Phone Detailing:Efficiency in scientific information and  effectiveness in low-cost promotion
Phone detailing                                                        Relational DynamicsPhone detailing allows pharmaceu...
Phone detailing                                                                    Advantages   Phone-detailing strategy ...
Phone detailing Merqurio offers a team of 80 phone reps* trained to provide medical information via telephone to the physi...
Phone detailing                                                              Our experienceExclusive strategy:Direct Emai...
Phone detailing                                                              Activities and                               ...
Phone detailing                                                        Example of applicationPhone detailing strategy focu...
Phone detailingSelective targetingPhone detailing develops an efficientcommunication to specific targets;Phone detailing...
Phone detailing                                                                 Example of action planFirst callThe first ...
Phone detailing                                “Thank you” email: exampleAfter the call, the Phone repsends an email to th...
Phone detailing                                        Focus on physician and relationship   Phone detailing can improve ...
“It is not the strongest species thatsurvives nor the most intelligent but theone that is most adaptable to change.”      ...
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Phone detailing: efficiency in scientific information and effectiveness in low-cost promotion

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Innovative channel of medical information

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Phone detailing: efficiency in scientific information and effectiveness in low-cost promotion

  1. 1. Phone Detailing:Efficiency in scientific information and effectiveness in low-cost promotion
  2. 2. Phone detailing Relational DynamicsPhone detailing allows pharmaceutical companies to develop a MarketingPlan through a low-cost promotional strategy.Over the last years, Merqurio has tried out this new medical informationstrategy to increase and promote physicians’ expertise and competence.Effectiveness of Merqurio’s phone detailing is attested by successful casehistories.
  3. 3. Phone detailing Advantages Phone-detailing strategy focused on traditional products; Phone-detailing strategy to support street reps; Phone-detailing strategy in unexplored therapeutic areas; Phone-detailing strategy in areas not covered by street reps; Customer care to support healthcare professionals or patients needing information on drugs/medical devices; Updated news about drugs to physicians; Lead generation: new client recruitment; Promoting and increasing interaction on healthcare websites; Medical information about lab analyses.
  4. 4. Phone detailing Merqurio offers a team of 80 phone reps* trained to provide medical information via telephone to the physicians who are members of DottNet, the first Italian social network for healthcare professionals: Selective targeting.* Merqurio’s phone REPs are trained as “phone operators” and own appropriate degrees according to theItalian law.Merqurio Pharma is the owner of “AIC” and is registered to SIS to provide medical information.Merqurio’s services are “ISO 9001:2008” certified.Phone contacts are monitored thanks to a powerful CRM system.
  5. 5. Phone detailing Our experienceExclusive strategy:Direct Email Marketing with over 4,000,000 emails sent per year;More than 30 successful projects;37 specialized newsletters;Exclusive editorial and journalistic competences;Professional contact center;CRM system (a database including all the information about physicians).
  6. 6. Phone detailing Activities and services Team of 80 phone reps; Phone rep working from 9.00 a.m. to 1.00 p.m. and from 2.00 to 6.30 p.m., from Monday to Friday; Medical information service; Professional Help Desk; Customer Care Service; Toll-free phone numbers for pharmaceutical companies and service Personal Assistant; Call-centre management; Market research and surveys; Support to sales force.
  7. 7. Phone detailing Example of applicationPhone detailing strategy focused on traditional productsRequirement: blockbuster and traditional products do not require “face toface” visits. A famous brand can be promoted only by brand memory.Solution: Phone detailing is supported by online (e-detailing) and offlineactivities (snail mail). E-detailing strategy improves brand memory, inducing aconstant use of a specific brand.
  8. 8. Phone detailingSelective targetingPhone detailing develops an efficientcommunication to specific targets;Phone detailing includes segmentationof target to select the most suitablecommunication strategy to each cluster;Phone detailing involves selectivealterations of Targeting.
  9. 9. Phone detailing Example of action planFirst callThe first call is aimed to recruit new customers, followed by customized emails.Second callThe second call involves the sending of a coupon, giving access to an editorial gadget oronline services (for example, eCME courses).Third callThe third call verifies the receipt of the gadget; phone rep provides medical informationto physician.Fourth callThe Phone rep sends an email to the physician in order to share the e-visual contentsrelated to the brand.Fifth callThe fifth call includes a “Thank you” email to physicians who took part in the project.
  10. 10. Phone detailing “Thank you” email: exampleAfter the call, the Phone repsends an email to thephysician reporting his/hername, surname and photo.The message includes asummary of theconversation, moreinformation on clinicalstudies and brand-relatedvisual materials.
  11. 11. Phone detailing Focus on physician and relationship Phone detailing can improve relationships between reps and physicians; All involved contacts are part of a medical information project; Phone rep activity is regulated by Italian law about medical information; Contact quality is constantly checked to increase results; The contents of phone-detailing project are defined by the commissioning pharmaceutical company; Merqurio Pharma is able to propose effective and efficient methods and models based on the experience of several projects developed in about five years.
  12. 12. “It is not the strongest species thatsurvives nor the most intelligent but theone that is most adaptable to change.” Charles Darwin Contact: Phone: +390815524300 Fax: +390814201136 www.merqurio.it E-mail: redazione@merqurio.it

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