New Tools to define paradigms of interactionfor our clients<br />SFE Sudamerica 2008Eyeforpharma<br />October 17th 2008<br />
Challenges for Pharma Industry <br />Redefine into 4 Dimensions:<br /><ul><li> Focus on scientific and medical promising a...
 Improve capacity to establish partnership
 Moving from functional organization to business portfolio
 Develop new approaches and services to customers and communities</li></ul>Windhover information Inc. – In Vivo – The Busi...
From Brand Approach to Customer Relationship<br />	Looking for a better Customer Relationship Model where	. increase profi...
Business as Usual - Push from Pharma<br />Sales Rep detailRep Consulting<br />Eventse-CMEContact Center<br />Investment pe...
Doctors Need - Customization <br />Social networking<br />Communities of Practice<br />Web content<br />Web services<br />...
Push – Pull Model <br />PUSH - Pharma Choice         <br />PULL- Doctors Need         <br />Social networking<br />Communi...
Changes in the Customer Relationship<br /> Face to face contact with doctors – unique channel<br /> Average time 3 - 5 min...
Remote Promotion<br /><ul><li>Concept
Multi channel strategy by phone calls, emails, mailing materials and differentiated services to doctors . What, when, how
Goal
Primary - establish an alternative communication channel for doctors
Secondary –  to be a SF support  to contact doctors</li></li></ul><li>Remote Promotion Activities<br />Define target, invi...
Remote Promotion – Lessons Learned<br />Overview<br />Doctors in different specialties<br />Most part of the panel covered...
E-Detailing<br /><ul><li>Concept
e-Detailing is an internet-enabled technology based on </li></ul>     face-to-face interaction<br />Goal <br />Understand ...
E-detailing Activities <br />Critical Steps<br /><ul><li> Define target
 Training
 Communication
Upcoming SlideShare
Loading in …5
×

New Tools to define paradigms of interaction for our clients - SFE Sudamerica 2008

798
-1

Published on

Presentation exploring the innovative ways to pharma industry regarding edetailing, social networking and virtual interaction with medical community

Published in: Health & Medicine
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
798
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
70
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

New Tools to define paradigms of interaction for our clients - SFE Sudamerica 2008

