Highlights From ExL Pharma’S Advisory Boards Conference

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Current trends in speaker bureaus and advisory boards within the pharmaceutical industry. Presented at ExL Pharma's 2nd Advisory Boards and Speaker Bureau conference in June 2010. For further …

Current trends in speaker bureaus and advisory boards within the pharmaceutical industry. Presented at ExL Pharma's 2nd Advisory Boards and Speaker Bureau conference in June 2010. For further information, please visit www.exlpharma.com

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  • 1. Highlights from ExLPharma’s Advisory Boards Conference
  • 2. Building the Right Speakers Bureau
    What’s the goal of building a speakers bureau?
    What are the right steps to creating an effective speakers bureau?
    How does it benefit the healthcare community and your company?
  • 3. What’s the goal of building a speakers bureau?- To do Speaker Programs that:
    Educate customers on appropriate use (right patient, right dose, right time)
    Increase product use
    Enhance value with peer-to-peer education
    Improve sales representative access
    Promotes better dialogue
    Raises physicians’ perception
  • 4. Objective of The Right Speaker Bureau
    Build the Right Bureau to ensure:
    Effective and compliant speaker usage
    Meet business objectives
    Provide valuable programs for the customer
    Increase speaker satisfaction
    This is achieved by building the Bureau with the:
    Right Number of Speakers
    Right Location of Speakers
    Right Type of Speakers
    4
  • 5. The Right
    Type of Speakers
    The Right
    Location of Speakers
    The Right Number
    Of Speakers
    Benefits
    Strong company advocates
    Schedule flexibility
    Enthusiastic, engaging and polished advocates
    Reduces cost and time spent in contacting for negative or no response
    Credible and competent
    Representatives who don’t know speaker can be confident he/she is a good speaker
    Right specialty mix
    Clinical product experience
    Increased utilization & improves speaker competency delivery
    Reduces risk of not meeting minimum speaker usage requirements
    Reduce cost of training and travel for speakers who won’t speak often
    Speaker understands local market conditions
    Leads to: increased availability, reduced cancellations and costs
    Reduced travel time and increased speaker satisfaction
    Speakers are located where market potential is high and programs are planned
    5
  • 6. Building the Right Speakers Bureau
    What’s the goal of building a speakers bureau?
    What are the right steps to creating an effective speakers bureau?
    How does it benefit the healthcare community and your company?
  • 7. What’s the goal of building a speakers bureau?- To do Speaker Programs that:
    Educate customers on appropriate use (right patient, right dose, right time)
    Increase product use
    Enhance value with peer-to-peer education
    Improve sales representative access
    Promotes better dialogue
    Raises physicians’ perception
  • 8. Objective of The Right Speaker Bureau
    Build the Right Bureau to ensure:
    Effective and compliant speaker usage
    Meet business objectives
    Provide valuable programs for the customer
    Increase speaker satisfaction
    This is achieved by building the Bureau with the:
    Right Number of Speakers
    Right Location of Speakers
    Right Type of Speakers
    8
  • 9. The Right
    Type of Speakers
    The Right
    Location of Speakers
    The Right Number
    Of Speakers
    Benefits
    Strong company advocates
    Schedule flexibility
    Enthusiastic, engaging and polished advocates
    Reduces cost and time spent in contacting for negative or no response
    Credible and competent
    Representatives who don’t know speaker can be confident he/she is a good speaker
    Right specialty mix
    Clinical product experience
    Increased utilization & improves speaker competency delivery
    Reduces risk of not meeting minimum speaker usage requirements
    Reduce cost of training and travel for speakers who won’t speak often
    Speaker understands local market conditions
    Leads to: increased availability, reduced cancellations and costs
    Reduced travel time and increased speaker satisfaction
    Speakers are located where market potential is high and programs are planned
    9
  • 10. Identify the Right Speaker
    EVALUATING SPEAKER PROGRAMS
  • 11. Speaker Identification
    Should be able to choose from list of approved speakers if training has been properly done
    Ask potential attendees who they respect in the community
    Big writers are not always the best speakers
    “Gotta get my big gun lined up to speak…he writes a ton…”
    Speakers, especially specialists, can use programs as a referral base in the community
    Personal experience with the product is a must
  • 12. Topic Selection
    Example of a Good Topic Selection:
    “Current Insights on Alzheimer’s Disease and the Role of Glucose Hypometabolism”
    Example of a Poor Topic Selection:
    “Want to Learn about AD?”
  • 13. Topic Selection
    Topic should be timely and relevant to their practice
    Need to emphasize points of interest
    Example…discussing a “New Therapeutic Option”
    For your attendee – “How does it benefit me and my practice?”
    Remember, you’re competing for their time…make the topic compelling to them
  • 14. Recruit the Right People to Drive Attendance
    EVALUATING SPEAKER PROGRAMS
  • 15. Sales Force is Still Best Driver of Attendance
    Source: Cutting Edge Information 2009
  • 16. Recruiting
    Maximize your invitations and your $$
    Start invitation process at least 1 month prior to planned event (6-8 weeks is optimal)
    Focus on attendees who are genuinely interested in the topic
    Eliminate those out for a “free meal”
    Personal invitations are the best
    Follow up with mail/emails/phone calls
  • 17. Recruiting
    Create a buzz about the program
    Under RSVP on the printed piece, indicate how many seats are available
    Creates the feel of importance and limited seating
    Work with office managers to make sure they are aware of the program
    Start following up at least 2 weeks prior to the program
    Thursday evening programs seem to have the best turnout
  • 18. Recruiting Tips
  • 19. Execution
    Must be within guidelines
    Include modest meals
    Occur in a venue and manner conducive to informational communication
    Work with the restaurant well in advance to ensure compliance with company guidelines for meals, etc.
    Ask speakers to provide actual “success stories with the product
    Attendees will appreciate “real-life experience” while coming across fair-balanced
  • 20. Follow Up
    What’s the point of doing the program if you don’t follow up?
    In my experience, this is the biggest problem
    Be prepared to respond to any questions raised
    Have adequate amount of samples
    Don’t want to have secured commitment and then not have samples
    Ask for the business