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Published by: Datamonitor
Published: Apr. 10, 2003 - 54 Pages
Table of Contents
ACTION POINTS
Outline of the brief
Three key things you need to know about evaluating the ROI of technology-based
solutions used to drive sales force effectiveness
Technology-based solutions must be able to deliver the market intelligence
required to target physicians effectively with the greatest prescribing potential
Sales forces need to adopt technologies that position reps as crucial product
educators, instead of being merely promotional agents
A company’s sales force has to gauge market conditions accurately by relaying
vital information about physicians’ attitudes towards therapies.
DRIVING SALES FORCE EFFECTIVENESS
A conceptual model for maximizing sales force effectiveness
‘Stand alone’ technologies are ineffective at product promotion
Minimize the administrative burden placed on reps
Integrate marketing functions with customer service
Increase sales force return on investment
Increasing sales force mobility
What is the solution?
Laptop, PDA or smart phone?
Mikasa Seiyaku K.K. and Dendrite: when a laptop works
Tailoring the technology to the sales force needs
Ventiv Health and Target Software: when a PDA works
The problem with CRM systems today
The value of a PDA system to CRM programs
AstraZeneca and Nokia: when a smart phone works
Meeting the sales force needs
Maximizing field force efficiency
Abbott and Siebel: improving field force communication
Capturing and managing sales force intelligence
Key criteria for the technology sought
Mitsubishi-Tokyo and Dendrite: meeting the intelligence needs of an expanding
sales force
Tackling sales force productivity
Odyssey and Dendrite: reaching the right physician the right number of times
Improve physician interactions
Effective physician detailing
Wallace Pharmaceuticals and Proscape/Microsoft: a software solution to increase
face-to-face detailing time
The problem with detailing short-term therapies
Sales rep or product educator?
Novartis and iPhysicianNet: the ROI of video detailing
Why video detail?
Video detailing versus live detailing
Aventis and ParkStone: enhancing physician relationships through mPrescribing
Technology-based prescribing: a double-edged sword
Using handheld devices to gain physician buy-in
Utilizing physician feedback
Integrating promotional efforts: using web-based solutions
Increasing Internet use among physicians
Using web-based relationships
Continuing medical education: engaging the physician’s interest
Optimizing eDetailing: matching the technology to a physician’s prescribing
behavior
Integrating sampling opportunities with eDetailing
eSampling: saving time and money
Aventis and Microsoft: easy capture of sample distribution details
Maximize customer relationships
Supportive diseases management services
Teva Neuroscience and MSWatch.com: increasing a product’s target audience
Structuring and sizing a sales force
Allergan and Dendrite: better physician targeting
THE FUTURE DECODED
Becoming a customer-centric organization: technology solutions form an integral
part of this strategy
eBusiness initiatives need to be fully integrated
Determining your customer’s needs through optimal knowledge management
Integrating marketing functions with customer service
From sales rep to ‘product relationship’ manager: increasing the impact of
promotion
Facilitating the patient-physician relationship
Increasing face-to-face detailing time
Customer-centered marketing: rationalizing sales force size
Relying on the Internet
The rise in online reps
APPENDIX
Table of figures
Table of data
References
Research methodology
Physician Insight Survey, Q1 2002
Physician Insight Survey, Q2 2002
Physician Insight Survey, Q3 2002
Physician Insight Survey, Q4 2002
Datamonitor’s eHealthInsight Business Unit
Nick Bennett, Strategy Lead Analyst
How to contact experts in your industry
AbstractIntroduction
As escalating promotional costs reduce the ROI from traditional detailing, the pharma sector is turning to sales support technologies to drive sales force effectiveness. Technology can enhance pharma relationships with physicians through new media applications such as video detailing. Such investments can only be justified by targeting the right technologies towards physician prescribing patterns.
Scope
Coverage: Europe, Japan and the US
Case studies to highlight successful strategies for improving sales force effectiveness using technology solutions
Report Highlights
Effective physician targeting underpins the success of a pharmaceutical sales force. Companies need to ensure that technology solutions are able to deliver the market intelligence that is required to target the customer base more accurately, thereby identifying physicians with the greatest prescribing potential.
ROI from physician detailing is declining despite increases in pharmaceutical sales force size. Sales forces need to adopt technologies that position field representatives as crucial product educators, instead of being merely promotional agents.
Patients and healthcare payers play important roles in influencing prescribing decisions and companies have been forced to extend their promotional efforts beyond just physicians. A company’s sales force has to gauge market conditions accurately by relaying information about physicians’ attitudes towards certain therapies.
Reasons to Purchase
Evaluate which sales support technologies should be implemented to increase field force effectiveness
Understand how technology solutions can be used to engage physicians' interest and to improve the detailing process
Recognize how the development of effective sales force communication solutions can support the creation of a customer-centric organization
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