Sales Force Effectiveness 2007

eyeforpharma have teamed
up with Datamonitor to offer
you this unique report

As you well know, gaining access to influential healthcare professionals is difficult because physicians often do not have time to see drug reps during the working day. Furthermore, drug reps often fail to make the most of the limited time they do have with prescribers. Over time this has caused drug reps to lose influence to patient requests during the prescribing process.

See below for a Table of Contents.

This report will:

Provide an introduction to the common challenges facing the pharmaceutical sales force in the US, the EU and Japan
Recommend how sales representatives can best use key eHealth applications, such as eDetailing and eSampling, to improve access to physicians
Identify opportunities for pharmaceutical sales forces to be integrated into multi-channel marketing campaigns
Provide an analysis of future trends in sales force optimization

Reasons to purchase this report when you register:

Recognize the individuals who have the most influence on a physician’s decisions during the prescribing process
Understand why technology enabled drug reps and detailing sessions are more effective and efficient than traditional detail delivery
Examine the impact of sales force optimization on both the current and the future global pharmaceutical industry

If you register for the conference you're entitled to purchase this in-depth report for only €2700 - that's a 10% discount.

Remember to pre-order your copy when you REGISTER.

Table of Contents

Optimizing Sales Force Effectiveness: Using eHealth Applications to Improve the Quality of Physician Interactions - Delivered via PowerPoint presentation, this Brief explores how pharmaceutical companies can use eHealth applications to improve drug representatives' access to key prescribers. Particular emphasis is placed on eDetailing and eSampling applications.

Product Code: bfhc0710

Publication Date: 11-Jan-2006

Overview

Introduction

Gaining access to influential healthcare professionals is difficult because physicians often do not have time to see drug reps during the working day. Furthermore, drug reps often fail to make the most of the limited time they do have with prescribers. Over time this has caused drug reps to lose influence to patient requests during the prescribing process.

Scope

· Provides an introduction to the common challenges facing the pharmaceutical sales force in the US, the EU and Japan

· Recommends how sales representatives can best use key eHealth applications, such as eDetailing and eSampling, to improve access to physicians

· Identifies opportunities for pharmaceutical sales forces to be integrated into multi-channel marketing campaigns

· Provides an analysis of future trends in sales force optimization

Report Highlights

The prescribing decisions of surveyed physicians are equally as likely to be affected by patient requests for specific mediations as they are to be affected by office visits from drug reps.

The most effective way to influence word-of-mouth exchanges within the medical community is to provide a superior eDetailing experience. While this level of quality is what every pharma company strives for, Datamonitor's research shows that 35% of surveyed physicians rated the quality of recent eDetailing sessions as only average or below average.

Datamonitor has found that an average of 44% of surveyed physicians cite "loss of personal interactions with sales representatives" as a factor that restricts the uptake of eDetailing services in general.

Reasons to Purchase

· Recognize the individuals who have the most influence on a physician's decisions during the prescribing process

· Understand why technology enabled drug reps and detailing sessions are more effective and efficient than traditional detail delivery

· Examine the impact of sales force optimization on both the current and the future global pharmaceutical industry

ABOUT DATAMONITOR	2
ACTION POINTS	6
Scope of the report	6
Key points to take away from Datamonitor's research and analysis	6
The pharmaceutical sales representative in today's market	6
Meeting physicians' needs using an Internet-enabled sales force	7
Moving from 'sales pitch' to 'service'	7
THE PHARMACEUTICAL SALES REPRESENTATIVE IN TODAY'S MARKET	8
Key challenges facing today's pharmaceutical sales force	8
Loss of market share to generic drugs	8
Increased consumerism	8
Competition within a limited number of highly profitable specialty drug markets	9
Globalization / domestic and foreign price controls	10
Public skepticism and increased regulatory intervention	10
The changing pharmaceutical marketplace	11
MEETING PHYSICIANS' NEEDS USING AN INTERNET-ENABLED SALES FORCE	12
Pharmaceutical sales representatives continue to be an important source of information for physicians	12
eHealth opportunities in the current market	13
Supplementing traditional physician details with eDetailing services	14
Physicians prefer a mixture of traditional and technology enabled details	15
Physician demand for eDetailing services outstrips current supply	16
Strong growth is expected in the use of rep-assisted eDetailing sessions	17
Peer-to-peer recruiting is a powerful, though greatly underused, recruitment tool	18
Word-of-mouth as a method of recruitment	19
Physicians are likely to request either a drug sample delivery or a follow-up visit from a sales rep	22
A uneven sample supply makes eSampling an attractive option for many physicians	23
In support of 'on demand' sampling	24
THE FUTURE DECODED	26
Moving from 'sales pitch' to 'service'	26
eHealth technologies allow pharmaceutical sales reps to make process changes in real time	26
Integrating the sales force into a multichannel marketing mix	28
APPENDIX	30
List of figures	30
Research methodology	31
Datamonitor's 2005 Consumer eHealthInsight Survey	31
Datamonitor's 2005 Physician eHealthInsight Survey	32
Analyst Contacts	32
Kimberly O'Malley, Analyst	32
Markella Kordoyanni, Analyst	32
Jocelyn Young, Research Director	32
Related Datamonitor Research	33
List of Figures
Figure 1: Prescribing decisions of surveyed physicians are equally as likely to be affected by patient requests for specific medications as they are to be affected by office visits from sales representatives	9
Figure 2: Public skepticism of healthcare information provided by pharmaceutical manufacturers is slowly but surely preparing the way for increased regulatory intervention.	11
Figure 3: Many prescribers continue to depend on sales reps as primary sources of information about both novel drugs and new clinical data about existing therapies	13
Figure 4: Datamonitor has found that 62% of surveyed physicians would prefer a mixture of traditional and technology enabled details	15
Figure 5: Moving forward, the most effective and efficient detailing campaigns will include a mixture of in-person and technology-enabled interactions with physicians over time	16
Figure 6: An immediate opportunity exists for pharmaceutical companies to greatly the expand eDetailing services, including technology-enabled rep visits	17
Figure 7: Datamonitor believes there will be strong growth in rep-assisted eDetailing sessions	18
Figure 8: Pharmaceutical sales representatives are more likely to convince a physician to participate in an eDetailing session than a representative from an eDetailing vendor	19
Figure 9: Datamonitor believes that pharmaceutical companies must consider applying strategies that utilize word-of-mouth within the healthcare community	20
Figure 10: Datamonitor's research shows that 35% of surveyed physicians rated the last eDetailing session they participated in as average or below average	21
Figure 11: Physicians are likely to request either a drug sample delivery or a follow-up visit from a sales rep	23
Figure 12: A uneven sample supply makes eSampling an attractive option for many physicians	24
Figure 13: The majority of physicians feel that sample delivery is uneven and unreliable, causing them to receive either too few or too many samples at any given time	25
Figure 14: For every sales rep that is thinking "How can I maximize the effectiveness of the sales pitch I deliver?" there is a physician thinking "How can I maximize the level of service I receive?"	26
Figure 15: Something as simple as an email can turn a potential missed opportunity into a successful meeting	27
Figure 16: eHealth technologies allow reps to maintain consistency of service	28
Figure 17: The pharmaceutical sales force as part of the multichannel marketing mix	29

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