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Web page of the product
and the prescription

Productos de prescripción médicaTHE GOAL
To inform the medical professionals of the indications of the product and of the pathologies which it treats.

GENERAL DESCRIPTION
The web page of the product and the prescription is a web site aimed at medical professionals with all the information and scientific training related to the product and the pathology/pathologies to which they are addressed. Generically speaking, information will be included related to their marketing, the trials and clinical studies which support it, bibliographic references on Internet, publications, congresses and events associated with the commercial activity of the marketing department, online communications (SMS and e-mail) with the delegate closest to the line of sales which is being promoted and also a request for samples. In the same way, useful online services could be offered for the doctor’s work and daily activities (medical calculators, online entries, tables, request for scientific articles, etc.).

JUSTIFICATIONS
Nowadays, 32% of the Spanish population use Internet regularly, of which 93% connect to look for specific information. This percentage of use is even greater in those professional groups which need continuous information and training for their professional development, as is the case of doctors (89%)*. The search for information on Internet related to pathologies and their treatments, as well as clinical tests and scientific studies related to them, forms a regular part of their daily activities and so it is fundamental for the prescription products, especially those which are still found in phases of growth and development, to offer extensive information on the medication to the doctors in a ubiquitous, rapid and updated manner.
* Sources Instituto Nacional de Estadística (National Statistics Institute)- ‘Study on Internet in Spain’ October 2005. Fundación BBVA. Unidad de Estudios de Opinión Pública (Public Opinion Studies Unit). Estudio Net Monitor 2005.

BENEFITS

CRITICAL POINTS OF SUCCESS

  • Involvement of the Sales Force in the promotion.
  • Incentives for the doctor for the first visit / for registration.
  • Adaptation to the legal norms (web site aimed exclusively at health professionals). .
  • Continuous and updated promotion of the contents. Positioning on the search machines.


METRICS

  • Single monthly visitors
  • Percentage of re-visits (more than one visit in the last two months)
  • Possibility of studies on changes in prescription habits with two groups: the users and the control group

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