Optimal medical information brand support Sarah York Head of Medical Information and Promotional Affairs sanofi aventis

The basics of medical information who what why how where when

Who ? MI professionals are... – graduates pharmacy biomedical subject – healthcare professionals nurse …medic (rarely!) – service providers

What ? Scientific service which is... factual accurate objective up to date non-promotional reactive (for enquiries)

Why ? Legal / regulatory requirement – EU Advertising Directive / Medicines Act – ABPI Code of Practice ‘Companies must have a scientific service to compile and collate all information, whether received from medical representatives or from any other source, about the medicines which they market.’

How ? PIPA Medical Information Standards company policies and procedures pragmatism!

Where ? Office-based – medical dept – marketing dept – shared with another function Field-based … ?

When ? Office hours OOH

Enquiry handling: basics Answering enquiries is the core business of medical information – procedures should exist covering speed of response identification of person taking the call manner taking enquiry details call transfers / ‘hold’ returning calls cover in department

Enquiry handling: basics Answer will vary depending on nature of enquirer – healthcare professional – sales representative – patient / public – media / journalists… Answer must be specific to the question and not extend beyond it

Enquiry handling: basics Standard letters evaluated summaries of the relevant data – up to date – non-promotional – factual – accurate – objective – non-misleading may need to be tailored to the exact question asked an informative letter can avoid the need to routinely supply copies of references

Enquiry handling: adding value Many customers go directly (and only) to MI a good service will induce a favourable impression of the company MI has a more complete picture of customer interests than the sales force MI in general has a good relationship with eg UKMI - influencers who don’t see sales reps How can we leverage this ?

Enquiry handling: adding value Identifying key customers - and treating them accordingly KOLs / influencers frequent callers important centres lead investigators – CRM system is a useful source of information on customers for medinfo

Enquiry handling: adding value Feedback to sales / marketing enquiry trends overall, eg – by area / individual representative – by customer type – by product specific issues – identification – tracking – message management (including sending in the representative)

Enquiry handling: adding value Feedback to sales / marketing specific customers’ queries….?

Enquiry handling: adding value Feedback to sales / marketing specific customers’ queries….?

Enquiry handling: adding value Feedback to sales / marketing specific customers’ queries….? – the Data Protection Act prohibits the use of details which could identify a specific customer for commercial purposes, unless they have given specific permission for this – asking for this permission could affect the status of medical information as a non-promotional function

Enquiry handling: adding value Feedback to sales / marketing specific customers’ queries….? …but any enquiry details which don’t identify a specific customer can be given to sales / marketing

Enquiry handling: adding value Enquiries via sales force interpretation of the enquiry – clinical / scientific context – training needs – correct use of promotional messages comprehensive, objective and focused answer has the customer asked this before? – If so, tailor the answer further can the representative call back with the answer ? unlicensed indications...

Enquiry handling: adding value Out of Hours enquiries not a legal requirement, but PIPA guidelines state that OOH arrangements must be in place for URGENT medical queries – access to OOH product information helps support its appropriate use support the customer enhance the Company’s reputation

Medico-marketing support: basics Notification of changes to products SPCs, PILs, launches, discontinuations… – journals – specific customers eg UKMI – reference sources eg MIMS/eMIMS, BNF, eMC Preparing product-based information technical brochures / monographs PILs prescribing information

Medico-marketing support: basics Promotional material review – copy approval detailed technical check correct references? – reflecting current knowledge – quoted correctly – not used misleadingly

Medico-marketing support: adding value save time for your medic! if MI reviews materials first, the medic’s time is used more efficiently… save time for the brand team involve the MI specialist at concept stage for comprehensive literature searching /review better claims spotting Code breaches early better communication during signoff

Sales support: basics Customer enquiries via representative – licensed indications – rep knows answer, but wants backup from MI – rep knows answer, but wants call-back opportunity – rep doesn’t know answer – unlicensed indications a quick, helpful response will support the sales representative

Sales support: basics Enquiries for representative’s own information supports ongoing learning flag training needs to Sales Training flag common queries re promotional campaign to Marketing / Sales management

Sales support: basics Literature bulletin promoted products competitors therapy area / background – summary of article – optional comments from sales force / sales training medical advisor marketing

Sales support: basics Formulary applications MI prepare and send out product summaries on request – these must be non-promotional if sent from medical information MI complete formulary application forms MI write letter of recommendation for formulary advocate...

Sales support: adding value Formulary applications MI attend formulary committee – formal presentation of clinical data / publications nb: certify slides as this is a promotional activity! – Q&A session based on Company experience with product Field visits issues management presentation of unlicensed or complex data care needed! better understanding of sales rep’s lot in life...

Sales support: adding value MI support at external conferences literature search service – in-house database(s) – external databases – document delivery eg reference copies product specialist ‘on-tap’ – with backup eg standard letters – and if managed appropriately MI personnel on stand duty!

Your medical info department can help with... answering customer queries supporting the medical advisers informing the marketeers educating the sales teams contributing to the business!

Thank you for your attention...