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 Pharma Edetailing: the core to a new commercial approach
 

Pharma Edetailing: the core to a new commercial approach

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Past and future development for pharma edetailing, to leverage return on sales.

Past and future development for pharma edetailing, to leverage return on sales.
A core issue to Pharma's new commercial conduct.

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     Pharma Edetailing: the core to a new commercial approach Pharma Edetailing: the core to a new commercial approach Presentation Transcript

    • PHARMA HOW TO (E)DETAIL TO LEVERAGE ROS & ROI?
    • (e)detailing
    • (e)detailing the use of electronic, interactive media to facilitate sales presentations to physicians
    • (e)detailing the use of electronic, interactive media to facilitate sales presentations to physicians To inspire the Presentation by the Rep/Account manager
    • (e)detailing the use of electronic, interactive media to facilitate sales presentations to physicians To inspire the Presentation by the Rep/Account manager To Connect and Relate the doctor to information on line and to relevant stakeholders
    • Edetailing 1st stage Edetailing on line direct from the doctor’s laptop
    • Edetailing 1st stage Edetailing on line direct from the doctor’s laptop However, The survey (2003) found that doctors "find value in e-detailing, but a lot of them think that the honorarium is the main reason to do it,"
    • Edetailing 2nd stage Focus on detailing through Tablet(computers)
    • Edetailing 2nd stage Focus on detailing through Tablet(computers) Because: Both edetailing and traditional face to face detailing have the most positive effects on sales.
    • Edetailing 2nd stage Focus on detailing through Tablet(computers) Because: Both edetailing and traditional face to face detailing have the most positive effects on sales. New interactive technologies make the presentation more attractive by multiple presentation forms
    • First Results Boehringer Ingelheim - Pfizer Marianne Anderson, Denmark; Eyeforpharma 2006
    • First Results Boehringer Ingelheim - Pfizer Marianne Anderson, Denmark; Eyeforpharma 2006
    • First Results Boehringer Ingelheim - Pfizer Marianne Anderson, Denmark; Eyeforpharma 2006 97% e-detail superior to paper-based explaining complex issues 95% presentations: good or very good 92% good overview of the topic 89% faster to obtain information 80% continue e-detailing
    • First Results Boehringer Ingelheim - Pfizer Marianne Anderson, Denmark; Eyeforpharma 2006 97% e-detail superior to paper-based explaining complex issues 95% presentations: good or very good 92% good overview of the topic 89% faster to obtain information 80% continue e-detailing 100% easy to use and navigate 80% more time with physician 60% easier to sell 2nd detail not more difficult to complete Growing skills and motivation Control over communication Structured dialogue More willingness to follow up visit
    • The Netherlands, 2007 Evaluation of the physician’s recollection differences between Edetail and hard copy detail Results within first week after detail Results between 6 to 8 weeks after detail
    • The Netherlands, 2007 Evaluation of the physician’s recollection differences between Edetail and hard copy detail Results within first week after detail Positive about way of presenting Full acceptance as Way of detailing for the future Results between 6 to 8 weeks after detail
    • The Netherlands, 2007 Evaluation of the physician’s recollection differences between Edetail and hard copy detail Results within first week after detail Results between 6 to 8 weeks after detail Positive about way of presenting Recollection of content from edetail not significantly better Full acceptance as Way of detailing for the future Full acceptance as way of detailing slightly less
    • Future of edetailing Impact on sales needs more than just interactive tablets 
 between reps and physicians
    • Future of edetailing Impact on sales needs more than just interactive tablets 
 between reps and physicians “The key functions in terms of future development will revolve around interaction, engagement and user control... ..interactivity and tools for engagement will become even more important than they are today” 2009
    • Pharma (e)detailing Potential Features
    • Pharma (e)detailing Potential Features Multiple presentation formats Infographics Information layers Flexibility Personalised sequencing Handling Interactive Tracing of persons’ information Follow up online Connection CME CLM
