Measuring And Improving eDetailing Roi Workshop: Masterclass Update Workshop
Despite all the advances in eDetailing analysis techniques, many
of the largest pharmaceutical companies would be hard pressed to
really prove whether their eDetailing activities are creating extra
scripts, and how many.
Unfortunately many eDetailing marketers are still stuck in the measurement
of ‘Intent to Prescribe’ rather than looking at what
is actually happening. The reason for this is that brick level data
is not enough. What they don’t know is that there are many
ways to know (with 94.8% accuracy) exactly how many scripts your
eDetailing programme is generating. Mathematical analysis of this
has come a long way in the last few years – unfortunately
many companies are still stuck in the dark ages.
This workshop will take participants through the nuts and bolts
of different eDetailing ROI approaches and techniques so that by
the end of the day, delegates will feel confident that they know
what to do to really prove what results their eDetailing is having.
The Measuring and Improving Pharmaceutical Marketing Effectiveness
and ROI Workshop is full of valuable information, real-life eDetailing
case studies, and practical exercises. There is plenty of opportunity
for attendees to participate and interact with the trainers and
each other.
Delegates will complete a small interview prior to the workshop
so that the programme can be adapted to suit the specific needs
of the delegates. In doing so the actual programme may change slightly
if required.
Programme
Continental Breakfast
Introduction to ROI in Pharmaceutical Marketing
Discussion: Battling for eDetailing Budget
Session 1: Why Some Form of Actual eDetailing ROI Measurement
is Crucial
• eDetailing overview
• eDetailing and Regulatory Restraints Update
• eDetailing ROI Metrics
• A structure for understanding eDetailing ROI and Marketing
Metrics
Session 2: eDetailing Case Studies & How ROI was Measured
• Case study 1: Virtual eDetailing and ROI
• Case study 2: Scripted Rep-Directed eDetailing and ROI
• Case study 3: Scripted Self Directed eDetailing ROI
• Case study 4: Physician Portal eDetailing ROI
• Data analysis Detail
• Summary of Approaches to ROI
Session 3: Doctor Views Update
• eDetailing Views from the Doctors in 2006
• Comparison of Views from 2002
• Summary of changes and implication for eDetailing approaches
eDetailing and ROI Measures
Session 4: Win the Budget Battle with an eDetailing ROI-Based
Plan
• Risk and eDetailing ROI
• What counts as cost?
• Marketing overheads
• The eDetailing black hole
Session 5: Linking Components of eDetailing Activity to
Marketing Results
• eDetailing approaches and components
• Linking eDetailing approaches and components to ROI &
Net Present Value
• eDetailing ROI rules
Interactive Exercise: What's the return on my eDetail?
Session 6: eDetailing ROI Modelling Pre-Launch
• Pipeline secrets – how to model and eDetailing programme
when you have not launched yet!
• The eDetailing black hole
Sales Force Mix Modelling
Session 7: Sales Force Mix Modeling
• Sales Force Mix Modelling Overview
• How Sales Force Mix Modelling works to increase detailing
(including e) sales and profit
• Using Sales Force Mix Modelling for your pharma brand detailing
AND eDetailing ROI
• Using Sales Force Mix Modelling to optimize pharma detailing
AND eDetailing ROI
Session 8: Using eDetailing ROI Metrics and Sales Force Mix Modelling
Use our five-step process to integrate detailing and eDetailing ROI and metrics with your brand NOW
Session 9: Workshop Review
Closing
Contact us to request the programme brochure for this event.
Contact us to register
NOW for an early bird discount and to register for this workshop.
Our personal offer to you
We'd like to make you an offer. So many people find that they simply need to chat over their situation without feeling
that anyone is selling to them. Our offer is to give you 20 minutes of our time for you to discuss all or part of your
brand concerns that are currently on your mind.
If you have any problems with the form, please contact us. The diary for this gets very full so don't leave it too long! We look forward to speaking with you very soon.
Register below to receive our leading ideas
Of course, you may not be ready to chat right now, so if you would rather see what ideas we can give you via email,
please leave us your details below and we'll be in touch with some leading thoughts on how to grow and manage your brand.
'The 9 Survival