Abstract
Scope of the report
This update report investigates the opportunities presented by new media for pharmaceutical companies struggling to maximise the returns of traditional sales and marketing models. With an introduction focusing on the factors reducing the effectiveness of the traditional rep-based pharma sales and marketing model, this report looks at how customers are currently being targeted and introduces some of the more cutting edge alternatives. The report investigates and discusses case studies of companies using new media such as social networking sites, blogs and viral marketing.
Table of Contents
CHAPTER 1 EXECUTIVE SUMMARY
CHAPTER 2 CHALLENGES FACING EXISTING SALES AND MARKETING MODELS
CHAPTER 3 EXISTING AND EMERGING TARGETS FOR REACHING CONSUMERS THROUGH NEW MEDIA
- Targeting physicians
- e-detailing
- Website attributes - balancing needs
- Physician-specific websites
- Targeting Patients - ' patient power'
- Online patient groups
- Drivers and restraints of patient empowerment
CHAPTER 4 LEGAL ASPECTS OF COMMUNICATING ON-LINE
- Direct to the consumer marketing
- Off label usage
- Adverse event reporting
CHAPTER 5 CURRENT PHARMACEUTICAL COMPANY INITIATIVES
- Overview
- New strategies pharmaceutical companies are using to reach doctors and patients
- Company website benchmarking
- Novel options
- The future
