IMS Study Shows Increased Rx and ROI with Lathian eDetailing
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
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.