The largest pharma commercial event in the world, eyeforpharma Barcelona 2013 (19-21st March) is putting the all powerful customer at the center. The hand-picked speakers include doctors, payors, patients, Novartis, Pfizer, Sanofi and out-of-industry speakers including Google, Santander and McLaren.
The 11th annual gathering will discuss the importance of the customer and provide key case studies on how to revise mindsets, models and structures to seal commercial success.
Formerly organized as 2 flagship shows (SFE Europe and eMarketing Europe) you can chose from 8 dedicated tracks that allow you to create a bespoke agenda. Topics include:
- Sell outcomes, not medicines: Align with your customer’s end goals to deliver real engagement ‘beyond the pill’
- Multichannel Masterclass: Personalize your approach by letting your customer select the right channel and right message. Case studies from Roche, BI, Merck, Novo, Pfizer and Novartis
- Internal collaboration: Get your clinical and commercial teams collaborating to meet payer demands, win access and guarantee reimbursement
- Digital Reboot: Empower your digital sales reps with the right tools and the correct customer knowledge to sell more efficiently. Case studies from Santander and Nycomed
Face-to-face networking is crucial to business success. 1000+ attendees will have access to our pre & post show e-networking, structured networking breaks, including a reception with drinks at the end of day one.
Click here for further information.
Posted by h2online on December 13, 2012
More often than not there is a perception that using digital devices and e-detailing technology to communicate with physicians and provide product information is going to eliminate the need for sales representatives. This belief is only strengthened by the big number of layoffs at pharmaceutical companies due to tight budgets. Thousands of sales representatives lost their jobs everywhere in the last couple of years while digital solutions to deliver product messages successfully took center stage. So how do these two changes correlate? Is pharma trying to replace sales reps with digital technologies or is the connection between these two trends less obvious?
There is no reason to deny the financial difficulties and how these effected the changes in the number of sales representatives. It is also clear that digital devices are more popular than ever. But I feel hesitant to draw a parallel between these trends. I also feel the predictions about the total replacement of sales reps are over-represented and exaggerated.
Wall Street Journal recently ran an article about the connection between e-detailing solutions and the decreasing number of sales reps and in person visits:
When German drug maker Boehringer Ingelheim GmbH launched the cardiovascular drug Pradaxa in the U.S., it put together a digital-marketing package to target doctors, including organizing webcasts for leading physicians to speak to other physicians about the drug. But the company found that sales calls to doctors’ offices were still the most powerful tool for driving new prescriptions, says Wa’el Hashad, vice president of cardiovascular and metabolic marketing. ‘No doubt digital marketing does have an impact … I don’t believe, however, the shift happens overnight. I think it’s a gradual shift,’ he says.
Other studies also proved that physicians still prefer assistance from sales reps while they are increasingly find digital detailing and e-detailing effective and a comfortable way to receive information. According to the research 68 percent of the physicians who received iPad details before reported being extremely satisfied or very satisfied with the digital technology. It also seems that using digital platforms still needs the sales reps to present the information in an effective way. Based on the findings it is safe to say that pharma representatives have a key role in providing a combination of digital and face-to-face detailing.
Additionally it has been shown that physicians who are interactive during an assisted e-detailing process have a better experience and detailing presentations that engage doctors are more likely to drive prescriptions as well. To ensure that a presentation is interactive, to make physicians involved in the information delivery process a company needs tech savvy sales reps who are comfortable with not working against digital tools, but to work together with those.
Maybe it is hard to see digital tools as helpful and handy while constantly facing more layoffs, but digital solutions are not created to replace human work force. These devices are only tools and not messages, they help sales reps to work effectively, but they have to be used correctly. A new device may catch a physician’s eye, but the emphasis has to be on the information represented with that particular device. and this is where sales reps are not replaceable.
(Sources: Pharma Marketing Blog, Wall Street Journal, MedAdNews, STwemM)
Posted by h2online on May 17, 2012
When it comes to detailing, there are a lot of different factors pharma pales reps have to take into consideration. There are a lot of different circumstances that influence what type of presentation a sales rep can give, assuming getting the opportunity to present something of course. A lot of times even getting the physicians divided attention takes a lot of effort. So because all the possible difficulties, reps have to be prepared for a number of scenarios and have to be flexible readjusting their detail plan along the way.
The infographic below helps to decide what kind of approach is fit for different situations. You can prepare the most cutting edge e-detailing presentation, if there is no time or place to show it to the physician, you have to do your best verbally. No access to physicians always seems to be an obstacle, in which case maybe it is more effective to send the details electronically so that the doctors can view them on their own schedule.
Here are the main pain points pharma representatives face on a daily basis and the possible solutions to overcome these obstacles:
Posted by h2online on April 12, 2012