Wednesday, November 26, 2014

Cyber Monday starts early! See details how you can save on ePharma

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To get a head start on the holiday season, as a member of our online community, we’re giving you an extended chance to take advantage of our Cyber Monday sale.

Register for ePharma and receive 30% off the standard rates. Mention code CYBER2014!**


That's not the only event you can save on.  Check out select other IIR events you might be interested in:

IIR’s 19th Annual Drug Delivery Partnerships 
January 29-30, 2015 in Boca Raton, FL.
Accelerating the path to market by leveraging new partnerships, breakthrough innovation and unique business models. Visit the website for full details.
More about the event.
Register here.

IIR’s 12th Annual Medicare Congress
February 3-5, 2015 in New Orleans, LA
Survive the toughest rate environment to date with lessons from top-notch healthcare executives
Visit the website for full details.
Register here.

IIR’s 24th Annual Partnerships in Clinical Trials
April 22-24, 2015 in Boston, MA visit the website for full details.
Accelerate speed to market by leveraging new partners, new technologies, and new business models at the must-attend clinical event of the year
More about the event.
Register here.

See the full list of events here.
Have any questions? Email Jennifer Pereira.

*This promotion is only valid Wednesday, November 26th 2014 through Monday, December 1st  2014. Offer cannot be applied retroactively to confirmed paying registrants and cannot be combined with any other discounts or promotions. All registrants and guests are subject to IIR approval.
**Cyber Weekend offer only applicable to registrants not utilizing the Buy One Get One offer. Only pharma/biotech/med device companies are eligible for The Buy One Get Offer

Tuesday, November 25, 2014

How to Use Your CRM to Make Every Physician Interaction Count

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The life of a pharmaceutical sales representative is a tough one, and it’s only getting more difficult. The amount of time spent sharpening your clinical knowledge won’t mean much if you can’t get in front of a physician or prescriber – a task that includes an increasing amount of obstacles, such as the Sunshine Act. In addition, many physicians are changing their policy regarding how they receive non-patient visitors, with a reported 45 percent of prescribers restricting access to sales representatives.

Undoubtedly, an avalanche of sales calls forced physicians to change their protocols, but the truth is that some of the highest prescribing specialists, like oncologists, say they prefer face-to-face interaction to other forms of marketing communication. Another paradox of this policy can be found in a study by a Clinical Journal of Hypertension that found prescribers who don’t see sales reps are less likely to head FDA Black Box warnings and are slower to adopt new medications and doses.

So how can you find the balance in the two extremes? Pharmaceutical sales strategies are moving away from antiquated bombardments of a physician’s office to an emphasis on customer-centric, value-based tactics. Customer data plays a key role in executing this new type of strategy, so smart reps will quickly become experts in using the best source of customer data available – your organization’s customer relationship management software.

CRM Isn’t New, But It’s Vital          

Major pharmaceutical organizations have been using CRM products for decades, because the nature of the pharmaceutical industry demands that reps keep detailed information on prospects and customers. Spreadsheets are clumsy options for this type of data storage, and sharing spreadsheets filled with rows and rows of data isn’t ideal either – all of which make CRM software a natural choice for pharmaceutical companies.

We’re even at the point where CRM are made specifically for pharmaceutical companies.
And while you’ve probably been trained on how to use a CRM product, it’s the methodology that goes along with the software that can change the way you interaction with physicians. Instead of just using a physician’s location, prescribing habits, and personal interests as a method for pushing general, high-priced products, make sure you come equipped with samples laser focused on the niche population that physician is treating.

After all, even if some physicians prefer in-person encounters, the ideal length of time for a conversation with a sales rep is 5 minutes or less. That doesn’t leave much time for small talk, so get straight to the detailing and make sure your conversation is guided by the evidence, i.e., the data about this customer from your CRM.

Use Personas to Scale

Another key change in the pharmaceutical sales process is a movement away from one to one sales interactions towards tactics that produce value for entire organizations or multiple prescribers. But how do you accomplish this while staying focused on the preferences of each physician? Isn’t that counterintuitive?

