Recent study shows that eDetailing is a viable means for reaching prescribers

Cutting Edge InformationAug 26 2009

For pharmaceutical sales forces, eDetailing has reemerged as a viable means for reaching prescribers. A recent study by Cutting Edge Information shows that drug companies are implementing eDetailing tools -- and are investing more money than ever in this sales channel.

Companies use eDetailing to communicate with doctors via the Internet. Specific online tools may include live chats and links to more information to help physicians learn more about different drugs and conditions.

The findings are a reversal of previous research in which sales leaders questioned eDetailing's effectiveness. Sales teams profiled in "Reinventing Pharmaceutical Sales Forces" (http://www.cuttingedgeinfo.com/reinventing-sales-forces/), a new report, reveal that tech-savvy doctors, along with improved eDetailing services, have vastly increased the channel's effectiveness and return on investment.

The study also indicates that major pharma players are investing upwards of $5 to $10 million in eDetailing activities. These activities range from virtual reps performing online informational sessions to linking field reps with doctors via webcams.

"Drug companies are working to maintain a certain number of touches with their physician targets in the wake of shrinking sales force headcounts," said Jason Richardson, president of Cutting Edge Information. "Without the multimirrored forces of a few years ago, companies have to find other effective channels to reach their prescribers."

After some earlier efforts at eDetailing failed to meet expectations, organizations are eager to try new online tools that show improved capabilities.

"Despite eDetailing's uneven success record in the past," said Richardson, "a sizeable group of sales leaders now indicate that the time is right for it to become a major contact portal between doctors and pharma organizations."

"Reinventing Pharmaceutical Sales Forces" covers these areas:

-- Incorporating eDetailing and Closed Loop Marketing -- Examines some of the newest ways sales forces are reaching physicians and meeting targets' specific needs. -- New Age Field Force Tactics -- Studies the "new look" field force, which values one-on-one relationships between doctor and rep, fewer reps per district manager, a more technologically equipped team and increased rep accountability. -- Structures, Budgets and Sales Staff Compensation -- Analyzes the sales force investment levels and resource allocations of today. The chapter also reveals compensation levels of newly hired, average and high-performing reps, district managers and regional managers.