Article Reprints
Physician Marketing & Promotion The following Pharma Marketing News reprints and case studies relating to “Physician Marketing & Promotion” are available. You might also be interested in the following categories for additional reprints relating to physician sales and marketing:
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Special Supplement: Increase Physician Access and Detailing Effectiveness
Everyone knows that pharma sales reps are less effective than they used to be. Although the pharmaceutical sales force has doubled between 1995 and 2000, the number of audited calls has only increased by 10%.
Through articles and real-world case studies this Special Supplement presents the collective wisdom of many marketing experts who offer solutions to the problem of decreasing sales rep effectiveness and decreasing return on the physician marketing dollar.
The information in this Special Supplement is certain to give you a better understanding of the issues relating to physician access and how to improve the effectiveness of your physician marketing and sales campaigns.
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TABLE OF CONTENTS
- A Crisis in Professional Detailing… pg. 2
- Marketing’s Role in Limiting Physician Access… pg. 4
- Finding the “Right Stuff” to Revitalize Sales Productivity… pg. 6
- Facilitating Physician Access and Education Through Online Conferencing… pg. 7
- The Targeted Model… pg. 9
- Limbic Market Research… pg. 11
- Intelligent Online Sampling Strategies… pg. 13
- Increase Prescription Sales with Smart Tools at the Point of Care… pg. 16
- A Novel Approach to Communicating with Physicians… pg. 18
- Increase Sales Representative Performance and Productivity by Building Collaborative Physician Relationships… pg. 20
- Promoting Pull Through Prescriptions via Value-Added Free Medical Practice Web Sites and Patient Education… pg. 21
- Gauging Physician Behavior and CE Impact with Two-Way, Real Time, Web-Based Technology… pg. 22
- Live, Online, Interactive Conference with Experts to Provide Detailed Product Information to Physicians… pg. 23
- Audio with Synchronized Visuals Streaming Over Low Bandwidth Internet Connections for Physician Detailing… pg. 24
- Online Content Management System for Sales and Marketing Representatives… pg. 25
LIST OF FIGURES
- Percentage of Physicians Indicating Sales Rep Attribute is Valuable
- US promotional Spending by Pharma Breakout
- Impact of Sampling on Physician Prescribing
- Pharmaceutical Marketing Influence on Physician Prescribing
- Percent of Physicians Rating Information Services Good or Excellent (Internet, Reps, Journals, Symposia)
- PDR Subscriber Survey
- MD Consult Survey
- Sources for Learning Prescribing Information
This Special Supplement to Pharma Marketing News brings together in one convenient document several topics and case studies on eDetailing and ePromotion to physicians. The resultant collective wisdom of many experts both inside pharmaceutical companies and outside provide a frank assessment of the role and impact of eDetailing on physician marketing as well as the challenges that lie ahead.
TABLE OF CONTENTS
- Introduction… pg. 1
- eDetailing Strategies for a Higher Physician Response… pg. 2
- The Impact of eDetailing… pg. 5
- Why Pharma Can’t Ignore eDetailers… pg. 7
- Optimizing eDetailing ROI… pg. 9
- The Future of eDetailing… pg. 11
- ntelligent Online Sampling Strategies… pg. 13
- A Private-label, Turnkey eDetailing Solution at a Fixed Fee Price… pg. 16
- eDetailing Solution as Part of a Cross-Channel Strategic Relationship… pg. 17
- Online Detailing as an Adjunct to a Part-time CSO Sales Force… pg. 18
- Expanding New Patient Starts Through Broader Physician Sample Coverage… pg. 19
- List of Resources & Experts Cited… pg. 20
INCLUDES THESE BONUS REPRINTS:
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Are Sales Reps Necessary?Steve Woodruff, Founder and Principal Consultant of Impactiviti, and John Mack team up to review eyeforpharmas Sales Effectiveness conference, which was co-located with the eCommunication & Online Marketing Conference.
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Beyond the eDetail: Evolving to Educate
This article reviews Lathian Systems’ online solutions that are designed to help pharma companies capture the interest, gain the access, and obtain the time required to deliver effective educational programs to physicians
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Big Pharma Sales Analytics for the Rest of Us
OnDemandIQ Inc., a Los Angeles based company, provides OnDemandIQ Insights’ Life Sciences, which is an affordable web-hosted business intelligence solution for smaller companies.
