Lou Shapiro
I often get asked if tele-detailing can help a specific product in pharma. The answer is not always a resounding "yes" or a simple "no."
Have you considered tele-detailing to support your pharmaceutical product(s)? The most obvious application of tele-detailing is to cover vacant sales territories. However, in my experience tele-detailing can be an effective tool in a number of situations including:
• Products that are under-resourced with sales reps. Tele-detailing representatives can provide product information, answer questions, and process and fulfill sample requests
• An established product facing increased competition from new entrants. Healthcare-trained representatives (ie, RNs and pharmacists) can answer clinical and scientific questions from physicians
• A new product entering a marketplace with entrenched market leaders. Tele-detailing representatives can provide additional promotional support to “early adopters”, as well as answer questions and fulfill sample requests
• An established product that is profitable, but gets little detailing time from sales reps. Tele-detailing representatives can call on top-prescribing physicians to share new data on the product, or mid-tier prescribing physicians to remind them of the product’s efficacy, safety, and ease of use
Tele-detailing is an effective, flexible and efficient promotional tool. I’ll share the essential elements of a successful tele-detailing program in a future blog posting.
In the mean time, download a copy of our latest whitepaper, “Selecting the Right Call Center Partner: Tips for Success.” (http://bit.ly/pscallcenter)
We also did a recent podcast with PharmaVOICE entitled "Keys to Partnering with a Pharmaceutical Call Center" (http://bit.ly/ps092011podcast) which you should check out if you are interested in more on this topic.
Have you used tele-detailing to support your pharmaceutical product(s)? If so, what results did you see? Have you decreased, maintained or increased your tele-detailing efforts? I’d like to hear about your experiences with tele-detailing. Please share your thoughts in the comments of this blog post.
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Lou Shapiro
It’s the time of year when we all begin work on brand plans for the upcoming year. I’ve been talking with clients about the challenges and opportunities they face with their products. Two questions continue to come up in these conversations. The first is “how can I get more impact with fewer budget dollars?” The second question is “what should we do on-line?”
There is an obvious answer on how to get more impact with less budget dollars. Engage service providers that have expertise and systems to support your marketing and clinical programs effectively and efficiently. As a service provider focused on providing call center services we are experts in building relationships with healthcare providers and patients. We can efficiently provide information and materials and answer questions. So, my advice is to engage service providers that add value and can streamline your initiatives.
Regarding on-line initiatives, I ran across an interesting study conducted recently by FiercePharma and Sermo (the on-line physician-only social networking site). Sermo launched a study to their members to understand physician thoughts on pharmaceutical dinner programs, their preferred topics at these events, and preferences for alternate programs (ie, peer-reviewed journal articles, on-line presentations, on-line e-details, teleconferences, and meetings with company Medical Science Liaisons).
A few words of caution with the survey, it gathered results from 100 Sermo members, which is a relatively small sample of their 120,000 members. Also, keep in mind that if the respondents are using Sermo they are most likely more engaged in using social media and on-line resources. However, what struck me about the results was that nearly 63% of respondents are looking for information through non-traditional channels such as peer-reviewed journal articles (21%), on-line presentations (ie, 20%), on-line e-details (ie, 14%), and teleconferences (ie, 8%). Physicians are certainly looking to new channels to meet their information needs, and they seem to prefer channels where information is available 24 hours/day and 365 days/year. My recommendation is to implement 24/7 information programs including call centers and on-line information through company, product and disease-state websites.
As you are planning programs for healthcare providers, the FiercePharma and Sermo study also have results on information physicians are interested in on disease awareness, drug information, and practice management topics. I thought the topics were interesting and have outlined them below.
Disease awareness topics including…
• Autism
• Bipolar disorder
• Common dermatologic conditions
• Dementia
• Multiple sclerosis
• Pain management
Drug information on…
• Comparative data
• Latest clinical trials
• New anti-platelet and anticoagulant treatments
• Technical updates vs. the drug’s availability and utility
Practice management issues including…
• Business issues and how to improve the practice of medicine
• Financial planning
• Opting out of Medicare and third party-payers
• Practice management
• Reimbursement issues
Here is a link to the study results if you are interested in reviewing them in detail.
Addressing physician’s interests in your marketing and clinical affairs programs will provide value to physicians. Ultimately building value for the company and product in the minds of physicians, and creating opportunities to interact around meaningful topics. At the end of the day that is what successful brand planning is all about.
Would you consider developing programs on the practice management topics identified in this post? If so, did you encounter challenges from your legal counsel? I’m interested in learning more about the challenges your brand is facing. What are some of the new and unique programs you’re considering? If you have a question on brand planning, please share them.
Visit the PhoneScreen Website at www.phonescreen.com.
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