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Ping Pong
Does the number of potential physicians ‘not impacted’ keep on being relevant?
“The internet and the mobile media create new and rich opportunities of access to physicians once they aggregate value to them. However, an ongoing and holistic analysis of the medical universe is decisive”, says Fabrice Seyller, director of Farma Certo, whose focus lies on optimizing the relationship between physicians and the pharmaceutical industry, by saving time and providing quality information. Seyller worked in laboratories for eight years before moving to supply chain.
Unique condition
Within this context, Seyller states that the Pharmaceutical Industry has a unique condition. “It is able to monitor all the 400,000 active physicians in Brazil, taking into account therapeutic profile, social and economic status and decision impact to precisely define which profiles will be reached and which channels of communication will be combined.”
It lacks Impact
According to the Farma Certo Director, the potential of the physicians ‘not impacted’ yet is still big for most current products of the pharmaceutical industry. “New technologies together with a multichannel strategy open doors to a new demand growth dynamic allied to the reduction of promotional investment. That´s what the current scenario demands”, he wraps up.
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