Product and Solutions Reviews Adobe Connect for eDetailing
Making Physician Communications More Effective
This article focuses on Adobe Connect for eDetailing, a specific collaboration between Adobe and ConnectSolutions, a leading provider of private cloud deployments of web conferencing and collaboration solutions.
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
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
Building a Blockbuster
Moving Towards a New Service Model
TNS Healthcare research suggests that you can enhance your chances of building a blockbuster brand by developing a customer-driven approach that focuses more on building relationships with physicians than does the traditional detailing model. In support of this, TNS surveyed primary care physicians in the US and 5 European countries. The results are summarized in this article.
Building the “New” Pharma Physician Marketing Model
MedTera’s HC Professional “Life Long Learning” Platform
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.
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.
Building Power Sales Messages
The Core of Effective Selling
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.
Capturing & Reporting HCP-Related Meeting Spending
Let the Sunshine In
Life Science companies are struggling to understand the complex reporting requirements and compliance issues presented by existing and new regulations like the Sunshine Act. This article is a summary of a Webinar by StarCite, which defined what pharma marketers and meeting planners need to know when it comes to meetings-related HCP reporting.
cDetailing: Addressing the Consumer Education Gap
Steve Smith, Editor-in-Chief of Medsite has reengineered his company’s eDetailing line to create engaging interactions crafted around effective methods to engage, inform, and educate adults. Now he has tapped this experience to design the company’s first Consumer Detailing (“cDetailing”) product, which is a novel rich-media online consumer disease education and drug information program.
Certain Physician-Drug Industry Relationships Have Declined Dramatically
Sunshine Act May Already Be Causing Sharp Drop in Direct Payments to Physicians
The authors of a physician survey published in the November 8, 2010, issue of Archives of Internal Medicine conclude ‘given that 83.8% of physicians have PIRs, it is clear that industry still has substantial financial links with the nation’s physicians. These findings support the ongoing need for a national system of disclosure of PIRs [Physician-Drug Industry Relationships].’ Such a system is part of the Physician Sunshine Law, which is scheduled to go into effect in 2012 with public disclosure of payments scheduled to begin September, 2013.
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
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.
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.
Closed-Loop Patient Education: MedTera and HealthPrize Team Up to Improve Medication Adherence & Health Outcomes
MedTera and HealthPrize Team Up to Improve Medication Adherence & Health Outcomes
MedTera recently partnered with HealthPrize Technologies, a web-based software company that motivates people to fill and stay on prescription medications, to bring together MedTera’s online and offline educational resources and HealthPrize’s online, interactive platform to educate people about their chronic diseases and incentivize them for taking their medications as prescribed.
Collaborating with Online Physician Communities
Pharma-Physician Peer-to-Peer Dialog via Sermo
Pfizer and Sermo — a Web-based community where physicians share observations from daily practice, discuss emerging trends and provide new insights into medications, devices and treatments — recently announced a “strategic collaboration designed to redefine the way physicians in the U.S. and the healthcare industry work together to improve patient care.”
To answer the many questions raised by this collaboration — including concerns about off-label communications — Pharma Marketing News invited Daniel Palestrant, M.D., founder and CEO of Sermo, to be a guest on a recent Pharma Marketing Talk podcast.
This article is based partly on that interview as well as other sources.
Topics and issues covered include:
- The Story of Sermo
- Doctors Are Lonely
- Sermo’s Secret Sauce
- Sermo’s Business Model
- From Contention to Collaboration
- Mining the Wisdom of the Sermo Crowd
- Guidelines
- The Off-Label Promotion Issue
- Key Opinion Leaders
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?
Direct to Physician Telemarketing and Sales
The point of diminishing returns in the sales trench warfare has been reached. For most companies it makes no sense economically to add field staff, especially to cover “white” territories spread across large, mostly rural areas. Another option is telemarketing offered by companies such as ADG Pharmaceutical Biotech Marketing (ADG), which specializes in providing hosted telemarketing services for the pharmaceutical, life sciences and biotech industries.
