merqurio group: pharma enterprise 2.0

Merqurio Group: company profile

Merqurio Pharma

Merqurio Servizi

Merqurio Editore

SUMMARY

MERQURIO GROUP: closer to customers, closer to market

Innovation or tradition? Is communication to explore new technologies or rely on traditional

channels?

Marketing and sales operations are facing new challenges from the pharmaceutical market.

The goal is to optimize contacts and relationships and create value by reducing costs.

Merqurio provides pharma companies and national health system with new ways of

interacting with doctors and pharmacists through their own media and publishing

experience in marketing pharmaceutical products.Merqurio Group consists of three separate companies:

• MERQURIO PHARMA

Phone Rep, CSO, service Team and marketing support to contact physicians. It will be surprising

to find out that there are new ways to communicate with medical doctors.

• MERQURIO SERVIZI

It’s easy to get in touch with pharmacies! Real relationships, not only transactions! Our remote

agents contact Italian pharmacies around 20 time every year. Over 60 projects for sales,

marketing, sales support, order transfers, management and more...

• MERQURIO EDITORE

Direct Email marketing, e-detailing, video-detailing, Web marketing, electronic publishing are

the most powerful and innovative marketing tools. Low-cost and highly effective: that is why our

online marketing approach allows to run a business successfully.

Merqurio PharmaServices & Products

MERQURIO PHARMA - PROFILE

In a highly concentrated market headed towards larger and larger forms of globalization,

Merqurio Pharma is a brand-new type of pharmaceutical company thanks to its innovative

approach to promotional and sales activities on behalf of third parties.

In such a competitive market, Merqurio Pharma has focused its action on a crucial need that

affects all companies: the outsourcing of services.

Merqurio Pharma is a company that provides its potential customers (mostly pharmaceutical

companies) with marketing and promotion activities for third parties as well as relationship

marketing services, ranging from face-to-face area networks (Contract Selling Organization)

to phone-detailing; from online and web-based activities to logistics and distribution.

The structure of Merqurio Pharma is, strategically, very flexible, but it also features a careful

central monitoring on quality and activities, including medical direction and offices for

regulatory processes and pharmacovigilance.

MERQURIO PHARMA – SERVICES & PRODUCTS

Merqurio Pharma is a leading company in the field of scientific information through effective

and cutting–edge communication strategies.

Merqurio Pharma, compliance to Italian legislation, provides scientific information about

drugs for third parties. Merqurio has created two innovative multimodal and remote-based

detailing activities:

1. PHONE DETAILING:

about seventy Phone Reps

Work from Merqurio offices

20-25 positive contacts a day for each Rep

2. CSO (CONTRACT SELLING ORGANISATION):

about hundred Reps

Based all over Italy

Physicians visited are GPs, Gynecologists, Dentists, Orthopaedics

PHONE DETAILING

Merqurio Pharma has revolutionized medical science information addressed to doctors and

healthcare professionals thanks to its new detailing and phone-detailing services performed by a

professional contact center.

The Phone detailing is a business unit featuring seventy Reps (or more, if needed) who are in touch

with doctors and healthcare professionals to support marketing operations rapidly and in a flexible

way.

The main reasons to trust Merqurio phone detailing service are:

Combination of several activities, including phone calls and e-mails

Possibility to reach a large number of healthcare professionals at a very competitive cost.

Possibility to act on two main drivers of any medical prescription: brand reputation and brand

identity. Brand reputation enhances the competitive features and advantages of the product, whereas

brand identity refers to brand awareness and image.

Phone Reps’ activity is organized as if they were street Reps: a specific number of phone contacts

and visits are scheduled, featuring different steps to follow during the phone interview, including

product information and conference/group invitations, sending scientific papers as well as delivering

paper documents and gadgets.

This is a giant leap forward in the field of medical detailing, in which Merqurio proves to be a leading

service provider to pharma industry.


CSO (CONTRACT SELLING ORGANITATION):

Merqurio CSO is the first network in Europe that meets the needs of pharmaceutical companies to

outsource scientific information, in order to cut the costs of an internal structure.

Merqurio Street Reps network is made up of 100 people having remarkable sale experiences and

skills and proven knowledge of the Italian pharmaceutical market .They are distributed all over the

Italian territory.

Merqurio’s CSO is coordinated by seven area managers. Merqurio Pharma’s CSO is Ipad-based

network. Companies need to outsource scientific information, lower management costs and build

effective and efficient relationships with physicians.

