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In this section, solutions can be found for the execution of projects for digital marketing and business development within the pharmaceutical industry.

If you wish, you can present your individual case to us and you will receive a personalised response to your needs as soon as possible.

I am a product manager and...

...My prescription product is in the launching phase (introductory phase of the product’s life)

Usually, it is necessary to highlight two critical points regarding the launching of a product:

• Awareness of the disease and its correct diagnosis and treatment by the doctor. An increase in the diagnostics.
• Promotion of our product’s brand name by the doctors and an increase in the prescribing of the product.

 

The pathology web sites (disease site) will make it possible to inform and train the doctor on the leading factors associated with the disease: its impact on society, prevalence, diagnosis, treatment, causes and its prevention, etc. These web sites also make it possible to offer accredited online training in order to achieve a two-fold advantage for the doctor, as he can reinforce his continuous training at the same time as update his knowledge about the disease.

The product sites (brand site) emerge as the best source of information for the doctor in regard to our product. In addition to the corresponding technical information, the professionals will also be able to consult clinical studies, bibliographic references, online training, supports, etc.

Both initiatives should be accompanied by a fidelity strategy and a definition of the market. To identify our clients in a nominal manner, through motivated registrations, will allow us to segment our marketing actions in the future in an extraordinary manner and achieve a greater efficiency in the use of our resources.

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...I would like to inform the medical group of some news related to my product or to the pathology it treats (new recommendations, new clinical trials, etc)

Communications about our product with the target medical professionals should be sufficiently effective so that all of them receive at least one visit related to the news items they wish to communicate.

AIn addition to the traditional channels of information (written press, specialised magazines, congresses, meetings, etc) the new technologies can help us to increase the spectrum of clients whom we are trying to contact, thanks to its immediacy, ubiquity and universality.

One multi-channel communications strategy makes use of the online communications which are differentiated as follows:

• E-Mail Marketing Campaigns
• Communications campaigns via SMS messages
• Advertising and online positioning

 

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...I need to increase the compliance with the prescription of my product

At present, patients complete only 30% of the pharmacological treatments, a circumstance which represents several problems for all the agents involved:

• The patient’s health does not improve if the correct treatment of the medication is not duly followed and completed.
• Society can also be negatively affected in several ways. Failure to comply with the treatment can lead to an immunity to the drugs, an unnecessary waste of health resources and a greater expense for the health services, as the end result could lead to more complicated and expensive treatments. .
• The pharmaceutical laboratory will obtain lower benefits, as there will be fewer units sold. The doctor and patient’s perception of the effectiveness of the overall product will be reduced if the patient does not fully comply with the treatment and his or her health does not improve.

 

Therefore, the laboratory must consider Compliance as a fundamental aspect in the designing of its marketing plans.

There are several reasons for failure to fully comply with the treatment, one of the leading ones being the patient’s forgetting to take his medication. This occurs in particular for those treatments with highly spaced doses (like vaccines) and with medication which requires a change in the dosage throughout the treatment.

Therefore, marketing actions can be undertaken aimed at reminding the patient of the proper time and dosage of his treatment. In order to do so, an immediate and ubiquitous communications channel will be required and one which is frequently used by the patients, in such a way that they will receive an immediate reminder to take their medication. The cell phone, through SMS messages, has made the development of this type of project possible.

Once the patient is released from the system he or she will receive an SMS message at the precise moment when the medication should be taken.

This procedure is the one that produces the greatest return on the investments made. The increased number of units sold by the laboratories will increase significantly if the programme has been correctly executed and if the product has shown a high rate of abandonment due to the patient forgetting to take his or her medication.

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...I need to improve the relationship with the trend setters and the scientific societies of the pathology which my product treats

It is fundamental for any pharmaceutical product to become the reference option for the treatment of the pathologies, and so we should make sure that the scientific societies and the professionals in this specialty, as well as the trend setters within the medical sector, are totally familiar with our medication and its benefits, as well as the diagnosis and treatment of the disease.