Topics covered include:
- Outsourced Telemarketing
- Demonstrable Return on Investment — A Sales case Study
- Market Research
- Seminar & Webinar Recruitment
Effective Physician Marketing at Medical Meeting Exhibits
Booth Performance Measures
Imagine hundreds of physicians assembled in one location, away from the stress of the office, eager to learn about the latest drugs and advances in their medical fields, and enjoying some R&R. I’m talking, of course, about physicians attending medical conferences. What better time to get in front of them with your marketing message?
ePrints NRx for Physician Detailing
Reprints Desk’s Solution to the Medical Marketing Blues
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
Eyes on the Adherence Prize: How HealthPrize Uses Financial Incentives and Fun to Change Patient Behavior
This article provides details about the HealthPrize’s innovative, compelling approach to solving one of pharma’s most perplexing puzzle: how to improve medication adherence. Included is a summary of a Pharma Marketing Talk podcast interview of Tom Kottler, CEO, and Katrina S. Firlik, M.D., Chief Medical Officer, HealthPrize.
Facilitating Physician Access and Education Through Online Conferencing
Access 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.
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.
Free Prescription Drug Cards
A free prescription drug card offered by YourRxCard.com of Baton Rouge, LA attempts to fill the gap in Rx drug coverage.
Getting Market Research Right in Emerging Markets
With the challenges facing the pharmaceutical industry in the more developed markets of the US, Western Europe and Japan, the emerging markets have become the growth engine for many businesses, including Big Pharma, which is shifting its investment to new geographies. Nevertheless, in countries where market research is not yet established, e.g., China, India and the Middle East, online penetration is limited, secondary data sources are nonexistent, and the challenge remains how to get the insights required to guide business strategy in these markets.
This is the first in a series of articles summarizing highlights from a recent webinar focused on getting market research right in emerging markets. It features experts from Kantar Health, a global consultancy and marketing insights organization that was formed in 2009 by uniting Consumer Health Sciences, MattsonJack, TNS Healthcare and Ziment.
Getting Market Research Right in India & China
This is the last in a series of three articles highlighting points made by Kantar Health executives in a recent webinar titled, “Getting It Right in the Emerging Markets: Identifying the opportunities and avoiding the pitfalls in conducting market research in new geographies.”
Getting Market Research Right in the Middle East
A Land of Diversity, Opportunities and Unique Challenges
If the Middle East was a single country, it would be the fifth largest market in the world in terms of GDP. The sales of pharmaceuticals in the Middle East surpasses 20 billion US dollars per year and is growing by 10 to 15% per year.
This is the second in a series of three articles highlighting points made by Kantar Health executives in a recent webinar titled “Getting It Right in the Emerging Markets: Identifying the opportunities and avoiding the pitfalls in conducting market research in new geographies.”
Global Digital Asset Brand Management
There is a need to leverage rich media content across Rx brands and marketing campaigns on a global scale. This article is a review of ClearStory Systems’ ActiveMedia, which is an example of a next-generation digital asset management (DAM) solution for managing rich media.
Good Promotion Practices Alliance
Plenty of attention being paid to pharmaceutical marketing fraud and abuse cases in blogs and in the general media. But there hasn’t been much attention paid to good compliance solutions or best practices. That’s the mission of the Good Promotion Practices Alliance (GPP), which is co-sponsored by Reprints Desk and Prolifiq Software.
HealthPrize Teams Up with RealAge to Improve Adherence
High Engagement in Reward Program Among Asthma/COPD Patients
Unless taken, medicines don’t work. Lack of medication adherence is a major issue contributing to poor health outcomes and higher costs. HealthPrize Technologies believes it has at least part of the solution, which is to provide an innovative approach with an online and mobile-based program that is fun, engaging and educational. This article summarizes the results of a six-month asthma and chronic obstructive pulmonary disease (COPD) pilot study in which HealthPrize partnered with RealAge to test patient engagement with the HealthPrize online and mobile platform.
High Impact Content in Support of Rx Brands
Case Study: Alli – the Book!
In this article, PLG Health CEO Philip Lief describes how his company developed and marketed ‘The alli Diet Plan’ book for GlaxoSmithKline in order to increase the visibility, brand recognition, and sales of the over-the-counter (OTC) alli® weight-loss product.
How to Get Your Message In Front of Pharma Brand Managers
How can you better position yourself to reach decision makers within pharmaceutical companies? Use Internet-based technology to get YOUR message/product or service pitch in front of busy product managers who wish to choose when and how to receive them.