Merqurio CSO’s strong points are:

- Broad and wide-ranging network extended all over the country and addressed to well defined

targets;

- An accurate selection and recruitment of Reps (Italian D.L. 219/06) carried out by assessing

candidates’ customer retention abilities. Selection is not only based on experience and expertise,

but, above all, on product and service oriented approach and relational skills targeted to GPs,

gynecologists, odontologists and obstetricians;

- Integration between different communication channels, thanks to its own CMS, which allows to

work with the field force online and by phone at the same time;

- A proper and ongoing training program, to boost professional, medical and communicative skills;

-The implementation of an iPad-based system aims to maximize the efficiency of the contact with

physicians;

- Network constantly monitored through TMS system


Merqurio ServiziServices & Products

MERQURIO SERVIZI - PROFILE

Merqurio Servizi is the solution to the problems of pharmaceutical companies: testing new

products on the market, collecting debts, marketing and distributing therapeutically equivalent

drugs, conducting surveys, launching market researches, writing manuals and guides on the

Italian healthcare facilities.

The company emploies about sixty remote agents directed by a senior manager who calls

every pharmacy many about 15 time per year and has so far trusted 3,500 pharmacies. Call

centre operators are divided into groups and coordinated by a team leader who has definite

target –oriented duties, including sales and client acquisition, sales support, transfer orders,

logistics, promotion at point of sale, events in pharmacies.

The overall activity of operators is assessed through a series of performance indicators,

including the number of daily contacts, number of orders, success rate of closed contacts,

average weekly sales and, above all, the percentage of new customers.

Every day from Merqurio’s offices sixty remote agents call pharmacies to promote or sell

products. Every agent works always in the same area, so as to create a one-to-one relation with

the pharmacist.

The “Merqurio Remote Agent” can provide sellers’ networks targeted to pharmacies, if the Pharma

company doesn’t have one, or integrate an existing network.

Sales activities are carried out in three different ways:

• The first is the Transfer Order service, monitored by 25 operators in partnership with 15

wholesalers and featuring over 500 generic drugs (400 of them are included in class A) proposed

to pharmacies. Teamwork is daily supervised to analyze sales trends and related earnings, while

the report is drawn up every day, week and month. The manager, one or more times a day, sends

orders to the wholesaler in order to ensure quick deliveries.

• The second is Direct Order service: pharma companies purchase a series of services ranging

from direct sale to the promotion of specific brands. The operator, becomes an agent and works

as a seller on behalf of the commissioning company. Even in this case, reports on all activities are

drawn up on a daily, weekly and monthly basis, according to company needs and targets.

• The third is Trade service, the service provided to customers by Merqurio Servizi. Twenty

operators started their activity only two years ago, but they have already conquered several

market segments thanks to an innovating sale strategy. Trade, today, is a solution which includes

advantages both for pharmacies and pharma companies. Merqurio buys products from companies

directly and then manages selling and distribution activities, thus taking all the risks related to

transport, delayed income, leaflet replacement, etc.

MERQURIO SERVIZI – SERVICES & PRODUCTS


SURVEYS AND MARKET ANALYSIS

Merqurio Servizi has a great experience in recruiting, contacting and communicating via

phone and web throughout the Italian pharmaceutical market.

Merqurio surveys reach the target immediately, so as to build a complete market

profile and enhance the relationship with customers.

Merqurio monitors and checks information and data related to the Italian pharmaceutical/

healthcare market thanks to:

Latest and most advanced technologies (CATI and CAWI)

Merqurio database of health professionals (150,000 members who authorized access to

personal data)

Merqurio offices, featuring more than sixty remote agents

Merqurio is also able to segment and identify targets according to company requirements and

several parameters:

Brick and Micro-brick

Number and typology of specialists

Region, province, city and zip code

Work, private office, street address

Age, sex, date of bachelor, membership to professional orders (card number)

Use of the Internet, online behaviour

CONTACT CENTER

Contact centers are a way for pharmaceutical firm to differentiate themselves from the

competition. Fundamental customer service goals that should be delivered by today’s contact

center include selling services by understanding unique consumer needs for healthcare services,

and running more cost efficient operations by increasing agent productivity. Further, contact

centers are now considered a key instrument in changing the public’s perception of an

organization, creating a great customer experience, and executing on the business goals of the

organization as a whole.

Merqurio Servizi has a great experience in contacting and communicating via phone.

Merqurio Contact center’s strong points are:

Improved clients satisfaction

Increased patient satisfaction

Better communication between pharmaceutical firm and patients

Improved managers/staff relationships

Stronger teamwork

Quality proven through positive audit outcomes

Successful collaboration through flexibility and responsiveness

Systems and processes to ensure delivery of a consistent and cost-effective service


Merqurio EditoreServices & Products

MERQURIO EDITORE - PROFILE

Merqurio Editore is the leading company in the field of web-based marketing activities.

