Clippings & Events

Knipper Plays Key Role in Major Product Launch

Product launches test the mettle of the best marketing-solutions partners. Knipper was called in to assist with the launch of Namenda – producing results that garnered an honorable mention for the entire product team from Product Management Today. The case study notes: “To expedite the launch, Namenda team members had to be creative in compressing timelines, prioritizing the most essential elements of the launch, and streamlining processes. […] J. Knipper and Company was called in a week before approval to facilitate multiple mailings to 470,000 healthcare providers and provide support for a toll-free number for consumers and healthcare providers.” The results were impressive – in less than three months, Namenda became the number-two product in the category. To read the entire article, click here.

Knipper Quoted on e-Sampling Trend

Given the massive investment in sampling in the industry today – $12 billion in the US alone, according to some estimates – it is no wonder that alternative and e-sampling have been making dramatic headway. In this feature story on innovative approaches in sample delivery and alternative approaches, PharmaVoice magazine quotes Knipper executive David E. Hammond: "Offering an e-sampling option would enable the doctor to expediently request or replenish the supply of samples he or she needs to treat patients, and it takes out a big element of cost for the pharmaceutical manufacturer. […] “Sampling is largely a weapon to win brand share and loyalty. If doctors have samples in their cabinet, they’re going to have a greater propensity to prescribe that product." Complete article.

Direct Mail: Navigating Treacherous Waters

With the rise of the Internet and email, reports of the demise of direct mail have been exaggerated. But the increasingly competitive landscape has made it all the more important to have a strategy to navigate these waters. PharmaVoice discussed trends in direct-mail, and interviewed CEO Jim Knipper. “We really have not seen much of a decrease in direct-mail use; it is always going to be part of the marketing mix,” He noted. “There is no doubt that there are great numbers of patients and physicians who receive enough spam e-mail who want, and like, to receive a four-color or hard-copy piece that they can sit and read.” For the entire story, click here.