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Founder Quang X. Pham Returns to Lathian to Transform Pharmaceutical ePromotion

Monday, October 6, 2008 9:04 AM

IMS Study Shows Increased Rx and ROI with Lathian eDetailing Solutions

At a time when pharmaceutical companies face increasing sales and marketing challenges – from slowing pipelines to abundant regulations to dwindling sales forces under scrutiny – founder Quang X. Pham has rejoined Lathian Health (formerly known as Lathian Systems) armed with a new corporate strategy, ambitious plans for product development and the unveiling of powerful ROI research.

"Everyone in healthcare is trying to do more with less – and as a result, the time has never been better for ePromotion," said Pham, president of Lathian Health.

According to Health Strategies Group, nearly 40 percent of physicians are not effectively accessible by visits from pharmaceutical sales reps— a fact that has contributed to a surge in non-personal promotion to physicians. Research conducted by Verispan found that in 2007, virtual details comprised more than 53 percent of ePromotion activities—a 20 percent increase from the previous year.

"There is a greater pressure not just to sell more, but to sell smarter," said Pham. "ePromotion not only helps sales forces reach hard-to-see prescribers, but also ensures pull-through with customizable tools that engage physicians in a two-way dialogue."

Pham's new strategy for Lathian products involves a decentralization of ePromotion – giving more control to the local field rep or manager to reach physicians at a time that is most convenient for them, which is sometimes outside of traditional working hours. This approach not only empowers sales forces, but also provides physicians the ability to spend more time with their patients.

Industry Research Highlights ROI with Lathian ePromotion

Lathian's Promotions to ProfessionalsSM suite of pharmaceutical marketing services and technology-based sales solutions has proven to reduce sales and marketing costs, while delivering effective promotional messages and increasing ROI. A recent study conducted by IMS Health revealed the results of Lathian's Virtual Detailing program for Auxilium's TESTIM®, a brand of testosterone gel for treatment of hypogonadism (low testosterone). The goal of the program was to educate and increase prescribing among 25,000 targeted physicians.


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