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Summary
The state of the Pharmaceutical union has meant massive marketing effort put toward detailing, but a dramatically less receptive audience. This is changing as sales forces around the world are being slashed. e-Detailing represents a way to maximize sales force efforts, cut costs and increase both interaction with Physicians and bottom line sales and profit. As such, e-Detailing forms vary in popularity and usage but are part of the marketing investment of all the top 20 Pharmaceutical companies in the U.S.
How important is e-Detailing in today’s marketing environment? A study by Verispan in 2007 showed 80% of Physicians participate in e-Detailing initiatives; even more telling, 20% of Physicians have completely substituted e-Detailing for personal sales calls.
More and more, Big Pharma is taking notice. Merck, OrthoMcNeil and others have signed on for major e-Detailing programs with companies like Aptilon. As a result, Merck has slashed promotional spending 9 percent since 2005, and estimates an additional 15 - 20 percent saving by 2010.
What does e-Detailing really entail? And how can the ever-crucial concept of ROI be applied? In this article, we will take a look at these issues, offering tips for effective planning, methods of demonstrating ROI as well as a case study indicative of e-Detailing's ROI potential.
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