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Big Pharmas replace Reps with Social Media tools

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An excellent article in the WSJ:

Big pharmaceutical companies have found replacements for the army of sales representatives they’ve laid off in recent years: digital sales tools that seek to sell doctors on drugs without the intrusion of an office visit.

Tens of thousands of pharmaceutical sales reps have been eliminated in the U.S., creating a void that drug makers are now increasingly filling with websites, iPad apps and other digital tools to interact with doctors who prescribe their treatments. (…)

The changes are designed to cut costs and to reach doctors in ways other than the traditional office visit, which many busy physicians say they find intrusive and annoying. (…)

Most companies say they’re using digital tools to supplement personal sales calls, but widespread layoffs in the sector suggest that technology is replacing, not just supplementing, human reps. (…)

Some initiatives whch mentioned in the article:

  • AstraZeneca TouchPoints website
  • Sanofi-Aventis: www.ipractice.com
  • Merck: www.merckservices.com
  • Boehringer Ingelheim : Pradaxa digital package
  • Novo Nordisk: Coags Uncomplicated
  • Eli Lilly: lillyconnect.com

Whalen, Jane. Drug makers replace reps with digital tool. The Wall Street Journal, Online: May 10, 2011.
http://online.wsj.com/article/SB10001424052748703702004576268772294316518.html?mod=wsj_share_twitter

 

Written by hbasset

May 11, 2011 at 8:27 pm

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