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

리서치사	Business Insights
발행일	2007년 03월	상품코드	50333
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Abstract

The online channel offers a key opportunity for pharma companies to restructure their sales and marketing model, improving their relationships with physicians and increasing compliance among patients. At the same time, patients are demanding a greater role in treatment decisions and seeking information from a range of online sources, resulting in a new age of consumerism in healthcare. eHealth solutions for Pharma is a new report that provides an overview of the changing pharma market place, providing solutions on effective three way communication between pharmaceutical companies, patients and physicians. Online strategies such as eDetailing, eSampling, eCME and eCompliance are explored, enabling you to gain best practice advice on the opportunities offered by eHealth technologies. Use this report to identify ways to increase productivity and improve communications between your company, physicians and patients, and implement eHealth strategies to ensure your products achieve commercial success.

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