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Advisor(s)
Abstract(s)
Situadas num dos mercados mais regulados e competitivos, as empresas farmacêuticas
gastam milhares de euros e recursos todos os anos para criar algum reconhecimento de marca
e conseguir vender os seus produtos.
Um dos campos com maior percentagem de influência dos custos de marketing destas
empresas é o detailing - visita dos delegados de informação aos médicos, que tem como objetivo
não só informar sobre um produto como aumentar as prescrições. No detailing, todos os dias,
delegados de informação médica (DIMs), visitam clínicas e hospitais para divulgar produtos
farmacêuticos.
Com o crescimento da era digital, estas empresas, médicos e instituições, tentam
adaptar-se a uma nova forma de comunicação que pode trazer diversos benefícios a todos os
envolvidos.
Apesar do desenvolvimento digital e a comunicação via multicanais já ser notória no
desenvolvimento da indústria, é importante dar o salto para a omnicanalidade. É fundamental
haver uma comunicação, de forma integrada, rápida e precisa, utilizando os diversos canais
disponíveis.
Located in one of the most regulated and competitive markets, pharmaceutical companies spend thousands of euros and resources every year to create brand awareness and sell their products. One of the fields with the highest percentage of influence on the marketing costs of these companies is detailing - visits by information delegates to physicians, whose objective is not only to inform about a product but also to increase prescriptions. In detailing, every day, sales representatives visit clinics and hospitals to promote pharmaceutical products. With the growth of the digital Era, these companies, physicians, and institutions are trying to adapt to a new form of communication that can bring benefits to everyone involved. Although digital development and multi-channel communication are already evident in the development of the industry, it is important to make the leap to omnichannel. It is essential to have integrated, fast, and accurate communication, using the various available channels.
Located in one of the most regulated and competitive markets, pharmaceutical companies spend thousands of euros and resources every year to create brand awareness and sell their products. One of the fields with the highest percentage of influence on the marketing costs of these companies is detailing - visits by information delegates to physicians, whose objective is not only to inform about a product but also to increase prescriptions. In detailing, every day, sales representatives visit clinics and hospitals to promote pharmaceutical products. With the growth of the digital Era, these companies, physicians, and institutions are trying to adapt to a new form of communication that can bring benefits to everyone involved. Although digital development and multi-channel communication are already evident in the development of the industry, it is important to make the leap to omnichannel. It is essential to have integrated, fast, and accurate communication, using the various available channels.
Description
Keywords
Indústria farmacêutica Detailing E-Detailing Digital marketing farmacêutico Delegados de informação médica Médicos Ferramentas comunicação Pharmaceutical industry Digital Pharmaceutical marketing Sales representatives Communication tools