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Posts Tagged ‘e-detailing’

We all know that the pharmaceutical sales model is being seriously re-thought. Every business model needs periodic review, to see if it continues to be a value-add, or if, in fact, it is losing effectiveness.

The interrupt-driven model of having drug reps come to doctors’ offices for fewer and fewer minutes of discussion, plus dropping off of samples, is rapidly losing market favor. It’s costly and increasingly inefficient for the drug companies, and it fills offices with non-paying people jockeying for time and attention in a marketplace where both are scarce.

So is there a better way? The industry is experimenting – with things like e-detailing and the like. And healthcare professionals are experimenting – for instance, many of them are simply barring reps from the premises.

Hmmm….

One start-up (contract sales) services company that I’ve been talking to has an interesting model – make the process doctor-driven. The (contract) reps are called in by the doctor’s office when needed for drug sample replenishment, and they are not there to sell, but to drop off samples and acquire an e-signature (tablet). The tablet also has software that the doctor pages through to request more information, set up an appointment with a trained sales rep, schedule and e-detail, contact a Medical Affairs person, etc.

I could see this approach having value for drugs that are near the end of their patent cycle, when promotional efforts are going to be scaled back, but a drug manufacturer still wants to have a presence in the marketplace. There may be other places for a contract services approach like this as well. But the major point is, all contact is driven by the healthcare professional. And there is potentially a big gain in efficiency – highly-trained reps are not idling away time hoping and praying to see 8 docs a day for a few milliseconds each.

What do you think? Does this have value? Serious drawbacks? Let me know your thoughts! (stevew at impactiviti.com)

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Impactiviti is the Pharmaceutical Connection Agency. As the eHarmony of sales/training/marketing, we help our pharma/biotech clients find optimal outsource vendors for training, eMarketing, social media, and more.

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TODAY’S NEWS

Note: if you’re going to engage in questionable marketing practices, documenting it in Powerpoint is probably not a “best practice”! Just saying…

Experiment HIV drug from Merck fails in late-stage studies – Merck & Co  on Wednesday said its experimental HIV treatment vicriviroc proved ineffective in two late-stage studies involving patients who had previously been treated with other HIV medicines...more

Merck diarrhea drug does very well – Merck & Co.’s experimental drug against a germ blamed for increasing rates of deadly diarrhea in U.S. hospitals and nursing homes cut repeat infections by 72 percent, a study in the New England Journal of Medicine saidmore

Orphan drug applications are way up.

Upcoming oral MS drugs are very promising – Study results suggest they are much more effective than expensive “disease modifying” MS drugs such as beta interferon and glatiramer acetate, which have to be injected….more

Top biotech layoffs of 2009.

RECOMMENDED

Curriculum Analysis – We have partners that can analyze your current curriculum to insure it is tightly connected to key strategies and goals, identify gaps and build learning paths that support measurable results for key roles in your organization. Contact us (stevew at impactiviti dot com, or phone at 973-947-7429) for recommendations.

PLUS

E-detailing – Pfizer doubles its spending. I expect this trend to accelerate across the industry. It simply makes sense.

JUST FOR FUN

OCD Medication - instructions.

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