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Everyone knows that pharma sales reps are less effective than they used to be (see "A Crisis in Professional Detailing;" Increase Physician Access and Detailing Effectiveness Special PMN Supplement). There are just too many reps visiting the same physicians without having anything unique to offer.

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. A PDA-based reference and messaging solution for oncologists offered by Skyscape, a leading provider of mobile patient care solutions, is an example of how a handheld medical reference can forge stronger physician-rep relationships.

Topics covered and questions answered include:

• Increased access: Oncologist case study
• Trusted references add value
• ROI: Feedback from reps

Full Text Available - FREE.

PMN49-04
Issue: Vol. 4, No. 9: October 2005
Word Count: 962
TOPICS: Product & Service Reviews | Physician Education (CME) | Physician Marketing & Promotion | Sales Force Effectiveness | Customer Relationship Management (CRM)