Posted by meramd
Mon, 12 May 2008 09:46:00 GMT
We have talked about the online marketing what and why already in our earlier posts here and here.
The question is: would this be relevant in the Indian context?
Globally, this seems to becoming a necessity as per this Data Monitor report.
"Existing sales and marketing models are considered unsustainable. Pharma has been slow to adapt and take advantage of the marketing opportunities offered by the internet. Meanwhile customers are increasingly using the web to source information. Pharma needs to evolve and engage with their customers online, or risk being left behind."
The increasing use of the internet by physicians is also something that pharma companies need to take into account as per this report here.
"Physicians are primarily using the Internet to access educational resources and high quality information. Pharmaceutical companies that provide online resources that help physicians practice medicine more efficiently and effectively will attract return site users and foster brand loyalty."
So it’s clear that the online channel must figure in the sales and marketing efforts of pharma companies. The next step would be to figure out build Vs buy decision. Some global companies have tried to build a dedicated online channel, analogous to a dedicated sales force.
Notable examples are Glaxo Smithkline https://www.gsk-ecs.com, and Merck & Co., Inc. http://www.Merckmedicus.com. This report talks about Merck's launch of “Januvia” in Europe using online channels.
For the Indian context we are proposing that online health portals can provide edetailing services to multiple pharma companies. It requires that the doctors access this information online in a secure and exclusive way. This is important because prescription drug advertising in mass media is not legal in India.
There can be multiple programs that be offered to the pharmaceutical companies. e.g.
- a 5 minute product educational program to the physicians on behalf of pharmaceutical companies. This can include text, audio and video
- online CME programs
- new drug launch and all the information about the drug
- live 2-way interaction with MRs online
How can meraMD.com help pharmaceutical companies?
meraMD.com allows only qualified doctors to register and access its internal information like forums and e-detailing platform. We have a large database of registered medical practitioners which puts us in a formidable position to get the best ROI for pharma companies. Pharma companies can also offer incentives (gifts and awards) to the physicians for participating in their programs. Our services are available 24*7 making it convenient for physicians to access these programs at their convenience.
Marketing managers in pharmaceutical companies who would like to learn more about our platform can write to us at sales at meraMD.com
Posted in Pharma Companies | Tags edetailing, India, meramd | 2 comments | no trackbacks
Posted by meramd
Fri, 02 May 2008 10:48:00 GMT
E-detailing is the new age communication channel between doctors/physicians and pharmaceutical companies. It enhances the capabilities of the current channels and delivers better returns on the overall investments in sales and marketing. This is why we think that e-detailing can be a win-win-win situation for everyone.
For Pharmaceutical Companies:
- Increase the quality and effectiveness of communications
- Make more effective sales calls each day, decrease sales force costs and increase sales
- Increase physician interaction time and prescribing rates leading to better market penetration.
- Improve competitive position by accelerating brand recognition and development
- Provide samples and additional information on demand
- Get instant feedback on the marketing communication, leading to lower costs if any communication modification is needed.
- Connect to the physicians who spend more time online, than with the medical representatives.
For Medical Practitioners:
- Receive the information you want, when you want it
- Receive a better service based on your own preferences
- Get far higher information content than traditional calls
- Get samples and responses to queries directly from the pharmaceutical company
For Medical Representatives:
- Follow up with doctors on their exact requirements; post an e-detailing session, leading to more fruitful visit to the physician
- Make more sales calls per day, since a lesser amount of time will be required to be spent with doctors who have chosen to be e-detailed.
Posted in Pharma Companies | Tags advantages, detail, e, edetailing, ROI, why | no comments
Posted by meramd
Fri, 02 May 2008 10:16:00 GMT
This is the first blog of the many that we intend to write on e-detailing. Let’s begin with the simplest question - what is e-detailing?
E-detailing uses the Internet to promote products among medical professionals. It is the technological equivalent of the pharmaceutical representative’s traditional sales tool, used as a part of a sales visit to a healthcare provider. Since sales and marketing costs represent the single greatest expenditure for pharmaceutical companies today, there is a rise in alternate communication channels between the pharmaceutical companies and the healthcare providers. E-detailing is one such low cost communication channel. Pharmaceutical companies can use it to communicate product and service messages and related information to healthcare professionals.
E-detailing can have multiple forms:
1. Web based self-guided informational programs with no live communication.
2. Online, live, or phone assisted browsing through virtual sales presentations
3. Electronically enabled promotional, educational or service efforts
4. Online Events - Online seminar, CME event or web conference
E-detailing is also referred to as Electronic detailing, Virtual detailing, Online detailing, ePromotion Detailing, Physician marketing, Professional detailing, Physician detailing, eSampling
Next: E-detailing: Why
Posted in Pharma Companies | Tags detail, e, edetailing, marketing, pharma | no comments | no trackbacks
