Piribo: Online Marketing and eDetailing, new publication announcement

The question of whether physicians are using online technology can finally be laid to rest. Studies show that between 70% and 90% of European physicians use the internet on a daily basis. In response, the pharmaceutical industry is deploying e-detailing, customer relationship management (CRM), healthcare provider (HCP) portals and consumer compliance applications to develop e-marketing strategies that, at last, demonstrate clear business objectives and measurable return on investment

The eyeforpharma conference, Online Marketing and eDetailing, held in Berlin on 8-9 May 2006, focused on a new 'era of enlightenment', with internet technology at the forefront of communication with European physicians. It examined how customer segmentation through sophisticated CRM tools can add value to the pharmaceutical industry/physician interaction, and looked at how HCP portals can deliver significant business value as the online needs and preferences of doctors are better understood.

e-Detailing still faces some barriers, yet it is emerging as a viable complement to the traditional sales force. Moreover, the deployment of digitally enabled representatives enhancing customer visits with e-detailing technologies is steadily becoming an industry trend.

This KeywordPharma Conference Insights review, published by NetworkPharma Ltd, looks at how the pharmaceutical industry is using the e-channel and, in turn, how European physicians are responding to technological advancement. In response to physicians' growing familiarity with the internet, the report uses best-practice case studies to look at the critical success factors in developing e-detail programmes, and outlines key selection criteria for choosing e-detail vendors.

The integration of e-activity into the full marketing mix remains a major challenge for the industry. The report concludes that the future of e-marketing within pharmaceutical marketing will not be so much about 'e', but 'e' will be an integral part of everything the industry does.

“Online Marketing and eDetailing” is available from Piribo. For more information go to: http://www.piribo.com/publications/it_ehealth/online_marketing_edetailing.html

Piribo Product ID: NWP005

About Piribo.
Piribo (http://www.piribo.com) is a UK-based independent online store supplying business information on the pharmaceutical and biotechnology industries. The website now carries over 3,800 English language titles including, market reports, studies and books and is the UK’s largest online biopharma information store. Subscribers receive a free monthly newsletter and email alerts on new titles in their areas of interest. The company was established in 2004.