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Proximity Marketing: From Urinals to Doctors' Offices, Track Your "Target"Posted: July 23, 2007I never liked using urinals and now I have more reason not to: something called "proximity marketing." Proximity marketing may be defined as bringing "brands closer to consumers through programs that reach consumers in the context of their daily lives – in places where they shop, recreate, work out, socialize, and seek healthcare information." An interesting example of this technique was highlighted in a recent post at Pharmalot. It seems that "the bathrooms at city hall in Bayonne, NJ, a working class town across the Hudson River from Manhattan, had framed notices and promotional brochures for Uroxtral, a drug for treating enlarged prostate that’s sold by Sanofi-Aventis." However, the materials will be transferred to the Fourth Street Senior Center where "they would be more apt to be seen by seniors." This is a classic example of "Proximity Marketing." Will it work in this case? Proximity marketing is also used in doctors' offices to bring brands where people seek medical care! You can read all about the urinal to doctor office approach to pharma marketing in today's post to Pharma Marketing Blog. For more posts in related topic areas, see: If you wish to receive notice by email whenever a post is made to Pharma Marketing Blog, please subscribe.
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Special Supplement Direct-to-Consumer Advertising Volume Two: DTC in the New Era 
DTC advertising is set for major changes in light of public criticism, but also in reaction to the changing reality of the marketplace where there is less need for a one size fits all solution. DTC must evolve and marketers must pay more attention to measuring and improving its effectiveness. Otherwise, billions of dollars will continue to be wasted. This volume is devoted to DTC best practices with a focus on techniques for improving DTC efficacy and return on investment, which is generally considered to be declining.
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