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e-Detailing : revolutionizing professional healthcare marketing
e-Detailing : revolutionizing professional healthcare
marketing
e-Detailing : revolutionizing professional healthcare
marketing
Colin Williams
Pharmiweb
Detail
Direct
It has been an interesting journey for e-detailing; something
that has for a while now been hyped as the 'killer' e-business application for
today's pharmaceutical sales & marketing teams with which to interact with
their direct customer base - the healthcare profession. After a lot of dipping
of toes into the e-detailing water by the industry with somewhat muted success
to date, it is only now that models are beginning to emerge that look set to
fulfill the initial hope and promise.
So why has e-detailing come to
prominence?
Today's healthcare professional is busier than ever. Not
only do they have more patients than ever before, they also have more issues to
deal with such as financial management, staffing and empowered patients. Their
need for medical information, particularly that around pharmaceutical products
and services, is greater than ever yet they have less time available to see
sales representatives from pharmaceutical companies who they so often rely on
for this information.
On the other side of the coin, the pharmaceutical
industry is becoming a more and more competitive place, with more companies
trying to promote more products to a customer base that has less time to deal
with them. Even when they do get in front of their customers, research has
shown they are faced with an average session of 3 minutes1, and an attention
span that is even shorter. Sales & marketing costs represent the single
greatest expenditure for today's pharmaceutical companies, and this diminishing
return on investment is clearly therefore a cause for concern.
Enter
Detail-Direct.com
To address these issues, Detail-Direct.com has been
developed to provide one location on the Internet with one user name and
password that gives access to a wealth of e-detailing and additional relevant
information with a level of security that is unparalleled in the industry
today.
The need for security
PharmiWeb decided to partner
with PVS (Physician Verification Services, see
www.verifies.co.uk), an international healthcare
professional verification service that integrates local, industry-renowned
systems to provide a level of verification and security only previously seen in
the financial sector.
Martin Fagan, CEO of PVS Europe added, "PharmiWeb
have chosen PVS to verify their services as PVS offers unrivaled security, ease
of use and cost benefit compared to other mechanisms. PVS also is the only
system that allows a full reconciliation with a Pharma Company's CRM system as
well as the ability to match against ROI."
Reaching the healthcare
professional
For Detail-Direct, PharmiWeb again worked with PVS, and
partners of theirs such as Synavant in the UK to provide access to the
healthcare professional community via routes that were already perceived as
'industry standard'. What this has given Detail-Direct is the ability to target
and segment an accurate customer database to meet specific client
needs.
Positive feedback all around
Detail-Direct has already
received positive reviews from healthcare professionals and the pharmaceutical
industry alike.
Dr Tony Marshall, a GP from Barnsley commented, "I am
impressed with the level of security, ease of navigability and level of
functionality that Detail-Direct provides. There is a real need to provide this
kind of information on the Internet that as a busy GP I can access anytime, and
if it can be made available from one location to save me having to re\member a
stream of different passwords, then this is all for the better. NHSNet has
proven itself unable to match the Internet in terms of speed and security of
access, so I am looking more and more to access secure information online from
home and Detail-Direct enables me to do this."
The first 3 clients for
Detail-Direct, namely Novo Nordisk, Proctor & Gamble and Strakan were keen
to be involved with this communication channel and look forward to the benefits
of e-detailing:
Eileen Davies, Business Services Manager at Strakan
commented, "Pharmiweb have been invaluable to Strakan in developing our
e-business knowledge. Zindaclin is a new product in a well-established market
and our initial aims for the product are to generate market awareness and then
adoption. Detail-Direct is an interesting e-detailing concept that provides
secure access to valuable product-based information for the healthcare
professional in a one-stop visit. This in turn provides us with an opportunity
to reach our customer base in a way that supplements and re-enforces our other
sales and marketing activity."
Call for everyone to get involved
With established clients, promising results to date and a unique
proposition, it is clear for all to see that Detail-Direct is here to stay.
PharmiWeb are now calling for the pharmaceutical industry and other e-detailing
service providers to get involved. Paul Hartigan, CEO of PharmiWeb commented,
"The potential benefits to be gained from e-detailing are significant for all
concerned. However, to make it a true success it needs a single shop window for
the healthcare profession to trust and visit rather than the confusing array of
web sites that are currently available. Detail-Direct.com provides exactly
that, and whether it hosts e-details built by PharmiWeb or those built by
others shouldn't matter. We see no reason why they can't all co-exist happily
side-by-side.
Everyone Benefits
In conclusion, with
e-detailing the pharmaceutical industry gains a greater understanding of their
customers via an additional channel, providing new sales opportunities and the
ability to provide a better service, while healthcare professionals are able to
receive the information they want, when they want it and can receive a better
service based on their own preferences.
Click here for
Detail-Direct, Detail-Direct.com is the premier location for product-based
information that is relevant to the practice of medicine, or for more
information contact Colin Williams, e-Marketing Manager on +44 (0)1344 667430
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