Topics covered include:
- Small Company, Same Challenges
- Combining Software and Services
- Sales/Activity Reporting
- Performance Report Cards
- Analysis On-Demand
Branded Physician Education: How to Integrate Promotion and Education
MedPoint Communications, a marketing and educational services company headquartered in Evanston, IL, manages multi-channel, ‘within label medical education’ programs for its pharmaceutical clients.
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The Brand Marketing Mix
This article is a summary of a presentation made before a pharmaceutical brand team on marketing tactics that are viable now and in the future, how to avoid risk by balancing risk vs. impact, and what the marketing mix trends will be one to five years out.
Building the “New” Pharma Physician Marketing Model
This article reviews MedTera’s HC Professional “Life Long Learning” Platform — branded integrated physician marketing solutions — and presents a summary of research on how brand teams see the mix of marketing tactics changing over the next several years.
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Building Power Sales Messages
This article is the second in a series of articles focused on improving pharmaceutical sales call effectiveness. It is based on an interview and webinar featuring Ian McKinnon, Senior Vice President, TNS Healthcare, who spoke on building and developing “power messages,” which are messages that drive sales results.
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Building the Optimal Service Model: Creating the Right Physician Experiences to Drive Business
This article presents a summary of a recent TNS Healthcare webinar and personal conversations with presenters conducted beforehand. Included are NEW research results about how US and European physicians rate pharmaceutical companies against a number of customer value points that are important in achieving success with the new sales model.
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California’s Physician Prescribing Act: A History of Twists and Turns
This article traces the changes in California’s Physician Prescribing Act (AB 262) as it wended its way through various committees. It describes the provisions that may limit the use of physician prescribing data by pharmaceutical marketers, identifies organizations that have taken a position in favor and against the bill, and discusses the arguments on both sides of the issue.
The Changing Pharma Commercial Model in 2010 and Beyond
This article features a summary of the much anticipated NEW Kantar Health TRI*M annual survey results with physicians across the U.S. and Europe on their service expectations — plus how they rate 16 Pharma companies on reps, relationships and services. The survey looked not only at PCPs/GPs but also — for the first time — at what oncologists expect from the industry.
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The Changing Landscape of Physician Interactions
Pharmaceutical companies are under increasing pressure to reduce costs, speed the time-to-market for new products and ensure that physicians are informed and educated about their products.
MERGE Rx recognizes this need and offers a new generation of Web-enabled software that helps pharmaceutical companies manage physician interactions — including key opinion leader (KOL) management, phaseIV trials, and eDetailing — from a single, secure and scalable access point.
Topics and issues covered include:
- Eight Great Ways to Improve Interactions
- Multi-Channel Non Personal Interactions
- Personalization
- Key Opinion Leader Management
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The Changing Policy Landscape
The two traditional means by which pharmaceutical marketers have relied on for many, many years to encourage the uptake of newpharmaceutical products — direct-to-consumer (DTC) advertising and physician marketing — are about to change. Prepare now for the coming FDA and pharmaceutical marketing reforms.
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The Changing Role of Pharma Sales Reps
Pharma companies need to drive maximum value out of products and they can’t do that with a ‘one-size-fits-all’ cookie-cutter approach to deploying field forces. Brand managers will look to outsourced providers to take advantage of the expertise these providers can bring to the table. This article is a summary of an interview of Nancy Lurker, CEO of PDI, Inc., which provides promotional outsourced services to healthcare companies.
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Closed-Loop Marketing
This article is a review of an industry conference presentation that focused focused on leveraging eDetailing for effective closed-loop marketing campaigns.
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Cost-Cutting Strategies for the Pharma Industry
Pharma Marketing News hosted an online Pharma Cost Cutting Survey between February 22, 2005, and March 18, 2005. Respondents indicated how likely they thought pharma companies would adopt several cost-cutting strategies within the next six months. This article presents a summary of the results.
