As doctors do use “mobile” devices now dominantly to get their information about new developments, the industry needs to adapt their way of informing their clients. Edetailing for the health industry is the norm, not a futuristic issue any more. Edetailing is not just about presenting information. It should also direct the industry’s ways of interaction with its clients. And, more so, to acknowledge that the end goal lies not just in using drugs or devices, but in improving care. That triggers fundamental change of how the industry needs to relate with its customers.
John Mack, better known as @Pharmaguy from Pharma Marketing news asked me to have an interview with me about this new commercial model for pharma, working customer centric.
Here’s the interview. Having no transcript, I added my pre-interview notes.
It is not an easy task to change pharma’s market approach. Ever since 2002, product oriented detaling has been grown into a firmly standardized routine for all pharma companies. But markets have changed in the meantime and have become different by structure, reimbursement and price. Avoiding the commodity trap is challenging. Here is a short review of how we changed in the Netherlands and put customer first.
The pharmaceutical industry is adopting all kinds of programs to innovate their promotion, like closed loop marketing, key account management, customer excellence etc. Here we focus on edetailing as a core aspect for triggering the road map to create more effect and collaboration with customers.