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Physician Marketing & Promotion
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Through articles and real-world case studies this Special Supplement presents the collective wisdom of many marketing experts who offer solutions to the problem of decreasing sales rep effectiveness and decreasing return on the physician marketing dollar.
The information in this Special Supplement is certain to give you a better understanding of the issues relating to physician access and how to improve the effectiveness of your physician marketing and sales campaigns.
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TABLE OF CONTENTS
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Topics covered include:
MERGE Rx recognizes this need and offers a new generation of Web-enabled software that helps pharmaceutical companies manage physician interactions -- including key opinion leader (KOL) management, phaseIV trials, and eDetailing -- from a single, secure and scalable access point.
Topics and issues covered include:
Before you buy this reprint, take a look at the Sales Force Effectiveness Reprint Package,
which contains this reprint and other articles on the topic of sales
force effectiveness.
eDetailing proponents, inside pharma companies and outside, use survey data to justify their arguments for greater spending on eDetails. In some cases, however, the numbers seem to show confusing trends and even may suggest that eDetailing may not be all that it's cracked up to be.Order and pay for this reprint now using your credit card... ONLY $9.95 Download PDF file immediately after paying:
Most pharmaceutical firms have piloted eDetailing programs and scaled them successfully. However, although Traditional eDetailing has been around for at least 5 years, marketers must expand the definition of eDetailing. To this end Croom offers a Best Practice Guide for eDetailing to help pharma marketers optimize the reach and impact of eDetailing.
This article describes best exhibit marketing practices and how to measure the effectives of your exhibit.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
A panel entitled What Role Should Pharma Play in ePrescribing and the Point-of-Care? at a recent ePharma Summit conference held in Philadelphia, PA, discussed the issues facing pharmaceutical companies as electronic prescribing (ePrescribing or eRx) threatens to upset the "balance of power" between physicians, pharma companies, and payers at the point-of-care.Order and pay for this reprint now using your credit card... ONLY $2.95 Download PDF file immediately after paying:
This article describes and summarizes the features and benefits of the Reprints Desk's ePrints NRx solution -- a new scientific article collection service that simplifies the re-use of PDFs by medical marketers, brand managers, and sales professionals.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
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.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
This article presents selected results from a survey of pharmaceutical experts on eDetailing and Online Marketing conducted in 2005 by eyeforpharma, MediQuality, and PharmiWeb Solutions.
Access to physicians is becoming more and more of a problem. Doctors need immense amounts of medical information, but their patient loads limit their ability to see pharma sales reps or attend conferences or other educational activities away from their offices at such venues as local restaurants and hotels. And it is impractical to bring KOLs and experts into the physician's office. One way to bring these resources to physicians is through Web conferencing. This report describes MedConference, a turnkey system that is being used effectively to host 6,000 live online events per year, attended by some 300,000 physicians around the world.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
There is a broad spectrum of online promotional and educational opportunities that pharmaceutical companies have at their disposal to interact with, inform, and influence physicians. Lathian Systems, a provider of online marketing and sales solutions, offers these and more in its Spectrum of Solutions for life science companies.
Pros and Cons of the Proposed Rules for Distribution of Off-Label InformationOrder and pay for this reprint now using your credit card... ONLY $9.95 Download PDF file immediately after paying:
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 nature of sales detailing has changed over the years and the time has come to reassess the process and potential of this sales channel. The solution, according to Hossam Sadek, VP of Sales Force Effectiveness, IMS Health, is for pharmaceutical sales management to place greater attention on the quality of the physician-rep relationship than on traditional representative activity metrics such as number of calls per day. By focusing on relationships and the metrics that drive relationships, pharmaceutical companies enable their reps to deliver tailored messages that truly impact the prescribers in their territoryOrder and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
Should free drug samples be banned? The new PhRMA Code on Interactions with Healthcare Professionals bans free pens and out-of-office lunches, but it doesn't ban samples. Many sales consider free drug samples an important marketing tactic that they can employ to gain access to physicians. In 2005, the pharmaceutical industry distributed more than $18 billion worth of drug samples. But critics are concerned that drug samples increase costs, raise questions about the appropriateness of treatment choices, and create real or perceived conflicts of interest in the medical profession.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
Pharma Marketing News hosted an online survey and a Pharma Marketing Expert Roundtable discussion on the topic of pharma gifts to physicians. This article summarizes the findings of that survey and includes comments and insights from survey respondents and Roundtable members.Order and pay for this reprint now using your credit card... ONLY $9.95 Download PDF file immediately after paying:
This article reviews a presentation made by David Ormesher, CEO of closerlook, inc. at the recent CBI eDetailing Conference in which he said, The future of eDetailing is physician relationship management. The benefits of creating long-term relationships include brand loyalty, detailed customer intelligence and sales integration with the field force. Click Here for Full Text - FREE! (pdf).