Creating the Most Effective Sales Calls
As sales costs soar, it is critical to design and deliver messages that break through the competitive clutter and impact product performance. But how can you develop messages that drive prescribing? How can you be sure your reps are giving the messages you want to convey-and know those messages are working? And how can you protect against competitive messaging and unexpected market events?
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A Crisis in Professional Detailing
Two physicians — one a specialist (cardiologist) and one a primary care physician — offered their insights on how pharmaceutical companies can improve their relationships with physicians.
Before you buy this reprint, take a look at the Sales Force Effectiveness Reprint Package, which contains this reprint and other articles on the topic of sales force effectiveness.
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Current Issues and Future Prospects for Sales Force Effectiveness
The industry will have to adapt its sales model to meet the new challenges ahead. This article offers insights on the new sales model and how to achieve it from pharma experts who presented at a recent eyeforpharma Sales Force Effectiveness Summit.
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Direct to Physician Telemarketing and Sales
This article reviews the telemarketing services ADG Pharmaceutical Biotech Marketing (ADG), which specializes in providing hosted telemarketing services for the pharmaceutical, life sciences and biotech industries.
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DocCheck: Das Portal
This article describes the services offered by DocCheck and specifically focuses on the portal’s market research and physician-targeting capabilities, which any pharmaceutical marketer wishing to do professional marketing in Germany should know more about. Includes sections:
- Day of the Portals
- Universal Physician Password
- eDetailing in Europe
eDetailing: Yesterday, Today and Tomorrow
eDetailing proponents, inside pharma companies and outside, use survey data to justify their arguments for greater spending on eDetails. In some cases, however, the numbers seem to show confusing trends and even may suggest that eDetailing may not be all that it’s cracked up to be.
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eDetailing Strategies for a Higher Physician Response
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.
Before you buy this reprint, take a look at the Special Supplement: eDetailing, which contains this reprint and other articles on eDetailing and ePromotion to physicians.
Effective Physician Marketing at Medical Meeting Exhibits
This article describes best exhibit marketing practices and how to measure the effectives of your exhibit.
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ePrescribing: What Role Should Pharma Play?
A panel entitled What Role Should Pharma Play in ePrescribing and the Point-of-Care? at a recent ePharma Summit conference held in Philadelphia, PA, discussed the issues facing pharmaceutical companies as electronic prescribing (ePrescribing or eRx) threatens to upset the “balance of power” between physicians, pharma companies, and payers at the point-of-care.
ePrints NRx for Physician Detailing
This article describes and summarizes the features and benefits of the Reprints Desk’s ePrints NRx solution — a new scientific article collection service that simplifies the re-use of PDFs by medical marketers, brand managers, and sales professionals.
Topics include:
- Physicians Value Support Services
- Journal Articles Highly Valued by Docs
- ePrints NRx Solution
- Managing Digital Rights
- Solving Persistent eChallenges
- Good Reprint Practices
- ePrints NRx & Closed-Loop Marketing
- Case Study: Web Portal Integration for Immediate Article ePrint Downloads
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The European eMarketing Scene: Desperately Seeking Strategy
The pharmaceutical industry is struggling to develop an eMarketing strategy in Europe, which is comprised of many relatively small markets (the member countries of the EU) having significant cultural and language differences.
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European Online Marketing Survey Results
This article presents selected results from a survey of pharmaceutical experts on eDetailing and Online Marketing conducted in 2005 by eyeforpharma, MediQuality, and PharmiWeb Solutions.
Click Here for Full Text – FREE! (pdf).
Facilitating Physician Access and Education Through Online ConferencingAccess to physicians is becoming more and more of a problem. Doctors need immense amounts of medical information, but their patient loads limit their ability to see pharma sales reps or attend conferences or other educational activities away from their offices at such venues as local restaurants and hotels. And it is impractical to bring KOLs and experts into the physician’s office. One way to bring these resources to physicians is through Web conferencing. This report describes MedConference, a turnkey system that is being used effectively to host 6,000 live online events per year, attended by some 300,000 physicians around the world.
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Fast Start to Customized ePromotion and eLearning Physician Programs
There is a broad spectrum of online promotional and educational opportunities that pharmaceutical companies have at their disposal to interact with, inform, and influence physicians. Lathian Systems, a provider of online marketing and sales solutions, offers these and more in its Spectrum of Solutions for life science companies.
