e-detailing: effective promotion of professional science communication

e-Detailing: Effective promotion of

professional science communication

Communication between Pharma Industry

and Physicians

e-Detailing

The evolution of new information and communication technologies (ICT) has

designed an innovative model to transmit data in the healthcare field.

This model can support the health care and administrative processes of companies,

management of the relationship between patients and facilities and, lastly, medical

and scientific information.

However, the current paradigm is represented by the approach of the economic-

business to e-Health, telemedicine and the online medical and scientific information,

because of the need to combine different way.

New technologies,

Clinical and administrative processes of healthcare companies,

Skills and culture of working team.

e-Detailing: definition

e-Detailing

Definition

e-Detailing is a web channel that represents a model of communication

with your doctor.

The information activities (detailing) are carried out exclusively or mainly on the

web and reach the medical target by using only the means of the channel. E-

Detailing offers the possibility to segment communication, customize the one-to-one

relation, analyze doctor’s behavior and his approval, have analytical data on the

web pages visited, time spent, and more.

The classic e-detailing model is based on three criteria: invitation, service site, link

to the product.

• The invitation is made by email, or other similar devices (areas within online

magazines, banners, demo) with the explicit permission to violate privacy.

• The contents of the service site must be of good quality and have an editorial

support in the order of output Access to the site is ruled by applicable laws and

regulations about confidential material and it must be restricted only to

healthcare professionals who can prescribe medications.

• The link to the product is entrusted to the agency but it is generally considered

as promotional material designed to be used online.

e-Detailing

Content

To achieve an effective e-Detailing, it is necessary that the three actions of

the classic model are valid and useful.

In particular, we should highlight the following aspects: number of accesses,

strong promotion, privacy management, access to the site, quality of the

contents.

These are the main points which the group Merqurio has focused on and are the

crucial factors of its success.

What the Italian doctors think about e-Detailing

“Physician behavior”

e-Detailing

A survey conducted by the Merqurio Research Study * revealed that 88% of

healthcare professionals uses the web daily and that 74% of them spends more than

6 hours per week searching for information and professional updates.

Come valuta la sua conoscenza dell’informatica?1

Medico italiano:

* Quante ore trascorre sul web il medico italiano?

* Come valuta la sua conoscenza dell’informatica il medico italiano?

* Source: Medici e uso del web: analisi e confronto Europa -Itlaia. Centro Studi Merqurio. April 2011

e-Detailing

The 88.4% * of Italian healthcare professionals searches for information on the web

and 2/3 of the physicians involved in the investigation confirms the predominance of

the use of e-mails in their professional practice.

Come valuta la sua conoscenza dell’informatica?1

Medico italiano:

* Quale è lo scopo per cui il medico italiano usa il web?

* Cosa effettuata più frequentemente sul web il medico italiano?



Quali tipologie di risorse usa via web il medico italiano?

62.4% * of Italian physicians, among different types of online resources, prefers free

sources such as databases (Medscape, Medline, etc..) and non-subscription magazines.

A further 32.8% uses e-mail more frequently than other web tools.

e-Detailing

* Il medico italiano dialoga spesso con i suoi colleghi attraverso l’e-mail?



Merqurio’s e-Detailing model

e-Detailing

Merqurio’s model

Merqurio has created a new model of e-detailing, based on:

1. Analyses of tests or surveys (online or by phone) before identifying the most suitable tools in

the project;

2. Access to a community of over 150,000 health care members, with permission to privacy;

3. The users are already active (logged in with a double-opt): after clicking on the email of

invitation, they can immediately have access to the promotion without further logins (Merqurio

Dr. Click);

4. Publication of editorial and scientific contents, for attractive websites or areas;

5. 37 online papers and over 4,000,000 online newsletters sent each month, to push actions after

the online invitation;

6. Phone-detailing, an unique experience in Italy, promotes e-Detailing project by offline (contact

by phone) or online devices;

7. The CSO network (scientific information in the front contract) is able to support physicians

despite the absence of a scientific information network;

8. Provider Fad at A.gen.as with a list of official online costs, offers to physicians, who enter the

restricted area, a training on a specific disease;

9. Thanks to DottNet.it, the first social network for doctors and healthcare professionals, reserved

areas, called channels, have been created regarding pathologies and diagnostic issues; they

are designed as "locations" where physicians can find e-Detailing, with contents, services,

articles, multimedia, conferences, conventions;