This article reviews the book Generation Rx and focuses on the roles of several key pharmaceutical marketing pioneers as described in the book. Includes sections:Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
This year is proving to be a critical one for many industries, including the pharma-ceutical industry. Actionable, evidence-based and global pharmaceutical competitive intelligence (CI) and general business intelligence (BI) will play an important role in the drama about to unfold.
This scathing review of the book 'Hard Sell: The Evolution of a Viagra Salesman,' which is a tell-a-lot-but-not-all about pharmaceutical sales, explores the connection between flagging sales force effectiveness and the generation gap between Boomers and Gen-Xers. 'Dude,' read it!Order and pay for this reprint now using your credit card... ONLY $2.95 Download PDF file immediately after paying:
Did you know that you can sell a drug before it is launched? Dr. Gene Emmer, President of Med Services Europe B.V., an Amsterdam-based consultancy focused on sales, marketing, and business development for the medical industry, advises his start-up, cash hungry, biotech companies to consider if a European "named patient program" might be an option.Order and pay for this reprint now using your credit card... ONLY $2.95 Download PDF file immediately after paying:
The number of pharmaceutical sales representatives has increased sharply in recent years. More than 90,000 representatives compete for the attention of 650,000 practicing physicians, only 125,000 of whom are top-tier prescribers. Some people, maybe physicians most of all, hope that online detailing (eDetailing) will reduce the number of office visits from all these pharmaceutical sales representatives chasing after the same docs. This article reviews a presentation on this provocative topic made by David Hauben, Director of eBusiness at Aventis Pharmaceuticals. Click Here for Full Text - FREE! (pdf).
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.Order and pay for this reprint now using your credit card... ONLY $2.95 Download PDF file immediately after paying:
This article, written by a marketer with firsthand experience, provides an overview of the pharmaceutical markets and promotional practices in India.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
New online strategies have made eSampling a tool for significantly expanding targeted physician and sample coverage. Applications include accelerating new product uptake, efficiently maintaining physician coverage for mature brands, covering hard to reach physicians and driving patient demand.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
This article summarizes how the iPad is currently being used by the pharmaceutical industry, how it is being adopted by physicians, and what the roadblocks are to using it for eDetailing.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
Conventional market research addresses a physician's rational or higher brain and generally elicits responses that are not a sound guide to either what the physician really means or how he or she is likely to act. What's needed is a way to look "behind the curtain" of verbal responses and reveal what truly motivates physicians. This article reviews Segmedica's market research methodology, which applies behavioral science to medical market research.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
Pharmaceutical companies are notorious for their functional and organizational silo structure built around brands. Strategic issues that cross silos -- i.e., cross-boundary issues such as getting marketing and R&D working together, getting a more coordinated global approach to marketing, or getting companies to work better in marketing alliances-are thornier than most because managers don't control all the necessary resources and communication and trust are often weak.Order and pay for this reprint now using your credit card... ONLY $2.95 Download PDF file immediately after paying:
The pharmaceutical industry has only itself to blame for limited physician access and two minute sales calls," claims Gerald J. Acuff Jr., Chief Executive Officer, Delta Point, a sales agency that enhances the effectiveness of sales representatives. He was speaking at the recent Gaining Physician Access conference hosted by the Center for Business Intelligence in Philadelphia. This review of Mr. Acuff's presentation includes the following points covered in the presentation: physician survey data about what physicians value in a sales rep; How did the pharmaceutical industry get into this mess? What is the number one people skill that pharmaceutical companies don't teach that they should? What was marketings role in limiting physician access and how can they correct it? How does sales messaging impact physician access?Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
Medical device marketing is different than Rx drug marketing, which is something attendees of the recent PharmaMed Marketing & Media Conference hosted by Med Ad News learned.Order and pay for this reprint now using your credit card... ONLY $9.95 Download PDF file immediately after paying:
Adam Schechter, President of Merck US Human Health, made this statement not long ago at a Goldman Sachs healthcare conference: 'Industry must embrace new ways of engaging physicians on their terms.'Order and pay for this reprint now using your credit card... ONLY $9.95 Download PDF file immediately after paying:
This commentary takes a look at some "murky" (ie, non-transparent) physician marketing practices and presents opinions from several Pharma Marketing Blog polls and commentators.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
New Written Prescriptions (NWRx's), which are uncontaminated by managed care intervention and patient fulfillment issues, are the ultimate measure of physician behavior and, therefore, the purest measure of promotional effectiveness, according to Nancy S. Lurker, CEO of ImpactRx.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
The California legislature recently passed SB 1765 (aka, 'fair drug marketing bill'), which requires pharma companies to comply with PhRMA and OIG Guidelines. this article summarizes the provisions of this bill, which is currently awaiting signature by Governor Schwarzenegger.