How to Manage the Online Conversation
This article presents a summary of a conversation with Jenna Woodul, LiveWorld’s EVP and Chief Community Officer, about how pharma companies can manage their social media interactions using technology and credentialed participants.
Increase Prescription Sales with Smart Tools
Realizing 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.
Integration of Custom Media into the Marketing Mix
The American Diabetes Association Makes It Easy!
This article summarizes a discussion with Abraham Ogden, the Director of Book Publications for the American Diabetes Association, about integrating ADA’s custom publications into the pharma marketing mix.
Is Your Marketing Head in the Cloud?
The Appature Nexus Marketing Cloud Software Platform
Appature, a unique software-as-a-service provider, sees this as an immense opportunity to couple the vast amount of data available to healthcare marketers with relationship marketing technology to discover new methods to personalize and optimize campaigns to both consumers and healthcare professionals. This article reviews Appature Nexus, a Marketing Cloud software platform that drives sales growth through an integrated marketing database, campaign management tool and reporting/analytics engine.
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.
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.
Mapping New Paths through the DTC Marketing Mix Maze
In this article, David Kweskin, Senior Vice President and Practice Area Leader, Brand and Communications Division, TNS, explains how his company helps marketers look across the full spectrum of media — traditional media like radio, TV, print — and and gives them a common way of measuring them against new media like blogs and word of mouth. Meanwhile, Morgan Lozier, Director, Web Evaluation Brand and Communications Division, TNS, presents a review of 3 erectile dysfunction product websites to illustrate what the online DTC experience should look like. He finds one winner among the contenders.
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 marketingÂs role in limiting physician access and how can they correct it? How does sales messaging impact physician access?
Medical Transcript Advertising
Reach Targeted Physicians at the Point of Care
This article reviews advertRx™ and advoiceRx™, physician point-of-care marketing solutions offered by datumRx, a California-based company.
Topics and issues covered include:
- Non-Personal Marketing and Sales
- Medical Transcription is a Growing Service Area
- Benefit to Physicians
- Chronology of Transcript Advertising
- Effectiveness
- Is It Legal and HIPAA Compliant?
- What About Reach?
Building a Blockbuster
Moving Towards a New Service Model
TNS Healthcare research suggests that you can enhance your chances of building a blockbuster brand by developing a customer-driven approach that focuses more on building relationships with physicians than does the traditional detailing model. In support of this, TNS surveyed primary care physicians in the US and 5 European countries. The results are summarized in this article.
Midwestern eMarketing Values
On the Internet it’s still about content, content, content. Some may consider this old-fashioned. But Siren Interactive, a midwestern interactive eMarketing firm, believes that valuable Internet content is a prime component to an effective eMarketing strategy for pharmaceutical companies.
Mining Mobile Health App User Data
Liberating Health Data While Protecting Privacy
A conversation with Jacqueline Thong, co-founder and CEO of Ubiqi Health, about disease management mobile applications and how pharma marketers can leverage mobile health apps to engage with and learn from patients.
Mobile Medical Reference: An Effective Door Opener for Sales Reps
Pharmaceutical companies are searching for new, creative solutions to the problem of decreasing sales rep effectiveness. One such solution is to provide physicians with value-added smart tools to allow them instant access to up-to-date prescribing and treatment information.
Mobile Pharma Marketing: What’s the 411?
Mobile devices — especially cell phones — are becoming ubiquitous in the U.S. How can pharmaceutical companies use this technology for consumer acquisition and retention? To get some ideas, we interviewed Robert Flynn, President of Pulse Media Response, LLC, and summarize that discussion in this article.
Topics and issues covered include:
- Mobile Text Messaging
- Shortcodes: Ubiquitous as URLs?
- Immediate Response
- Mobile Marketing for Customer Acquisition
- Mobile Dialog for Compliance
- Text Messaging Best Practices
A Novel Approach to Communicating with Physicians
This article describes a patent-pending technology developed by MagicMedia Communications. It offers a novel way for pharmaceutical sales representatives to “talk” to a doctor – even when face-to-face discussion is not possible! We won’t give the secret away here. You’ll have to read the article!
Optimizing Brand Equity
Pre-Launch through Patent Expiry and Beyond!
There are few new blockbusters on the horizon and many profitable drugs are coming off patent. If pharmaceutical marketers want seats at the table, then they must show how marketing can contribute to long-term company financial performance.
