Article Reprints
Sales Force Effectiveness/Productivity The following Pharma Marketing News reprints and case studies relating to “Sales Force Effectiveness/Productivity” are available. You might also be interested in the following categories for additional reprints relating to physician sales and marketing:
- Physician Education (CME)
- Key Opinion Leader Management/Medical Science Liaison
- Physician Marketing & Promotion
You can order and pay for reprints by credit card online or you can Download the Order Form to pay by credit card or check offline or to be invoiced.
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
Steve Woodruff, Founder and Principal Consultant of Impactiviti, and John Mack team up to review eyeforpharmaÂs Sales Effectiveness conference, which was co-located with the eCommunication & Online Marketing Conference.
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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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Building a Blockbuster
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.
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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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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.
Click Here for Full Text – FREE! (pdf).
The Changing Pharma Commercial Model in 2010 and BeyondThis 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 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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Corporate Reputation in the New Media World
In an online webinar entitled ‘Reputation Strategies That Drive Results: Turning Your Good Name into Good Business’ Kantar Health explored the value of corporate reputation and corporate social responsibility from a traditional channel and digital media perspective and also from the view of understanding how this impacts the relationship between pharmaceutical and Key Opinion Leaders. This article summarizes the presentations made at that webinar.
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Click Here to Download Full text (PDF file) Creating the Most Effective Sales CallsAs 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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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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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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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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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.
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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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FDA’s Good Reprint Practices Guidance
Pros 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 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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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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Growing Pharmaceutical Sales Utilizing Six Sigma and Lean
Six Sigma and Lean have been used for more than two decades to improve manufacturing operations in every industry around the world. This interview with an industry expert offers insights on how Six Sigma and Lean principles can be applied to improve efficiencies in pharmaceutical sales and marketing.
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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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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.
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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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.
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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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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 marketingÃÂs role in limiting physician access and how can they correct it? How does sales messaging impact physician access?
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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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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.
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 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!
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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.
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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, 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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PhRMA’s New Code on Interactions with Healthcare Professionals
To 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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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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Predicting the Future of the Drug Industry
This article reviews the results of the ‘Predicting the Future of the Drug Industry: 2010 & Beyond!’ survey and provides background on future trends.
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Reinventing the Sales Model
TNS Healthcare experts talk about moving beyond current approaches to a new sales model.
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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 eyeforpharmaÂs Sales Effectiveness conference, which was co-located with the eCommunication & Online Marketing Conference.
Click Here for Full Text – FREE! (pdf).
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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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?
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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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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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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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.
Click Here for Full Text – FREE! (pdf).
