eHealth Solutions for Pharma: Strategies for salesforces, marketing, patient compliance and clinical trials

Table of Contents

Executive Summary

• The changing pharmaceutical marketplace
• eHealth solutions for the salesforce
• eHealth tools for reaching physicians
• Reaching physicians through eCME
• eCompliance
• eHealth solutions for clinical trials

Chapter 1 The changing pharma

• marketplace
• Summary
• Introduction
• Market challenges
  • Greater involvement of patients in prescribing decisions
  • Price controls, reimbursement policies and generics
  • Strong competition in high profit markets
  • Poor public perception of the pharmaceutical industry
• The changing role of sales and marketing

Chapter 2 eHealth solutions for the

• salesforce
• Summary
• Introduction
• Key challenges
• eHealth strategies for the salesforce
• eDetailing
  • Physician demand for eDetailing services outstrips current supply
  • Strong growth is expected in the use of representative-assisted
  • eDetailing sessions
  • Word-of-mouth as a method of recruitment
• eSampling
  • An inconsistent sample supply makes eSampling an attractive option
  • for many physicians
  • In support of ‘on demand’ sampling
• Mobile capability and PDAs
• Conclusions

Chapter 3 eHealth tools for reaching

• physicians
• Summary
• Introduction
• Current approaches to physician-facing websites
• Effective website strategies
  • Professional development
    • Product and disease information
    • Continuing Medical Education
    • Online forums
  • Patient resources
    • Patient education materials
    • Clinical trial information
    • Disease management and compliance tools
• Blogging
  • Best advice for blogging
    • Blogs as a market research tool
    • Building a blogsite
• Conclusions
  • Websites
  • Blogging

Chapter 4 Reaching physicians through eCME

• Summary
• Introduction
  • Europe
  • US
• Online CME versus traditional CME programs
  • eCME activity
    • Geographical differences
• Pharmaceutical industry sponsorship of eCME
  • Meeting the needs of physicians
    • Moving services from offline to online
    • Reduction in real-time CME events
• Building effective eCME services
  • Success factors
    • eCME website visibility
    • Advertise
    • Organize
    • Deliver
    • Physicians have been disappointed in the quality of many eCME
    • activities
• Conclusions
  • A continuing role for pharmaceutical companies in CME
  • Does pharmaceutical sponsorship factor into physicians' decisions
  • use eCME?
  • Working with the eCME providers to develop educational
  • opportunities

Chapter 5 eCompliance

• Summary
• Introduction
  • Barriers to effective communication in the EU
  • Barriers to effective communication in the US
• Effective communication with patients
  • Disease management and compliance tools
  • Text messages and email reminders are the most popular consumer channels
• Compliance programs
• Technology to enable eCompliance
  • Main eCompliance channels
    • Online channels
    • Product websites can help boost compliance
    • Email reminders can work in some patient populations
    • PDA' s - mobile access to online compliance tools
    • SMS messages provide a direct, personal reminder
    • Rapid answers to individual questions
    • Mobile phones as disease monitors
    • Mobile technology - increasing the options
    • Other tools
  • Key considerations for eCompliance tools
    • Using the right channel to relay the message
    • The age effect
• eCompliance recommendations
  • eCompliance incentives
  • Demographic differences
  • Target conditions for ecompliance
  • eCompliance services

Chapter 6 eHealth solutions for clinical trials

• Summary
• Introduction
• Market challenges
• Clinical trial websites
  • Physician-facing clinical trial websites
    • Keeping physicians current
    • Use branded clinical trial websites to leverage existing relationships
    • Physicians need an online database for clinical trial outcome data
• Conclusions
• Index

List of Figures

• Figure 2.1: Prescribing decisions of physicians survey
• Figure 2.2: How popular is eDetailing among physicians?
• Figure 2.3: To what extent should detailing be made available online?
• Figure 2.4: Have you used eDetailing in the last 12 months?
• Figure 2.5: How frequently do you use eSampling?
• Figure 2.6: How effective are detailing sessions?
• Figure 2.7: What type of sampling method do physicians prefer?
• Figure 2.8: The use of PDAs among physicians
• Figure 3.9: What types of websites do physicians use to look for health information?
• Figure 3.10: How do physicians rate current online healthcare resources?
• Figure 3.11: Adequacy of online information provided in physicians' native languages
• Figure 3.12: Factors influencing physicians decision to use a healthcare website
• Figure 3.13: How often do physicians participate in online forums?
• Figure 3.14: What role should the Internet play in the physician-patient relationship?
• Figure 3.15: What clinical trial information should appear on a healthcare website?
• Figure 3.16: Would physicians like to use the Internet to monitor patients?
• Figure 3.17: Preferred sources of health information for consumers
• Figure 3.18: Driving traffic to blogsites and online forums
• Figure 3.19: The involvement of healthcare professionals can drive participants to blogsites
• Figure 3.20: What features dictate whether consumers participate in a blog discussion?
• Figure 4.21: CME requirements in the US and EU
• Figure 4.22: Would pharmaceutical sponsorship of eCME deter physicians from accessing it?
• Figure 4.23: Doctors.net.uk
• Figure 4.24: Provide a well-organized and searchable interface for eCME
• Figure 4.25: Engaging eCME formats
• Figure 4.26: Financial support for eCME from pharmaceutical companies
• Figure 5.27: Barriers to effective communication in the EU

List of Tables

• Table 3.1: Key guidelines for blogging
• Table 4.2: AMA identified subject areas in which CME is needed