Through a sophisticated staff organization made up of a managing director, professional

journalists, and experts on social security, trade union legislation, forensic medicine, law and

economics, Merqurio Editore is a multimedia publishing house specialized in healthcare

and medicine:

PUBLISHING SERVICE

NEWSLETTERS, WEB MARKETING AND ELECTRONIC PUBLISHING

MEDICAL INFORMATION SERVICE

DIRECT MARKETING, DATABASE, CRM

PHYSICIAN DATABASE

STAKEHOLDER DATABASE

CONTENT & WEB MARKETING

DOTTNET.IT

CME AND E-CME

SMARTPHONE HEALTHCARE APPS

MERQURIO EDITORE – SERVICES & PRODUCTS

PUBLISHING SERVICE

Traditional paper publishing is still essential to support projects on healthcare communication.

Merqurio Editore offers publishing tools to the pharmaceutical industry; these tools are consolidated

and appreciated by physicians and pharmacists.

The Italian Pharmaceutical Yearbook “ Annuario Farmaceutico Italiano” with his 2,000 pages

of information on drugs, from pharmaceutical components to pricing, represents the best product on

the market if you want to know, learn and get always updated information. It is also available on CD,

online, on smart phones and iPhone.

The 700-page Pocket Pharmaceutical Yearbooks is the shorter version of the Pharmaceutical

Yearbook and contains 15,000 technical datasheets on all types of drugs. It is very useful for its small

size.

The bi-monthly Pharmaceutical Handbook, instead, is a practical booklet updated every two

months and sent to doctors via email, featuring the name of the drug, its active principle, category

and price.

All these products are also published in electronic format, allowing a daily update through web

service, a login device that recognizes the single user and sends him/her the publications he/she is

entitled to receive.


NEWSLETTERS, WEB MARKETING AND ELECTRONIC PUBLISHING

Merqurio has set up its own electronic newsletter system, now including 37 titles and covering a

wide range of topics. All of them feature an editor-in-chief and a team of experts made up of

journalists, four graduates in chemistry/pharma technologies and twenty copywriters, supported by

physicians, lawyers and experts in health economics, ensuring reliable and up-to-date contents. This

long-lasting success is well represented by three million online journals sent to healthcare operators

every year.

Multimedia publications are increasingly replacing traditional publications, allowing users to read

easily and quickly and producers to communicate in real time and cut publishing costs. Panorama

Medico, sent daily to GPs and specialists and reporting an average redemption rate of 44%, takes an

outstanding position. Panorama Medico covers such a wide range of issues that it is possible to tailor

it to customer needs and segment the target market. Every day, Panorama Medico is sent to

150,000 healthcare professionals who appreciate up-to-date contents coming from the

environment of science and research and dealing with issues concerning health systems and policies,

trade unions, and social security.

The same approach applies to other titles, such as Medical news, Farmacia magazine, Gyne hot

news, Uro News, Cardo mail news, Pediatria news etc. They are all well-known and distributed

publications addressed to specific targets who can find up-to-date information concerning their own

professional categories.


MEDICAL INFORMATION SERVICE

Merqurio has a well-established Medical Information service provider for the pharmaceutical industries and healthcare professionals.Medical Information Merqurio provides on-call and written answers on medicines and devices from healthcare professionals and the general public.

Medical Information Merqurio is: A team of experienced Medical Information professionals Ability to support customers from the whole of Europe Quality proven through positive audit outcomes Successful collaboration through flexibility and responsiveness Systems and processes to ensure delivery of a consistent and cost-effective service A real, demonstrable track record of success

Medical Information Merqurio offers a range of additional services which traditionally are the responsibility of the Medical

Information department: Standard Responses. This can include the development or updating of:

One-off standard response lettersStandard response documents in preparation for a new product launchLibrary of standard responses for the entire product portfolio

Sourcing, databasing and supplying clinical papers Identifying and reporting initial information on spontaneous adverse events (drug-surveillance) Consultancy support on behalf of physician, pharmacists, other healthcare providers and patients.


DIRECT MARKETING, DATABASE, CRM

For over 10 years Merqurio has provided its customers with database management, data

acquisition and solutions for data processing. They are crucial to healthcare organizations

needing a accurate customer master database for their Reps, direct marketing, and CRM

applications.

Merqurio Database is a huge archive including all drugs marketed in Italy and their respective

technical specifications, daily reviewed by Merqurio scientific staff. Merqurio Database is arranged in

cooperation with the National Department of Health and other institutional sources and is ISO

9001/Vision 2000 certified. Sponsored by FNOMCeO (Italian professional association of physicians

and orthodontists), Merqurio Database is used by local health authorities, doctors, pharmacies and

local hospitals as well as a number of pharmaceutical companies.

