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e-detailing: effective promotion of professional science communication
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Transcript of e-detailing: effective promotion of professional science communication
e-Detailing: Effective promotion of
professional science communication
Communication between Pharma Industry
and Physicians
e-Detailing
The evolution of new information and communication technologies (ICT) has
designed an innovative model to transmit data in the healthcare field.
This model can support the health care and administrative processes of companies,
management of the relationship between patients and facilities and, lastly, medical
and scientific information.
However, the current paradigm is represented by the approach of the economic-
business to e-Health, telemedicine and the online medical and scientific information,
because of the need to combine different way.
New technologies,
Clinical and administrative processes of healthcare companies,
Skills and culture of working team.
e-Detailing: definition
e-Detailing
Definition
e-Detailing is a web channel that represents a model of communication
with your doctor.
The information activities (detailing) are carried out exclusively or mainly on the
web and reach the medical target by using only the means of the channel. E-
Detailing offers the possibility to segment communication, customize the one-to-one
relation, analyze doctor’s behavior and his approval, have analytical data on the
web pages visited, time spent, and more.
The classic e-detailing model is based on three criteria: invitation, service site, link
to the product.
• The invitation is made by email, or other similar devices (areas within online
magazines, banners, demo) with the explicit permission to violate privacy.
• The contents of the service site must be of good quality and have an editorial
support in the order of output Access to the site is ruled by applicable laws and
regulations about confidential material and it must be restricted only to
healthcare professionals who can prescribe medications.
• The link to the product is entrusted to the agency but it is generally considered
as promotional material designed to be used online.
e-Detailing
Content
To achieve an effective e-Detailing, it is necessary that the three actions of
the classic model are valid and useful.
In particular, we should highlight the following aspects: number of accesses,
strong promotion, privacy management, access to the site, quality of the
contents.
These are the main points which the group Merqurio has focused on and are the
crucial factors of its success.
What the Italian doctors think about e-Detailing
“Physician behavior”
e-Detailing
A survey conducted by the Merqurio Research Study * revealed that 88% of
healthcare professionals uses the web daily and that 74% of them spends more than
6 hours per week searching for information and professional updates.
Come valuta la sua conoscenza dell’informatica?1
Medico italiano:
* Quante ore trascorre sul web il medico italiano?
* Come valuta la sua conoscenza dell’informatica il medico italiano?
* Source: Medici e uso del web: analisi e confronto Europa -Itlaia. Centro Studi Merqurio. April 2011
e-Detailing
The 88.4% * of Italian healthcare professionals searches for information on the web
and 2/3 of the physicians involved in the investigation confirms the predominance of
the use of e-mails in their professional practice.
Come valuta la sua conoscenza dell’informatica?1
Medico italiano:
* Quale è lo scopo per cui il medico italiano usa il web?
* Cosa effettuata più frequentemente sul web il medico italiano?
“Physician behavior”
* Source: Medici e uso del web: analisi e confronto Europa -Itlaia. Centro Studi Merqurio. April 2011
Quali tipologie di risorse usa via web il medico italiano?
62.4% * of Italian physicians, among different types of online resources, prefers free
sources such as databases (Medscape, Medline, etc..) and non-subscription magazines.
A further 32.8% uses e-mail more frequently than other web tools.
e-Detailing
* Il medico italiano dialoga spesso con i suoi colleghi attraverso l’e-mail?
“Physician behavior”
* Source: Medici e uso del web: analisi e confronto Europa -Itlaia. Centro Studi Merqurio. April 2011
Merqurio’s e-Detailing model
e-Detailing
Merqurio’s model
Merqurio has created a new model of e-detailing, based on:
1. Analyses of tests or surveys (online or by phone) before identifying the most suitable tools in
the project;
2. Access to a community of over 150,000 health care members, with permission to privacy;
3. The users are already active (logged in with a double-opt): after clicking on the email of
invitation, they can immediately have access to the promotion without further logins (Merqurio
Dr. Click);
4. Publication of editorial and scientific contents, for attractive websites or areas;
5. 37 online papers and over 4,000,000 online newsletters sent each month, to push actions after
the online invitation;
6. Phone-detailing, an unique experience in Italy, promotes e-Detailing project by offline (contact
by phone) or online devices;
7. The CSO network (scientific information in the front contract) is able to support physicians
despite the absence of a scientific information network;
8. Provider Fad at A.gen.as with a list of official online costs, offers to physicians, who enter the
restricted area, a training on a specific disease;
9. Thanks to DottNet.it, the first social network for doctors and healthcare professionals, reserved
areas, called channels, have been created regarding pathologies and diagnostic issues; they
are designed as "locations" where physicians can find e-Detailing, with contents, services,
articles, multimedia, conferences, conventions;
10. With DottNet., reserved areas, called microsites, have been created for promotional drug
services. At a distance of a click and within DottNet, it is possible to move from areas regarding
pathologies (channels) to promotional areas (microsite), making a clear distinction between
scientific promoting and marketing action;
11.The reporting, being an activity mostly or completely online, shows users’ values and
behaviors;
12.Merqurio’s e-Detailing commonly contains postal services (taking advantage of the discounted
rates of Merqurio Publisher), allowing a greater involvement of participants;
13.Merqurio proposes, at the end of the e-Detailing activity, a survey of perceived Assessment
Advisory.
