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Cases

• Disease Awareness Marketing
• Celebrity Spokespeople for Public Awareness Campaigns
• eDetailing
• A Private-label, Turnkey eDetailing Solution at a Fixed Fee Price
• eDetailing Solution as Part of a Cross-Channel Strategic Relationship
• Online Detailing as an Adjunct to a Part-time CSO Sales Force
• Managing Physician Relationships
• Pharma Sales Rep and Physician Relationship Management
• Promoting Pull Through Prescriptions via Value-Added Free Medical Practice Web Sites and Patient Education
• Physician Education/CME
• Gauging Physician Behavior and CE Impact with Two-Way, Real Time, Web-Based Technology
• Physician eMarketing
• Audio with Synchronized Visuals Streaming Over Low Bandwidth Internet Connections for Physician Detailing and Other Communications Programs
• Expanding New Patient Starts Through Broader Physician Sample Coverage
• Live, Online, Interactive Conference with Experts to Provide Detailed Product Information to Physicians
• Sales Force Effectiveness
• Online Content Management System for Sales and Marketing Representatives

Disease Awareness Marketing

• Celebrity Spokespeople for Public Awareness Campaigns. The celebrity spokesperson, especially a sports celebrity, has long been a favorite marketing tool of pharmaceutical companies wishing to raise awareness and associate their brand with a well-known and respected person who represents the appropriate patient profile. This case study of a toe nail fungus awareness campaign demonstrates effective celebrity spokespeople can be.

eDetailing

• A Private-label, Turnkey eDetailing Solution at a Fixed Fee Price. This Case Study illustrates that some pharmaceutical companies are discovering the true potential of eDetailing as a long-term relationship management channel to be integrated into their total marketing mix.
• eDetailing Solution as Part of a Cross-Channel Strategic Relationship.This Case Study illustrates that some pharmaceutical companies are discovering the true potential of eDetailing as a long-term relationship management channel to be integrated into their total marketing mix.
• 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.

Managing Physician Relationships

• Pharma Sales Rep and Physician Relationship Management. Physicians want more from pharmaceutical sales representatives than just a quick sales pitch and drop-off of samples. They want a collaborative relationship with sales reps as trusted partners to gain access to information and tools that will help their practice. As this case study shows, developing a collaborative approach can result in increased access to physicians and increased sales rep productivity.

Physician Education/CME

• Gauging Physician Behavior and CE Impact with Two-Way, Real Time, Web-Based Technology. Medical Societies offer a unique venue for the promulgation of important medical information and education. When a pharma company has clinical data and information that qualify, a society website can focus that education to an audience more likely to participate in and benefit from the program. This case study shows how partnering with a medical society and using interactive, Web-based technology can effectively increase the reach and participation of online Constinuing Medical Education.

Physician eMarketing

• Audio with Synchronized Visuals Streaming Over Low Bandwidth Internet Connections for Physician Detailing and Other Communications Programs. Many physicians have not yet adopted high bandwidth Internet connections nor installed "plug-ins" to view multimedia presentations. A low bandwidth solution that allows the synchronization of sound and images without special software could be an effective communications tool to reach busy, technically-challenged physicians. Such a solution is described in this Case Study scenario.

• Expanding New Patient Starts Through Broader Physician Sample Coverage.Physicians have shown very high interest in ordering samples online, and now, through partnerships with major physician portals, brands can selectively target physicians and build a regular online relationship around sample ordering.

• Live, Online, Interactive Conference with Experts to Provide Detailed Product Information to Physicians. Providing detailed product information and education online with the ability for physicians to interact with experts and other participants can be a cost-effective alternative to traditional programs as illustrated in this Case Study provided by an online event and training company.

Sales Force Effectiveness

• Online Content Management System for Sales and Marketing Representatives. Pharmaceutical and medical device companies have extensive, multi-versioned product and promotional materials. It is a challenge for Marketing to maintain these sales aids and other collateral materials, keep them up to date and compliant, and efficiently distribute them for use by the sales force while keeping costs down. The following case study illustrates a content management solution that addresses these issues while also offering the ability to customize collateral pieces on demand.