People who purchased this also purchased...

• eDetailing Special Supplement
• eDetailing - A User’s Manual
• Midwestern eMarketing Values
• Marketing ROI for Pharma
• Medical internet marketing and future perspectives

Further Product Information

Sample Pages This title is published in the KeywordPharma Conference Insights series. For more information, you can download free-of-charge sample pages.

INTRODUCTION BY ANDREE BATES

After a decade of e-marketing and e-detailing, which included much hype and expectation, the dust is beginning to settle on a phase of more realistic expectations and approaches.

This conference, Online Marketing and eDetailing, organised by eyeforpharma, showed significant evidence that physicians are at last embracing online technology on a regular basis. The question of whether doctors are using the internet can finally be laid to rest: studies show that between 70% and 97% of European Union (EU) physicians use the internet on a daily basis for accessing clinical information.

So how are pharmaceutical companies responding, and what is e-marketing now being used for? This conference showed that the main key areas in which e-marketing is currently being deployed by pharmaceutical companies are e-detailing, customer relationship management (CRM), healthcare provider (HCP) portals and consumer compliance applications.

It was widely stressed that the days of simply doing ‘e’ are over; business principles must be applied to any ‘e’ project. Any e-marketing or e-detailing project must start with clear business objectives and determine which key performance indicators (KPIs) should be measured to determine whether the business objective was met and what financial marketing return, or return on investment (ROI), was achieved.

In terms of execution, ‘mundane things matter’, and quality of content and execution are, as ever, crucial. So, too, is involving all key stakeholders from the beginning and getting their buy-in and involvement.

The needs of the customer were a frequent topic in several presentations, and the concept of being customer-centric rather than product-centric was highlighted. Another topic of increasing importance was the integration of any e-marketing/e-detailing programme into some kind of CRM system and feedback loop. In fact, this concept fed into another key topic - the integration of e-marketing with the overall marketing mix. The theory of dropping the ‘e’ and ensuring all marketing is digitally enabled was highlighted in several presentations.

CONTENTS