Past and future development for pharma edetailing, to leverage return on sales. A core issue to Pharma's new commercial conduct.

1. PHARMA
HOW TO (E)DETAIL
TO LEVERAGE ROS & ROI?

2. (e)detailing

3. (e)detailing
the use of electronic, interactive media to
facilitate sales presentations to physicians

4. (e)detailing
the use of electronic, interactive media to
facilitate sales presentations to physicians
To inspire the
Presentation by the
Rep/Account
manager

5. (e)detailing
the use of electronic, interactive media to
facilitate sales presentations to physicians
To inspire the
Presentation by the
Rep/Account
manager
To Connect and
Relate the doctor to
information on line
and to relevant
stakeholders

6. Edetailing 1st stage
Edetailing on line
direct from the doctor’s laptop

7. Edetailing 1st stage
Edetailing on line
direct from the doctor’s laptop
However,
The survey (2003) found that doctors
"find value in e-detailing, but a lot of them think that the
honorarium is the main reason to do it,"

8. Edetailing 2nd stage
Focus on detailing through
Tablet(computers)

9. Edetailing 2nd stage
Focus on detailing through
Tablet(computers)
Because:
Both edetailing and traditional face to face detailing
have the most positive effects on sales.

10. Edetailing 2nd stage
Focus on detailing through
Tablet(computers)
Because:
Both edetailing and traditional face to face detailing
have the most positive effects on sales.
New interactive technologies make the presentation
more attractive by multiple presentation forms

11. First Results
Boehringer Ingelheim - Pfizer
Marianne Anderson, Denmark; Eyeforpharma 2006

12. First Results
Boehringer Ingelheim - Pfizer
Marianne Anderson, Denmark; Eyeforpharma 2006

13. First Results
Boehringer Ingelheim - Pfizer
Marianne Anderson, Denmark; Eyeforpharma 2006
97% e-detail superior to paper-based explaining complex issues
95% presentations: good or very good
92% good overview of the topic
89% faster to obtain information
80% continue e-detailing

14. First Results
Boehringer Ingelheim - Pfizer
Marianne Anderson, Denmark; Eyeforpharma 2006
97% e-detail superior to paper-based explaining complex issues
95% presentations: good or very good
92% good overview of the topic
89% faster to obtain information
80% continue e-detailing
100% easy to use and navigate
80% more time with physician
60% easier to sell
2nd detail not more difficult to complete
Growing skills and motivation
Control over communication
Structured dialogue
More willingness to follow up visit

15. The Netherlands, 2007
Evaluation of the physician’s recollection differences
between
Edetail and hard copy detail
Results within first
week after detail
Results between 6 to 8
weeks after detail

16. The Netherlands, 2007
Evaluation of the physician’s recollection differences
between
Edetail and hard copy detail
Results within first
week after detail
Positive about
way of presenting
Full acceptance as
Way of detailing for the
future
Results between 6 to 8
weeks after detail

17. The Netherlands, 2007
Evaluation of the physician’s recollection differences
between
Edetail and hard copy detail
Results within first
week after detail
Results between 6 to 8
weeks after detail
Positive about
way of presenting
Recollection of content
from edetail not
significantly better
Full acceptance as
Way of detailing for the
future
Full acceptance as
way of detailing slightly less

18. Future of edetailing
Impact on sales needs more
than just interactive tablets
between reps and physicians

19. Future of edetailing
Impact on sales needs more
than just interactive tablets
between reps and physicians
“The key functions in terms of future development will
revolve around interaction, engagement and user control...
..interactivity and tools for engagement will become even
more important than they are today”
2009

20. Pharma (e)detailing
Potential Features

21. Pharma (e)detailing
Potential Features
Multiple presentation formats
Infographics
Information layers
Flexibility
Personalised sequencing
Handling
Interactive
Tracing of persons’ information
Follow up online
Connection
CME
CLM

22. Dominic Owens (Pharmaphorum, 2012):
!
Digital means:
!
We can now talk to customers in a new way
..bring messages to life ..on a personal Youtube channel, with movies.. the
ability to link through to fully detailed support data.
..digital is interactive
..data created on the iPad comes straight back to head office.
..the marketer can develop a relationship with his audience though the
feedback loops built into all digital tools.
.. digital medium means multimedia, multilayer plans
..customers can navigate themselves through messages and data
.. without a rep needing to visit them at all – and we can track all of this!

