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Beyond the eDetail: Evolving to Educate

This article reviews Lathian Systems' online solutions that are designed to help pharma companies capture the interest, gain the access, and obtain the time required to deliver effective educational programs to physicians

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Big Pharma Sales Analytics for the Rest of Us

OnDemandIQ Inc., a Los Angeles based company, provides OnDemandIQ Insights' Life Sciences, which is an affordable web-hosted business intelligence solution for smaller companies.

Topics covered include:

• Small Company, Same Challenges
• Combining Software and Services
• Sales/Activity Reporting
• Performance Report Cards
• Analysis On-Demand

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Building a Blockbuster

TNS Healthcare research suggests that you can enhance your chances of building a blockbuster brand by developing a customer-driven approach that focuses more on building relationships with physicians than does the traditional detailing model. In support of this, TNS surveyed primary care physicians in the US and 5 European countries. The results are summarized in this article.

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Building Power Sales Messages

This article is the second in a series of articles focused on improving pharmaceutical sales call effectiveness. It is based on an interview and webinar featuring Ian McKinnon, Senior Vice President, TNS Healthcare, who spoke on building and developing "power messages," which are messages that drive sales results.

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cDetailing: Addressing the Consumer Education Gap

Steve Smith, Editor-in-Chief of Medsite has reengineered his company's eDetailing line to create engaging interactions crafted around effective methods to engage, inform, and educate adults. Now he has tapped this experience to design the company's first Consumer Detailing ("cDetailing") product, which is a novel rich-media online consumer disease education and drug information program.

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The Changing Landscape of Physician Interactions

Pharmaceutical companies are under increasing pressure to reduce costs, speed the time-to-market for new products and ensure that physicians are informed and educated about their products.

MERGE Rx recognizes this need and offers a new generation of Web-enabled software that helps pharmaceutical companies manage physician interactions -- including key opinion leader (KOL) management, phaseIV trials, and eDetailing -- from a single, secure and scalable access point.

Topics and issues covered include:

• Eight Great Ways to Improve Interactions
• Multi-Channel Non Personal Interactions
• Personalization
• Key Opinion Leader Management

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Creating the Most Effective Sales Calls

As sales costs soar, it is critical to design and deliver messages that break through the competitive clutter and impact product performance. But how can you develop messages that drive prescribing? How can you be sure your reps are giving the messages you want to convey-and know those messages are working? And how can you protect against competitive messaging and unexpected market events?

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Direct to Physician Telemarketing and Sales

This article reviews the telemarketing services ADG Pharmaceutical Biotech Marketing (ADG), which specializes in providing hosted telemarketing services for the pharmaceutical, life sciences and biotech industries.

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Effective Physician Marketing at Medical Meeting Exhibits

This article describes best exhibit marketing practices and how to measure the effectives of your exhibit.

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Facilitating Physician Access and Education Through Online Conferencing

Access to physicians is becoming more and more of a problem. Doctors need immense amounts of medical information, but their patient loads limit their ability to see pharma sales reps or attend conferences or other educational activities away from their offices at such venues as local restaurants and hotels. And it is impractical to bring KOLs and experts into the physician's office. One way to bring these resources to physicians is through Web conferencing. This report describes MedConference, a turnkey system that is being used effectively to host 6,000 live online events per year, attended by some 300,000 physicians around the world.

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Fast Start to Customized ePromotion and eLearning Physician Programs

There is a broad spectrum of online promotional and educational opportunities that pharmaceutical companies have at their disposal to interact with, inform, and influence physicians. Lathian Systems, a provider of online marketing and sales solutions, offers these and more in its Spectrum of Solutions for life science companies.

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A free prescription drug card offered by YourRxCard.com of Baton Rouge, LA attempts to fill the gap in Rx drug coverage.

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High Impact Content in Support of Rx Brands

In this article, PLG Health CEO Philip Lief describes how his company developed and marketed 'The alli Diet Plan' book for GlaxoSmithKline in order to increase the visibility, brand recognition, and sales of the over-the-counter (OTC) alli® weight-loss product.

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How to Get Your Message In Front of Pharma Brand Managers

How can you better position yourself to reach decision makers within pharmaceutical companies? Use Internet-based technology to get YOUR message/product or service pitch in front of busy product managers who wish to choose when and how to receive them.

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Managing Cross Boundary Issues

Pharmaceutical companies are notorious for their functional and organizational silo structure built around brands. Strategic issues that cross silos -- i.e., cross-boundary issues such as getting marketing and R&D working together, getting a more coordinated global approach to marketing, or getting companies to work better in marketing alliances-are thornier than most because managers don't control all the necessary resources and communication and trust are often weak.

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Marketing's Role in Limiting Physician Access and What to Do About It

"The pharmaceutical industry has only itself to blame for limited physician access and two minute sales calls," claims Gerald J. Acuff Jr., Chief Executive Officer, Delta Point, a sales agency that enhances the effectiveness of sales representatives. He was speaking at the recent Gaining Physician Access conference hosted by the Center for Business Intelligence in Philadelphia. This review of Mr. Acuff's presentation includes the following points covered in the presentation: physician survey data about what physicians value in a sales rep; How did the pharmaceutical industry get into this mess? What is the number one people skill that pharmaceutical companies don't teach that they should? What was marketing’s role in limiting physician access and how can they correct it? How does sales messaging impact physician access?

