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Interview
“Dr Recomenda”: Scalability in communication with physicians including research and assessment.
Pharmexx Brasil, expert in demand and patient support for the health care segment, has just launched the new business department for Digital Marketing. This new unit will gather products and innovative services to enhance how the pharmaceutical industry relates to physicians and patients.
Through operational ¨joint ventures¨ or acquisitions, such division aims to expand its action to most of the 23 countries where it acts through UD/ Ashfield holding. It is predicted to expand twice its turnover within three years, and the new division will respond to 35% of this total.
Follow the main parts of the interview:
Which are the main goals of the joint venture between pharmexx Brasil and “Dr Recomenda” ?
Dr. Regina Diniz:¨Dr Recomenda¨ is a platform which connects physicians to patients and also physicians to sales force. Through this platform, the pharmaceutical industry enables several pieces of information to physicians, allowing the health care professional to gain time and guide their patients. With the joint venture, the ¨Dr Recomenda¨ may be displayed to executives of the pharmaceutical industry and consequently innovate their business.
Luiza Granado:We have to highlight that, among several possibilities, Ðr Recomenda” directly helps the patient follow the treatment. We have already carried out pilot projects within the vascular segment and also antihypertensive drugs. The have had, respectively, 43% and 67% growth in compliance to the treatment. The joint venture will enable several other laboratories to have such results. Besides Brazil, we intend to massively act in Argentina, Mexico and Chile in 2016.
Elilson Antonio: The Digital Marketing at pharmexx Brasil will be very effective and become a strategic partner of the pharmaceutical industry. With the joint venture, we will bring more innovation to clients and to the market, which will be able to use, in a different way, an innovative technology tool of communication for physicians and patients.
Cauê Rossetti:Another important aspect is to improve the quality of life of these patients. The lab that makes use of “Dr Recomenda” will directly contribute to that, besides adding value to the medical profession. By becoming part of this kind of context, pharmexx Brasil reinforces its DNA of setting off trends and brings innovation to the health care segment.
What are the differentials of “Dr Recomenda”?
Dr. Regina Diniz:There are several. The most important one is the scalability. The lab that adopts “Dr Recomenda” will be able to communicate with several physicians and patients. Another interesting point is that the physician will have a digital support and will be able to access a high quality material during the appointment. Besides, with “Dr Recomenda” the lab will measure factors that outline sticking to the treatment, from the patient´s and the doctor´s perspective, concerning a specific medicinal product.
Luiza Granado:Besides, the lab will have lower cost to reach the medical profession, once “Dr Recomenda” is 100% digital. Another differential is that the sales force will gradually expand its interactivity with the physicians, by making studies, videos and papers available.
Elilson Antonio:The Marketing Digital department at pharmexx will help the industry solidify its position, once it is increasingly necessary to be recognized as an educational pillar, by updating and enabling its communication flow with doctors, in a fast, quick and safe way.
Cauê Rossetti:The digital technology is already part of the routine of several physicians. It is a one-way trip. By enabling and using a technological tool like “Dr Recomenda”, the lab will show that is aligned with this trend.
How will “Dr Recomenda” operate in Brazil together with the pharmaceutical industry?
Dr. Regina Diniz:The basic version of the platform is free of charge for both physicians and patients, and it makes possible for the patient to fill in a complete profile with different kinds of information, making the appointment even more efficient. The premium version of the platform, on the other hand, which will be offered by the pharmaceutical industry, enables the access of the patient to several other services.
Luiza Granado:With “Dr Recomenda”, the pharmaceutical industry will be able to carry out market research and measure the level of engagement and recommendations. There is also the possibility of the laboratory request the doctor to assess the performance of the sales reps that visit them.
Elilson Antonio:“Dr Recomenda” will enable the company, within a very short period of time, the possibility of changing its image and expand in the pharmaceutical industry.
Cauê Rossetti:The platform will enable physicians to offer a differentiated kind of service and, consequently, expand the number of private patients. Moreover, their diverse resources and possibilities will help the physician to build loyalty with their patient. The pharmaceutical industry will be widely benefitted by offering this differential.
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