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iQ.mercury 2 offers unique presentation capabilities, control, and content management to turn your individual sales reps into a world-class sales force. To r... 
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Scoop.it!
Dont be fooled by flat spendbig changes are happening. James Chase offers key insights from a exciting new study
eMedToday's insight:
Key Point:
“The era of Big Pharma, and marketing the magic of a pill, is gone,” says Kate Cronin, global managing director at Ogilvy CommonHealth PR. “Now it's about everything that surrounds a pill, including services, disease awareness, education and prevention.”
And another point:
“Walker still sees this as a positive. “Digital channels are emerging channels,” he says. “Traditionally they have either been underfunded or not funded at all. There's a heightened realization that these are emerging ways in which we need to engage our customers, whether that's physicians or patients, and the investment is worth it.”
And:
Respondents were asked to rank seven healthcare audiences in order of perceived importance to them and their organizations, regardless of their actual budget allocation to those audiences .. Overwhelmingly, Physicians was the number one choice cited, ranked first place.
Clearly this supports moving aggressively to a different way to reach doctors, by use of ipads and e detailing organized around diseases and education and prevention
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Accenture Eight-Country Survey of Doctors Shows Significant Increase in Healthcare IT Usage Via Lionel Reichardt / le Pharmageek
eMedToday's insight:
An Accenture survey among 3,700 doctors in eight countries reveals that today’s doctors are going digital—now more than ever before. In fact, the recent Accenture Doctors Survey showed a spike in healthcare IT usage across all countries surveyed (Australia, Canada, England, France, Germany, Singapore, Spain and the United States). A digital platform is the best way to reach doctors
rob halkes's curator insight,
May 16, 2013 1:54 AM
New proof of development into the desired direction..? ;-)
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As the drug industry gets ready to invest more money into digital marketing to cut costs and increase efficiencies they have a lot of tactic available to them. Digital marketing, today, isn't just...
eMedToday's insight:
Cegedim that in the US, spending on e-detailing, e-mailing and Webinar /Webcast type promotion was up 65% over 2011. Not surprising since 10% of pharma sales forces have been laid off here in the US. While the idea of eDetailing sound like a great way to reach physicians they have to consider when physicians are available for eDetailing and move beyond a canned pitch. In addition research has shown that physicians are relying more on mobile apps for prescribing information.
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Pharmas spent 40 more on nonpersonal promotion to healthcare professionals globally last year while continuing to shed sales reps, a Cegedim survey shows.
eMedToday's insight:
E-detailing grew 73.9% from 2011 to 2012. That rise, Mickelberg said, is also seen in his business: “We do see e-detailing continuing to rise due largely to cuts in sales forces in some regions, but even more from the near ubiquitous use of iPad and other tablet platforms by reps worldwide.”
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Based on a comScore longitudinal study of a permission-based panel of 1,000 U.S. physicians HCP Content websites such as Medscape.com, which provide content or services catering specifically to phy...
eMedToday's insight:
Conclusion:
"Their primary job was not to “sell” but to help physicians get information about their product to answer their questions. They were available all day via the Web and also were available via text messaging. Compared to the test group of regular sales people the control group had a higher rating and was 3X as likely to be engaged as the group consisting of salespeople." On e detailing you need to sell Value Not Products
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Merck came late to the iPad party, but the company has made up the distance by releasing a global template for details using the device. Via Nikos Papaioannou
eMedToday's insight:
This is an excellent summary of what Merck is doing
" Kovach's team, working together with agency Juice Pharma, set out to build a universal platform that would let reps move fluidly between brands across languages while factoring in differences in signal (WiFi vs. cellular) and resolution (some markets have retinal screen-equipped iPads, others don't), among other thing"
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How doctors prefer to engage with pharma part two - Articles In the second part of this new series, an oncologist, referred to as Doctor B, tells pharmaphorum's Rebecca Aris how he prefers to engage with the pharma industry and how this engagement... Via Ricard Robledo, Nikos Papaioannou, Lionel Reichardt / le Pharmageek
eMedToday's insight:
The last Q&A:
RA: If you could completely redesign the way that doctors and the pharma industry interact what would this look like? DB: I think we should all be under one umbrella. Somehow there should be a gold umbrella covering industry, doctors and the users of pharmaceutical products.
The best one umbrella is one clincial platform, call e detailiing. One good defination
Use targeted self- guided e detailing, to quickly give technology smart doctors, at their convenience, creditable, accurate and value added drug, point of care and CME information and order sample opportunities with a strong focus on multi- media “ fully integrated solution
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These are my personal opinions, some of which are also published as articles in Pharma Marketing News with more details. Subscribe to the newsletter for more ... Fifty Ways to Do the Digital: Pharma CEOs Must Start "Carrying the [Digital] Bag".
eMedToday's insight:
This is interesting study. Pharma's need to redirect DTC advertising into the mobile environment and make it accurate to a patients requirment. Having an e dtail solutionf for patients would be great.
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This is just an example of a sales rep e detailing solution on an ipad.
The other e detailing is self directed which does not require the sales rep
Even with this solution the sale rep needs to get in front of the doctor which is the problem