This article describes a patent-pending technology developed by MagicMedia Communications. It offers a novel way for pharmaceutical sales representatives to "talk" to a doctorÃÂ even when face-to-face discussion is not possible! We won't give the secret away here. You'll have to read the article!Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
Short summaries from the Pharmaceutical Marketing Global Summit provides information about how pharma marketing practices need to evolve.
The security of a controlled environment for pharma marketing communication is giving way to the complexities of a dynamic environment with more empowered players, including patients who have more influence than ever before over which products make it to market and which are prescribed. Brand managers need to observe, gauge and seek to influence those influencers. Therefore, we need a new model that helps us make sense of a complex world of communications. This article presents such a model developed by TNS Healthcare, A Kantar Health Company.Order and pay for this reprint now using your credit card... ONLY $7.95 Download PDF file immediately after paying:
Market Strategies' 2008 MSImage Oncology Patient Assistance Program is a syndicated study that identified what oncologists and oncology practice managers perceive to be the top pharmaceutical PAPs in the industry. The study identified how PAPs influence overall corporate image among physicians, what performance measures drive a pharmaceutical company's PAP image, and which companies are perceived as having the best PAPs.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
Our European correspondent interviews Annick Pichavant Ruty, VP of Sales for Pfizer France. Surprisingly, according to Ms. Ruty, lack of sales rep time with physicians is not a problem for Pfizer France but she had other internal issues that needed to be addressed to build an effective sales force.
This article reviews the physician payment lists published by Lilly, Merck, and GSK. The analysis gives us more insight into the fees paid by various companies, how the money was distributed by state and region in the US, and what types of activities (eg, speaker fees vs. consulting fees) physicians were paid to perform.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
Astute Development Group (ADG), a global provider of technology telemarketing and IT sales lead generation programs, manages pharmacy stocking from afar.
To better understand the impact on the pharmaceutical industry of PhRMA's Code on Interactions with Healthcare Professionals, Pharma Marketing News surveyed readers between July 10, 2008 and August 7, 2008, and collected comments from pharma-focused blogs and bulletin boards. This article is a summary of the PMN survey results and opinions of experts, bloggers, and anonymous commentators.Order and pay for this reprint now using your credit card... ONLY $9.95 Download PDF file immediately after paying:
This article provides insight from experts such as Mark Bard, President of Manhattan Research and David Kibbe, M.D., Director, Healthcare Information Technology, American Academy of Family Physicians (AAFP), on the impact of new technologies at the point of care on pharmaceutical sales and marketing.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
Now there is a method proven to predict the success of a campaign prior to launch. The ProSigma Detail Model created by TargetRx, a marketing information services company located in Horsham, PA, helps pharmaceutical marketers develop the best detail and detail piece to drive prescribing behavior.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
In a keynote address at a recent ePharma Summit conference held in Philadelphia, PA, Kevin Hutchinson, CEO and President of SureScripts, a company founded by the National Association of Chain Drug Stores (NACDS) and the National Community Pharmacists Association, looked at the changing landscape and inevitability of electronic prescribing (ePrescribing or eRx) and the implications and opportunities for the pharmaceutical industry.Click Here for Full Text - FREE! (pdf).
TNS Healthcare experts talk about moving beyond current approaches to a new sales model.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
Massachusetts and several other states have put either banned all gifts to physicians by pharmaceutical companies, placed limits on gifts, or or considering doing so. At least 'sunshine' acts have been proposed in Congress as well. This article reviews some aspects of these 'sunshine' laws and focuses on a recent CALPIRG analysis of drug company gifts to physicians.Order and pay for this reprint now using your credit card... ONLY $9.95 Download PDF file immediately after paying:
This article summarizes different aspects of this latest innovation in portability and performance and how they could be used to increase sales force effectiveness in both the primary care and hospital-based environments.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
Steve Woodruff, Founder and Principal Consultant of Impactiviti, and John Mack team up to review eyeforpharmas Sales Effectiveness conference, which was co-located with the eCommunication & Online Marketing Conference.
