Online Marketing and eDetailing assessed by pharmaceutical industry experts
28 July 2006, NetworkPharma Ltd, Oxford, UK have published the latest in their KeywordPharma series of brand new conference reports intended for individuals working in and around the global pharmaceutical industry.
Online Marketing and eDetailing; in-depth report from the eyeforpharma conference, Berlin, 8-9 May 2006 is now available for purchase.
The question of whether physicians are using online technology can finally be laid to rest. Studies show that between 70% and 90% of European physicians use the internet on a daily basis. In response, the pharmaceutical industry is deploying e-detailing, customer relationship management (CRM), healthcare provider (HCP) portals and consumer compliance applications to develop e-marketing strategies that, at last, demonstrate clear business objectives and measurable return on investment.
The eyeforpharma conference, Online Marketing and eDetailing, held in Berlin on 8-9 May 2006, focused on a new ‘era of enlightenment’, with internet technology at the forefront of communication with European physicians. It examined how customer segmentation through sophisticated CRM tools can add value to the pharmaceutical industry/physician interaction, and looked at how HCP portals can deliver significant business value as the online needs and preferences of doctors are better understood.
e-Detailing still faces some barriers, yet it is emerging as a viable complement to the traditional sales force. Moreover, the deployment of digitally enabled representatives enhancing customer visits with e-detailing technologies is steadily becoming an industry trend.
This Conference Insights report looks at how the pharmaceutical industry is using the e-channel and, in turn, how European physicians are responding to technological advancement. In response to physicians’ growing familiarity with the internet, the report uses best-practice case studies to look at the critical success factors in developing e-detail programmes, and outlines key selection criteria for choosing e-detail vendors.
The integration of e-activity into the full marketing mix remains a major challenge for the industry. The report concludes that the future of e-marketing within pharmaceutical marketing will not be so much about ‘e’, but ‘e’ will be an integral part of everything the industry does.
The author, Dr Andrée Bates, said: "In terms of execution, ‘mundane things matter’, and quality of content and execution are, as ever, crucial. So, too, is involving all key stakeholders from the beginning and getting their buy-in and involvement."
All KeywordPharma publications can be purchased from ThePharmYard at www.ThePharmYard.com
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About the author
Dr Andrée Bates is the Managing Director of Eularis, a company that applies sophisticated analytical processes to quantify the sales impact of specific marketing programmes for pharmaceutical brands. These analyses determine the financial return for individual sales and marketing activities, as well as the optimal synergistic combination of activities (and budgets) to have maximum market share growth. Eularis offers brands and their agencies the bottom-line facts: what messages, what activities (and what budgets) - in what combination - will provide what market share for your brand.
Andrée’s career has encompassed academic, clinical and pharmaceutical positions internationally. She has gained wide recognition within the healthcare industry internationally for ROI and marketing effectiveness measures in pharmaceutical marketing. She is the author of many publications on this topic in peer-reviewed journals. In addition, Andrée has been invited to lecture on e-detailing ROI in the Pharmaceutical MBA programme at INSEAD Business School and on marketing ROI at the Center for Pharmaceutical Marketing Studies, Erivan K. Haub School of Business, St. Joseph’s University, Philadelphia.
Written by pharmaceutical industry specialists, KeywordPharma publications are designed to be authoritative, relevant, succinct and helpful to pharmaceutical industry executives in their day-to-day work and in their longer term career development. Available to purchase individually as e-documents, they build into a specialist knowledge library for everyone working in and around the global pharmaceutical industry.
Developed and managed by NetworkPharma Ltd, ThePharmYard provides instant access to a unique database of specialist information which is particularly relevant to individuals working within the medical and pharmaceutical industries around the world. Titles from a diverse range of independent publishers are available to purchase in electronic document format for immediate access.
NetworkPharma Ltd is an independent, specialist company founded by Peter Llewellyn, to focus on novel approaches to disseminating information within the global medical and pharmaceutical industries. Peter Llewellyn previously founded and built the leading industry portal site, InPharm, which was subsequently purchased by John Wiley & Sons to manage alongside their other industry services, PharmaFile and Pharmafocus.
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For more information please contact us via our web site or directly contact Peter Llewellyn, Managing Director, NetworkPharma Ltd, email: peter@networkpharma.com, tel: +44 (0) 1865 865943
