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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

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Pharma Edetailing: the core to a new commercial approach

  • 1. PHARMA HOW TO (E)DETAIL TO LEVERAGE ROS & ROI?
  • 3. (e)detailing the use of electronic, interactive media to facilitate sales presentations to physicians
  • 4. (e)detailing the use of electronic, interactive media to facilitate sales presentations to physicians To inspire the Presentation by the Rep/Account manager
  • 5. (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
  • 6. Edetailing 1st stage Edetailing on line direct from the doctor’s laptop
  • 7. 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,"
  • 8. Edetailing 2nd stage Focus on detailing through Tablet(computers)
  • 9. 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.
  • 10. 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
  • 11. First Results Boehringer Ingelheim - Pfizer Marianne Anderson, Denmark; Eyeforpharma 2006
  • 12. First Results Boehringer Ingelheim - Pfizer Marianne Anderson, Denmark; Eyeforpharma 2006
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. Future of edetailing Impact on sales needs more than just interactive tablets 
 between reps and physicians
  • 19. 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
  • 21. 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
  • 22. 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!
  • 23. 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…”
  • 24. Digital - Detailing • Infographics Multiple 
 Presentation formats • Interaction & Engagement • Physicians’ selection process • Multiple Channel Off/On line • On the spot appointment/invitation
  • 25. Core to Succes of Digital is:
  • 26. 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
  • 27. 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
  • 28. 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
  • 29. 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
  • 30. 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
  • 32. 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
  • 33. 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
  • 34. Examples eep Dive App 1 D Pharma d result rocess an P App 2 od Co. Fo Nutricia In partnership with App 2
  • 35. 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
  • 36. 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
  • 37. 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
  • 38. Monitoring Time on subject Preferences & Opinions Questions & Suggestions Wishes & Demands Local policies & Processes
  • 40. 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
  • 41. 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
  • 42.
  • 43.
  • 44. 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
  • 45. 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   
  • 46. 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