VIEWS: 1 PAGES: 2 CATEGORY: Business & Economics POSTED ON: 6/25/2010
With the unveiling of the Senate Finance Committee's proposal for health reform last month, the US is actually the closest it's ever been to enacting comprehensive reform. While not perfect, this bill has many elements that are broadly appealing across the political spectrum. The passage of reform would be historic -- not just for reducing the ranks of the uninsured but by offering historic benefits to the middle class. Central to these reforms is an agreement by the pharmaceutical industry to reduce drug costs by $80 billion over the next 10 years.
VIEWPOINT Portal combat: pull the plug on pharma HCP sites cian too. a general physician of $100 to deliver a doctor to a sible to answer their questions. Bill Drummy portal strategy presumes that portal for a single, completed Using high-value, low-commit- Chairman and doctors have some desire to go marketing activity. ment techniques like interactive CEO, Heartbeat to a single company resource for there are more effective FaQs, self-guided e-details and, Digital marketing materials – but they ways to reach doctors with especially, online chat is the key don’t. according to Manhattan brand-building programs. But to starting a productive exchange research, the average physician to be successful, pharma needs with physicians. and once they’ve portal gets a whopping four visits to reverse its thinking from a had a satisfying experience with Strange how some bad per doctor per year. ideas have a way of sticking You could excuse the early around. Commercials in movie attempts as failed experiments. Pharmas seem to be seriously theaters, the cellophane they use Yet here we are in late 2009, and addicted to their portals. I’m here to to imprison DVDs and, in phar- many companies are still invest- maceutical marketing, online ing in physician portals. stage an intervention—just say no! physician portals. Pharma companies seem to over the past 10 years, most be seriously addicted to their seller-centric model to a cus- chat, you will have created an of the largest pharma companies portals. and I’m here to stage tomer-centric approach. that opening for the skilled customer have committed millions to build an intervention—just say no! means distributing knowledge service rep or MSL to expand the multi-brand repositories of mar- Creating a “one-stop shopping” and service assets where the doc- conversation. keting materials, clinical data and website for people who have tors’ own information needs will this new model will transform service offerings for doctors. no need or interest in a pharma take them: general medical sites, the way doctors and pharmaceu- Portals make sense for Speak- marketing wal-Mart is foolhardy. specialist sites, search engines tical marketers interact, finally ers’ Bureau participants and Key and expensive. and branded product sites. But delivering on the promise of the opinion Leaders. But many of In addition to the multiple it’s not just a question of where digital channel, and belatedly these resources were also intend- millions it takes to build these you deploy the assets. You also closing the hatch on ill-consid- ed to attract the general physi- resources, it can cost upwards need to make it as easy as pos- ered physician portals. Pharma support makes health reform more likely spectrum. as such, the odds are pr
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