The COZAAR e–Pilot 2005 : an analysis of the effectiveness of e–Profiling and e–Detailing as marketing tools for use in the SA pharmaceutical environment
Abstract
The South African (SA) pharmaceutical industry has become very crowded and
competitive. The industry is characterised by many sales representatives
(hereafter referred to as sales 'reps'), jockeying for time in front of busy target
physicians. With fewer calls available and less time afforded per call, many sales
reps are unable to profile their physicians, develop relationships with them,
deliver complete promotional messages and differentiate their products. Time in
front of the physician has consequently become a significant limiting factor for
many CRM and promotional strategies. Pharmaceutical marketers have now
turned to the internet to find new and innovative ways to interact with physicians,
without "time and place" restrictions.
e-Profiling and e-Detailing is essentially physician profiling and detailing done
online. e-Profiling is expected to enhance relationships with physicians and
improve our understanding of their attitudes and behaviours; while e-Detailing is
expected to expose more physicians to higher quality and more interactive
promotional messages, more frequently and cost-effectively. Based on research
done in the USA and in Europe, it would seem that whilst most firms have not yet
nailed down the 'winning formula', they have found that these initiatives
complement the sales force and deliver reasonable ROI. However, in SA, very
little research has been done on e-Profiling and e-Detailing to support their
domestic viability. The COZMR e-Pilot was therefore developed to quantitatively
and qualitatively determine whether or not SA physicians are ready fore-Profiling
and e-Detailing; and whether or not these initiatives could meet or exceed
expectations.
This report includes a situational analysis of the SA pharmaceutical industry, an
analysis of MSD's competitive position, a literature review on e-Profiling and eDetailing
and the results of the COZMR e-pilot. The report draws on the findings
of such analyses and research results, to make recommendations and provide
action steps for the development and implementation of e-Profiling and eDetailing
at MSD SA.