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Order the Special eDetailing Supplement for a comprehensive review of this topic (includes this and several other reprints).

SUMMARY

In 1996, when the sales rep expansion was just starting, adding a drug rep to the sales force would yield 750 doctor calls per year. In 2000, this number dropped to just 17 calls per year per added rep (Credit Suisse/Scot Levin, 2001). "Clearly," says Croom Lawrence, Marketing Manager at Wyeth Pharmaceuticals, "we are passing the point of diminishing returns and innovation is required to increase the productivity of reps." He was speaking at the ePharma Summit conference held on May 10-12, 2004, in Philadelphia, PA.

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.

ONLY $6.95
Download PDF file immediately after paying:

PMN36-03
Issue: Vol. 3, No. 6: June 2004
Word Count: 1679
TOPICS: eDetailing | eMarketing/Internet | Physician Marketing

OVERVIEW
In the rush to gain Share of Voice by increasing the frequency and reach of sales calls, pharmaceutical companies may have lost sight of the value that the "detail person" has given to physicians in past years.

The declining sales force return on investment may signal that a significant adjustment will take place in how pharma companies market and sell their products to physicians. Many experts--not the least of which are the experts cited in this Special Supplement--think that eDetailing fits the bill for a solution to declining physician marketing ROI.

This Special Supplement to Pharma Marketing News brings together in one convenient document several topics and case studies on eDetailing and ePromotion to physicians.

The resultant collective wisdom of many experts both inside pharmaceutical companies and outside provide a frank assessment of the role and impact of eDetailing on physician marketing as well as the challenges that lie ahead.

ORDER NOW!