When we have a new product, it is important to talk about it on all the channels. Electronic communications has the advantage of speed, but one benefit of printed communications is that it can be used to talk about things in more detail and in greater depth," Järvensivu says.
"Right now, the print media are still clearly the more important media for us. For instance, we have to remember that the majority of our customers are of an age that means they are used to getting information specifically from magazines," Suomivirta points out.
"On top of that, magazines still have very much the upper hand in terms of ease of use compared with computers. It is nice to leaf through a magazine in bed, but it isn't easy to take a computer there."
"The pharmaceuticals industry already has a statutory duty to provide certain basic facts about its products in printed form. These facts include summaries of medicinal-product characteristics, which give details of the constituents, intended uses and possible ill effects."

High hit rate important
The optimum media mix and which medium is to be the main channel at any one time are, of course, determined on a case-by-case basis. Suomivirta and Järvensivu particularly emphasise the importance of accurate targeting.
"For example, right now, we already have a model in operation that allows pharmacists, doctors and public health nurses to place orders electronically, specifically for the printed brochures that they find they need. So, we don't have to estimate what pharmacists want, since they can tell us themselves."
Pekka Järvensivu is also interested in Hansaprint's resources for customer management and direct marketing.
"In many cases it makes no sense for us to send out the same message to 5,000 doctors. It should go only to the specific people for whom the topic is relevant."