There are several tools which have to be reinforced in order to assure this type of relationship:

• Scientific forums intended specifically for trend setters: The creation of virtual forums for the discussion and diffusion of studies, making it possible to motivate the reading and comprehension of the published information, the diffusion of the results of clinical studies and the reinforcing of relationships with the medical sector.
• Web Pages of Scientific Societies. Collaborative work tools: Frequently the medical societies need to have a space on Internet for the communication of their activities, studies, interaction between the members, their registration, work and communications areas (distribution lists, celebration of forums, deposits of information, etc). The laboratory can sponsor these initiatives by facilitating the scientific activities of the society and improving relations with it.

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...I want to improve the training of my target doctors in regard to the pathology which my product treats

The correct training of our doctors in regard to the disease for which our product is recommended is critical for the following reasons:

• It makes it possible to increase the number of correct diagnoses of the disease and thus the number of prescriptions, as the necessary medical tools do exist to facilitate its identification, understanding and treatment.
• It improves the relationship with our clients as it contributes to their accredited training.
• It makes it possible to motivate a more direct knowledge of the technical characteristics and benefits of our product in regard to the disease.

 

Internet makes it possible to execute this training with a considerable minimisation of costs, as well as covering a greater number of doctors as only an Internet connection is required to achieve this goal. At this point, online training proves more efficient than direct attendance at a course.

For those courses in which the attendance factor is indispensable (practical contents, conferences, etc), it is possible to carry out part of the training in an interactive manner (support materials, examination of accreditation, bibliography, interactive modules, etc.)

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...Up until now, I have not attained satisfactory results with my digital marketing actions. How can I improve my online campaigns?

Often the results of the marketing actions carried out using information technologies do not obtain the expected results. It is necessary to bear in mind several critical aspects in order to guarantee the success of a digital marketing action:

• To follow a suitable methodology for the execution of these projects:
  
  

  Definition of strategies
  Design and development
  Implementation
  Communications and promotion
  Use of the information

• Handling of the information. As in any marketing project, it is fundamental to take the data obtained from the evolution of the project and transform it into useful information. This will enable us to make the right business decisions.
• The online projects must be kept alive once they go into production. It frequently occurs, especially on web sites, that a continuous promotion of these projects is not planned over a period of time and so once it is launched, it remains on a secondary plane in terms of the Product Manager’s priorities. Therefore, when planning and assigning resources for a digital marketing project it is fundamental to correctly define the promotion and communications of the project both internally and externally.

 

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I am a Training Manager and...

...I want to improve the training and education of my Company’s sales force.

There are several factors which make it necessary to optimise the training processes of the commercial delegates in a laboratory:

• Saving of money and reducing of costs: Training involving attendance at courses by a nation-wide sales force can result in major costs.
• The legal regulation of the visits to the doctors: The need for greater quality visits to the doctors.
• New models for the management of information and training of the Sales Forces which would place at the disposal of the delegate all the information, training, materials, he or she would need for their every day activity, in a simple and accessible manner.

In order to do so, it is necessary to standardize the company’s internal training programmes and to plan it around an online platform which would manage it and at the same time allow the delegate to be trained in a flexible manner, with an independent time schedule and without the need to travel to the place where the course is given.

The benefits of having an online training platform for the delegates are the following:

• Training and continuous preparation of the sales forces in the sales process and knowledge and familiarity with the product
• Reduced costs by means of the use of new technologies, better distribution and saving of time.
• Integral Monitoring of the training process: new updates, evaluation of the knowledge of the delegates
• Tools for the support and management of the every day activities of the Sales Force
• A drastic increase in the number of evaluations carried out.
• A greater vertical and horizontal communication within the company.
• A single deposit of information, involvement of other departments of the company (Marketing, Commercial, Human Resources, …)

 

In additional, the critical points for the successful implantation of this type of platform are the following:

• Active involvement and emphasis on the promotion of the Sales Force.
• Adaptation and inclusion of all the materials possible.
• Tools for facilitating and assisting in the daily activities of the delegate.
• Training and continuous evaluation of the knowledge and skills of the Sales Force.
• Reports and statistics in real time.

 

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