e-Detailing
Merqurio’s model
e-Detailing
Merqurio’s model: workflow
Merqurio’s tools
e-Detailing
From invitation to consultation
e-Detailing is the organism of relationship with physicians who use Internet to have
scientific information on products, so completing or replacing the promotional
activity of products in a scientific information network.
The physician receives the invitation by email or by a Scientific informant to exploit
an Internet resource where he can find information on drugs.
The qualitative and quantitative tracking of access may allow the monitoring of the
effectiveness of the communication and the usefulness of the project, referring to
the objectives of communication, marketing and sales.
e-Detailing activities in Italy and abroad have had attractive investment returns.
e-Detailing
Dr. click
DrClick is a securing web access service, that allows health care professionals -
doctors, pharmacists or others - to visit the Internet sites of Merqurio group or all
pharmaceutical companies by using only one access key and without having to
retype the password.
Merqurio has developed this technology to allow professionals to have a unique
service, where the operator can be automatically accredited.
DrClick allows the site to recognize the user, allowing web access without having to
retype the password, so oversimplifying and increasing the numbers of visitors.
The service has been created to certify the access and the view of contents,
reserved exclusively to the Physician or the Healthcare operator (DrClick certifies
the access in compliance with the Circular MIN.SAN. Department of Drugs and
Pharmacovigilance N°800.I/15/1267 of 22 March 2000 and with the current Code of
Drug).
e-Detailing
DEM
The term DEM refers to the communication activity on products and services,
based on sending an email to a list of selected users.
It differs from the sponsorship of a newsletter for the exclusivity of the message
that no other editorial text conveys, dedicating the entire body of the notice to the
sponsor or its product.
The DEM should be recognized, authoritative, validated and sent to the specific
target.
Merqurio has devised a platform of more than 150,000 healthcare professionals
with the authorization to supply material, which can also be simultaneously
segmented in:
Area (region, province)
Specialization (GP, pediatrician, gynecologist, orthopedic surgeon, pharmacist,
etc., ...)
newspaper (Gyne Hot News subscription, Medical News subscription, ...)
Size and specification of communication (banner, square, skyscraper, DEM ...)
for lists (lists of selecting specific users)
For segments (gender, geographical area, only hospital, ...)
e-Detailing
DEM: template
DEMs produced by Merqurio are distinguished by different types of
communications:
- Promotion of product and/or company;
- Invitation: by clicking the link, the user can have access to services and/or
online materials, dedicated to him.
- Customized: a reminder message and/or a “thanks” message for taking part in a
project.
Merqurio’s editors offer services and news, updated in real time, thanks to the
content of online journals, generalist and specialist newsletters and web
content.
Merqurio’s editorial staff consists of 4 editors graduates in Pharmaceutical
Chemistry and Technology, 2 professional journalists and 20 publishers
copywriters, doctors, lawyers and experts in health economics, who provide a
wide range of contents.
Merqurio is always in synergy and has established relationships with the most
respected institutions: Assofarm, Federsanità, AIFA, Fnomceo, FIMMG, Scientific
Societies.
Merqurio has established a steady cooperation with:
o The University “Federico II” of Naples
Toxicological and Pharmaceutical Chemistry Department Chemistry of Natural Substances Department
o The University of Pavia
Pharmaceutical Chemistry Department
Newsletter and content: editing
e-Detailing
Web content
In addition to journalistic-scientific content, Merqurio provides
other utilities such as:
Rounds of pharmacies ???
