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Electronic Detailing: Reaching Physicians with Consistent and Comprehensive Marketing Messages Online
Datamonitor, Jan 2005, Pages: 49
Introduction
Electronic detailing can provide pharmaceutical companies with a cost-effective means of supplementing product details traditionally carried out by pharmaceutical drug reps. Pharmaceutical companies should use eDetailing in combination with traditional office visits to develop brand loyalty, expand physician coverage and improve the quality of the services provided to dedicated prescribers.
Scope
Investigation of the importance of the pharmaceutical sales call to a drug marketing program
Examination of the inefficiencies inherent in pharmas reliance on live sales calls as the principal way to influence physicians prescribing behavior
Recommendations for the combined use of eDetailing and live sales calls as an effective solution to many problems facing marketing teams today
Identification of key vendors active within the current marketplace and forecasts future directions for the eDetailing market in the US and Europe
Highlights
The eDetailing marketplace in the US is highly competitive and poised for significant growth in the near future. Ideally, continued competition will fuel innovation specifically with regard to the design of physician-facing platforms.
Unlike the US market, lack of competition among vendors in several European markets is a concern. In marketplaces where there are few serious competitors, the danger is that the available product will fail to be innovative in the long term, leaving an opportunity open for outside vendors to capture market share.
Where permitted by law, pharmaceutical companies can use eDetails as an attractive and engaging medium to educate patients and caregivers about the benefits of their drugs over competitors. Such initiatives will be of particular importance when formulary placement or potential side effects appear to be an issue affecting market share.
Reasons to Purchase
Understand the current and future eDetailing vendor market including factors that set apart individual vendors and their eDetailing platforms
Recognize that providing physicians with eDetails that are well-designed and highly relevant is critical to increasing future interest in this medium
Identify upcoming trends in the design and delivery of eDetails to physicians, non-physician prescribers and patients
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