February 2, 6:00 PM - 9:00 PM
Integrated e-detailing provides a new platform for marketers
Integrated e-detailing. Firms are using e-marketing with personal selling to create links among the brand, the sales force and customers. A case study from the pharmaceutical industry.
6:00 pm - 6:30 pm: Registration
Find out how firms are integrating e-marketing with personal selling to create links among the brand, the sales force and customers. A case study from the pharmaceutical industry. Detailing, the personal communication between sales representative and physician, accounts for a large share of the pharmaceutical industry's marketing expenditures. Studies have shown that detailing seems to provide the highest rate of return on marketing investment. (Puneet Manchanda, Peter Rossi, Pradeep K. Chintagunta, University of Chicago, 2003) Physicians that are now spending more time online researching medical topics than they do with sales reps are contributing to a new opportunity for marketers. (Harris Interactive/Boston Consulting Group). This presentation will explore the relationship between existing medical sales force effort and an integrated eDetailing program. According to Dave Ormesher, CEO of closerlook, "strategic marketing plans work best when they integrate e-details with other sales activities". Companies can use these types of online communication activities as an ongoing customer relationship management tool (CRM), thus leading to more productive face-to-face interactions with their best customers.
David T. Ormesher
Pharmaceutical firms such as Merck, GSK, Lilly, TAP, Abbott, Boehringer Ingelheim and Baxter have all turned to closerlook for strategic communication solutions including pre-launch market conditioning and digital thought leader programs; eDetailing and non-personal promotion; CME and sales force distance learning; and patient education and recruitment. In addition, David has built long-term client relationships in accounts like Accenture, Dearborn Publishing and Kodak. Ormesher has 21 years of experience in marketing communications. He worked for seven years in television as producer and journalist for a syndicated magazine-format series entitled, "A Closer Look." He holds a graduate degree from Garrett-Evangelical Theological Seminary and a bachelor's degree from Wheaton College.
Jessica brings with her Big-5 consulting experiences in the financial services industry and product development. She also has extensive telecommunication background, focusing on customer relationship management processes and tools implementation. Jessica has an MBA from University of Chicago and a BA from University of Illinois – Champaign Urbana.