FDA’s Good Reprint Practices GuidancePros and Cons of the Proposed Rules for Distribution of Off-Label Information
Medical journals may soon become the pharmaceutical industry’s newest physician marketing partner. On Friday, February 15, 2008, the FDA published its draft guidance on “Good Reprint Practices for the Distribution of Medical Journal Articles … on Unapproved New Uses of Approved Drugs…”
This article summarizes some of issues raised by FDA’s proposal that pundits and experts are debating on the Internet, in the press and in official comments submitted to the FDA. It also presents preliminary results of an online survey sponsored by Pharma Marketing News.
Topics and issues covered include:
- Summary of FDA’s Proposed “Good Reprint Practices”
- Preliminary Survey Results
- Role of American Enterprise Institute
- Summary of Section 401 of FDAMA
- Peer-Review
- Includes comments from Pharma Marketing Roundtable members
Read this article now. It’s FREE… Click Here to Download Full text (PDF file)
Finding the “Right Stuff” to Revitalize Sales ProductivityDeclining sales force productivity is a major issue on the minds of sales managers and corporate executives of pharmaceutical companies large and small. More and more physicians are limiting face time and closing their doors to sales reps. The nature of sales detailing has changed over the years and the time has come to reassess the process and potential of this sales channel. The solution, according to Hossam Sadek, VP of Sales Force Effectiveness, IMS Health, is for pharmaceutical sales management to place greater attention on the quality of the physician-rep relationship than on traditional representative activity metrics such as number of calls per day. By focusing on relationships and the metrics that drive relationships, pharmaceutical companies enable their reps to deliver tailored messages that truly impact the prescribers in their territory
Before you buy this reprint, take a look at the Sales Force Effectiveness Reprint Package, which contains this reprint and other articles on the topic of sales force effectiveness.
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Free Drug Samples – The Sales Rep’s Last Great Hope?
Should free drug samples be banned? The new PhRMA Code on Interactions with Healthcare Professionals bans free pens and out-of-office lunches, but it doesn’t ban samples. Many sales consider free drug samples an important marketing tactic that they can employ to gain access to physicians. In 2005, the pharmaceutical industry distributed more than $18 billion worth of drug samples. But critics are concerned that drug samples increase costs, raise questions about the appropriateness of treatment choices, and create real or perceived conflicts of interest in the medical profession.
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Free Gifts to Physicians: What’s the Big Deal?
Pharma Marketing News hosted an online survey and a Pharma Marketing Expert Roundtable discussion on the topic of pharma gifts to physicians. This article summarizes the findings of that survey and includes comments and insights from survey respondents and Roundtable members.
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The Future of eDetailing
This article reviews a presentation made by David Ormesher, CEO of closerlook, inc. at the recent CBI eDetailing Conference in which he said, The future of eDetailing is physician relationship management. The benefits of creating long-term relationships include brand loyalty, detailed customer intelligence and sales integration with the field force.
Click Here for Full Text – FREE! (pdf).
Generation Rx: A History and Critique of Pharma “Tribal Marketing”This article reviews the book Generation Rx and focuses on the roles of several key pharmaceutical marketing pioneers as described in the book. Includes sections:
- AMA Weighs In
- Doctors are Targets Too
Click Here for Full Text – FREE! (pdf).
Global Pharma Competitive Intelligence: A Necessity in Times of Economic UncertaintyThis year is proving to be a critical one for many industries, including the pharma-ceutical industry. Actionable, evidence-based and global pharmaceutical competitive intelligence (CI) and general business intelligence (BI) will play an important role in the drama about to unfold.
This article highlights several presentations made at the 2008 Pharmaceutical Competitive Intelligence Conference and discusses some common themes, including how environments for the pharmaceutical and device industries are changing dramatically with implications for CI going forward, the importance of keeping an eye on China, and whether CI is a strategic or tactical discipline.
Hard Sell: The Evolution of a Generation X Salesman
This scathing review of the book ‘Hard Sell: The Evolution of a Viagra Salesman,’ which is a tell-a-lot-but-not-all about pharmaceutical sales, explores the connection between flagging sales force effectiveness and the generation gap between Boomers and Gen-Xers. ‘Dude,’ read it!
