The 5th Annual eDetailing Summit

David Ormesher presented with Darren Ostmeyer from Takeda Pharmaceuticals at CBI’s 5th Annual eDetailing Summit on September 28, 2006 in Philadelphia. Ormesher is a frequent speaker at pharmaceutical marketing conferences.

This year, Ormesher and Ostmeyer presented their strategy for expanding eDetailing into a two-way relationship marketing platform.

Completing the Relationship: Using eDetailing as a Strategic Listening Post

Typically, eDetailing programs are used by product teams as a supplementary outbound push tactic to reach target physicians with key promotional messages. At best, it’s a one-way promotional tactic that is transactional in nature and short-term in its effect. At worst, it’s a sorry substitute for an experienced field rep.

However, picture the 20-year veterans you remember from your days in the field who could always get ten minutes with a doc even without an appointment. Their secret? They recognized the prominence of relationship in a physician’s decision to write.

Sales best practice teaches us that two-way communication is the crux of a successful relationship, and in the online relationship marketing world, that occurs through finding new ways to listen, watch, ask questions, and then use that insight to customize your communication, both online and offline. By expanding eDetailing into a strategic listening post, you gain the ability to learn about your customer faster than your competition.

Learn how to:

• Create an Information Strategy before your develop your Communication Tactics
• Use Golden Questions to gain unique insight into attitudes and behavior
• Implement a Priority Action Grid to map key customer satisfaction drivers based on what you learn about brand attribute importance and performance
• Integrate your segmentation and key driver insight back to the sales force to complete the relationship circle

David Ormesher, CEO, closerlook, inc.

Darren Ostmeyer, Senior Product Manager, Neuroscience Marketing, Takeda Pharmaceuticals North America

The 5th Annual eDetailing Summit

Leverage Interactive and Educational Technology Supported Physician Detailing Programs to Increase Physician Reach and Drive Sales

September 28 – 29, 2006
Philadelphia, PA

CBI’s 5th Annual Summit continues its tradition of bringing together the industry’s leading experts in Physician Detailing. The program features detailed case studies from some of the industry’s leading organizations and provides you with the information you need to improve technology supported detailing and increase ROI. This conference showcases next generation solutions allowing your company to revitalize physician relationships and best convey product information. Key topics being researched for 2006 include:

• eDetailing technologies
• eDetailing regulations
• Overcoming the challenges of expanding sales forces and limited physician time