Informa Launches New ROI Tracking Tool And Crm Solution For Pharma Brand Managers

Main Category: Pharma Industry / Biotech Industry
Article Date: 23 Nov 2008 - 0:00 PDT

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Informa Medical Publishing is announcing the launch of the e-MedINFORM, a new interactive electronic delivery platform of market-leading clinical medicine books, journals and educational content, which has been designed to make access to cutting-edge medical knowledge easier for the busy physician. The new system revolutionizes the way pharmaceutical brand managers provide physicians with information on the latest research, diagnosis and treatment methods in medicine today.

E-MedINFORM works by creating quick educational learning modules for sponsorship by pharmaceutical companies looking to provide top-quality clinical information to physicians anywhere in the world. A single knowledge center can contain a limitless library of Informa Medical Publishing's highly acclaimed clinical medicine books, journals, or customized content hand-selected by the brand manager to support their product's educational and promotional initiatives. Access to the knowledge center is provided via the internet, free of charge to the pharma company's list of physician contacts.

"The main advantage of e-MedINFORM is that it allows brand managers to accurately calculate the ROI of any campaign they run through their library. The library will capture users' contact details, provide detailed history on their reading preferences and therefore inform the marketer about how to tailor future campaigns for improved ROI in the future," explained Tamaryn Hankinson, Director for the new initiative.

"We're particularly delighted that the Key Opinion Leaders we have spoken to about the e-MedINFORM love it as much as our pharmaceutical customers," continued Mrs Hankinson. "The depth of information available in such a user-friendly format makes the e-MedINFORM really appealing to the busy physician. The system enables them to search across all the titles on offer with a single function. Once they are looking at a book or journal article, they can bookmark pages, make their own notes and print pages for repeat reference."

Clear endorsement of e-MedINFORM came from Professor Zeev Shoham, Director of the Reproductive Medicine and Infertility Unit, Department of Obstetrics and Gynecology, at Kaplan Medical Canter, Rehovot, Israel, who said, "It is amazing. It is very clear and easy to use… frankly it is excellent."

Professor Eckart Haneke MD, PhD, from the Department of Dermatology at the Medical Centre of St Radboud University, Nijmegen, The Netherlands, agreed that e-MedINFORM was a "good initiative", stating: "I personally like the idea of writing your own comments, updates etc. into or alongside the text without spoiling a printed book…when you yourself are about to publish something, this [note function] can be of great help as you will be able to concentrate your work."

Dr Michael D'Angelica, from the Division of Hepatobiliary Surgery at the Memorial Sloan-Kettering Cancer Center Department of Surgery in New York, USA, said that the e-MedINFORM "was very user friendly… I'm not sure what else you could add to make it better."

"Additional benefits of the e-MedINFORM include flexible pricing that can bring the offering in-line with country-specific marketing regulations and the ability to use e-MedINFORM as a direct sales tool that can track individual reps' physician interactions," said Mrs Hankinson.

"Pharma has long been under pressure to increase the profitability of all its activities, but sales and marketing divisions have been feeling that pressure more than most, with job and budget cuts sweeping the industry," explained Marianne Russell, President of Informa Medical Publishing. "The current economic crisis and the ongoing dearth of blockbuster products mean that brand managers need to be 100% sure that they are spending their money wisely. We are confident that the e-MedINFORM helps them to do this."

"It's a win-win situation," Ms Russell continued. "Pharmaceutical marketers can get the best possible return from their promotional and educational activity and physicians get a wealth of easily-accessible, high-quality information, which can be tailored to meet their educational needs."

"It is clear that, with the introduction of the e-MedINFORM, we truly are responding to the most pressing needs of physicians and brand managers alike," concluded Mrs Hankinson.

Informa Medical Publishing