Comments on: A Tentative Eye from Pharma http://blog.pharmexec.com/2008/10/26/a-tentative-eye-from-pharma/ The Business of Pharmaceuticals Wed, 08 Feb 2012 14:53:10 -0500 hourly 1 By: Dentist Stockton http://blog.pharmexec.com/2008/10/26/a-tentative-eye-from-pharma/comment-page-1/#comment-34632 Dentist Stockton Wed, 24 Jun 2009 14:46:07 +0000 http://blog.pharmexec.com/?p=368#comment-34632 There's always new challenges in using web as a tool to provide a genuine health care advice from a licensed doctors. There’s always new challenges in using web as a tool to provide a genuine health care advice from a licensed doctors.

]]> By: R.J. Lewis http://blog.pharmexec.com/2008/10/26/a-tentative-eye-from-pharma/comment-page-1/#comment-19539 R.J. Lewis Fri, 31 Oct 2008 17:47:47 +0000 http://blog.pharmexec.com/?p=368#comment-19539 Andy, It's worth noting that when the audience was polled on the questions "Who has NOT yet seen a positive ROI from online efforts?" only a few hands went up. When asked, "Who HAS seen a positive ROI from online?" the vast majority of the hands went up. Brands, agencies and publishers all need to take responsibility to ensure their online efforts are converting to sales. This means Brands need to adequately fund these programs and go to bat with their organizational resistance at all levels (including med/reg) to give these programs a chance to succeed, agencies need to supply excellent needle moving creative and optimization skills, and publishers need to deliver the right audience. The web provides an excellent customer communications channel with both physicians and patients. Listening and dialogging with one's customers is a core tenant of successful business. What is ROI on NOT engaging with customers? Andy,

It’s worth noting that when the audience was polled on the questions “Who has NOT yet seen a positive ROI from online efforts?” only a few hands went up. When asked, “Who HAS seen a positive ROI from online?” the vast majority of the hands went up. Brands, agencies and publishers all need to take responsibility to ensure their online efforts are converting to sales. This means Brands need to adequately fund these programs and go to bat with their organizational resistance at all levels (including med/reg) to give these programs a chance to succeed, agencies need to supply excellent needle moving creative and optimization skills, and publishers need to deliver the right audience. The web provides an excellent customer communications channel with both physicians and patients. Listening and dialogging with one’s customers is a core tenant of successful business. What is ROI on NOT engaging with customers?

]]> By: Anonymous http://blog.pharmexec.com/2008/10/26/a-tentative-eye-from-pharma/comment-page-1/#comment-19524 Anonymous Thu, 30 Oct 2008 23:19:28 +0000 http://blog.pharmexec.com/?p=368#comment-19524 Be glad you missed the first day of the eComm. It was over-run with the self-serving salesy speak featured in the commentary above. Be glad you missed the first day of the eComm. It was over-run with the self-serving salesy speak featured in the commentary above.

]]> By: Mark Gleason http://blog.pharmexec.com/2008/10/26/a-tentative-eye-from-pharma/comment-page-1/#comment-19513 Mark Gleason Thu, 30 Oct 2008 14:14:31 +0000 http://blog.pharmexec.com/?p=368#comment-19513 The pharma-physician interaction is considered the most valuable. You miseed the first day of the eComm, that demonstrated a model of live video detailing that connects physicians with pharma education reps covering clinical data on demand. Physicians have little time during office hours to see reps, but need to understand the clinical data about the drugs they prescribe -- right patients, watch outs, etc. This alternative physician access channel is driving 10s of thousands of interactions each month according to Verispan and is gaining traction -- adopted by 7 leading pharma companies. Look up Aptilon.com. The ROI potential is pretty obvious when they are getting 7-15 minute rep-physician interactions and access to 450,000+ physicians through 35+ physician websites. The pharma-physician interaction is considered the most valuable. You miseed the first day of the eComm, that demonstrated a model of live video detailing that connects physicians with pharma education reps covering clinical data on demand. Physicians have little time during office hours to see reps, but need to understand the clinical data about the drugs they prescribe — right patients, watch outs, etc. This alternative physician access channel is driving 10s of thousands of interactions each month according to Verispan and is gaining traction — adopted by 7 leading pharma companies. Look up Aptilon.com. The ROI potential is pretty obvious when they are getting 7-15 minute rep-physician interactions and access to 450,000+ physicians through 35+ physician websites.

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