E-Detailing in Europe: Now or Never?
Executive Summary
When correctly used, Internet-based communication channels are overall potentially more cost-effective per minute of interaction than physical details. Their value added, however, is in many instances not an overall cost reduction of pharma-physician interaction, but a means to complement physical detail effectively by tailoring the message and medium not only to the physician, but also according to the product, therapeutic area and lifecycle stage.European markets are poised for exploiting those channels more systematically: physicians in many countries are increasingly open to receiving web-based communications from drug companies. In addition, the technological conditions (bandwidth, Internet usage) are close to being fully in place, with many technology providers gearing up to penetrate the European territory. But to take full advantage of these tools, European drug firms must properly integrate them within the current marketing mix and in doing so effectively leverage the valuable information about physician behavior that can be acquired via e-detailing transaction. In addition, companies will need to contemplate significant changes in their sales and marketing organizations that will integrate e-detailing with traditional sales rep activities and with the overall sales and marketing effort.
You may also be interested in...
Winning the Commercial Arms Race
The US pharmaceutical industry has enjoyed phenomenal success--13% annual growth in the past 5 years in the face of challenges from a variety of sources, including generic competition and mounting managed-care cost pressures. To drive this growth, the industry has engaged in an increasingly intense commercialization arms race, nearly doubling the number of sales reps on the street since 1995. While this sales model has worked well for several decades, there is growing evidence that it is missing the mark for the many high prescribing physicians. Results of a recent McKinsey & Company initiative on sales excellence in US pharmaceuticals reveals that drug companies can benefit from revisiting their traditional sales model, with potentially big advantages for those who shape the emerging approach. And whether the objective is near term revenue growth or leading the industry in a strategic shift, most pharmaceutical companies can benefit from pursuing five key actions to drive sales excellence.
Beauty Packaging Producers: July Marks Registration Deadline With PRO In Three States
Companies considered producers of single-use packaging in Oregon, Colorado and California must register with Circular Action Alliance, the leading (and currently only) producer responsibility organization, by 1 July 2024 under new state recycling laws.
Metsera Launches As New Obesity Contender Flush With $290m
Clive Meanwell, former CEO of The Medicines Company, will helm the new company, backed by ARCH and other investors. He talked to Scrip about the new venture.