  1. 1. New Tools to define paradigms of interactionfor our clients<br />SFE Sudamerica 2008Eyeforpharma<br />October 17th 2008<br />
  2. 2. Challenges for Pharma Industry <br />Redefine into 4 Dimensions:<br /><ul><li> Focus on scientific and medical promising and attractive areas
  3. 3. Improve capacity to establish partnership
  4. 4. Moving from functional organization to business portfolio
  5. 5. Develop new approaches and services to customers and communities</li></ul>Windhover information Inc. – In Vivo – The Business & Medicine Report . November 2003 <br />
  6. 6. From Brand Approach to Customer Relationship<br /> Looking for a better Customer Relationship Model where . increase profitability, . develop a new relationship and . create a differentiation that - add value and quality for Customers <br />
  7. 7. Business as Usual - Push from Pharma<br />Sales Rep detailRep Consulting<br />Eventse-CMEContact Center<br />Investment per doctor<br />Remote Promotion<br />E-detailing<br /> Hot line <br />Self detailing<br />Emails<br />Newsletter<br />Social networking<br />Communities of Practice<br />Web content<br />Web services<br />Different Communication Channel<br />William Cerantola – EyeforPharma 2008<br />
  8. 8. Doctors Need - Customization <br />Social networking<br />Communities of Practice<br />Web content<br />Web services<br />Investment per doctor<br />Doctors Choice<br />Self detailing<br />Emails<br />Newsletter<br />E-detailing<br /> Hot line <br />Eventse-CMEContact Center<br />Remote Promotion<br />Sales Rep detailRep Consulting<br />Different Communication Channel<br />William Cerantola – EyeforPharma 2008<br />
  9. 9. Push – Pull Model <br />PUSH - Pharma Choice <br />PULL- Doctors Need <br />Social networking<br />Communities of Practice<br />Sales Rep detailRep Consulting<br />Eventse-CMEContact Center<br />Web content<br />Web services<br />Investment per physician<br />Doctors Choice<br />Self detailing<br />Emails<br />Newsletter<br />Remote Promotion<br />E-detailing<br /> Hot line <br />Different Communication Channel<br />William Cerantola – EyeforPharma 2008<br />
  10. 10. Changes in the Customer Relationship<br /> Face to face contact with doctors – unique channel<br /> Average time 3 - 5 minutes<br /> High investment , time and resources<br /> Medical education as a driver to relationship<br />Frequency , sequency, Rx <br />Face to face, remote contact, web, e-detailing – multiple channels<br /> Average time from 3 minutes to hour<br />Variable investments , time and resources (optimize channels)<br /> Customer need as a driver (what, when and how)<br />Frequency, sequency, Rx, NPS, profile analysis<br />
  11. 11. Remote Promotion<br /><ul><li>Concept
  12. 12. Multi channel strategy by phone calls, emails, mailing materials and differentiated services to doctors . What, when, how
  13. 13. Goal
  14. 14. Primary - establish an alternative communication channel for doctors
  15. 15. Secondary – to be a SF support to contact doctors</li></li></ul><li>Remote Promotion Activities<br />Define target, invite physicians, develop a profile survey, identify needs and offer approach and services<br />Monitor contacts,integrate into system,update product data<br />and send materials byspecialty<br />By Phone calls provide information followingdoctors needs<br />DOCTORS<br />Send promotional materials, newsletters and e-mails<br />
  16. 16. Remote Promotion – Lessons Learned<br />Overview<br />Doctors in different specialties<br />Most part of the panel covered <br />Average time of contact – 4 minutes<br />Many interactions per doctor-cycle<br />Key franchises<br />Relationship<br />Positive Feedback: define issue and time<br />Personal approach<br />Better level of attention<br />Innovation and flexibility<br />
  17. 17. E-Detailing<br /><ul><li>Concept
  18. 18. e-Detailing is an internet-enabled technology based on </li></ul> face-to-face interaction<br />Goal <br />Understand and evaluate the impact of web channel approach in detailing and interacting with customers as a new relationship model<br />
  19. 19. E-detailing Activities <br />Critical Steps<br /><ul><li> Define target
  20. 20. Training
  21. 21. Communication
  22. 22. Infrastructure
  23. 23. Tracking</li></li></ul><li>E-Detailing - Benefits<br /> Doctor Benefits<br /> Sales Reps Benefits<br /><ul><li> Generate more value to relationship
  24. 24. Increased face time with doctors
  25. 25. Save time and less travel to remote areas
  26. 26. Flexibility – doctor choose the day and time
  27. 27. Receive special attention and more interactions
  28. 28. Access to differentiate scientific content and services</li></ul>MSD Benefits<br /><ul><li> Decrease visit costs - PCOE
  29. 29. Deliver value to the customers
  30. 30. Reinforce innovative image</li></li></ul><li> E-detailing – Lessons Learned<br /> Overview<br /><ul><li> Doctors and Opinion Leaders
  31. 31. Different number of visits per doctor
  32. 32. Video, chat, presentation
  33. 33. Average time of contact – 20 to 90 minutes
  34. 34. Key franchises</li></ul>Insights<br /><ul><li> Alternative for some doctors and sales rep
  35. 35. Focus on training – webcam and website
  36. 36. Special promotional material
  37. 37. Deviation for product and specialty</li></li></ul><li>Web – The Best example of Networking<br />Souce: Web Trend MAP 2007 <br />
  38. 38. Social Networking and Difusion of Innovation<br />Time<br />
  39. 39. Social Networking - Patterns <br />Analysis:<br /><ul><li> Concentration
  40. 40. Influence
  41. 41. Connections
  42. 42. Intensity
  43. 43. Efficiency</li></ul>Source: Know the Net, Knit the Net – Valdis Krebs – Washington, 2006<br />
  44. 44. Building Smart Networks: 5 Steps<br /><ul><li> Map your network
  45. 45. Analyze your network
  46. 46. Weave your network
  47. 47. Support action projects that emerge
  48. 48. Set up metrics and indicators to know you’re making a difference</li></ul>Source: Know the Net, Knit the Net – Washington, 2006<br />
  49. 49. Network Weaver Tools: Introduction Pyramid<br />Source -Jack Ricchiuto, 2006<br />
  50. 50. Networking as alternative<br />Concept <br /> - Develop activities with the medical community <br />- Develop innovative actions involving other alternatives with web services<br />Goals<br /> - Contact doctors in a specific region <br /> . KOL and community (different specialties) . Monitor results . Approach and data by doctors request<br /> - Develop a social community – social community . Doctors demand <br /> . Restricted access to discussion <br /> . Share articles, clinical cases, presentations<br />
  51. 51. Which are the key factors … <br />Sponsor engaged <br />Challenge the status quo<br />Understanding of local culture<br />Sales and Marketing ownership<br />Understanding of communities needs<br />Resources dedicated<br />Get right target and segmentation<br />And …Take the risk<br />

×