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Pharma: Trends in e-detailing
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In our digital and social media focus month, Dirk Poschenrieder (Head of Strategy at Razorfish Healthware Germany) discusses the mobile health market and how mhealth apps have the opportunity to change the interaction between pharma and patients.
eMedToday's insight:
2 interesting insights
1: “The most successful and helpful health applications are those that have combined a medical tracking with a personal coaching”
2. “After the marketers have done this homework, I’m absolutely sure that mobile health apps will change the interaction between pharma and patients”
How do you do that. One way is to overlay a patient engagement model onto a e detailing platform which has medical tracking features as well as personal coaching on medication news. Several companies are doing just that, combing a doctor and patient platform together 
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DoctorBase, a leading mobile solution provider for medical practices, recently announced it has surpassed 10,000 doctors on its...
eMedToday's insight:
There is no doubt that doctors and patients are using smartphones to relate in mhealth. Where are the Pharmas in this equation. They certainly can enter the picture with an e detaling solution for patients via a moibile app
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eMedToday's insight:
Summary: Medical information is more important today and needs to be delivered in different ways.
"Firstly, with significant reductions in sales force sizes resulting from budgetary challenges, the role of medical information is taking on greater importance. Historically, if the healthcare professional (HCP) asked a question that the rep couldn't answer, the rep would go away, speak with a medical representative, and then provide the answer to the HCP, after a potentially protracted delay. There is still the demand for information today, but with an expectation that it can be delivered in different ways, from call centres, to pharma websites and third party medical sites.
Secondly, the proliferation of new drugs resulting from blockbuster drugs coming off patent means there is a heightened need for scientific medical information. Despite an increase in medical information requirements being forecast, many medical information departments within pharma companies are still ill prepared for these challenges. These departments have less experience and expertise in engaging with customers and providing excellent customer experience "
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Articles from STELLA MAYFIELD - The primary focus of e-detailing is always on facilitating sales processes by means of digital technology. Pharmaceutical companies on the globe are today taking advantage of this innovative method.
eMedToday's insight:
the case for e detailing is outined here. Very simple, very effective.
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eMedToday's insight:
This appears to be great app for a Pharma to build an on line platform for information for e detailing
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So, how can physicians use content marketing? It starts with creating content that is valuable and relevant to your patients and adding that to your web site, blog, or patient newsletters. Here are seven ideas for content to help get you started. Via Marie Ennis-O'Connor, Lionel Reichardt / le Pharmageek
eMedToday's insight:
Even though this is focused on physician the message is clear for Pharma. How can a Pharma deliver content to their patients using a e detailing solution. Answer: mobile app
"So, how can physicians use content marketing? It starts with creating content that is valuable and relevant to your patients and adding that to your web site, blog, or patient newsletters. Here are seven ideas for content to help get you started".
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eMedToday's insight:
There is a massive spend on detailing. Clearly, e detailing has a long way to go in the detailing big picture. Digital is far behind.
The pharma industry spends about $17 billion on TOTAL physician promotion: $15 billion on detailing and $2 billion on meetings . I assume these numbers include digital, but NOT measured media spending, digital or otherwise. Digital promotion is only 5.2% of the $17 billion total. This means that the U.S. pharma industry, which spends nearly $1 billion on professional digital promotion, has a long way to go before it reaches "digital maturity" on a par with other industries. I estimate that "par" to be 20%.
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This patient community website learned a lot from its members.
eMedToday's insight:
What does this survey have do do with e detailing. Alot.
Summary of survey for Pharmas
Patients are less cynical about pharma companies than you’d think. Patients want the medical system to work for them. They want pharma companies to make the drugs that help them and their loved ones. When we started Inspire, we were warned that patients would be overwhelmingly negative about pharma companies. This is simply not what we see. What we do see is a lot of discussion about how to optimize treatment, and a genuine interest among patients to best to benefit from their treatments. Pharma can develop under a e detailing platform a communication method for patient engatement
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Simplify your digital marketing and take your audience from Stranger to Lover. How to do digital marketing in 2013 ? Via Lionel Reichardt / le Pharmageek
eMedToday's insight:
Provides a nice grahic on
" In short, the mission is to take your audience on a journey (in relation to your brand) "from stranger... to lover." At each stage of the audience journey, they will be open to different types of messages from you. Along with that comes different types of tools that will help you communnicate this message and connect more closely with your audience."
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eMedToday's insight:
This is an interesting overview of the New Pharma strategic model. As related to e detailing
Summary:
Edetailing is also a program of promotion that is often not rightly understood in its potential. That will lead to detailing on tablet(computers) in the same manner as on carbon paper, not using its potential to intensify engagement and relationship. Without the right understanding and design of this instrument, one will throw away investments. It might even lead to objected use on the part of physicians, leading to closed doors whereas the opposite was a “promise.”
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Brand marketers have to recognize that we're dealing with groups of empowered consumers that have the ability to ignore our brand messages, content is king
eMedToday's insight:
Content is king and draws consumer to a Pharma brand. A Pharma should offer a consumer channel within an e detailing platform
Patient Focused Healthcare “ Patient Centric” Educate patients about specific diseases with accurate, safe, trusted drug information as well as providing interactive tools for medication adherence with a strong focus on multimedia
Create a brand image of caring for patient so they can make informed choices about their health. Increase number of interactions with patients ( 2X). “ Patient Engagement is the Blockbuster Drug of the Century”
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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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Principal Mahmood Majeed emphasizes the importance of understanding sales reps' perspectives before implementing mobile technology.
eMedToday's insight:
Short video but good. You need to develop mobile apps that sales reps will use, that doctors will use. Simple but hard to do.