10. With DottNet., reserved areas, called microsites, have been created for promotional drug

services. At a distance of a click and within DottNet, it is possible to move from areas regarding

pathologies (channels) to promotional areas (microsite), making a clear distinction between

scientific promoting and marketing action;

11.The reporting, being an activity mostly or completely online, shows users’ values and

behaviors;

12.Merqurio’s e-Detailing commonly contains postal services (taking advantage of the discounted

rates of Merqurio Publisher), allowing a greater involvement of participants;

13.Merqurio proposes, at the end of the e-Detailing activity, a survey of perceived Assessment

Advisory.

e-Detailing

Merqurio’s model

e-Detailing

Merqurio’s model: workflow

Merqurio’s tools

e-Detailing

From invitation to consultation

e-Detailing is the organism of relationship with physicians who use Internet to have

scientific information on products, so completing or replacing the promotional

activity of products in a scientific information network.

The physician receives the invitation by email or by a Scientific informant to exploit

an Internet resource where he can find information on drugs.

The qualitative and quantitative tracking of access may allow the monitoring of the

effectiveness of the communication and the usefulness of the project, referring to

the objectives of communication, marketing and sales.

e-Detailing activities in Italy and abroad have had attractive investment returns.

e-Detailing

Dr. click

DrClick is a securing web access service, that allows health care professionals -

doctors, pharmacists or others - to visit the Internet sites of Merqurio group or all

pharmaceutical companies by using only one access key and without having to

retype the password.

Merqurio has developed this technology to allow professionals to have a unique

service, where the operator can be automatically accredited.

DrClick allows the site to recognize the user, allowing web access without having to

retype the password, so oversimplifying and increasing the numbers of visitors.

The service has been created to certify the access and the view of contents,

reserved exclusively to the Physician or the Healthcare operator (DrClick certifies

the access in compliance with the Circular MIN.SAN. Department of Drugs and

Pharmacovigilance N°800.I/15/1267 of 22 March 2000 and with the current Code of

Drug).

e-Detailing

DEM

The term DEM refers to the communication activity on products and services,

based on sending an email to a list of selected users.

It differs from the sponsorship of a newsletter for the exclusivity of the message

that no other editorial text conveys, dedicating the entire body of the notice to the

sponsor or its product.

The DEM should be recognized, authoritative, validated and sent to the specific

target.

Merqurio has devised a platform of more than 150,000 healthcare professionals

with the authorization to supply material, which can also be simultaneously

segmented in:

Area (region, province)

Specialization (GP, pediatrician, gynecologist, orthopedic surgeon, pharmacist,

etc., ...)

newspaper (Gyne Hot News subscription, Medical News subscription, ...)

Size and specification of communication (banner, square, skyscraper, DEM ...)

for lists (lists of selecting specific users)

For segments (gender, geographical area, only hospital, ...)

e-Detailing

DEM: template

DEMs produced by Merqurio are distinguished by different types of

communications:

- Promotion of product and/or company;

- Invitation: by clicking the link, the user can have access to services and/or

online materials, dedicated to him.

- Customized: a reminder message and/or a “thanks” message for taking part in a

project.

Merqurio’s editors offer services and news, updated in real time, thanks to the

content of online journals, generalist and specialist newsletters and web

content.

Merqurio’s editorial staff consists of 4 editors graduates in Pharmaceutical

Chemistry and Technology, 2 professional journalists and 20 publishers

copywriters, doctors, lawyers and experts in health economics, who provide a

wide range of contents.

Merqurio is always in synergy and has established relationships with the most

respected institutions: Assofarm, Federsanità, AIFA, Fnomceo, FIMMG, Scientific

Societies.

Merqurio has established a steady cooperation with:

o The University “Federico II” of Naples

Toxicological and Pharmaceutical Chemistry Department Chemistry of Natural Substances Department

o The University of Pavia

Pharmaceutical Chemistry Department

Newsletter and content: editing

e-Detailing

Web content

In addition to journalistic-scientific content, Merqurio provides

other utilities such as:

Rounds of pharmacies ???