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How to Sell a Drug Before it is Approved
Did you know that you can sell a drug before it is launched? Dr. Gene Emmer, President of Med Services Europe B.V., an Amsterdam-based consultancy focused on sales, marketing, and business development for the medical industry, advises his start-up, cash hungry, biotech companies to consider if a European “named patient program” might be an option.
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The Impact of eDetailing: Will it Complement, Replace, or Become Integrated with the Sales Force?
The number of pharmaceutical sales representatives has increased sharply in recent years. More than 90,000 representatives compete for the attention of 650,000 practicing physicians, only 125,000 of whom are top-tier prescribers. Some people, maybe physicians most of all, hope that online detailing (eDetailing) will reduce the number of office visits from all these pharmaceutical sales representatives chasing after the same docs. This article reviews a presentation on this provocative topic made by David Hauben, Director of eBusiness at Aventis Pharmaceuticals.
Click Here for Full Text – FREE! (pdf).
Increase Prescription Sales with Smart ToolsRealizing the limitations of the printed package insert (PI), Wellscape, a technology company that provides software solutions designed to improve patient care has developed Smart-PI, which distills complex prescribing information and packages it in portable, stand-alone real-time tools accessible from web sites and available for desktop and Tablet PCs and PDAs.
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India’s Booming Pharmaceutical Market
This article, written by a marketer with firsthand experience, provides an overview of the pharmaceutical markets and promotional practices in India.
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Intelligent Online Sampling Strategies
New online strategies have made eSampling a tool for significantly expanding targeted physician and sample coverage. Applications include accelerating new product uptake, efficiently maintaining physician coverage for mature brands, covering hard to reach physicians and driving patient demand.
Before you buy this reprint, take a look at the Special Supplement: eDetailing, which contains this reprint and other articles on eDetailing and ePromotion to physicians.
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The iPad as a Pharma Marketing Platform
This article summarizes how the iPad is currently being used by the pharmaceutical industry, how it is being adopted by physicians, and what the roadblocks are to using it for eDetailing.
Topics include:
- iPad – What’s It Good For?
- The iPad as a Pharma Marketing Platform
- GoMeals
- More Consumer Apps
- Opening Doors to Physicians
- iPad for eDetailing
- DrChrono.com Featured on Pharma Marketing Talk Radio
- Is It Just Another Tablet Device?
- Does No Flash Mean No eDetailing?
- iAds for Pharma?
- Is Pharma Blocking or Supporting iPad Use by Sales Reps?
Many Physicians Plan to Buy It
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Limbic Market Research: Plumbing the Subconscious Motivators of Physicians
Conventional market research addresses a physician’s rational or higher brain and generally elicits responses that are not a sound guide to either what the physician really means or how he or she is likely to act. What’s needed is a way to look “behind the curtain” of verbal responses and reveal what truly motivates physicians. This article reviews Segmedica’s market research methodology, which applies behavioral science to medical market research.
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Managing Cross Boundary Issues
Pharmaceutical companies are notorious for their functional and organizational silo structure built around brands. Strategic issues that cross silos — i.e., cross-boundary issues such as getting marketing and R&D working together, getting a more coordinated global approach to marketing, or getting companies to work better in marketing alliances-are thornier than most because managers don’t control all the necessary resources and communication and trust are often weak.
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Marketing’s Role in Limiting Physician Access and What to Do About It
The pharmaceutical industry has only itself to blame for limited physician access and two minute sales calls,” claims Gerald J. Acuff Jr., Chief Executive Officer, Delta Point, a sales agency that enhances the effectiveness of sales representatives. He was speaking at the recent Gaining Physician Access conference hosted by the Center for Business Intelligence in Philadelphia. This review of Mr. Acuff’s presentation includes the following points covered in the presentation: physician survey data about what physicians value in a sales rep; How did the pharmaceutical industry get into this mess? What is the number one people skill that pharmaceutical companies don’t teach that they should? What was marketings role in limiting physician access and how can they correct it? How does sales messaging impact physician access?
