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Are Sales Reps Necessary?

Steve Woodruff, Founder and Principal Consultant of Impactiviti, and John Mack team up to review eyeforpharmaÂ’s Sales Effectiveness conference, which was co-located with the eCommunication & Online Marketing Conference.

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Balancing Idealistic vs. Realistic CRM Processes

This article is a summary of a panel chaired by Michael C. Lengel, Partner at Peppers and Rogers Group, and included Sharon Reffett, Director of Customer Systems and Administration at Allergan, John Vaeth, Director, CRM Capability Development at Biogen, and Wendy Jackson, President, Direct Marketing at Publicis.

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Big Pharma Sales Analytics for the Rest of Us

OnDemandIQ Inc., a Los Angeles based company, provides OnDemandIQ Insights' Life Sciences, which is an affordable web-hosted business intelligence solution for smaller companies.

Topics covered include:

• Small Company, Same Challenges
• Combining Software and Services
• Sales/Activity Reporting
• Performance Report Cards
• Analysis On-Demand

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Building a Blockbuster

TNS Healthcare research suggests that you can enhance your chances of building a blockbuster brand by developing a customer-driven approach that focuses more on building relationships with physicians than does the traditional detailing model. In support of this, TNS surveyed primary care physicians in the US and 5 European countries. The results are summarized in this article.

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The European eMarketing Scene: Desperately Seeking Strategy

The pharmaceutical industry is struggling to develop an eMarketing strategy in Europe, which is comprised of many relatively small markets (the member countries of the EU) having significant cultural and language differences.

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Evolve Your Brand into a Relationship with Consumers and Physicians

This article is a review of a presentation by Keli Bennett, Consumer Marketing Director at Abbott Laboratories, in which she contrasts and compares DR marketing and traditional DTC strategies and presents a Case Study showing the ROI benefit of integrating the two approaches.

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Finding the "Right Stuff" to Revitalize Sales Productivity

Declining sales force productivity is a major issue on the minds of sales managers and corporate executives of pharmaceutical companies large and small. More and more physicians are limiting face time and closing their doors to sales reps. The solution, according to Hossam Sadek, VP of Sales Force Effectiveness, IMS Health, is for pharmaceutical sales management to focus on relationships and the metrics that drive relationships, to enable reps to deliver tailored messages that truly impact the prescribers in their territory.

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GSK Strikes Back with a Grassroots Campaign

Mike Pucci, Vice President of External Affairs at GlaxoSmithKline, discusses his strategy to get the word out about the good that the pharmaceutical industry is doing.

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Increase Prescription Sales with Smart Tools

Realizing the limitations of the printed package insert (PI), Wellscape, a technology company that provides software solutions designed to improve patient care has developed Smart-PI, which distills complex prescribing information and packages it in portable, stand-alone real-time tools accessible from web sites and available for desktop and Tablet PCs and PDAs.

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Pharmaceutical companies are searching for new, creative solutions to the problem of decreasing sales rep effectiveness. One such solution is to provide physicians with value-added smart tools to allow them instant access to up-to-date prescribing and treatment information.

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Instead of talking about CRM (Customer Relationship Management), Philippe Barzin, former Director of Connectivity at Johnson & Johnson, focused on HRM or "Healthcare Relationship Management." To demonstrate the effectiveness of "customer-oriented surround marketing" and personalization, Barzin used BabyCenter, a J&J consumer-focused web site, as a case study.

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Putting the Customer Back in Customer Relationship Management

This article features the thoughts of Derek Evans, Vice President, Global Solutions Marketing at Dendrite International, on how to put the customer back in Customer Relationship Management. Evans emphasized the compound effect of excessive focus on high prescribers and the restrictions of formularies and government regulations.

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Reinventing the Sales Model

TNS Healthcare experts talk about moving beyond current approaches to a new sales model.

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Sales Reps Debate Their Value

When pharmaceutical sales reps are asked about the value of sales reps, you get some surprising comments.

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Strategies for Enhanced Physician Targeting and Segmentation

Richard B. Vanderveer, Ph.D., CEO of the global pharmaceutical marketing and research firm V2 GfK, presents strategies for enhanced physician targeting and segmentation.

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Tailoring CRM Solutions to Your Business Strategy

Real World examples of CRM assessment and initial implementation, highlighting early best practices in CRM deployment.

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To Build Patient Adherence, Pfizer Puts Technology Behind The Curtain

This article summaries a presentation made by Diane Stafford, Head of Patient Relationship Marketing for Pfizer UK at a recent eyeforpharma entitled "The E-nabled Patient: Using Technology to help build valuable patient relationships," Ms. Stafford asserted that you "can' t use technology as [a compliance program] delivery mechanism if it's not right."

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Understanding the Strategic Value of MSLs

Strategically Envisioned, Yet Tactically Measured

This article by contributing author Neil Gray, examines why the industry’s current use of tactical value measures for MSLs might ultimately prove limiting by positioning MSLs inappropriately and inhibiting their broader involvement in organizational and stakeholder problem-solving.

The author examines how tomorrow's MSL might be employed by Pharma and discusses the strategic movement of MSLs into the competitive intelligence space, teaching roles, strategic input to and evaluation of portfolio development, and investor relations.

Topics and issues covered include:

• Difficult Times Lie Ahead
• Numerous Stakeholder Challenges
• What Do KOLs Want?
• Moving From Science Discussants to Knowledge Directors
• What the Future May Hold

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