23. Dominic Owens (Pharmaphorum, 2012):
!
Digital means:
!
We can now talk to customers in a new way
..bring messages to life ..on a personal Youtube channel, with movies.. the
ability to link through to fully detailed support data.
..digital is interactive
..data created on the iPad comes straight back to head office.
..the marketer can develop a relationship with his audience though the
feedback loops built into all digital tools.
.. digital medium means multimedia, multilayer plans
..customers can navigate themselves through messages and data
.. without a rep needing to visit them at all – and we can track all of this!
“…the really great thing is that both creativity and strategy are
now back at the forefront of pharma marketing…”

24. Digital - Detailing
•
Infographics
Multiple
Presentation formats
• Interaction &
Engagement
•
Physicians’
selection process
• Multiple Channel
Off/On line
•
On the spot
appointment/invitation

25. Core to Succes of Digital is:

26. Core to Succes of Digital is:
• Genuine interaction between Rep and Physician
• Strong connection between Physican with company
experts (internally) and with KOLs, physicans and
other Stakeholders
• Building sustainable relations with physicians and
centers of excellence

27. Core to Succes of Digital is:
•
•
•
Relation
Connection
Interaction
• Genuine interaction between Rep and Physician
• Strong connection between Physican with company
experts (internally) and with KOLs, physicans and
other Stakeholders
• Building sustainable relations with physicians and
centers of excellence

28. Core to Succes of Digital is:
•
•
•
Relation
Connection
Interaction
Q of Detail
• Genuine interaction between Rep and Physician
• Strong connection between Physican with company
experts (internally) and with KOLs, physicans and
other Stakeholders
• Building sustainable relations with physicians and
centers of excellence

29. Core to Succes of Digital is:
•
•
•
Connection
Frequency
& extension
of content
Interaction
Q of Detail
Relation
• Genuine interaction between Rep and Physician
• Strong connection between Physican with company
experts (internally) and with KOLs, physicans and
other Stakeholders
• Building sustainable relations with physicians and
centers of excellence

30. Core to Succes of Digital is:
ROS
•
•
•
Connection
Frequency
& extension
of content
Interaction
Q of Detail
Relation
• Genuine interaction between Rep and Physician
• Strong connection between Physican with company
experts (internally) and with KOLs, physicans and
other Stakeholders
• Building sustainable relations with physicians and
centers of excellence

31. Multiply your
Meet ups

32. During the call,
the rep will be able to access resources throughout the
organization to answer the physician’s questions or
fulfill his requests on the spot.
Multiply your
Meet ups

33. During the call,
the rep will be able to access resources throughout the
organization to answer the physician’s questions or
fulfill his requests on the spot.
Websites
Events
Multiply your
Blogs
Meet ups
Pharma Seminars
Training & Courses
Conferences
Communities
Social Media
Patients’ portals
eHealth

34. Examples
eep Dive
App 1 D
Pharma
d result
rocess an
P
App 2
od Co.
Fo
Nutricia
In partnership with
App 2

35. Intensify ROS
Create a path of development
Start expanding and intensify your relations network
Interact
Develop &
& Connect
Create
Externally
Promote
!
Internally
& Engage
CoCo-Create
e-
Operate
!
Detail
Detail
•
Create Integrated
Patient Care
Create partnerships
•Collaborate
•Show • Relate KOL Peers
•Demo • Support
•
•Educate •Service
•Co-Evaluate
Inform
•
•Share

36. Develop your promotion
In the course of this roadmap
from (e)detailing to partnership
you might want to:
•
Expand physicians’ internal relations with
external ones through social media
•
Use different channels of communication
•
Connect
& Interact
Promote
& Engage
!
Detail
Add mobile
e-
Detail
Develop &
Create
!
Co-Operate
!
Co-Create

37. Develop your promotion
Here, you need:
•Multichannel management
•
Key Account Management
•Co-create with your customers
Connect
& Interact
Promote
& Engage
!
Detail
e-
Detail
Develop &
Create
!
Co-Operate
!
Co-Create

38. Monitoring
Time on subject
Preferences & Opinions
Questions & Suggestions
Wishes & Demands
Local policies & Processes

39. (e)detailing
Measurement
Know the physician
Measure progress
& Results..