    • Dominic Owens (Pharmaphorum, 2012): ! Digital means: ! We can now talk to customers in a new way 
 ..bring messages to life ..on a personal Youtube channel, with movies.. the ability to link through to fully detailed support data. ..digital is interactive ..data created on the iPad comes straight back to head office. ..the marketer can develop a relationship with his audience though the feedback loops built into all digital tools. .. digital medium means multimedia, multilayer plans
 ..customers can navigate themselves through messages and data 
 .. without a rep needing to visit them at all – and we can track all of this!
    • Dominic Owens (Pharmaphorum, 2012): ! Digital means: ! We can now talk to customers in a new way 
 ..bring messages to life ..on a personal Youtube channel, with movies.. the ability to link through to fully detailed support data. ..digital is interactive ..data created on the iPad comes straight back to head office. ..the marketer can develop a relationship with his audience though the feedback loops built into all digital tools. .. digital medium means multimedia, multilayer plans
 ..customers can navigate themselves through messages and data 
 .. without a rep needing to visit them at all – and we can track all of this! “…the really great thing is that both creativity and strategy are now back at the forefront of pharma marketing…”
    • Digital - Detailing • Infographics Multiple 
 Presentation formats • Interaction & Engagement • Physicians’ selection process • Multiple Channel Off/On line • On the spot appointment/invitation
    • Core to Succes of Digital is:
    • Core to Succes of Digital is: • Genuine interaction between Rep and Physician • Strong connection between Physican with company
 experts (internally) and with KOLs, physicans and other Stakeholders • Building sustainable relations with physicians and
 centers of excellence
    • Core to Succes of Digital is: • • • Relation Connection Interaction • Genuine interaction between Rep and Physician • Strong connection between Physican with company
 experts (internally) and with KOLs, physicans and other Stakeholders • Building sustainable relations with physicians and
 centers of excellence
    • Core to Succes of Digital is: • • • Relation Connection Interaction Q of Detail • Genuine interaction between Rep and Physician • Strong connection between Physican with company
 experts (internally) and with KOLs, physicans and other Stakeholders • Building sustainable relations with physicians and
 centers of excellence
    • Core to Succes of Digital is: • • • Connection Frequency & extension of content Interaction Q of Detail Relation • Genuine interaction between Rep and Physician • Strong connection between Physican with company
 experts (internally) and with KOLs, physicans and other Stakeholders • Building sustainable relations with physicians and
 centers of excellence
    • Core to Succes of Digital is: ROS • • • Connection Frequency & extension of content Interaction Q of Detail Relation • Genuine interaction between Rep and Physician • Strong connection between Physican with company
 experts (internally) and with KOLs, physicans and other Stakeholders • Building sustainable relations with physicians and
 centers of excellence
    • Multiply your Meet ups
    • During the call, the rep will be able to access resources throughout the organization to answer the physician’s questions or fulfill his requests on the spot. Multiply your Meet ups
    • During the call, the rep will be able to access resources throughout the organization to answer the physician’s questions or fulfill his requests on the spot. Websites Events Multiply your Blogs Meet ups Pharma Seminars Training & Courses Conferences Communities Social Media Patients’ portals eHealth
    • Examples eep Dive App 1 D Pharma d result rocess an P App 2 od Co. Fo Nutricia In partnership with App 2
    • Intensify ROS Create a path of development
 Start expanding and intensify your relations network Interact Develop & & Connect Create Externally Promote ! Internally & Engage CoCo-Create e-
 Operate ! Detail Detail • Create Integrated Patient Care Create partnerships •Collaborate •Show • Relate KOL Peers •Demo • Support • •Educate •Service •Co-Evaluate Inform • •Share
    • Develop your promotion In the course of this roadmap
 from (e)detailing to partnership you might want to: • Expand physicians’ internal relations with external ones through social media • Use different channels of communication • Connect & Interact Promote & Engage ! Detail Add mobile e-