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Medical Device Marketing: Worlds Apart from Rx Drug Marketing
Medical device marketing is different than Rx drug marketing, which is something attendees of the recent PharmaMed Marketing & Media Conference hosted by Med Ad News learned.
This article summarizes a presentation from that conference and discusses how medical device marketing to consumers and physicians is different than Rx drug marketing. While some device marketing campaigns take a page from the Rx arena, there are difficulties and roadblocks ahead and these are also summarized in this article.
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Merck Rejiggers Its Marketing Mix
Adam Schechter, President of Merck US Human Health, made this statement not long ago at a Goldman Sachs healthcare conference: ‘Industry must embrace new ways of engaging physicians on their terms.’
Topics covered include:
- Merck to Slash Field Force?
- Consumer Media Consumption Habits vs. Media Spend (Google chart)
- Customer Focus Means More Technology
- Engaging Customers on Their Terms
- Impact vs. Risk Analysis of Physician Marketing Channels (chart)
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Murky Physician Marketing and Education Practices
This commentary takes a look at some “murky” (ie, non-transparent) physician marketing practices and presents opinions from several Pharma Marketing Blog polls and commentators.
Topics and issues covered include:
- Physician Consultant Fees
- The Case of Dr. Nissen
- When is a Free Lunch More Than Just Lunch?
- It’s Access, Stupid!
- Dumb Blonde Reps vs. Slovenly Genius Reps
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The New Written Prescription: Leveraging Technology to Measure Change in Physician Behavior as it Occurs
New Written Prescriptions (NWRx’s), which are uncontaminated by managed care intervention and patient fulfillment issues, are the ultimate measure of physician behavior and, therefore, the purest measure of promotional effectiveness, according to Nancy S. Lurker, CEO of ImpactRx.
This article summarizes an industry conference presentation by Ms. Lurker gave a presentation in which she highlighted real world examples of the differences between analyses performed using ImpactRx’s NWRx’s for patients new to or switching therapy versus those using traditional dispensed new prescription data.
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No More Free Lunch in California?
The California legislature recently passed SB 1765 (aka, ‘fair drug marketing bill’), which requires pharma companies to comply with PhRMA and OIG Guidelines. this article summarizes the provisions of this bill, which is currently awaiting signature by Governor Schwarzenegger.
A Novel Approach to Communicating with PhysiciansThis article describes a patent-pending technology developed by MagicMedia Communications. It offers a novel way for pharmaceutical sales representatives to “talk” to a doctorÃÂ even when face-to-face discussion is not possible! We won’t give the secret away here. You’ll have to read the article!
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Online and Offline Professional and Consumer Marketing
Short summaries from the Pharmaceutical Marketing Global Summit provides information about how pharma marketing practices need to evolve.
Owning the Prescription Pad: Driving Brand Decisions in a Multi-Influence WorldThe security of a controlled environment for pharma marketing communication is giving way to the complexities of a dynamic environment with more empowered players, including patients who have more influence than ever before over which products make it to market and which are prescribed. Brand managers need to observe, gauge and seek to influence those influencers. Therefore, we need a new model that helps us make sense of a complex world of communications. This article presents such a model developed by TNS Healthcare, A Kantar Health Company.
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Patient Assistance Program Rankings
Market Strategies’ 2008 MSImage Oncology Patient Assistance Program is a syndicated study that identified what oncologists and oncology practice managers perceive to be the top pharmaceutical PAPs in the industry. The study identified how PAPs influence overall corporate image among physicians, what performance measures drive a pharmaceutical company’s PAP image, and which companies are perceived as having the best PAPs.
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Pfizer France: Viva la SFE Difference!
Our European correspondent interviews Annick Pichavant Ruty, VP of Sales for Pfizer France. Surprisingly, according to Ms. Ruty, lack of sales rep time with physicians is not a problem for Pfizer France but she had other internal issues that needed to be addressed to build an effective sales force.
Pharma Begins to Reveal Payments to Physicians
This article reviews the physician payment lists published by Lilly, Merck, and GSK. The analysis gives us more insight into the fees paid by various companies, how the money was distributed by state and region in the US, and what types of activities (eg, speaker fees vs. consulting fees) physicians were paid to perform.