Laboratory tests

Medical Diets

Addresses of public and private facilities

Medical Emergency

Medical Glossary

Marco Polo, a list, divided by all countries in the world, of health

information useful to the traveler (such as hygiene, food,

climate, safety, etc.).

Etc ...

e-Detailing

The leading article

Leading article is the featured

article published in the

newsletter.

The goal is to provide additional

and more comprehensive

information.

For a better action of pushing, the

title of the leading article

represents the subject of the

email that the recipient

receives.

NewsLetter: leading

article

e-Detailing

1° and 2° Header

1° Header (468x60 pixels) is

placed at the top of the newsletter

and is the first part that the reader

sees.

2° Header (468x60 pixels) is

positioned just below the first

header, and, although it is smaller

than the first, it provides maximum

visibility.

e-Detailing

Newsletter: banners

1° and 2° Skyscraper

The 1° Skyscraper (pixel

160x600) is the first vertical

banner positioned on the side of

the text

The 2° Skyscraper (pixel

160x600) is the second vertical

banner positioned on the side of

the text.

e-Detailing

Newsletter: banners

Panorama Medico is the generic newsletter of

Merqurio Editore.

Target: Pharmacists, healthcare professionals,

doctors of all specialties, Manager of the

pharmaceutical industry

Contents: updates from the world of science and

research.

Frequency: daily, for a total of 4 deliveries per

week, (Dem integrated: 3 issues per week, 4

Banners: 1 number per week).

Redemption impression (open newsletter): range

39-44%

Redemption link (click on the links Dem): range 25-

31%

e-Detailing

Newsletter : Panorama Medico

In addition to Panorama Medico daily updated, Merqurio has specialist

publications weekly, fortnightly and monthly updated.

The goal is to provide all the specialists of the healthcare sector with support

information for the performance of their professional practice, related to scientific

literature and changes and news about legislation concerning both health policy

and social security rules.

Specialist publications: weekly, fortnightly

and monthly

e-Detailing

Merqurio’s Newsletter

e-Detailing

Specialist publications weekly, fortnightly and monthly:oFarmacia MagazineoMedical NewsoCardio MailoDiabetologia NewsoGastro NewsoPediatria NewsoAsma NewsoDermatologia NewsoEmatologia NewsoEndocrinologia NewsoAndrologia NewsoGeriatria NewsoHospital NewsoInfettivologia NewsoMedical Sport News

oMedicina Interna NewsoNefrologia NewsoNeuro Point NewsoNutraceutical NewsoOculistica NewsoOdontoiatria NewsoOnco NewsoOrtopedia NewsoOtorinolaringoiatria NewsoPsichiatria NewsoReumatologia NewsoUro hot NewsoGyne Hot NewsoHospital News

Specialist publications consists in five sections, arranged in order to allow a targeted

scanning of topics of interest.

Specifically, the sections are:

i. Featured Article, is the first part to be seen/accessed by the users and it shows

the section where are reported the most relevance news.

ii. Written by you on DottNet/Multimedia Contents, these sections are alternated.

Written by you on DottNet is a section dedicated to the publication of articles

written by specialists who participate in the DottNet community, about clinical

cases and/or professional experience. Multimedia content is a section

dedicated to the publication of video, conference proceedings and power point

presentations, relating to conferences, symposiums and exclusive interviews on

the healthcare field.

iii.Scientific Literature, a section on the publication of news about clinical and pre-

clinical trials.

iv.Health, section on news about the public and private health.

v. Drugs, a section on news about the world of medicine.

Specialist publications weekly, fortnightly and monthly

e-Detailing

Manage the relationship with the web 2.0

DottNet is the first social network built and

totally dedicated to physicians,

pharmacists and managers of the

pharmaceutical industry.

The user, after registering, can attend all

activities typical of social networks:

• search for a colleague

• asking for his friendship

• publish articles

• to solicit or participate in a discussion,

etc..

Moreover, the user can communicate with

senior medical and sanitary professionals

and compare points of view and

experiences.

Social Network for professional healthcare: DottNet

e-Detailing

DottNet allows the user to activate complex projects involving a tele-mode, such as:

• Remodeling training projects based on participatory (community of practice)

• Designing editorial products

• Attend on complex communication processes which involve sharing of objectives,

collection and data classification (knowledge centers)

• Management of drug information through new ways (newsDetailing)

• Etc.

e-Detailing

DottNet: functionality

e-Detailing


The group

The group has the same features of a group in the social network Facebook.

