- 9 November 2007
- Author: Onyx Health
- Posted in: e-Marketing
- Tagged under:
Getting Behind e-Detailing
Access to doctors is probably one of the biggest challenges that pharma sales and marketing teams face. For decades the rep/doctor interaction has been one of the most successful generators of sales. However, we are slowly seeing these valuable relationships being ebbed away, as PCTs and Trust purse holders try to control prescribing costs by putting all sorts of barriers in place.
The sad thing is that the majority of doctors who regularly see sales representatives actually value the service and information they offer, but with the OFT report highlighting the influence that sales reps have on doctors prescribing branded products, we can probably expect to see even more barriers being erected over the next year.
So where do we go from here? For the past couple of years e-detailing has been the buzz word, yet many brand managers are still sitting on the fence and not capitalising on the sales opportunities it may offer their brand. One of the biggest reasons for not embracing e-detailing is the lack of confidence brand teams often have in its ability to deliver sales. This is despite both Doctors.net and OnMedica campaigns showing some great returns on investment. So here are some examples of what can be achieved.
Campaigns by OnMedica
Launch Product
A three-wave e-detailing and sales rep campaign generated a 29% increase in prescriptions amongst targets prescribers when compared to reps visits alone (source IMS Xponent)
Mature Product
e-detailing alone generated a 24% increase in prescribers of a four year old product among non-targets which lead to a 17% increase in prescriptions written (source IMS Xponent)
Campaigns by Doctors.net
Product in Decline
An e-detailing and eCME campaign generated an additional £135k of monthly sales with a brand that was declining at 12% per annum (source IMS Xponent)
Mature Product e-detailing alone generated a 20% increase in sales over a four month period in comparison to previous year (source RSA data)
There are many advantages to e-detailing and campaigns which can support brands in various stages of their life cycle. In the launch of any new brand e-detailing can play a valuable role should be used to supplement sales force activity. Product cash cows that are in the later stages of their lifecycle being revitalised by e-detailing campaigns with no sales force activity, generating additional income for the brand. Campaigns involving e-detailing are also an excellent way of communicating brand messages to doctors where sales reps have no access or are low on the target list.
The more pharma companies that start getting on board with e-detailing, the greater results we are going to see and by the end of next year having an e-detail is likely to become one of the basic activities for market entry programmes for all launch brands.