Article Reprints
Product and Solutions Reviews The following Pharma Marketing News reprints feature reviews of innovative Products and Services for Pharmaceutical Marketing and Sales. Also see Case Studies.

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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 the “New” Pharma Physician Marketing Model

This article reviews MedTera’s HC Professional “Life Long Learning” Platform — branded integrated physician marketing solutions — and presents a summary of research on how brand teams see the mix of marketing tactics changing over the next several years.

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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 Pharma Commercial Model in 2010 and Beyond

This article features a summary of the much anticipated NEW Kantar Health TRI*M annual survey results with physicians across the U.S. and Europe on their service expectations — plus how they rate 16 Pharma companies on reps, relationships and services. The survey looked not only at PCPs/GPs but also — for the first time — at what oncologists expect from the industry.

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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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The Changing Role of Pharma Sales Reps

Pharma companies need to drive maximum value out of products and they can’t do that with a ‘one-size-fits-all’ cookie-cutter approach to deploying field forces. Brand managers will look to outsourced providers to take advantage of the expertise these providers can bring to the table. This article is a summary of an interview of Nancy Lurker, CEO of PDI, Inc., which provides promotional outsourced services to healthcare companies.

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Closed-Loop Patient Education: MedTera and HealthPrize Team Up to Improve Medication Adherence & Health Outcomes

MedTera recently partnered with HealthPrize Technologies, a web-based software company that motivates people to fill and stay on prescription medications, to bring together MedTera’s online and offline educational resources and HealthPrize’s online, interactive platform to educate people about their chronic diseases and incentivize them for taking their medications as prescribed.

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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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Creating the Right Physician Experiences to Drive Business

This article presents a summary of a recent TNS Healthcare webinar and personal conversations with presenters conducted beforehand. Included are NEW research results about how US and European physicians rate pharmaceutical companies against a number of customer value points that are important in achieving success with the new sales model.

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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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ePrints NRx for Physician Detailing

This article describes and summarizes the features and benefits of the Reprints Desk’s ePrints NRx solution — a new scientific article collection service that simplifies the re-use of PDFs by medical marketers, brand managers, and sales professionals.

Topics include:

  • Physicians Value Support Services
  • Journal Articles Highly Valued by Docs
  • ePrints NRx Solution
  • Managing Digital Rights
  • Solving Persistent eChallenges
  • Good Reprint Practices
  • ePrints NRx & Closed-Loop Marketing
  • Case Study: Web Portal Integration for Immediate Article ePrint Downloads

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Eyes on the Adherence Prize: How HealthPrize Uses Financial Incentives and Fun to Change Patient Behavior

This article provides details about the HealthPrize’s innovative, compelling approach to solving one of pharma’s most perplexing puzzle: how to improve medication adherence. Included is a summary of a Pharma Marketing Talk podcast interview of Tom Kottler, CEO, and Katrina S. Firlik, M.D., Chief Medical Officer, HealthPrize.

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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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Free Prescription Drug Cards

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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Global Digital Asset Brand Management

There is a need to leverage rich media content across Rx brands and marketing campaigns on a global scale. This article is a review of ClearStory Systems’ ActiveMedia, which is an example of a next-generation digital asset management (DAM) solution for managing rich media.

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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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How to Manage the Online Conversation

This article presents a summary of a conversation with Jenna Woodul, LiveWorld’s EVP and Chief Community Officer, about how pharma companies can manage their social media interactions using technology and credentialed participants.

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Increase Prescription Sales with Smart Tools

Realizing the limitations of the printed package insert (PI), Wellscape, a technology company that provides software solutions designed to improve patient care has developed Smart-PI, which distills complex prescribing information and packages it in portable, stand-alone real-time tools accessible from web sites and available for desktop and Tablet PCs and PDAs.

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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 marketingĂ‚Â’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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Mobile Pharma Marketing: What’s the 411?

Mobile devices — especially cell phones — are becoming ubiquitous in the U.S. How can pharmaceutical companies use this technology for consumer acquisition and retention? To get some ideas, we interviewed Robert Flynn, President of Pulse Media Response, LLC, and summarize that discussion in this article.

Topics and issues covered include:

  • Mobile Text Messaging
  • Shortcodes: Ubiquitous as URLs?
  • Immediate Response
  • Mobile Marketing for Customer Acquisition
  • Mobile Dialog for Compliance
  • Text Messaging Best Practices

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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 doctorĂ‚Â…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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Optimizing Market Access

A Guide to Effective Pricing, Reimbursement and Messaging Strategies

In today’s competitive market, pricing and reimbursement strategies are key to maximizing brand success and ROI. Because every country’shealthcare system is different-and every product situation is unique-every brand requires a specific access plan, tailored to each market. And you must support each plan with effective messaging that ensures strong product acceptance and uptake. Experts from TNS Healthcare spoke on this issue in a recent webinar and during an exclusive interview with Pharma Marketing News.

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Owning the Prescription Pad: Driving Brand Decisions in a Multi-Influence World

The security of a controlled environment for pharma marketing communication is giving way to the complexities of a dynamic environment with more empowered players, including patients who have more influence than ever before over which products make it to market and which are prescribed. Brand managers need to observe, gauge and seek to influence those influencers. Therefore, we need a new model that helps us make sense of a complex world of communications. This article presents such a model developed by TNS Healthcare, A Kantar Health Company.

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Patient Assistance Program Rankings

Market Strategies’ 2008 MSImage Oncology Patient Assistance Program is a syndicated study that identified what oncologists and oncology practice managers perceive to be the top pharmaceutical PAPs in the industry. The study identified how PAPs influence overall corporate image among physicians, what performance measures drive a pharmaceutical company’s PAP image, and which companies are perceived as having the best PAPs.

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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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Pharma, Physicians, and Sermo: A Social Media Win-Win-Win!

This article provides an overview of Sermo’s new Client Center and summarizes a Pharma Marketing Talk podcast interview of with Daniel Palestrant, Sermo’s Founder and Chief Executive Officer.

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Pharmaceutical Market Access 2010

Future revenue growth in the US and EU will be limited as the EU wrestles with cost effectiveness and the US debates healthcare reforms. Meanwhile, pharma and biotech companies are looking to emerging market opportunities in Brazil, Russia, India, and China (i.e., BRIC) to drive future business. What does this all mean for patients, physicians, payers, and pharmaceutical/biotech manufacturers? This article addresses that question.

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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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Predictive Physician Marketing

Now there is a method proven to predict the success of a campaign prior to launch. The ProSigma Detail Model created by TargetRx, a marketing information services company located in Horsham, PA, helps pharmaceutical marketers develop the best detail and detail piece to drive prescribing behavior.

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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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Risk Mitigation and Its Impact on Pharma Marketing

Risk management, REMS, danger management of your product’s life cycle, whatever you call it, all are crucial to brand managers and marketing executives. In this article, Jeff Fetterman, President and CEO of ParagonRx, summarizes his ideas about how to develop a REMS that can be a win-win-win situation for you, your product, and the patient.

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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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Search Advertising Options for Pharma

In this article, Julie Batten, eMarketing Manager at Klick Pharma discusses pharma’s options for search marketing in this period between the FDA public hearing and when the much anticipated draft and final guidance on the issue is published.

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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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