Presentation on theme: "You are a Rx company Marketing Executive How does incorporating scientific education tools into your promo mix help you?"— Presentation transcript:
You are a Rx company Marketing Executive How does incorporating scientific education tools into your promo mix help you?
Decisions on Marketing Spending What Doctors Want External Regulations, and Internal Policies Strategic Focus, and R & D Focus Major dynamics that drive Rx marketing decisions?
What Physicians Want! A Publicis Selling Solutions White Paper Results of a Sermo Hot Spot Physician Survey Source: NEW YORK, Feb. 25, 2009 (GLOBE NEWSWIRE) ---
A wide variety of medical specialists completed the survey; the top five included: Internal Medicine 20.2% Family Medicine 15.4% Psychiatry 9.6% Pediatrics 9.1% Emergency Medicine 5.8% Other respondents included: Allergy and Immunology (1.0%), Anesthesiology (1.9%), Cardiology (0.5%), Critical Care (0.5%), Dermatology (1.0%), Endocrinology (1.0%), Gastroenterology (2.4%), Geriatrics (1.0%), Gynecology (1.0%), Hematology/Oncology (2.9%), Infectious Disease (1.0), Meds/Peds (2.9%), Nephrology (1.4%), Orthopedics (0.5%), Otolaryngology (1.9%), Pain Medicine (0.5%), Pathology (1.0%), Physiatry (1.0%), Pulmonology (0.5%), Radiation Oncology (1.9%), Radiology (1.9%), Rheumatology (1.4%), Other (3.8%; included General Surgery, Geriatric Psychiatry, Hospital Medicine, Interventional Radiology, and Surgery)
One of major conclusions was: Evidence based medicine means pharma companies will strive to provide independent 3 rd party information that will help physicians make optimal decisions for their patients
Further … according to a report published by PricewaterhouseCoopers LLP (PwC) * Smaller, Refocused Sales-force Will Enable Pharma Companies to Create Greater Value for Patients Smaller sales-force also means pharma companies need to provide their sales-force with strong tools * The current role of the pharmaceutical industry's sales and marketing workforce will be replaced by a new model over the next ten years as the industry shifts from a mass-market to a target-market approach that will drive revenue growth in the industry and create value for patients..
What Med Reps Need! Customized value-added solutions Useful and User-friendly for doctors Easy to handle for reps
What Doctors want/ Med Reps Need/ Business Requires Strong tools independent 3 rd party Scientific Tools
Dynamic Matrix ContentOptions & Costs Med Reps Needs What Doctors Want Evidence based Competition Credibility Internal Policies Laws, Regulations R & D, Business Strategies