2003

This article features the thoughts of Derek Evans, Vice President, Global Solutions Marketing at Dendrite International, on how to put the customer back in Customer Relationship Management. In addition to reinforcing the problems of too many reps, limited physician access, and physician dissatisfaction with the reps' level of knowledge, Evans emphasized the compound effect of excessive focus on high prescribers and the restrictions of formularies and government regulations.

Real World examples of CRM assessment and initial implementation, highlighting early best practices in CRM deployment was the theme of a panel discussion at CBI's 6th Original Forum on Customer Relationship Management (CRM) for the Pharmaceutical Industry, held in New York City, October 17-18, 2003. This article summarizes the panel discussion.

This article is a summary of a panel discussion at CBI's 6th Forum on Customer Relationship Management for the Pharmaceutical Industry, held in New York City, October 17-18, 2003. The panel was chaired by Michael C. Lengel, Partner at Peppers and Rogers Group, and included Sharon Reffett, Director of Customer Systems and Administration at Allergan, John Vaeth, Director, CRM Capability Development at Biogen, and Wendy Jackson, President, Direct Marketing at Publicis.

This article is a summary of a panel discussion at CBI's 6th Forum on Customer Relationship Management for the Pharmaceutical Industry, held in New York City, October 17-18, 2003. The panel was chaired by Michael C. Lengel, Partner at Peppers and Rogers Group, and included Sharon Reffett, Director of Customer Systems and Administration at Allergan, John Vaeth, Director, CRM Capability Development at Biogen, and Wendy Jackson, President, Direct Marketing at Publicis.

For Customer Relationship Management (CRM) to work, both IT and marketing must work together. To offer more effective, coordinated communications, pharma companies need lots more data from their customers and must be able to use this data intelligently. That is what CRM is all about.

This article reviews the presentation made by Elizabeth W. Boehm, Forrester Research Analyst at the recent CBI eDetailing Conference in which she stated, 'Physicians are embracing online technology, so pharmaceutical marketers can -- and should -- embrace online physicians.' Boehm recommended that pharmas adopt some form of eDetailing to reach out to an increasingly populated and receptive target audience, and she presented multiple datasets, including results from Forrester's 2003 Technographics Benchmark Study and eDetailing Survey, to support this position.

This article reviews the presentation made by Elizabeth W. Boehm, Forrester Research Analyst at the recent CBI eDetailing Conference in which she stated, 'Physicians are embracing online technology, so pharmaceutical marketers can -- and should -- embrace online physicians.' Boehm recommended that pharmas adopt some form of eDetailing to reach out to an increasingly populated and receptive target audience, and she presented multiple datasets, including results from Forrester's 2003 Technographics Benchmark Study and eDetailing Survey, to support this position.

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 at a recent industry conference.

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 at a recent industry conference.

This article reviews a presentation made by Torsten Bernewitz, Principal at ZS Associates at the recent CBI eDetailing Conference in which he examined factors that drive eDetailing ROI and summarized key insights from the analysis of a variety of Pharma-sponsored ePromotion programs.