E-detailing: Here and Now
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
