eDetailing Strategies for a Higher Physician Response Is Pharma ePromotion Losing Traction?
In 1996, when the sales rep expansion was just starting, adding a drug rep to the sales force would yield 750 doctor calls per year. In 2000, this number dropped to just 17 calls per year per added rep (Credit Suisse/Scot Levin, 2001). “Clearly,” says Croom Lawrence, Marketing Manager at Wyeth Pharmaceuticals, “we are passing the point of diminishing returns and innovation is required to increase the productivity of reps.” He was speaking at the ePharma Summit conference held on May 10-12, 2004, in Philadelphia, PA.
Most pharmaceutical firms have piloted eDetailing programs and scaled them successfully. However, although “Traditional eDetailing” has been around for at least 5 years, marketers must expand the definition of eDetailing. To this end Croom offers a “Best Practice Guide for eDetailing” to help pharma marketers optimize the reach and impact of eDetailing.
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PMN36-03
Issue: Vol. 3, No. 6: June 2004
Word Count: 1679