Not if you build personas. Personas are mixes of qualitative and quantitative data – hey, just the kind you have in your CRM! – that represent different types of customers. By using personas that represent different prescriber types you’ll be able to devise strategies that work on a larger scale than a one to one basis.

For example, high prescribing physicians will of course each have different personal interests and ways of practicing, but they likely all share certain characteristics and professional habits that you can identify and sell toward. Common objections are a great qualitative data point to start with, and seasonal prescribing habits are an example of quantitative characteristics for your personas.
By building personas, you’ll be able to scale your strategies and spend less time worrying over one specific prescriber.

Become More of a Marketer

With access increasingly restricted and the Sunshine Act barring opportunities for hosting events, it’s time to think of alternative mediums for reaching your target prescribers. Based on the personas you’ve built, you’ll know which ones prefer to interact over email, and if you’ve got a decent CRM, then you’ll be able to send mass emails from inside the same program.

In this sense, you’ll need to think like a marketer. Forget about your quarterly numbers for a moment and consider how you can generate the most value for your prescribers. Likely this will involve including new product information, clinical trial results, or enrollment opportunities in your email, but it really depends on which personas you’re targeting.

Because you’re not going to send the same email to everyone, are you? Segmenting your email efforts by persona is an excellent use of your CRM data and it’s something that your marketing department is likely already involved in.

Again, if your CRM is up to snuff, you’ll be able to see which prescribers opened your emails and which didn’t. Email’s also great because a significant number of people still open most of their emails, so while it may seem simple, if you do it well, it’s effective. In fact, 79 percent of physicians prefer e-detailing to face-to-face encounters.

By refocusing your tactics to be more customer centric and data driven, you’ll be able to develop more efficient strategies and ideally increase your market share. And it all starts with data in your CRM system. Using evidence for your sales and marketing decisions is par for the course at this point, so if you’re only using your CRM for sales automation, you’re falling behind.



Author Bio: Zach Watson is the content manager at TechnologyAdvice. He covers gamification, healthcare IT, business intelligence, and other emerging technology. Connect with him on LinkedIn.

Friday, November 21, 2014

Are Pharmaceutical Ads Creating New Illnesses?

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Did you know it has been 17 years since direct-to-consumer drug (DTC) advertising was permitted in the United States? If you haven’t noticed from the advertising on your TV, the results are pretty obvious. DTC advertising, on which Big Pharma spends over $3 billion a year, has done much more than sell pills - through their educational efforts,  the pharma industry has even sold new diseases to a very paranoid audience.

In fact, when people hear a TV ad about depression, many think it’s an announcement from the Centers for Disease Control and Prevention or another medical group. But, the truth is, according to Investigative Drug Reporter Martha Rosenberg, most disease awareness messages are about Big Pharma trying to get people to diagnose themselves with a disease to create demand for a new drug.

“There is no relationship between public health needs and the direct-to-consumer (DTC) advertising” which makes a disease popular,” according to Madhusree Singh, MD in the Journal of the Society of General Internal Medicine. “Anecdotally, I can tell you that if I got a dime for every time a patient asked for a drug by name, I would not need to go to work.”


The pharma industry has been selling diseases that require expensive drugs and new drugs suppress the immune system. In fact, they can make the companies as much as $20,000 a year per patient, but while they can be useful for people suffering from autoimmune disorders, it’s unconscionable to market drugs with poor safety profiles to people who don’t need them.

Many of the diseases marketed to consumers through direct advertising don’t have clear biological markers. And Big Pharma’s awareness ads have created a nation of patients who don’t just ask their doctors if they have a disease they saw on TV — they often insist to their clinician that they’re suffering from a disorder.

John Abramson, MD, author of “Overdosed America: The Broken Promise of American Medicine” and a clinical instructor at Harvard told CNN, “I could not convince many of my patients that the marketing they were hearing about Vioxx was maximizing the benefits and minimizing the risks,” he said. “That’s how powerful the advertising is.”

We’ll have more on the latest in pharma marketing at ePharma. Join us February 24-26 in New York, NY.

This piece was contributed by @AmandaCicc.