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Measuring Marketing Strategy

It has been said that there is only one way to test marketing: wait and see what happens. However, few pharma CEOs today would consider such a 'watchful waiting' approach to be appropriate. "This observation highlights an unmet need in the pharmaceutical industry," says Mike Rea, Managing Director at IdeaPharma, a pharmaceutical marketing best practice consultancy. "While it is possible to predict and measure the effects of sales promotion by direct measures, or by modeling using surrogate measures, there are no empirical measures of the effectiveness of strategic marketing that can be used to judge effectiveness." This article reviews Q2 Audit, a new company and an industry-standard measure of marketing effectiveness

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Midwestern eMarketing Values

On the Internet it's still about content, content, content. Some may consider this old-fashioned. But Siren Interactive, a midwestern interactive eMarketing firm, believes that valuable Internet content is a prime component to an effective eMarketing strategy for pharmaceutical companies.

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Mobile Medical Reference: An Effective Door Opener for Sales Reps

Pharmaceutical companies are searching for new, creative solutions to the problem of decreasing sales rep effectiveness. One such solution is to provide physicians with value-added smart tools to allow them instant access to up-to-date prescribing and treatment information.

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A Novel Approach to Communicating with Physicians

This article describes a patent-pending technology developed by MagicMedia Communications. It offers a novel way for pharmaceutical sales representatives to "talk" to a doctor…even when face-to-face discussion is not possible! We won't give the secret away here. You'll have to read the article!

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Optimizing Brand Equity: Pre-Launch through Patent Expiry and Beyond!

There are few new blockbusters on the horizon and many profitable drugs are coming off patent. If pharmaceutical marketers want seats at the table, then they must show how marketing can contribute to long-term company financial performance.

Topics and issues covered include:

• Don't Leave Money on the Table
• Realizing Brand Value After Expiry
• Brand Architecture Models
• Understanding Equity Flows
• The Role of Communications
• Best Communication Management Practices
• Optimize the Franchise

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Optimizing DTC Performance

How TNS Healthcare helps clients build a lifetime connection between consumers and brands.

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Patient Detailing at the Point of Care

Return on DTC investment is decreasing and in the post-Vioxx marketing environment in which pharma marketers find themselves, there is a call for less advertising and more education. There are several new strategies and solutions available to pharmaceutical marketers that are designed to increase the education quotient of pharma marketing communications. One such solution is wireless Webpad developed by Phreesia for deployment in doctors' offices

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Pharmacy TeleStocking

Astute Development Group (ADG), a global provider of technology telemarketing and IT sales lead generation programs, manages pharmacy stocking from afar.

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Reinventing the Sales Model

TNS Healthcare experts talk about moving beyond current approaches to a new sales model.

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Relationship Marketing Program Management for Pharmaceutical Marketers

Relationship marketing (RM) is a critical tool for enhancing patient compliance and adherence, which is increasingly important to DTC marketers today. This article reviews the Optas relationship marketing management solution, which provides pharmaceutical marketer-friendly tools and interface for managing multiple DTC campaigns.

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Sales Rep Assessment: Shoot the Messenger, the Message, or Both?

This article is a review of Metamorph, Inc.'s methodology of using specially trained physicians to assess and validate sales strategy, marketing messages and sales aids of pharmaceutical companies based on real-time calls with reps using a standardised set of data points.

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Slides: The Currency of Communication

Slides are the currency of communication in the pharmaceutical industry. To help facilitate the team collaboration in the development and approval of slide kits, Blue Grotto Technologies, Inc., a medical education technology company based in Plymouth Meeting, PA, has developed "Slide Collaborator," which is reviewed in this article.

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Society of Industry Leaders: Help for Investors

The shifting pharma landscape makes it all the more important that investors make intelligent choices where to invest their money. The Society of Industry Leaders provides institutional money managers with timely information about the current state of the pharmaceutical market and how it is likely to progress.

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Stop Wasting $Millions on Ineffective DTC Ads!

Testing Technology Can Help Improve Ads and Engage Viewers. This article highlights PreTesting's ad measurement technology and reveals interesting insights about the major mistakes that pharmaceutical advertisers make with regard to measuring the effectiveness of their ads.

Topics covered include:

• Three Common Mistakes Made by Most Advertisers
• PreTesing Technology
• Case Study: Sleep Aid Ads
• Testing TV Ads in a TiVO World
• How to Create an Effective Drug Ad -- 17 learnings from PreTesting

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Surviving the Election Wars

The pharmaceutical industry must take a pro-active stance if it is to counter all the negative publicity the 2008 presidential campaign will generate. With the billions of dollars that the industry spends on DTC advertising, there is an opportunity to use DTC to focus more on humanitarian goals of the industry.

Topics and issues covered include:

• The Permanent Campaign
• Emerging Issues
• 2008 Election Outlook
• Building Trust with DTC
• Summary of the Roadmap to Surviving the Election Wars

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Thought-Leader Management: A Challenge Met

Across the medical device and pharmaceutical industries, thought leader management programs have not been as effective as internal management would like, particularly in the age of the Internet, when the dissemination of information should be easier than ever, according to John Estafanous, President of Bethesda, Maryland-based Estco Medical.

This article reviews Medigent® Thought Leader, a Web-based software suite designed to dramatically improve a pharma company's communications with Key Opinion Leaders

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Tips for Improving Small Pharma’s Sales

This article highlights five tips from OnDemandIQ designed to help Small Pharma focus and prioritize their sales teams on their most important goals -- improving efficiency and boosting sales.

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