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The Changing Pharma eDetailing Landscape: The Three Main Ways of Detailing Physicians Online
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A conversation with Monique Levy (see bio), VP Research at Manhattan Research, about the changing pharma eDetailing landscape.

Aired LIVE on: Friday, September 2, 2011

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Background

eDetail We discuss how the online pharma promotion landscape has changed, and which types of programs garner the largest audience as well as how the rep relationship is evolving and the role of new technologies such as tablets.

As part of the discussion, Ms. Levy reveals some details from Manhattan Research's latest ePharma Physician® market research study. The study is fielded online annually in Q2 among more than 1,700 U.S. physicians who are ePharma Physicians, or who use digital channels for pharma resources and connecting with reps.

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Key questions addressed in the research, and some of the issues discussed in this podcats are:

  • Tablet Reps: How is the rep relationship evolving and what role are tablets playing?
  • Online Promotion: How has the online promotion landscape changed, and which types of programs garner the largest audience?
  • Product Info Seeking: Which offline and online sources -- including pharma customer service channels -- do physicians use to find Rx info and how does this vary across product maturity?
  • Value-Added Services: How strong of an opportunity do patient education, financial assistance and online sampling represent for pharma marketers?


Guest Bio

Monique levy Monique Levy leads the Manhattan Research's consumer and physician eHealth and marketing research.

Prior to joining Manhattan Research, Levy was Senior Analyst at JupiterResearch for six years, leading their health coverage. She also applied her health psychology expertise at eDiets.com, managing community and providing strategic and research support to the executive team. During this time, Levy produced an award-winning cognitive-behavioral learning and multimedia tool for weight management. She also worked on environmental issues at the World Bank and was a fellow at the Pan American Health Organization.


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