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Tuesday, November 18, 2014

Digital Pharmaceutical Marketing Growth Requires New Industry Standards

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These days, as pharmaceutical marketing has moved from traditional face-to-face towards digital, physicians are not always aware of the new ways they’re being marketed to, which means more transparency is essential for success.

In fact, a new piece in The New England Journal of Medicine, written by researchers at the University of Pennsylvania’s Perelman School of Medicine and Leonard Davis Institute of Health Economics, discusses key digital marketing tactics targeting physicians, outlines concerns about the influence over physician decisions, and makes recommendations about how to update policies to keep up with the constantly changing pharma marketing space.

Pharmaceutical companies currently spend 25 percent of their marketing budgets on digital technologies, such as websites and social media,” the authors wrote.  “Electronic health records (EHRs), social media and mobile applications represent new ways for pharmaceutical companies to conduct market research and to market directly to physicians.”


According to the piece, anonymized EHRs provide pharma companies with patient information and insight about why physicians choose certain treatments. Therefore, EHRs can be used for direct marketing to physicians through banner ads, sponsored clinical resources and much more. “Unlike traditional forms of advertising, digital technologies enable tailoring of advertisements to individual physicians on the basis of data from clinical encounters,” the authors wrote.

Additionally, social media platforms that are restricted to physicians are way for companies to reach out, using marketing tactics like sponsored discussion forums. Also, mobile applications allow companies to market to physicians, using data that tracks the type of information physicians are looking up and targeting sponsored alerts accordingly.

“Traditional marketing, including visits by sales representatives, gifts to physicians and lectures by opinion leaders, influences treatment decisions even though it mostly occurs outside of patient care settings. Although marketing can lead to reductions in under-treatment of some conditions, it has more often been associated with over-diagnosis, overtreatment and overuse of brand-name medications,” wrote the authors. “Digital advertising creates new pathways for reaching physicians, allowing delivery of marketing messages at the point of care, when clinical decisions are being made.”

So, the authors recommend a three-pronged approach to fix policies to address the insidious nature of digital marketing tools that are integrated into electronic resources for patient care. First, they recommend greater transparency from EHRs, social media sites and mobile applications about what data are collected and how they are used. Secondly, they recommend physicians to use the same caution with online interactions as with in-person interactions with sales representatives. Lastly, the authors suggest that professional societies issue guidelines calling for firewalls to keep marketing out of patent visits.

The authors wrote, “Digital technology is changing the nature of marketing, and policies intended to limit its influence are lagging behind. But the medical profession can enact policies to ensure that patients, not advertising, remain the focus of care.”

We’ll have more on the latest in pharma marketing at ePharma. Join us February 24-26 in New York, NY.

This piece was contributed by @AmandaCicc.

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Thursday, November 13, 2014

Looking for more engagement with your patients? Try texting them

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The quest for patient engagement is still one of the areas doctors are working to perfect.  In a recent infographic from Televox, they look at the opportunities that come from innovative, out of the box ways for physicians to communicate with their patients.   Land lines are moving out and issuing in a new era of two way engagement is the SmartPhone which can elevate traditional phone calls to  confirmation tools and Q&A devices.

A few of the stats that stood out to me in this infographic were:
  • 39% of American households surveyed now only use wireless devices.  Home phone numbers may soon become a thing of the past.
  • Wireless device penetration in the United States is 102%
  • 82% of Americans surveyed think that communicating digitally with a doctor would be beneficial
  • Consumers read 98% of text messages


Presented By TeleVox

This February at ePharma, we'll go in-depth with professionals who are on the front lines of patient engagement in the new healthcare ecosystem. ePharma will take place February 24-26, 2016 in New York. We're putting the finishing touches on this year's agenda, so sign up for email updates to be alerted when the program is released.  Want to get the lowest rates of the year?  Register today.

Do you think using texting as a medium to reach patients will lead to better patient outcomes and compliance?

Wednesday, November 12, 2014

Road Map for a Successful Social Media Strategy

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What does it take for a successful social media strategy to take hold in a company? Telerex recently published a white paper that looks at how a Pharma company can align themselves so that a social media strategy can be successful.