DRUGS DATABASE

Merqurio Database also includes exhaustive information on scientific references related to drugs

and is the only Italian database including the original SPCs (Summaries of Product Characteristics) in

PDF format. Moreover, Merqurio Database features a section about the interaction between drugs

and food intake.


PHYSICIAN DATABASE

Merqurio's physician database consists of over 110.000 physicians and includes such physician

data as physician specialty, mailing, addresss, phone number and etc…

Merqurio, through the experience in multichannel(email, phone, etc..) contact physician frequently

and verify every field of every record in its database to maintain accurate physician mailing lists.

This commitment to quality means your marketing success.

We understand the importance of physician databases which directly impacts organizational sales

and marketing efforts: missing and inaccurate information within a prescriber database can cost

healthcare organizations time and resources that could be allocated towards other sales and

marketing expenses.

Having a robust and up-to-date provider and facility profile greatly increases sales force and

marketing efficiency and saves our clients millions of dollars each year in both personal and non-

personal communication with physicians.

The number of references in a database makes it effective for marketing campaigns, but

data quality is what makes the difference. Append valuable information such as specialty,

phone number, fax number, patient volume and affiliation with a medical group, health system or

hospital. This is possible thank to merge/purge process and qualified operators.


STAKEHOLDER DATABASE

The "DB Stakeholder" was produced thanks to a cooperation between FedersanitàANCI and

Merqurio. They felt the need to map and update public and private stakeholders, thus taking a census

of all “stakeholders”.

The Database Stakeholder complies to privacy law through data co-ownership between

FedersanitàANCI and Merqurio, according to their respective role as Owner and outsourcing Manager

of personal data.

The Database Stakeholder not only maps all Italian health structures and facilities, but it also includes

all the "stakeholders“, which means all the decision-makers at several levels (national-regional-local),

thus providing exhaustive and detailed information on healthcare professionals.

The "DB Stakeholder" is available to all Pharmaceutical Companies and bodies that need to establish

a direct contact with Regional and Local Health Authorities (for example AIFA, ASL, AO, Regional

Committees, Regional Council, Committee PTOR, Regional Health Committees Medical Schools Mental

hospitals Specialized Centers etc…)

All data:

are arranged in compliance with current legislation

are regularly updated

are completed and tree-structured


CONTENT & WEB MARKETING

Drug databaseEvery information about Italian drugs with scientific referencesDrug interactionsPara-pharmaceutical database

Physicians’ master dataAddresses and master data of all Italian Doctor (300.000)150.000 fully profiled physicians logged in Dottnet.itItalian Health StakeholdersMedical emergencies Addresses of public and private facilities

Pharmacies’ master dataPharmacies’ addresses, opening days and hours, holidays

Content databaseLaboratory testsMedical DietsMedical EmergencyMedical Glossary Etc...

Merqurio is able to develop micro-websites and online visuals to support phone-detailing and direct e-mail marketing strategies.


DOTTNET

DottNet.it is the unique social network of medical science in Italy. The goal of DottNet.it is

creating a professional network among physicians, pharmacists and health professionals.

Thanks to DottNet.it, members can receive, every day, specific scientific information.

Access is reserved to trade professionals in accordance with the Italian law.

The members through DottNet.it may :

Receive professional news

Invite colleagues/friends to access and discuss, build discussion groups, take part in

debates;

Share interests or participations in conferences;

Enhance their knowledge by asking or answering questions;

Write articles or include presentations and movies and see them published;

Take part in eCME projects;

Comment on and rate articles;

Find colleagues from universities or specialists;

Create new professional relationships;

CME

Merqurio also organizes accredited residential courses (CME), taking care of the training project,

logistics and communication of the event and all pre- and post-events.

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


SMARTPHONE HEALTHCARE APPS

The mobile health landscape is rapidly growing: the use of smartphones and their applications in

healthcare is more and more common among physicians.

Merqurio has set up its own Smartphone healthcare Apps for iPhone and Android system. Merqurio’s

healthcare apps can help physicians formulate their diagnoses and prescribe specific therapies.

“These markets are conversations...A powerful global conversation has begun. Through the Internet, people are discovering and inventing

new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter- and getting smarter faster than most

companies.”The Cluetrain Manifesto

Contact:Phone: +390815524300Fax: +390814201136www.merqurio.itE-mail: [email protected]

merqurio group: pharma enterprise 2.0

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