October 16th, 2013
Med representative's job partly vanishing
By Sushmi Dey
Pharma firms find online marketing cheaper but doing without field force not quite feasible
Drug marketing companies are moving away from the traditional reliance on medical representatives (MRs) to sell their products to the medical fraternity. Instead, they’re gradually shifting to software-oriented e-detailing. Interacting with doctors via internet-based communication applications allows customised services.
For instance, Pfizer has started a digital service called ‘Ask Pfizer’. This provides promotional product information and makes presentations to doctors at a time convenient to the latter, across online meeting rooms. Sanofi, Glenmark and Lupin are also moving towards various e-detailing options.