Alchemy Healthcare Services

E-Detailing

One of the greatest challenges to the pharma industry has, ironically, always been communicating with their key stakeholders - healthcare professionals. It is estimated that 45% of pharma budgets are spent on sales force initiatives and detailing, yet vying for the time and attention of busy clinicians who have patients to see and targets to reach of their own continues to be an uphill struggle. In fact, it is estimated that 30% of GPs in the UK are now refusing to see pharma reps at all1.

However, it looks like e-detailing is finally offering a tangible solution for all. Already hot in the US, the European e-detailing market is currently growing at approximately 80% per annum2 and it seems that the pharma industry has been at the forefront of this surge in interest with many key players already trialling pilot level projects.

It is easy to see why. E-detailing allows you to communicate with your audience, guaranteeing key messages at a time and place that suits them. Using webcast technology you can bring together key opinion leaders (KOL) or present clinical trial results across the globe in real time. It can even be used to simultaneously brief teams or even the press.

Although a relatively new venture for Alchemy, we are already seeing clear benefits in adopting e-detailing as an innovative solution to your sales and communication needs. These are just some of the projects we have worked on recently, but it's a rapidly evolving area so do talk to us about your needs as the range of innovative solutions is increasing all the time.

• Webcasts - by hosting a live webcast you can bring together key opinion leaders or expert panels from around the world - in a lunch hour if necessary. Eliminating travelling costs, additional honoraria, conference facilities and the magnitude of costs previously associated with such events. Using real time technology they can interact and debate or discuss a given topic - whether that be research results, latest developments in treatment, possible new indications, side effects or even the more commercial aspects of a given product with instantaneous outcomes and decisions. Webcasts have obvious benefits for targeting the press too - allowing you or your KOL to simultaneously brief your audiences on a worldwide scale without the barriers of time delays or embargoes.

• Scripted e-detailing - either by arranging access to a secure website or by providing a CD-ROM you can incentivise clinicians to get a real feel for your product or offering by 'walking' them through screens and allowing them to view your information at their leisure.

• Internet e-detailing - e-detail can also be offered via a microsite through which clinicians, pharmacists, GPs etc can view or be briefed on a given product. In this way key messages are guaranteed and a more detailed story can be told, perhaps with the use of interactive 'journeys', diagrams, tables and graphs. Microsites can of course be promoted through the marketing mix or via specific network websites such as DoctorsNet.co.uk, E-Mims or those of the British Medical Journal, Lancet etc

References

1. http://www.pharmiweb.com/features/feature.asp?ROW_ID=249
2. http://www.marketresearch.com/product/display.asp?productid=1023959&g=1