MEDICAL DETAILING
The sales rep´s action is meant to be irreplaceable

By Célia Piovan

Products Manager - Gasometry, Microbiology, Urinalysis & Diabetes at Siemens Healthcare Diagnostics, Diogo Dias de Oliveira.

Majored in Parmacy-Biochemestry and in Marketing, both from University of São Paulo, started his career in 2005, at Bayer, in the diagnostics products area. Nowadays, at Siemens Healthcare Diagnostics, he works as the Products Manager for Gasometry, Microbiology, Urinalysis & Diabetes lines, developing a Project together Pharmexx for the last one, which has already generated promising results. Diogo comments that the sales rep is irreplaceable when it comes to promote medicine to physicians and that he must be aware of his position as an information provider better than being simply a promoter for traditional products and the last pharmaceutical launches.

Top Team: Why have you chosen medical detailing?
Diogo de Oliveira: We opted for DCA 2000, a device from Siemens that can be recommended for glycated hemoglobin measurement outside laboratory, which perfectly fits the doctor's office routine. With DCA 2000, the physician may inform the value of glycated hemoglobin within six minutes to the patient, which enables feedback during the doctor's appointment. This is perfect for patients, as they leave the office aware of which steps to follow and also for physicians, once they can follow up their patient, which, in turn, creates a loop that reinforces their patient loyalty.

TT: What was the strategy used?
DO: We carried out a project with only one sales rep in São Paulo, in order to find a better way of developing this market. The project would last five months, with medical detailing to the major endocrinologists of the city, who would be introduced to the product.

TT: What about the goals?
DO: Firstly, to understand how physicians would understand this news, besides making the product well known in the market and consolidate a strategy from pieces of information received during the project to generate needs.

TT: How was the feedback of the physicians visited?
DO: Most loved the DCA 2000 and the idea of having a quick result to the patient.

TT: What were the results obtained?
DO: For this first step, results were satisfying. However, as it means developing a new concept, the way is still long, but extremely promising. Now the idea is to spread the model to other states.

TT: Why did you choose Pharmexx?
DO: Our first contact with them was through recommendation from other companies that had already worked with Pharmexx. The final choice was made after a work proposal that the company presented to Siemens, which had exactly what we wanted - experience in medical detailing and tools for continuous monitoring of the project. The professionalism which Pharmexx directs its professionals and the support provided to them contribute to the success of the Project and provides target oriented medical detailing.