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Pharma, Physicians, and Sermo: A Social Media Win-Win-Win!
This article provides an overview of Sermo’s new Client Center and summarizes a Pharma Marketing Talk podcast interview of with Daniel Palestrant, Sermo’s Founder and Chief Executive Officer.
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Pharma SmartPhone/Tablet Apps: Is There a Regulation for That?
Pharmaceutical marketers have jumped on the mobile application bandwagon as more and more companies roll out health-related applications for smartphones and touchpads such as Apple’s iPhone and iPad. But will the FDA regulate certain smartphone apps as medical devices? This article discusses the regulatory and other issues associated with pharma developed or sponsored health apps.
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Pharmacy TeleStocking
Astute Development Group (ADG), a global provider of technology telemarketing and IT sales lead generation programs, manages pharmacy stocking from afar.
PhRMA’s New Code on Interactions with Healthcare ProfessionalsTo better understand the impact on the pharmaceutical industry of PhRMA’s Code on Interactions with Healthcare Professionals, Pharma Marketing News surveyed readers between July 10, 2008 and August 7, 2008, and collected comments from pharma-focused blogs and bulletin boards. This article is a summary of the PMN survey results and opinions of experts, bloggers, and anonymous commentators.
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Physician Adoption and Use of Technology at the Point of Care
This article provides insight from experts such as Mark Bard, President of Manhattan Research and David Kibbe, M.D., Director, Healthcare Information Technology, American Academy of Family Physicians (AAFP), on the impact of new technologies at the point of care on pharmaceutical sales and marketing.
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Predictive Physician Marketing
Now there is a method proven to predict the success of a campaign prior to launch. The ProSigma Detail Model created by TargetRx, a marketing information services company located in Horsham, PA, helps pharmaceutical marketers develop the best detail and detail piece to drive prescribing behavior.
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Ready or Not: Gearing Up for the Expansion of ePrescribing
In a keynote address at a recent ePharma Summit conference held in Philadelphia, PA, Kevin Hutchinson, CEO and President of SureScripts, a company founded by the National Association of Chain Drug Stores (NACDS) and the National Community Pharmacists Association, looked at the changing landscape and inevitability of electronic prescribing (ePrescribing or eRx) and the implications and opportunities for the pharmaceutical industry.
SPECIAL! Includes: Pfizer’s Principles for Assuring Quality of Care by Electronic Prescribing Systems
Click Here for Full Text – FREE! (pdf).
Reinventing the Sales ModelTNS Healthcare experts talk about moving beyond current approaches to a new sales model.
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Reporting Gifts to Physicians
Massachusetts and several other states have put either banned all gifts to physicians by pharmaceutical companies, placed limits on gifts, or or considering doing so. At least ‘sunshine’ acts have been proposed in Congress as well. This article reviews some aspects of these ‘sunshine’ laws and focuses on a recent CALPIRG analysis of drug company gifts to physicians.
The Role of Tablet PCs in Pharma Sales and Marketing
This article summarizes different aspects of this latest innovation in portability and performance and how they could be used to increase sales force effectiveness in both the primary care and hospital-based environments.
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Sales Effectiveness Meets eMarketing
Steve Woodruff, Founder and Principal Consultant of Impactiviti, and John Mack team up to review eyeforpharmas Sales Effectiveness conference, which was co-located with the eCommunication & Online Marketing Conference.
Sales Force Effectiveness MetricsThis article summarizes a recent discussion between eyeforpharma’s Editor Lisa Roner and Hans Nagl, Promotion Response Modelling Manager, Shire, about how the current economy and changing pharma landscape is impacting program effectiveness measures.
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Sales Rep Assessment: Shoot the Messenger, the Message, or Both?
This article is a review of Metamorph, Inc.’s methodology of using specially trained physicians to assess and validate sales strategy, marketing messages and sales aids of pharmaceutical companies based on real-time calls with reps using a standardised set of data points.
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Sales Reps Debate Their Value
When pharmaceutical sales reps are asked about the value of sales reps, you get some surprising comments.
