This document discusses strategies for effective eDetailing to physicians. It begins with an analysis of the current situation for field promotion, noting that physicians are overwhelmed with details from pharmaceutical reps and spend more time online. The key questions covered include identifying appropriate eDetailing uses, determining the right marketing mix, overcoming organizational barriers, and measuring impact. Recommendations focus on optimizing reach and impact through recruitment, extended viewing audiences, best practices, and metrics. The future will likely see more medical work integrated into physicians' online activities.

1. eDetailing Strategies for a Higher
Physician Response
March 2004
Croom M. Lawrence
e-Marketing & Consumer Communications
Wyeth Pharmaceuticals

2. Disclaimer
The statements contained in this presentation
reflect the viewpoints of the individual
presenter and his experiences. This
presentation is not endorsed by nor does it
necessarily reflect the views of Wyeth or any
of its subsidiaries.

3. Key Questions
What is the situation analysis for field promotion?
How do I identify the ‘e-Channel’ and its appropriate use?
How do I determine the right marketing mix?
How do I overcome organizational barriers?
How do we measure the impact of eDetailing?
What are the recommendations for the future?

4. What is the situation analysis for field promotion?
Marketing to HCP’s - Growth used to be simple
SOURCE: CGEY Analysis, Perspectives on Life Sciences, 2000/01.
US Sales Force Size and Market Share, 2000

5. What is the situation analysis for field promotion?
SOURCE: Credit Suisse/Scott Levin, 2001.
• Promotional spending has passed the point of diminishing returns.
• Pharmaceutical Firms are forced to innovate

6. Physicians are feeling overwhelmed…sales reps are having an
increasingly difficult time accessing and influencing physicians…
What is the situation analysis for field promotion?

7. 71%
6%
62%
0% 20% 40% 60% 80% 100%
30-60 Minutes
2 + Hours
6+ Hours
Percentage of Physicians
Source: Jupiter/MDLinx, Inc. Physician Survey (6/03), n= 195 (US only)
Questions asked: In the last 6 months, how many hours a week do you spend using the Internet for work-related activities?
How many hours do you spend face to face with drug representatives?
Weekly Online Work-Related
Activity
Weekly Sales Rep Face-to-
Face Time
What is the situation analysis for field promotion?

8. Physicians spend approx. 9.6 hours online per week (500 Hours per year)
What Physicians are Doing
90% Looked for clinical info
74% Read journals
63% Talked w/ peers
42% Attend online conf.
58% Complete CME
Source: Market Facts Consumer Health Media
Study July 2002 N=1,501
BCG/Harris Interactive eHealth Physician Study June
2002 N= 385
Manhattan Research Physician Health Media Study
July 2002 N=300
Fulcrum Analytics, CyberCitizenHealth, 2001; AMA
Physicians & The Internet
Study – 1997; Jupiter Media Metrix - 1997
Sources AMA 1997 Physician Health Media Study, Manhattan Research –
July 2003
Physician Internet Activity
95%
eHealth
What is the situation analysis for field promotion?

9. Pharma continues to test a broad range of tactics
Source: Jupiter Executive Survey (3/02), n = 25 (US only); Jupiter Executive Survey (5/00), n = 23 (US only)
Question asked: What online
tactics do you invest in?
Content sponsorship on physician-
oriented sites e.g., Medscape)
Online detailing
Sponsorship programs that enable MDs to
set up Web sites
Underwriting of PDAs, ISP services
Percentage of Respondents
Online CME
E-mail sponsorship
4%
13%
4%
54%
8%
24%
20%
24%
48%
56%
68%
58%
17%
0% 20% 40% 60% 80% 100%
2000 2002
Building MD content sites
(e.g., MerckMedicus)
How do I identify the ‘e-Channel’ and its
appropriate use?

10. • Traditional eDetailing just celebrated it’s 6th
Birthday!
• Most Pharmaceutical Firms have piloted and
scaled successfully
• Relationship management platforms have
evolved and become more effective
• Sales force integration and channel integration
still hampered
• Marketer still must expand the definition of
(now) traditional ‘eDetailing’
How do I identify the ‘e-Channel’ and its
appropriate use?

11. 3
23
45
52
57
63
75
81
0 20 40 60 80 100
Other
Product sites
Sales reps
Clinical tools
Web wide search
Newsletters
Physician portals
Online and offline journals
Question: Which of the following sources do you use to research and stay updated on prescription drugs? (Please select all that apply)
Source: Jupiter Research/MD Linx, Inc. Physicians Survey (6/03), n = 195 (Physicians who use the Internet for work-related
activities US only)
Percentage of Online Doctors
How do I identify the ‘e-Channel’ and its
appropriate use?

12. From the Physician’s perspective:
Key benefits of the Traditional eDetailing experience
5%
30%
32%
69%
75%
94%
0% 20% 40% 60% 80% 100
%
Other
Ability to request samples
Content quality
No Sales Rep hassle
Quick and Easy
Participate when convenient
Q: What do you like most about eDetailing?*
 Over 85% of iDetailed physicians were
happy with their online experience and
intend to participate in more programs. Key
factors were:
- Convenience - most doctors complete
their details at the end of the day in the
office or later at home.
- Quick and easy – doctors spend
between 5 and 12 minutes completing
the details
* Source: PDR.Net Survey 2002
How do I identify the ‘e-Channel’ and its
appropriate use?