Laboratory tests
Medical Diets
Addresses of public and private facilities
Medical Emergency
Medical Glossary
Marco Polo, a list, divided by all countries in the world, of health
information useful to the traveler (such as hygiene, food,
climate, safety, etc.).
Etc ...
e-Detailing
The leading article
Leading article is the featured
article published in the
newsletter.
The goal is to provide additional
and more comprehensive
information.
For a better action of pushing, the
title of the leading article
represents the subject of the
email that the recipient
receives.
NewsLetter: leading
article
e-Detailing
1° and 2° Header
1° Header (468x60 pixels) is
placed at the top of the newsletter
and is the first part that the reader
sees.
2° Header (468x60 pixels) is
positioned just below the first
header, and, although it is smaller
than the first, it provides maximum
visibility.
e-Detailing
Newsletter: banners
1° and 2° Skyscraper
The 1° Skyscraper (pixel
160x600) is the first vertical
banner positioned on the side of
the text
The 2° Skyscraper (pixel
160x600) is the second vertical
banner positioned on the side of
the text.
e-Detailing
Newsletter: banners
Panorama Medico is the generic newsletter of
Merqurio Editore.
Target: Pharmacists, healthcare professionals,
doctors of all specialties, Manager of the
pharmaceutical industry
Contents: updates from the world of science and
research.
Frequency: daily, for a total of 4 deliveries per
week, (Dem integrated: 3 issues per week, 4
Banners: 1 number per week).
Redemption impression (open newsletter): range
39-44%
Redemption link (click on the links Dem): range 25-
31%
e-Detailing
Newsletter : Panorama Medico
In addition to Panorama Medico daily updated, Merqurio has specialist
publications weekly, fortnightly and monthly updated.
The goal is to provide all the specialists of the healthcare sector with support
information for the performance of their professional practice, related to scientific
literature and changes and news about legislation concerning both health policy
and social security rules.
Specialist publications: weekly, fortnightly
and monthly
e-Detailing
Merqurio’s Newsletter
e-Detailing
Specialist publications weekly, fortnightly and monthly:oFarmacia MagazineoMedical NewsoCardio MailoDiabetologia NewsoGastro NewsoPediatria NewsoAsma NewsoDermatologia NewsoEmatologia NewsoEndocrinologia NewsoAndrologia NewsoGeriatria NewsoHospital NewsoInfettivologia NewsoMedical Sport News
oMedicina Interna NewsoNefrologia NewsoNeuro Point NewsoNutraceutical NewsoOculistica NewsoOdontoiatria NewsoOnco NewsoOrtopedia NewsoOtorinolaringoiatria NewsoPsichiatria NewsoReumatologia NewsoUro hot NewsoGyne Hot NewsoHospital News
Specialist publications consists in five sections, arranged in order to allow a targeted
scanning of topics of interest.
Specifically, the sections are:
i. Featured Article, is the first part to be seen/accessed by the users and it shows
the section where are reported the most relevance news.
ii. Written by you on DottNet/Multimedia Contents, these sections are alternated.
Written by you on DottNet is a section dedicated to the publication of articles
written by specialists who participate in the DottNet community, about clinical
cases and/or professional experience. Multimedia content is a section
dedicated to the publication of video, conference proceedings and power point
presentations, relating to conferences, symposiums and exclusive interviews on
the healthcare field.
iii.Scientific Literature, a section on the publication of news about clinical and pre-
clinical trials.
iv.Health, section on news about the public and private health.
v. Drugs, a section on news about the world of medicine.
Specialist publications weekly, fortnightly and monthly
e-Detailing
Manage the relationship with the web 2.0
DottNet is the first social network built and
totally dedicated to physicians,
pharmacists and managers of the
pharmaceutical industry.
The user, after registering, can attend all
activities typical of social networks:
• search for a colleague
• asking for his friendship
• publish articles
• to solicit or participate in a discussion,
etc..
Moreover, the user can communicate with
senior medical and sanitary professionals
and compare points of view and
experiences.
Social Network for professional healthcare: DottNet
e-Detailing
DottNet allows the user to activate complex projects involving a tele-mode, such as:
• Remodeling training projects based on participatory (community of practice)
• Designing editorial products
• Attend on complex communication processes which involve sharing of objectives,
collection and data classification (knowledge centers)
• Management of drug information through new ways (newsDetailing)
• Etc.
e-Detailing
DottNet: functionality
e-Detailing
DottNet: functionality
The group
The group has the same features of a group in the social network Facebook.