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As the use of electronic media to illustrate and amplify the sales message becomes more prevalent within the pharmaceutical industry, Pf looks at the diverse e-detailing services available to compa...
eMedToday's insight:
key insight
"As the old saying goes, the devil is in the detail. Torsten W. Bernewitz of ZS Associates argues that traditional detailing has become too expensive both for the pharma industry and for the NHS. Industry needs to utilise the reach and efficiency of electronic media without sacrificing the real sales benefits of customer relationships. The role of e-detailing, he argues, is “additive”: it facilitates traditional detailing instead of replacing it. The challenge for the company is to optimise its sales model across the “promotional mix”.
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Trust is hard to win back once it has been broken. According to the Perelman School of Medicine physicians tend to be skeptical of clinical trials funded by the pharmaceutical industry, even if th... Via Lionel Reichardt / le Pharmageek
eMedToday's insight:
There is an opportunity for Pharma to provide accurate, corrent information on drug results using not the sale rep but the right e detaling information.
"But what physicians really want to better understand is how your product can result in better patient outcomes including better compliance.
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eMedToday's insight:
Social media is important to Pharma. Many traditional Pharma platforms are going out of business like DTC. One digital not fully understood by Pharma is effective use of digital mobile app and e detailing as part of the new digtial health perspective.
"There are channels that are becoming relevant and interesting now, and others that have been available for a long time but haven't really been used by pharma marketers. It is important to change the perception of established channels, which very few are using properly, and many are not using at all. Among those who have a social media presence, how many are utilising those channels as a way of engaging in a two-way communication with their audience, rather than as just another platform to broadcast their marketing message"
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A recently study assessed the extent of mobile medical applications with usability in vascular practice. Via Nikos Papaioannou
eMedToday's insight:
The summary:
Lastly, one interesting facet noted by the authors was that very few of the apps had references to medical professionals or affiliated organizations. The authors noted that the study demonstrated a short supply of medical apps designated for vascular surgical utilization. In addition, very few apps cited their information or detailed where the clinical information was coming from
This is focus on one area vascular app. However, the issue if much broader. Essentially,
Example of one company approaching to develop an e detaling approach. Note the use of a drug library
. Doctor Engagement organized by diseases & specialty •Virtual live e detailing•Scripted e detaling•Drug library•Pharma app trackers•eSamples•Push technology
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eMedToday's insight:
Medimix International (http://www.medimix.net) has recently published a new index of the most impactful initiatives taken by pharmaceutical companies as seen by Healthcare professionals - Worldwide. Of note is mobile app is on top:
Using a mobile app e detailing for CME and sales is hot
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This patient community website learned a lot from its members.
eMedToday's insight:
A Pharam should devleop an e detailing platform which address patient engagement via a mobile app
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Pharma see’s digital as a strategic way to reduce costs and increase marketing efficiencies and , with some investment, that thesis can be validated. However today’s consumer and... Via Ricard Robledo
eMedToday's insight:
interesting quote
While the model of heavy TV advertising is almost completely dead there are over 400 new drugs in development for chronic conditions. If these drugs do present a clear product benefit compared to generic’s and other brand than the best way to get patients attention is through TV.... In most cases they probably are going to turn to the Internet for health information but is your website going to draw them in or is it just a billboard trying to sell your drug? TV advertising will go away in 5 years. Pharma web sites in general are not effective for educating the consumer. What works is mobile apps within the frame of e detailing.
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One of the most common mistakes," says the Roche Digital team, "is to believe that anyone within a company can take care of digital communication. This is a particularly bad mistake for pharmaceutical companies that operate under specific legal and regulatory restrictions." Via Philippe Marchal
eMedToday's insight:
This is great idea of Digital academy which is start of understanding how to deliver digital solutions into the e detailing envirnoment
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However I also believe that pharma executives think that digital marketing is less expensive than traditional marketing and that is not necessarily the case. In fact the dollars needed to invest in digital marketing capabilities ...
eMedToday's insight:
It is this sorts of background issues which drive the e detailing solution for consumers. Some suggest DTC will be dead in five years. Pharma need to ask, how to engage the consumer in a different way and form. The answer: use mobile and use video The challenge of proving ROI for every product is going to challenge a lot of DTC marketers. The FDA continues to take their time in issuing updated Internet marketing guidelines. The higher cost of national TV along with data that shows consumers “turning off” DTC commercials. The ineffectiveness of banner ads when mass targeting is used. The decline in hard copy readership of newspapers and magazines..
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By heeding recent research findings, biotech brand managers can explore more effective ways of interacting with, and influencing, physicians during a product launch.
eMedToday's insight:
summary:
"Manhattan Research conducted an online survey of 1,713 US physicians in 2010 to determine the latest trends in how physicians interact with pharma and biotech companies through digital channels and tech-enabled sales reps." Pharma need to use mobile device to reach and communicate with doctors
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eMedToday's insight:
The probem:
"The journey to multichannel has been a slow one for pharma. “The industry is still learning,” says Dominic Owens, planning director at Seven Stones. “For many years, we didn't have multimedia to choose from - we had a salesforce armed with paper leave pieces, we did some direct mailings, some publications and a little bit at congresses, and that was about it. Nowadays we have all of the electronic alternatives and everybody recognises the opportunity - but, to date, we've found no quantitative way of assessing the value of the digital alternative. " e detaling is a key element of the multichannel strategy and solution
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Conclusion:
Mobile technology can fundamentally improve how pharmaceutical reps work. The potential for mobility is enormous, and companies are spending millions on applications and mobile enablement.
This article talks about a sales rep using mobilte technolgy. The other category of mobile is self directed use of an e delailing platform by a doctor. Really quite different.
The use of mobile technology does not solve the questions. Do doctors have time to listen to sale reps