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Interview
Multi-channel Platform for medical detailing: a reality!
Over the last years, the pharmaceutical industry has faced several changes. Discussions involving the efficacy of products promotion are an ongoing topic for executives.
“We have the challenge to follow evolving changes that have taken place in the pharmaceutical market” says Cauê Rossetti, marketing & project manager at pharmexx Brasil.
“Pharmexx Brasil has been supported by its international partner, the United Drug, and is always ready to innovate”, adds Elilson Antonio, commercial manager at pharmexx Brasil.
Follow the main parts of the interview with Elilson Antonio and Cauê Rossetti:
Top Team: What does multi-channel platform stand for?
Elilson: It is a platform for contacting physicians and POS´s in a distant way. Contacts are made through various channels (streaming, telephone, e-mail, social networking, among other tools).
Cauê: The multi-channel platform fits the products promotion and the launch of drugs, among other things. Pharmexx Brasil has already made this platform available for a year, with positive results. In the United States there are over 500 reps from United Drug working in projects with the multi-channel platform.
Top Team: What are the benefits of the multi-channel platform?
Elilson: Many. The main one is that with the multi-channel platform the laboratory expands its medical panel efficiently, without great investment.
Cauê: There is a generation of physicians 2.0 extremely involved with social network and other technological platforms. A sales rep who acts in this multi-channel platform has exactly this profile and may have a high interactivity degree with all these physicians.
TT: Is the multi-channel platform a complement to medical detailing?
Elilson: It is an additional platform, which reinforces the innovative trends of pharmexx Brasil. It may be used, for instance, to make a product launch achieve physicians from categories 3, 4 and 5; or get to regions not covered by our sales teams.
Cauê: It is important to highlight that the multi-channel sales rep has experience in the field and is not limited to sending an email: he establishes contact, go to congresses, orientates through social media, MSM, therefore, he supports his medical panel through several “visits” per month.
Top Team: To wrap up, pharmexx Brasil has launched a new product with focus on access and adhesion. How does it work?
Elilson: It stands for an extension of the multi-channel platform and offers support to physicians and patients. With this product, the laboratory will be sure that that the patient has really adhered to the treatment and that he makes the correct use of the medicine.
Cauê: A very interesting issue concerns the biological drugs. They are expensive and complex. Through patient´s support, from an educational perspective, the lab decreases the treatment dropout rates and facilitates the prescriber´s life.
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