Graphics and hierarchical features of control activities can be personalized.
Rules of the group:
The group can be made visible both to the whole community (public) and to private
sectors. The private group is managed by an owner who can invite, accept requests
from new users and who can exclude persons already members of the group.
The group can communicate with the community through official information.
All the functions of monitoring and mentoring are active.
Each participant can add articles, post content, comment threads, gather and share
multimedia materials, new threads.
When new material is added, the messaging service of DottNet notifies all
participants of the group.
The notification comes only to the participants of the same discussion, whenever you
insert a new comment.
e-Detailing
Area events
The area events has been developed as in other social networks. The section is divided
for events displayed in chronological order, starting with those with a daily
deadline.
The user can view and search for the events of interest, published not just from his
contacts but by all the users. Events have public and private audiences; the first
one are open to all, whilst to take part in the private audiences it is necessary a
call by a user who is already registered.
The user can decide to invite contacts, filtering them by:
Category
Specialization
Province
City
DottNet: functionality
e-DetailingHighLight Congress
In this section the user can view the monitoring of national and international
conferences.
Each conference will have a link that allows the user to view the conference’s
proceedings, images and all the information about the event.
The materials will be incorporated into DottNet in specific sections (channel),
and they will be available through the DEM and promotional banner
placed in the social network.
Conferences will be reported from the company, proposed as a sponsor, or
directly from Merqurio.
The activity is structured as follows: 1. Participation of a team of Merqurio editorials, journalists and qualified
operators, during the congress.
2. Video conference interviews with leading exponents of Italian pulmonology, who have participated to national and international events.
3. Collection of congress material: clinical trials, conference proceedings etc.
DottNet: functionality
Channels, is the area that allows the access to a specific channel in order to have
more information about specific diseases, scientific events, medical and scientific
issues about legislation and welfare.
Clicking Channel list, the user can view the page with the list of channels.
Channels are structured in different sections, that concern different subjects; each
channel is associated with a group, a place of discussion about the topic of the channel.
e-Detailing
DottNet: functionality
The channel is divided into several areas, such as:
"Material Information", devoted to material information about a specific
disease and/or product.
"Insights of pathologies", an area where the user can refer to clinical
studies, conference proceedings and information on the pathology.
"News and/or Scientific Review", where the user can view the most
important news about a specific issue.
"Discussion Group", devoted to discussions and debates on specific
issues and/or problems concerning a specific pathology and/or product.
"Video interviews," where the user can see, in the case of a channel
related to an event, the video interviews with the most important
representatives who have attended to the event.
e-Detailing
DottNet: functionality
e-Detailing
Channel: template
e-Detailing
The microsite
The microsite is the area in which the physician finds information about a specific product.
Communications in this area are all focused on the product from a commercial point of view, with promotions and claims defined with the company sponsors.
The user can move from the scientific area to the promotional one, without leaving the social network, but just with a click.
The mini-site and the channel have been developed by Merqurio to meet the need for companies to differentiate the communication about the product rather than the disease.
e-Detailing
Microsite:
template
Merqurio provides design, production
and distribution of distance learning
courses (eCME), directly or through
DottNet.
In the field eCME of Merqurio wants to
create new solutions,
• On Demand Blended
• Synchronous videoconferencing,
• Tele-platform to manage the distance
learning
e-Detailing
eCME
To have access to the contents of the course, the doctor/pharmacist can enter
Merqurio’s eLearning platform and can take the course dedicated to him.
e-Detailing
eCME
The DEM invitation is the "key
door-opener" of the
doctor/pharmacist to gain access
to the platform. The physician
receives in his mailbox the
message that reminds him the
project. Clicking, he will be
automatically directed to the
platform where he can follow the
course and receive eCME credits.
Merqurio also organizes accredited
residential courses (RES), taking care of the
training project, logistics and
communication of the event and all pre-and
post-events.
From the collection
of registrations to
the coordination of
the teachers at the
end of the practice
and the delivery of
ECM certificates.
eCME -CME
e-Detailing
Contact:Phone: 00390815524300Fax: 00390814201136E-mail: [email protected]
“It is not the strongest species that survives nor the most intelligent but the one that is most adaptable to change.”
Charles Darwin