So what does Telerex define as important steps on a road to success in Pharma social media marketing?
  • Strong internal agreement and a centralized strategy are important for a successful social media strategy
  • Laying groundwork and having plans for community content and strategy before kicking off any program
  • Define proper use of social media channels and share those in guidelines with your communities
  • Objectives for social media success should be identified up front
  • When using social media, remember it's another channel in your strategy driving the same message and story.
  • Identify where you are starting on the social media chain and identify the right messaging and communication from there: broadcasting, listening or engaging
Also in this white paper, Telerex covers how to build the right social media team for success, suggestions to working with adverse events on social media, setting up content strategies and platform strategies within them and more.  Download the full white paper here.


Tuesday, November 11, 2014

ePharma is Coming February 24-26 | Find out about our BOGO Offer!

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Join the premier life science marketing event at IIR's ePharma 2015, February 24-26th, in New York City. ePharma provides you with the content from industry thought leaders and peer interactions you need to develop a best-in-class (and highly profitable!) marketing plan.

Attend ePharma and learn how to:
  • Integrate the 3 Ps: providers, patients and payers for cohesive outreach
  • Implement a customer-centric approach to marketing, whether your customers are HCPs, patients or a new customer bases (for example, ACOs or IDNs)
  • Use data to create a multi-pronged, customized customer journey
  • Prove that digital marketing is making sales, paying off, and should be central to all marketing outreach

Confirmed speakers to date include:
  • Lisa Caldwell, Marketing Director, US Vaccines, GSK*
  • Ryan Billings, Director, Social Strategy, AstraZeneca*
  • Peter Dannenfelser, Director of Marketing, Digital North America, Janssen Pharmaceuticals
  • Jay Denhart-Lillard, Center for Innovative Customer Experience, Lilly USA, LLC*
  • Robert Greif, Vice President, Commercial Operations, EVO Biologics*
  • Sarah Holloway, PhD, Marketing Director, TAK-114, General Medicine Global Marketing, Takeda Pharmaceuticals International, Inc.*
  • Paul Ivans, President, Evolution Road Consulting
  • Erika Jurrens, MBA, BBSS, Pediatric Brand Marketing, Vaccines Business Unit, US Pharma, GSK*
  • Stephan Klaschka, Director, Global Innovation Management, Boehringer Ingelheim*
  • Monique Levy, Vice President of Research, Manhattan Research
  • Gary Lewandowski, Director of Marketing, Purdue Pharma*
  • Robert Noble, Product Director, Otsuka America Pharmaceutical Inc.
  • Nicole Salis, Senior Manager, eMCM Business Partner, Pfizer*
  • Julia Strandberg, Vice President, Global Marketing, Covidien*
  • Jennifer Thomas, Product Director, GI Marketing, Janssen*
  • John Vieira, Senior Director, Global Brand Strategy, Edoxaban, Daiichi Sankyo
  • Kristin Vitanza, Brand Director, Marketing, Endo Pharmaceuticals*
    • * denotes new to ePharma

We’re also pleased to announce our new Buy One, Get One Offer!
If we've piqued your interest, register online or call customer service at 1-888-670-8200 to attend the conference and receive a FREE PASS for one of your colleagues! Yes, that's right, if you buy one pass to the event, you will be able to register a guest for free.** 

Have any questions or need any more information? Free free to reach out to me at jpereira@iirusa.com.

**Qualifications, rules and regulations:
1. Offer only applicable to employees of pharmaceutical, biotech and medical device manufacturers subject to IIR approval.
2. If one of the Buy One, Get One Free delegates cancels, the remaining delegate will be invoiced for the full registration price at the time of the cancellation. Please refer to current pricing for valued rates indicated. All fees must be paid in full by expiration date or your price will increase to the next level tier.
3. Offer cannot be applied retroactively to confirmed registrants.
4. The Buy One, Get One Free Offer cannot be combined with any team discounts or other promotions and/or discount offers.
6. Registrations for both individuals must occur at the same time and be for the same rate.