Glossary Term: Relationship Marketing

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The Pharma Marketing Glossary
Relationship Marketing

Similar or Alternative Terms Meaning the Same Thing Direct Response (DR) Marketing, Permission Marketing

Related Term(s) Interruption Marketing

Definitions

Use of various interactive media to develop, maintain, and foster a relationship with a current and prospective customer to maximize need satisfaction, share of mind and budget, and nurture loyalty and, ultimately, advocacy of the brand of a product or service.
Source: Terry Nugent, Director of Marketing, Medical Marketing Service, Inc. (MMS).

Relationship or DR marketing is designed to achieve two-way dialogue with the prospect. The one-on-one nature of direct-response marketing is ultimately designed to affect behavior.
"Relationship marketing is permission-based. Communications are anticipated and relevant instead of random. Every communication asks for dialogue with respect. When permission is obtained, it creates a positive brand experience at every touch point.
Source: Keli Bennett, Consumer Marketing Director at Abbott Laboratories quoted in "Evolve Your Brand into a Relationship with Consumers and Physicians," Pharma Marketing News, Vol. 2, #8; REPRINT #28-02.
Article: "Out-of-the-Box Marketing: Will It Work for Pharma?," Pharma Marketing News, Vol. 2, #7; REPRINT #27-02.

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