This article summarizes a recent discussion between eyeforpharma's Editor Lisa Roner and Hans Nagl, Promotion Response Modelling Manager, Shire, about how the current economy and changing pharma landscape is impacting program effectiveness measures.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
This article is a review of Metamorph, Inc.'s methodology of using specially trained physicians to assess and validate sales strategy, marketing messages and sales aids of pharmaceutical companies based on real-time calls with reps using a standardised set of data points.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
When pharmaceutical sales reps are asked about the value of sales reps, you get some surprising comments.Order and pay for this reprint now using your credit card... ONLY $2.95 Download PDF file immediately after paying:
Slides are the currency of communication in the pharmaceutical industry. To help facilitate the team collaboration in the development and approval of slide kits, Blue Grotto Technologies, Inc., a medical education technology company based in Plymouth Meeting, PA, has developed "Slide Collaborator," which is reviewed in this article.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
Richard B. Vanderveer, Ph.D., CEO of the global pharmaceutical marketing and research firm V2 GfK, presents strategies for enhanced physician targeting and segmentation.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
Remember the good days of pharmaceutical marketing? When pharmaceutical reps and doctors had personal relationships? When the sales rep was the dominant influencer of physician prescribing behavior? When reps were knowledgeable and provided the physician with useful information that couldn't be gotten anywhere else?Order and pay for this reprint now using your credit card... ONLY $9.95 Download PDF file immediately after paying:
This article highlights five tips from OnDemandIQ designed to help Small Pharma focus and prioritize their sales teams on their most important goals -- improving efficiency and boosting sales.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
This is a summary of a recent presentation by David L. Stern, Vice President of Marketing for Metabolic and Endocrinology at Serono, Inc. Stern spoke from a marketer's perspective about recent trends in the pharmaceutical industry and how to address them by developing better marketing programs.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
This article is an edited transcript of the June 2006, Pharma Marketing Roundtable discussion, which was devoted to trends in commercial support of CME.Order and pay for this reprint now using your credit card... ONLY $9.95 Download PDF file immediately after paying:
Healthcare marketers are rewarded for increasing product revenue. However, product managers often miss a golden opportunity to drive product sales: they neglect to communicate clinical trial results properly and consequently fail to capitalize on completed medical research.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
This article summarizes the second half of a presentation by Uday Bose, European marketing director for GlaxoSmithKline Oncology, in which he focuses on reform attempts within European countries and pharma's reactions, the benefits and perils of risk-sharing agreements and how pharma might best meet the challenges of the marketplace now and into the future.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
The 2008 USA Today/Kaiser Family Foundation/Harvard School of Public Health Survey has some nuggets of information that give marketers further insight into the public’s attitude towards drug industry advertising. This article summarize these insights.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
This article summarizes results from Manhattan Research's recently released survey: ePharma Physician® v3.0: The Future of Pharmaceutical e-Marketing, which focused on the adoption of emerging technologies by an early adopter physician audience. This audience is not small and cannot be ignored! Data are presented showing which online marketing programs are considered most effective by this group of physicians and what they desire as the optimal channel mix for marketing programs.Order and pay for this reprint now using your credit card... ONLY $2.95 Download PDF file immediately after paying:
At least nine states are considering bills that would require pharmaceutical companies to publicly report annual gifts to physicians, hospitals and pharmacists with California and Vermont in the lead. This report provides numbers of spending limits and average spending by major phramaceutical companies on gifts to physicians in California.Order and pay for this reprint now using your credit card... ONLY $2.95 Download PDF file immediately after paying:
There are many reasons why pharmaceutical marketers may not be effectively measuring ROI. This article discusses several of these reasons and includes feedback and opinions from several experts who agree that all marketers - and pharma marketers in particular - have a problem with traditional ROI analysis.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
Pharma Marketing News hosted the Pharma Use of Rx Data Survey in June, 2006 and asked respondents to weigh in on several issues regarding the collection and use of Rx data by pharmaceutical companies.
According to Mark Stevens, author of the current Business Week Best Seller "Your Marketing Sucks," in the world of marketing today, people and companies are relying on the notion that a blend of "proven" or "traditional" marketing combined with slick new creative will yield results. The problem, says Stevens, is the creative ends up being the quantifying metric regarding how successful the marketing is rather than the achievement of the intended goal-driving sales.Order and pay for this reprint now using your credit card... ONLY $2.95 Download PDF file immediately after paying:
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