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eDetailing
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.
20 pages. See Table of Contents.
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- Beyond the eDetail: Evolving to Educate
- eDetailing: Yesterday, Today and Tomorrow
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Increase Physician Access and Detailing Effectiveness
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.
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.
25 pages. See Table of Contents.
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eDetailing
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
- Intelligent 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
LIST OF FIGURES
- Physicians who use the Internet for work-related activities (US only)
- ePromotion Activities and Expenditures
- ePromotion Activities by Activity Type
- Benchmark Study and Online survey of eDetailed physicians: Doctors prefer eDetails with honoraria
- Benchmark Study and Online survey of eDetailed physicians: Prescribers respond favorably to eDetailing
- e-Detailing vs. Overall Sales and Promotion. eDetailing and promotion budgets through the product life cycle
- “Doorknob Details Study”: Sales force effectiveness parameters
- Computing in the Physicians’ Practice
- Fixed Price eDetailing Solution: Cost per detail
- 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
Increase Physician Access and Detailing Effectiveness
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
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