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Online Detailing as an Adjunct to a Part-time CSO Sales Force

Physicians are spending less and less time with pharmaceutical sales representatives. The average "traditional" detail lasts less than 2 minutes! During this time, a sales representative is lucky to be able to detail one product, let alone a second or third. eDetailing, as this case study shows, can be effective in reaching a targeted group of physicians and significantly increasing new scripts written.

Product Name	Lathian eDetailing Solution™
Company	Lathian Systems.
Client	Merz Pharmaceuticals
Client Need	NaftinTM is a topical antifungal, which has less than 5% market share, has been on the market for 15 years. The demand for the category is seasonal and rises in the summer and early fall. The client needed a cost-effective way to detail Naftin as an adjunct to the part-time CSO sales force.
Solution (Product Description)	Lathian eDetailing SolutionTM is a dynamic, cost-effective option to reach targeted physicians with your proven product message. Lathian recruits physicians from your target lists to participate in a Virtual Detail® session that typically lasts 6-8 minutes.
Results	New prescriptions per physician were compared before and after the campaign. As a result of the campaign, Naftin realized a significant increase in NRx -- after 2 Virtual Details, NRx was 1.82 times the Rx level before the campaign, whereas in the control group, who were not promoted, NRx was only 1.31 times the pre-campaign level.
Comments	"The case study for Naftin is just one of many examples that we have seen at Lathian. Every year greater numbers of pharmaceutical marketers are realizing that eDetailing can help them make plan." -- Michael Wells, Vice President of Marketing and Cofounder of Lathian Systems, Inc.