Topics and issues covered include:
- Don’t Leave Money on the Table
- Realizing Brand Value After Expiry
- Brand Architecture Models
- Understanding Equity Flows
- The Role of Communications
- Best Communication Management Practices
- Optimize the Franchise
Optimizing DTC Performance
How TNS Healthcare Helps Clients Build a Lifetime Connection Between Consumers and Brands
DTC spending is up 6.6% in the first half of 2006. What is the pharmaceutical industry getting in return for this increase? However you look at the numbers, typical DTC approaches often don’t deliver the impact they should for the dollars invested, according to TNSfyi, a product forecasting and healthcare/pharmaceutical modeling division of TNS Healthcare.
Optimizing Market Access
A Guide to Effective Pricing, Reimbursement and Messaging Strategies
In today’s competitive market, pricing and reimbursement strategies are key to maximizing brand success and ROI. Because every country’shealthcare system is different-and every product situation is unique-every brand requires a specific access plan, tailored to each market. And you must support each plan with effective messaging that ensures strong product acceptance and uptake. Experts from TNS Healthcare spoke on this issue in a recent webinar and during an exclusive interview with Pharma Marketing News.
Owning the Prescription Pad
Driving Brand Decisions in a Multi-Influence World
The 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.
Patient Assistance Program Rankings
Going Beyond Sales Force Effectiveness to Customer Experience Satisfaction
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.
Patient Detailing at the Point of Care
Return on DTC investment is decreasing and in the post-Vioxx marketing environment in which pharma marketers find themselves, there is a call for less advertising and more education. There are several new strategies and solutions available to pharmaceutical marketers that are designed to increase the education quotient of pharma marketing communications. One such solution is wireless Webpad developed by Phreesia for deployment in doctors’ offices
Pharma, Physicians, and Sermo: A Social Media Win-Win-Win!
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.
Pharmaceutical Market Access 2010
Future revenue growth in the US and EU will be limited as the EU wrestles with cost effectiveness and the US debates healthcare reforms. Meanwhile, pharma and biotech companies are looking to emerging market opportunities in Brazil, Russia, India, and China (i.e., BRIC) to drive future business. What does this all mean for patients, physicians, payers, and pharmaceutical/biotech manufacturers? This article addresses that question.
Pharmacy TeleStocking
Astute Development Group (ADG), a global provider of technology telemarketing and IT sales lead generation programs, manages pharmacy stocking from afar.
Physicians Favor Brands With a Compelling Adherence Program
Highlights from a Physician Survey by HealthPrize Technologies
his article summarizes the results of a survey of physicians designed to assess the value of various adherence solutions — including HealthPrize — and the potential of these solutions to influence physicians’ prescribing behavior.
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.
Protecting Your Brand with Anti-Counterfeiting Solutions
This article reviews Cardinal Health’s portfolio of brand security technologies.
Drug counterfeiting puts the general public at risk. It is estimated that up to 25% of the medicines consumed in poor countries are counterfeit or substandard. Counterfeit drugs hurt pharmaceutical companies’ bottom lines as well. An estimated $30 billion worth of drugs are counterfeited each year and that number is expected to increase.
Protection from Brand Infection
Marketers Must Take Control of Their Brands, Especially Online
In response to concerns about the growing range of threats to brand value and the sheer volume of brand hijacking incidents, the CMO Council set out to assess the challenges marketers face as stewards of their brands. The result is Protection from Brand Infection, a seminal authority leadership report that outlines the proliferating threat-scape that marketers face and reveals how marketers are struggling to understand and measure the impact brand intrusions have on their second most valuable asset, their customer.
Reinventing the Sales Model
Moving from Sales to Service
It’s unrealistic to do away with sales reps altogether, but dramatic change is needed. TNS Healthcare experts talk about moving beyond current approaches to a new sales model–one with the right balance of selling and service to forge the strong physician relationships that drive long-term prescribing.
Relationship Marketing Program Management for Pharmaceutical Marketers
Relationship marketing (RM) is a critical tool for enhancing patient compliance and adherence, which is increasingly important to DTC marketers today. This article reviews the Optas relationship marketing management solution, which provides pharmaceutical marketer-friendly tools and interface for managing multiple DTC campaigns.