13. How do I determine the right marketing mix?
• Create a customer-driven value proposition
• Think micro-marketing, not mass marketing
• Leverage permission marketing
• Compete on customer insight
• Accelerate speed-to-marketing
Future of eDetailing: Keys to Success

14. Traditional HCP marketing is like strip
mining
Decile 10
7,000 prescribers
260 MM scripts
36,000 scripts / prescriber
Decile 5
28,000 prescribers
260 MM scripts
9,000 scripts / prescriber
Decile 1
688,000 prescribers
260 MM scripts
400 scripts / prescriber
Inundate
top prescribers
Ignore
mainstream prescribers
SOURCE: Forrester Research;

15. The clear and present need: maximize value
extraction
Decile 10
7,000 prescribers
260 MM scripts
36,000 scripts / prescriber
Decile 5
28,000 prescribers
260 MM scripts
9,000 scripts / prescriber
Decile 1
688,000 prescribers
260 MM scripts
400 scripts / prescriber
Optimize
interactions with top prescribers
Expand
reach to mid-tier prescribers
through cost-effective channels
SOURCE: Forrester Research;
Ferret out
uncaptured value in bottom tiers

16. Maximize value across product lifecycle
Launch Growth
Competitive
Introductions
Revenues/Spend
Maturity
Maximize sales growth
through identification &
targeting of key
customer segments
Increase value per
customer through
segment migration &
channel optimization
Reduce attrition by
mobilizing brand
loyalists through
lower-cost channels
Strategies
• Predictive profiling
• Response modeling
• Survey research
• Predictive profiling
• Product affinity modeling
• Segment migration modeling
• Response modeling
• Survey research
• Predictive profiling
• Attrition modeling
• Survey research
Analytics
SOURCE: Datamonitor

17. How do I overcome organizational barriers?
• Brand Team Champion
• Senior Management Support
• Positive ROI Model
• Strategic Partners and Vendors
• Budget
• Long Range Plan (pilot to scale)
• Clarity of internal communications
Reasons that tactics fail internal hurdles
(despite a strong customer value proposition)

18. How do I overcome organizational barriers?
Support your idea practitioners!
Scouting
Packaging
Advocating
Implementing
Avid reader of management literature
Participation in business conferences
Friendly with business gurus
Interdisciplinary expertise (Social, economic, tech)
Packaging the Ideas for Organization Consumption
Building logic between the idea and the firm
Crafting the value proposition
Internal Advocacy
-Top Management
-Stakeholders
- Strategic Partners
Idea Practitioner helps to make it happen
Change Management
Process Design, SOP’s
Pilot to scale
Change Management
Knowledge Management
Marketing Mix Optimization
Marketing Effectiveness
Crisis Management

19. How do we measure the impact of eDetailing?
Value to the Company
Quantitative Market Research
– Incremental NRx per Physician
– Volume Sales – based on total
level of investment
– Market Share
• Qualitative Research
– Develop cohort analysis to tailor
messages to discreet cohorts
– Increase response rates for future
programs
• CRM Equity - Opt-in Database
– Reduce re-contact costs for media
drivers or market research
Focus on measuring two things:
Value to the Physician
Brand Experience Satisfaction
Practice Efficiencies
Educational Objectives
Patient Clinical Outcomes

20. What are the recommendations for the future?

21. Optimizing Reach & Impact
Extending Viewing Audience
Best Practices Guide
7 ways to help Optimize Reach & Impact
Reach:
(1) On-line program recruitment to relevant audience
• Opt-in E-mails, site links, banner ads, sponsorships, text links, search
integration, etc.
(2) Extended Reach through re-contact strategy
• Utilizing opt-in databases to re-contact interested parties
• Once database is developed, this cost is extremely low
• Key success Factor - must keep in regular contact with audience with
high value information
(3) Viral Strategies (tell-a-colleague)
• If planned in initial development, cost is zero
• Easy way to increase your reach & build your re-contact database

22. Optimizing Reach & Impact
Extending Viewing Audience
Best Practices Guide
(4) Off-line program recruitment
• Journal Ads, Society publications, Conventions/Booths
• Goal – to increase your database build over time, lower future program
recruitment costs and optimize program efficiency
• Potential company assistance (if requested)
• Part of an integrated educational plan
(5) Program Timing
• Taping a live event can take 30-60 days to prepare for internet viewing
• On-line recruitment usually occurs 45-90 days after the live event

23. Optimizing Reach & Impact
Extending Viewing Audience
Best Practices Guide
(6) Metrics
• Vendors should be able to provide the accreditor with the following
metrics:
• Number of registrants
• Number of professionals who opt-in for future contact
• Certificates issued
• Post test pass/fail rate
• Average time spent viewing program
• Breakout of specialty (if applicable)
• Where the participant came from (e-mail, Medscape, society, etc)
• Unique Visitors
• Repeat Self-Reported Survey
• Relevance to practice, likelihood of changing habits, material appropriateness
• Quality of educational activity - compelling and free of commercial-bias
(7) Other constituencies
• The internet has made Triple accreditation more practical in program
design

24. Summary
• The future……
– Many factors will force the workload to continue to creep into the
physicians work day
• Government (HIPPA, Medicare Bill)
• Demographics (Elderly population)
• Political environment (Bio-terrorism fears)
• More reps, pharmaceutical marketing
– The demand for valuable, engaging and informative medical education
will continue to rise.
– Our future medical professionals, residents, etc. have integrated this
medium into their daily workflow & life.
• How will we meet their needs in the future?

25. Background

26. 0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
IM GP/FP Cardio ObGyn Gastro Allergy
#ofPhysicians
Number of Physicians by Specialty
Online in Last 12 Months (96%)
% that use for Clinical Work (74%)
Online Daily Users (61%)
Physician Use of the Internet by Specialty
Source: AMA 2002