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Optimizing eDetailing ROI

Written by Mark Schmukler and John Mack this expert paper was originally published in Pharma Marketing News, Vol 2 No 9.

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File type and size: PDF 0.252 MB
Publication size: 3 pages
Publication date: October 2003
Published by: VirSci Corporation
ThePharmYard product code: vsc023

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ABSTRACT

eDetailing, as with other innovative technology-based promotion approaches, promises pharma companies new capabilities to enrich customer relationships and to make the selling process more effective and cost-efficient. However, e-business programs are often considered successful based upon intuition and opinion rather than hard facts. Even financial ROI analyses evaluate the overall campaign and do not offer additional insights regarding factors that drive ROI or how ROI can be optimized going forward.

This article reviews a presentation made by Torsten Bernewitz, Principal at ZS Associates at the recent CBI eDetailing Conference in which he examined factors that drive eDetailing ROI and summarized key insights from the analysis of a variety of Pharma-sponsored ePromotion programs.

Strategic Medcomms Forum 2010:
Reshaping the healthcare conversation

30 September 2010

Oxford University Museum of Natural History, Oxford, UK

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