Graphics and hierarchical features of control activities can be personalized.

Rules of the group:

The group can be made visible both to the whole community (public) and to private

sectors. The private group is managed by an owner who can invite, accept requests

from new users and who can exclude persons already members of the group.

The group can communicate with the community through official information.

All the functions of monitoring and mentoring are active.

Each participant can add articles, post content, comment threads, gather and share

multimedia materials, new threads.

When new material is added, the messaging service of DottNet notifies all

participants of the group.

The notification comes only to the participants of the same discussion, whenever you

insert a new comment.

e-Detailing

Area events

The area events has been developed as in other social networks. The section is divided

for events displayed in chronological order, starting with those with a daily

deadline.

The user can view and search for the events of interest, published not just from his

contacts but by all the users. Events have public and private audiences; the first

one are open to all, whilst to take part in the private audiences it is necessary a

call by a user who is already registered.

The user can decide to invite contacts, filtering them by:

Category

Specialization

Province

City


e-DetailingHighLight Congress

In this section the user can view the monitoring of national and international

conferences.

Each conference will have a link that allows the user to view the conference’s

proceedings, images and all the information about the event.

The materials will be incorporated into DottNet in specific sections (channel),

and they will be available through the DEM and promotional banner

placed in the social network.

Conferences will be reported from the company, proposed as a sponsor, or

directly from Merqurio.

The activity is structured as follows: 1. Participation of a team of Merqurio editorials, journalists and qualified

operators, during the congress.

2. Video conference interviews with leading exponents of Italian pulmonology, who have participated to national and international events.

3. Collection of congress material: clinical trials, conference proceedings etc.


Channels, is the area that allows the access to a specific channel in order to have

more information about specific diseases, scientific events, medical and scientific

issues about legislation and welfare.

Clicking Channel list, the user can view the page with the list of channels.

Channels are structured in different sections, that concern different subjects; each

channel is associated with a group, a place of discussion about the topic of the channel.

e-Detailing


The channel is divided into several areas, such as:

"Material Information", devoted to material information about a specific

disease and/or product.

"Insights of pathologies", an area where the user can refer to clinical

studies, conference proceedings and information on the pathology.

"News and/or Scientific Review", where the user can view the most

important news about a specific issue.

"Discussion Group", devoted to discussions and debates on specific

issues and/or problems concerning a specific pathology and/or product.

"Video interviews," where the user can see, in the case of a channel

related to an event, the video interviews with the most important

representatives who have attended to the event.

e-Detailing


e-Detailing

Channel: template

e-Detailing

The microsite

The microsite is the area in which the physician finds information about a specific product.

Communications in this area are all focused on the product from a commercial point of view, with promotions and claims defined with the company sponsors.

The user can move from the scientific area to the promotional one, without leaving the social network, but just with a click.

The mini-site and the channel have been developed by Merqurio to meet the need for companies to differentiate the communication about the product rather than the disease.

e-Detailing

Microsite:

template

Merqurio provides design, production

and distribution of distance learning

courses (eCME), directly or through

DottNet.

In the field eCME of Merqurio wants to

create new solutions,

• On Demand Blended

• Synchronous videoconferencing,

• Tele-platform to manage the distance

learning

e-Detailing

eCME

To have access to the contents of the course, the doctor/pharmacist can enter

Merqurio’s eLearning platform and can take the course dedicated to him.

e-Detailing

eCME

The DEM invitation is the "key

door-opener" of the

doctor/pharmacist to gain access

to the platform. The physician

receives in his mailbox the

message that reminds him the

project. Clicking, he will be

automatically directed to the

platform where he can follow the

course and receive eCME credits.

Merqurio also organizes accredited

residential courses (RES), taking care of the

training project, logistics and

communication of the event and all pre-and

post-events.

From the collection

of registrations to

the coordination of

the teachers at the

end of the practice

and the delivery of

ECM certificates.

eCME -CME

e-Detailing

Contact:Phone: 00390815524300Fax: 00390814201136E-mail: [email protected]

“It is not the strongest species that survives nor the most intelligent but the one that is most adaptable to change.”

Charles Darwin

e-detailing: effective promotion of professional science communication

Health & Medicine