How to Engage With Key Online Influencers

Posted by Alexandra Fulford on Tue, Sep 16, 2014

As mentioned in my previous post, the dynamics of interpersonal interaction have changed and key opinion leaders (KOLs) are no longer the only people who lead and influence opinion. In the brave new digital world, influence now comes from key online influencers (KOIs)—individuals or groups that share relevant content and information that influences others in a significant way.


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Why Engage With Key Opinion Leaders and Key Influencers Online?

Posted by Alexandra Fulford on Tue, Aug 19, 2014

The dynamics of communication have changed—we no longer live in a world restricted by physical boundaries or presence. We no longer consume all of our information in paper format. We rely increasingly on digital media as a key information source. In order to communicate “face-to-face,” we no longer need to physically be face-to-face; we can use technology to have live video conferencing.


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ZS’s 2014 AccessMonitor™: Four Steps to Make the Most of Declining Access

Posted by Malcolm Sturgis on Tue, Aug 05, 2014

The headlines are all about declining physician access—almost half of physicians are now considered “access restricted” or “severely access restricted,” according to the 2014 edition of ZS’s AccessMonitor™ study. The report examined data for teams comprising approximately 35,000 sales reps, and interactions with approximately 325,000 physicians and prescribers.

It’s not a new trend. Access has been falling steadily since 2009, when it peaked at 78%. In 2012, reps had good access to 65% of all physicians, and only 55% last year. And given industry trends, rep access to physicians is unlikely to get better.


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Creating KPIs That Mean Something

Posted by Pete Mehr on Thu, Jul 17, 2014

How do you know if you’re successful? Well, if you are a student, a key performance indicator (KPI) is your grade point average. If you are a hockey goalie, it’s your goals against average. If you are a sales rep, it’s your sales relative to quota. But if you are a marketer, what KPI do you use?


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Direct-to-Patient Models in Pharma—A Harbinger of Things to Come?

Posted by Bill Coyle on Thu, Jun 12, 2014

Over the past few years, pharmaceutical companies have started implementing direct-to-patient models to directly sell and distribute prescription pharmaceutical products.  What does that mean to the patient? No more waiting in line at the pharmacy, but instead, going to a brand.com website, entering information, paying a co-pay or the full amount, and then receiving the drug in the mail a few days later.


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