40. Select your Centers of Excellence
With whom to add value to your
customers and their patients
Co-Create eHealth applications
to the benefit
of your customers,
to their patients information,
support and monitoring
And to your business

41. For online Support
to care processes, patient information and support, you
might want to service eHealth applications.
To follow, share, inform,
educate, communicate, exchange, discuss

44. In close cooperation with its partners
Health Business Consult
•
•
•
•
•
•
Will produce your state of the art edetails
Train your marketing and product managers
to pre design their messages and product details
Develop your sales forces in
Key Customer Focus and management
Align your Sales, marketing and medical forces
Segment your target groups in potential and quality
Help you and your customers
to co-create ehealth applications
on existing platforms
to increase quality of health and business outcome

45. Drs. A.R.J. Halkes MHA
rob.halkes@healthbusinessconsult.com
!
P.O. Box 292
5050 AG Goirle
The Netherlands
!
M +31 6 31 66 2595
T http://www.twitter.com/rohal
F http://www.facebook.com/rob.halkes
L http://nl.linkedin.com/in/arjhalkes
W www.healthbusinessconsult.com

46. Tyler Chin, Amednews staff, Online detailing: The new way to sell - Drug reps don't have to stop by your office anymore -- you can now opt to meet with
them via your computer. July 9, 2001.
http://www.ama-assn.org/amednews/2001/07/09/tesa0709.htm
!
Tyler Chin, Amednews staff, More doctors go online for drug information, but don't expect detail reps to disappear yet. Sept.8 2003
http://www.ama-assn.org/amednews/2003/09/08/bisd0908.htm
Tyler Chin, Amednews staff, Online services offer to help doctors schedule drug reps, June 16, 2003,
http://www.ama-assn.org/amednews/2003/06/16/bisd0616.htm
!
Roger Heutschi, Rainer Alt: eDetailing – Elektronisches Marketing in der Pharmaindustrie; Universität St. Gallen - Hochschule für Wirtschafts-, Rechts- und
Sozialwissenschaften (HSG), Institut für Wirtschaftsinformatik, 2003;
!
Tyler Chin, Amednews staff, Some doctors want payment for e-detailing - Physicians like being able to view drug marketing information on their own
schedules, but some would need to be paid to do it again. August 18, 2003.
http://www.ama-assn.org/amednews/2003/08/18/bisc0818.htm
!
Editor EyfeForPharma, Maximizing sales effectiveness with e-detailing, March 21, 2006.
http://social.eyeforpharma.com
!
Pamela, Lewis, Dolan, Amednews staff, Doctors cite ease of use in rapid adoption of tablet computers. About one in four owns an Apple iPad or similar
device. April 18, 2011
http://www.ama-assn.org/amednews/2011/04/18/bisc0418.htm
!
Leigh Householder and Sean Cowan, GSK, Rethinking rep tools: best practices for creating a digital detailing plan, Posted 16th November 2011 PharmaPhorum.
!
Julian Upton, European Editor, Pharmaceutical Executive, iPad Apps: Are You Content with your Content? Pharmaceutical Executive Magazine January 1,
2012.
!
Rebecca Griffiths, Berlin, What Does E-Detailing Entail? How E-Detailing is Shaping the Pharmaceutical Industry .May 8, 2012. Basecase.
http://basecase.com/articles/e-detailing-in-pharmaceuticals/
!
Harshit Jain, How do physicians react to the iPad? Ipad or Deatil-Pad - Are pharmaceuticals using the real Tech-Pad? April 27th, 2012.
http://www.pharmaphorum.com/2012/04/27/ipad-detail-pad-pharmaceuticals-using-real-tech-pad/
!
Dominic Owens, How digital will change what pharma marketing means. Posted 27th November 2012 in Articles. http://www.pharmaphorum.com/
2012/11/27/how-digital-will-change-what-pharma-marketing-means/
!
!
Peter Mehr, PhD, Digital Dosing, How to reach physicians in the age of multi media, MM&M, February 2013, mmm-online.com
http://www.edetailing.net/Electronic-Detailing.html
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Pharmiweb.com, The future of e-detailing: 2009 and Beyond - Feature, February 12, 2013
http://www.pharmiwe.com/features.asp?ROW_ID=1233