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Slides: The Currency of Communication
Slides are the currency of communication in the pharmaceutical industry. To help facilitate the team collaboration in the development and approval of slide kits, Blue Grotto Technologies, Inc., a medical education technology company based in Plymouth Meeting, PA, has developed “Slide Collaborator,” which is reviewed in this article.
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Strategies for Enhanced Physician Targeting and Segmentation
Richard B. Vanderveer, Ph.D., CEO of the global pharmaceutical marketing and research firm V2 GfK, presents strategies for enhanced physician targeting and segmentation.
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The Targeted Model: The Future of Pharmaceutical Marketing?
Remember the good days of pharmaceutical marketing? When pharmaceutical reps and doctors had personal relationships? When the sales rep was the dominant influencer of physician prescribing behavior? When reps were knowledgeable and provided the physician with useful information that couldn’t be gotten anywhere else?
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Tips for Improving Small Pharma’s Sales
This article highlights five tips from OnDemandIQ designed to help Small Pharma focus and prioritize their sales teams on their most important goals — improving efficiency and boosting sales.
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Translate Industry Trends into the Optimal Promotional Strategy
This is a summary of a recent presentation by David L. Stern, Vice President of Marketing for Metabolic and Endocrinology at Serono, Inc. Stern spoke from a marketer’s perspective about recent trends in the pharmaceutical industry and how to address them by developing better marketing programs.
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Trends in Commercial Support of CME
This article is an edited transcript of the June 2006, Pharma Marketing Roundtable discussion, which was devoted to trends in commercial support of CME.
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Turning Science into Sales: Tips for Communicating Clinical Trial Results
Healthcare marketers are rewarded for increasing product revenue. However, product managers often miss a golden opportunity to drive product sales: they neglect to communicate clinical trial results properly and consequently fail to capitalize on completed medical research.
This article highlights how to effectively communicate scientific evidence in order to realize the full medical and commercial value of your brand and to maximize sales.
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Value-based Pricing
This article summarizes the second half of a presentation by Uday Bose, European marketing director for GlaxoSmithKline Oncology, in which he focuses on reform attempts within European countries and pharma’s reactions, the benefits and perils of risk-sharing agreements and how pharma might best meet the challenges of the marketplace now and into the future.
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What Americans Think About Drug Advertising
The 2008 USA Today/Kaiser Family Foundation/Harvard School of Public Health Survey has some nuggets of information that give marketers further insight into the public’s attitude towards drug industry advertising. This article summarize these insights.
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What the Next Generation Physician Wants from Pharma
This article summarizes results from Manhattan Research’s recently released survey: ePharma Physician® v3.0: The Future of Pharmaceutical e-Marketing, which focused on the adoption of emerging technologies by an early adopter physician audience. This audience is not small and cannot be ignored! Data are presented showing which online marketing programs are considered most effective by this group of physicians and what they desire as the optimal channel mix for marketing programs.
What Pharma Companies Spend on Gifts to Docs
At least nine states are considering bills that would require pharmaceutical companies to publicly report annual gifts to physicians, hospitals and pharmacists with California and Vermont in the lead. This report provides numbers of spending limits and average spending by major phramaceutical companies on gifts to physicians in California.
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Why Pharmaceutical Marketers Ignore ROI
There are many reasons why pharmaceutical marketers may not be effectively measuring ROI. This article discusses several of these reasons and includes feedback and opinions from several experts who agree that all marketers – and pharma marketers in particular – have a problem with traditional ROI analysis.
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Whose Data Is It Anyway?
Pharma Marketing News hosted the Pharma Use of Rx Data Survey in June, 2006 and asked respondents to weigh in on several issues regarding the collection and use of Rx data by pharmaceutical companies.
Your Pharma Marketing Sucks
According to Mark Stevens, author of the current Business Week Best Seller “Your Marketing Sucks,” in the world of marketing today, people and companies are relying on the notion that a blend of “proven” or “traditional” marketing combined with slick new creative will yield results. The problem, says Stevens, is the creative ends up being the quantifying metric regarding how successful the marketing is rather than the achievement of the intended goal-driving sales.
Speaking on this topic at an industry conference, Stevens offered advice for pharmaceutical marketers on how not to make their marketing suck.
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