Relationship Marketing via eNutrition
Review of ForMyDiet Platform
“Pharmaceutical companies that market treatments for conditions requiring diet management can provide educational and value added tools as a featured aspect of their marketing campaigns,” said Ami Assayag, CEO, Specialty Diets, Inc., developer of the web-based medical diet management platform ForMyDiet™.
Rep Access Programs
Skyscape’s RAP Opens Doors to Meaningful Dialogs
Skyscape, a Marlborough, MA company that provides interactive, intelligent health solutions for desktop and mobile devices, offers a medically-relevant service that is highly sought-after among physicians. As a result, it has become a popular and effective tool for field representatives to gain access to practitioners. This article describes this program and how it can increase your product’s market share.
Topics and issues covered include:
- Just What the Doctor Ordered
- Gifts Should Improve Patient Care
- Skyscape’s Portfolio
- Pharma Services that Physicians Value Most (chart)
- Open Doors Again and Again
- Case Study
- Branded for a Lasting Impression
- Skyscape Survey Results: Trends in Point-of-Care Mobile Technology
Risk Mitigation and Its Impact on Pharma Marketing
Appropriate Use Benefits After Launch
Risk management, REMS, danger management of your product’s life cycle, whatever you call it, all are crucial to brand managers and marketing executives. In this article, Jeff Fetterman, President and CEO of ParagonRx, summarizes his ideas about how to develop a REMS that can be a win-win-win situation for you, your product, and the patient.
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.
Search Advertising Options for Pharma
In this article, Julie Batten, eMarketing Manager at Klick Pharma discusses pharma’s options for search marketing in this period between the FDA public hearing and when the much anticipated draft and final guidance on the issue is published.
Slides: The Currency of Communication
Review of Blue Grotto’s “Slide Collaborator”
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.
Society of Industry Leaders: Help for Investors
The shifting pharma landscape makes it all the more important that investors make intelligent choices where to invest their money. The Society of Industry Leaders provides institutional money managers with timely information about the current state of the pharmaceutical market and how it is likely to progress.
Stop Wasting $Millions on Ineffective DTC Ads!
Testing Technology Can Help Improve Ads and Engage Viewers. This article highlights PreTesting’s ad measurement technology and reveals interesting insights about the major mistakes that pharmaceutical advertisers make with regard to measuring the effectiveness of their ads.
Topics covered include:
- Three Common Mistakes Made by Most Advertisers
- PreTesing Technology
- Case Study: Sleep Aid Ads
- Testing TV Ads in a TiVO World
- How to Create an Effective Drug Ad — 17 learnings from PreTesting
A Strategic Approach to CME Offers High Return on Education Investment
Jan Heybroek, Vice President at Imedex®, Inc., an accredited worldwide CME provider located in Alpharetta, Georgia, estimates that pharmaceutical companies spend about 7% of their marketing budget (excluding samples) on educational activities. “However, many pharma companies lack interest in the return on education investment or ROEI data our programs are able to provide,” says Heybroek.
This article reviews Imedex’s approach to developing CME programs.
Surviving the Election Wars
The pharmaceutical industry must take a pro-active stance if it is to counter all the negative publicity the 2008 presidential campaign will generate. With the billions of dollars that the industry spends on DTC advertising, there is an opportunity to use DTC to focus more on humanitarian goals of the industry.
Topics and issues covered include:
- The Permanent Campaign
- Emerging Issues
- 2008 Election Outlook
- Building Trust with DTC
- Summary of the Roadmap to Surviving the Election Wars
Thought-Leader Management: A Challenge Met
Across the medical device and pharmaceutical industries, thought leader management programs have not been as effective as internal management would like, particularly in the age of the Internet, when the dissemination of information should be easier than ever, according to John Estafanous, President of Bethesda, Maryland-based Estco Medical.
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.
A Web-based Therapy Management Program
A Review of Advoy
Disease management is a complex process for pharmaceutical manufacturers, but Internet-based programs can help drive market share, sales growth, and patient compliance.
Cedric Tuck-Sherman, director of eBusiness for Baxter BioScience, discussed his company’s experience with creating and managing a web-based therapy management program for chronic diseases during a recent Patient Persistence, Compliance and Education seminar sponsored by EyeforPharma.
The article includes the following sections:
- Rapid Communication
- Personal, One-to-One Interaction
- Mutual Trust
