Medical Marketing Service

Situation: An international pharmaceutical company plans to make known quickly and target-oriented to selected gynaecologists in the German market a cancer treatment drug approved in a new dosage form. During the Pre-Marketing Phase of the pharmaceutical in its oral form, the relevant doctors are to be informed by phone about the pharmaceutical, its capabilities and the advantages of oral therapy. If required, additonal information can be mailed to interested persons.
Challenge:  The hitherto available intravenous dosage form has been supplemented by the oral dosage form. With increasing numbers of cancer patients being treated as ambulant patients the therapy is frequently being administrated at home. For this purpose therapies are necessary which need lesser amounts of concomitant medication and / or which can be easily administered. In a person-to-person conversation the advantages and the application spectrum are to be presented to the physician in order to place the oral application form in the target group. 
Solution: The task of MEDITEL is the complete implementation of a telephone marketing campaign aimed at about 2000 decision-makers in the pharmaceutical treatment of mammary carcinomas. To minimize wastage an exact qualification of customer data as well as relevant contact persons is essential. During the course of this project the address file is revised and updated, sometimes involving an extensive investigation. Additionally, new addresses are filed in our database to support subsequent telephone marketing campaigns. For the interviews with the physicians, the call-agents are provided with a conversation guideline especially set up for this project, which includes all important relevant criteria for the conversation (marketing conversation and potential evaluation). This methodology provides a homogenous and valid inquiry of data clusters and the target-oriented transmission of marketing-messages.
Result: In person-to-person conversations the opinions of the physicians concerning the pharmaceutical in both dosage forms, their experiences and application-behaviour are ascertained. Furthermore, beneficial or detrimental influencing factors as well as important factors for the market segmentation could be established. The results of the interviews were stored in a data base and conveyed to the pharmaceutical company at the end of the project for further qualified customer service. The marketing campaign was accomplished in due time and contributed significantly to the rising turnover of the product. A further positive effect was that the campaign was openly welcomed by the sales force and was considered to be beneficial for its own work.