 Detail Develop & Create ! Co-Operate ! Co-Create
    • Develop your promotion Here, you need: •Multichannel management • Key Account Management •Co-create with your customers Connect & Interact Promote & Engage ! Detail e-
 Detail Develop & Create ! Co-Operate ! Co-Create
    • Monitoring Time on subject Preferences & Opinions Questions & Suggestions Wishes & Demands Local policies & Processes
    • (e)detailing Measurement Know the physician Measure progress & Results..
    • Select your Centers of Excellence With whom to add value to your customers and their patients Co-Create eHealth applications 
 to the benefit of your customers, 
 to their patients information, 
 support and monitoring 
 And to your business
    • For online Support to care processes, patient information and support, you might want to service eHealth applications. To follow, share, inform, 
 educate, communicate, exchange, discuss
    • In close cooperation with its partners Health Business Consult • • • • • • Will produce your state of the art edetails Train your marketing and product managers 
 to pre design their messages and product details Develop your sales forces in 
 Key Customer Focus and management Align your Sales, marketing and medical forces Segment your target groups in potential and quality Help you and your customers 
 to co-create ehealth applications 
 on existing platforms 
 to increase quality of health and business outcome
    • Drs. A.R.J. Halkes MHA rob.halkes@healthbusinessconsult.com ! P.O. Box 292 5050 AG Goirle The Netherlands ! M +31 6 31 66 2595 T http://www.twitter.com/rohal F http://www.facebook.com/rob.halkes  L http://nl.linkedin.com/in/arjhalkes  W www.healthbusinessconsult.com   
    • Tyler Chin, Amednews staff, Online detailing: The new way to sell - Drug reps don't have to stop by your office anymore -- you can now opt to meet with them via your computer. July 9, 2001.
 http://www.ama-assn.org/amednews/2001/07/09/tesa0709.htm ! Tyler Chin, Amednews staff, More doctors go online for drug information, but don't expect detail reps to disappear yet. Sept.8 2003 
 http://www.ama-assn.org/amednews/2003/09/08/bisd0908.htm Tyler Chin, Amednews staff, Online services offer to help doctors schedule drug reps, June 16, 2003, 
 http://www.ama-assn.org/amednews/2003/06/16/bisd0616.htm ! Roger Heutschi, Rainer Alt: eDetailing – Elektronisches Marketing in der Pharmaindustrie; Universität St. Gallen - Hochschule für Wirtschafts-, Rechts- und Sozialwissenschaften (HSG), Institut für Wirtschaftsinformatik, 2003; ! Tyler Chin, Amednews staff, Some doctors want payment for e-detailing - Physicians like being able to view drug marketing information on their own schedules, but some would need to be paid to do it again. August 18, 2003. 
 http://www.ama-assn.org/amednews/2003/08/18/bisc0818.htm ! Editor EyfeForPharma, Maximizing sales effectiveness with e-detailing, March 21, 2006.
 http://social.eyeforpharma.com ! Pamela, Lewis, Dolan, Amednews staff, Doctors cite ease of use in rapid adoption of tablet computers. About one in four owns an Apple iPad or similar device. April 18, 2011
 http://www.ama-assn.org/amednews/2011/04/18/bisc0418.htm ! Leigh Householder and Sean Cowan, GSK, Rethinking rep tools: best practices for creating a digital detailing plan, Posted 16th November 2011 PharmaPhorum. ! Julian Upton, European Editor, Pharmaceutical Executive, iPad Apps: Are You Content with your Content? Pharmaceutical Executive Magazine January 1, 2012. ! Rebecca Griffiths, Berlin, What Does E-Detailing Entail? How E-Detailing is Shaping the Pharmaceutical Industry .May 8, 2012. Basecase.
 http://basecase.com/articles/e-detailing-in-pharmaceuticals/ ! Harshit Jain, How do physicians react to the iPad? Ipad or Deatil-Pad - Are pharmaceuticals using the real Tech-Pad? April 27th, 2012.
 http://www.pharmaphorum.com/2012/04/27/ipad-detail-pad-pharmaceuticals-using-real-tech-pad/ ! Dominic Owens, How digital will change what pharma marketing means. Posted 27th November 2012 in Articles. http://www.pharmaphorum.com/ 2012/11/27/how-digital-will-change-what-pharma-marketing-means/ ! ! Peter Mehr, PhD, Digital Dosing, How to reach physicians in the age of multi media, MM&M, February 2013, mmm-online.com http://www.edetailing.net/Electronic-Detailing.html ! Pharmiweb.com, The future of e-detailing: 2009 and Beyond - Feature, February 12, 2013 
 http://www.pharmiwe.com/features.asp?ROW_ID=1233