How Can Pharma More Effectively Reach MDs Online?

Moderator:
Rob Nauman, Principal, BIO PHARMA ADVISORS NETWORK

Panelists:
Mike Fowler, Virtual Sales Manager, ELI LILLY & COM PANY
Will Reese, Chief Innovation Officer, CADIENT INTERACTIVE
Devin Paullin, Co-Founder, Senior Vice President of Marketing and Product Innovation, PHYSICIANS INTERACTIVE

Q: What is the impact of over 20,000 sales representatives being released going to do for the industry's marketing effort?

How would you suggest our audience capitalize on this opportunity?

"We're losing numbers, but docs will welcome quality over quantity"

Will Reese, "The interesting opportunity is to work with your teams and ask questions. How can we use this channel and this thing with the audience? That's the right experience...that's the right example. The physician as core customer, deserve the right information--how to utilize this relationship? Should establish that relationship before (bombarding) the physicians with information."

Devin Paullin "Action is required as we get the questions asked about the change in the model of marketing to physicians. We've never had digital augmentation, and now is the time to help docs get access to these opportunities. The coming together of these entities will be augmented by digital sales and create solutions to shift the model. Less about sales and more about customer service. As you're being engaged, that is when you preform your alliance and loyalty. Only the top 20% of the top 20% are getting access to the right materials."

Rob Nauman "Fundamentally, we as marketers need to rethink the strategy. Patient-centric marketing approach and we've long lost the physician-centric marketing strategy. We have inexperienced marketers in the field."

Q: How are companies reaching physicians more economically online today then las year at this time?

Will Reese, "Having a strong search campaign, long-tailed words that physicians are using. It drives a lot of visibility in search. Right now you have a barrier related to something in your search--find out the barrier and change it. Providing that foundation to customer service is key."

Devin Paullin, "emarketing should not be a mass communication exercise..." "...create a virtual sales territory."

Mike Fowler, "Online is a portal or a gateway to other services, its not the only path. Its a viable path, but it should be an opportunity for docs to connect with other programs--sampling platforms, call centers, etc.

Q: Has the industry lost its position as a producer of quality medical content in the minds of the physicians?

Will Reese, "Carry one message and carry it well across all of the marketing avenues for physicians, track the content to prove the ROI."

Devin Paullin, "...we need to get over ourselves."

Q: What is the one key takeaway you have for the audience as they think about interacting with physicians in the coming year?

Mike Fowler, "Integrate all of your efforts in all channels. A lot of times brand marketers want to hold on to the pieces and let sales managers help."

Will Reese, "Look at the digital channel and realize how much the customer is going to be influenced by it."

Devin Paullin, "Clinicians need access to information and help our organization bring access across the fence--it will make us better partners and internal stewards of change."

Rob Nauman, "Earn the relationship with the physicians to come again."

Updated 2/12