Dear Mrs. Tyler,
Please allow me to introduce myself, as I know we have not had the opportunity to meet face-to-face. My name is Jen Lucas and I am a Pharmaceutical Sales Representative in our company, currently servicing the Southeastern Ohio and Western West Virginia areas. I have been with Takeda for almost 5 years now and have been in the same territory from the beginning.
Proposal
For the last two months, I have been trying to come up with a marketing tool that could get the Takeda name out to more physicians and practices besides the typical door-to-door strategy. After talking with Amy, Todd, and Pete, whose territories border mine, we have come up with a proposal.
To gain new clients as well as keeping the old, we would like to host a Takeda dinner convention. This convention would appeal to all physicians in our combined four territories- approximately 600 attendees with upwards of 475 potential new customers. At this convention we can inform prospective providers of the benefits and advantages of Takeda, as well as update our current providers on our latest breakthroughs. This could very well be the best marketing strategy available to us, as we typically would not have time to visit all these clients one-on-one.
Advertising the event.
To advertise the event, we would talk with our already-established physicians and ask them to pass the word on to their colleagues. Research proves that word of mouth, when it comes from a credible source, is very effective. We can also use the local newspapers. Although this isn’t a very personable way of getting our invitation out, it is sometimes effective. We could also invite local physicians by sending postcards or fliers announcing the event to them personally. If a piece of literature is addressed specifically to someone, they are more apt to read it and want to learn more. Getting them to attend is the key.
Hosting the event.
Although this event would be huge, it would not take a lot of effort or money to host. By utilizing our own resources we could cut costs tremendously. A PowerPoint production that adeptly describes our products would be a great visual to accompany a presentation by Dr. James Horne, Takeda’s very own renowned researcher.
Having an experienced Marketing Director speak will ensure that we are getting our message out effectively. A couple of local physicians who already prescribe the drug could also speak on behalf of Takeda. I would also like to have informational pamphlets on the tables before people arrive so that they have the opportunity to briefly read through and get acquainted with our products. By giving out pens, notepads and magnets with our company name and logo, we will be subtly keeping our name in their minds even after conclusion of the event.
Costs
This strategy of gaining new clients also proves to be very cost efficient. I have compiled all the necessary costs and other important details in planning this event. Since this proposal will require some funding we have tried to put together a reasonable and accommodating budget. Postcards will only run about $475 by using our own marketing department while newspaper advertising would be roughly $300. A facility to host the convention in will be approximately $550, which will allow us four hours of use. The food charge would range from $12-26/head depending on what we decided to serve. We can also opt for a cash bar at no additional charge. Appetizers and finger foods are certainly an option; however, we feel that a light business dinner would be more appropriate considering the potential benefits and clientele that this event could bring to Takeda.
Benefits
The monetary benefits from this convention could be astounding. For example, even if only 300 of the 600 prospective customers buy into Takeda, 300 physicians alone could generate upwards to $295,000,000 per year simply by choosing to prescribe our pharmaceuticals over that of another company. Guesstimating 300 is even a bit on the shy side; just think if we could get 500 new physicians to prescribe our drugs. That is potential revenue of $6 million per year solely from this one event!
Conclusion
Mrs. Tyler, please consider my proposal and the remarkable benefits that it would have for my territory as well as the entire company. I truly feel that this strategy is well worth our money and effort. Please contact me with any further questions you might have concerning my plans. Thank you for your time and I look forward to hearing from your soon.
Sincerely,
Jen Lucas