Optimal medical information brand support

Sarah YorkHead of Medical Information and Promotional Affairs

sanofi aventis

The basics of medical information

who what why how where when

Who ?

MI professionals are...– graduates

pharmacy biomedical subject

– healthcare professionals nurse …medic (rarely!)

– service providers

What ?

Scientific service which is ...

factual accurate objective up to date non-promotional reactive (for enquiries)

Why ?

Legal / regulatory requirement– EU Advertising Directive / Medicines Act– ABPI Code of Practice

‘Companies must have a scientific service to compile and collate all information, whether received from medical representatives or from any other source, about the medicines which they market.’

How ?

PIPA Medical Information Standardswww.pipaonline.org.uk

company policies and procedures

pragmatism!

Where ?

Office-based– medical dept– marketing dept– shared with another function

Field-based … ?

When ?

Office hours

OOH

Enquiry handling: basics

Answering enquiries is the core business of medical information– procedures should exist covering

speed of response identification of person taking the call manner taking enquiry details call transfers / ‘hold’ returning calls cover in department

Enquiry handling: basics

Answer will vary depending on nature of enquirer– healthcare professional– sales representative– patient / public– media / journalists…

Answer must be specific to the question and not extend beyond it

Enquiry handling: basics

Standard letters evaluated summaries of the relevant data

– up to date– non-promotional– factual – accurate– objective– non-misleading

may need to be tailored to the exact question asked an informative letter can avoid the need to routinely

supply copies of references

Enquiry handling: adding value

Many customers go directly (and only) to MI a good service will induce a favourable impression of

the company MI has a more complete picture of customer interests

than the sales force MI in general has a good relationship with eg UKMI -

influencers who don’t see sales reps

How can we leverage this ?

Enquiry handling: adding value

Identifying key customers - and treating them accordingly

KOLs / influencers frequent callers important centres lead investigators

– CRM system is a useful source of information on customers for medinfo

Enquiry handling: adding value

Feedback to sales / marketing enquiry trends overall, eg

– by area / individual representative– by customer type– by product

specific issues– identification– tracking– message management (including sending in the

representative)

Enquiry handling: adding value

Feedback to sales / marketing specific customers’ queries….?

Enquiry handling: adding value

Feedback to sales / marketing specific customers’ queries….?

Enquiry handling: adding value

Feedback to sales / marketing specific customers’ queries….?

– the Data Protection Act prohibits the use of details which could identify a specific customer for commercial purposes, unless they have given specific permission for this

– asking for this permission could affect the status of medical information as a non-promotional function

Enquiry handling: adding value

Feedback to sales / marketing specific customers’ queries….?

…but any enquiry details which don’t identify a specific customer can be given to sales / marketing

Enquiry handling: adding value

Enquiries via sales force interpretation of the enquiry

– clinical / scientific context– training needs– correct use of promotional messages

comprehensive, objective and focused answer has the customer asked this before?

– If so, tailor the answer further can the representative call back with the answer ?

unlicensed indications...

Enquiry handling: adding value

Out of Hours enquiries not a legal requirement, but PIPA guidelines state that OOH arrangements must be

in place for URGENT medical queries

– access to OOH product information helps support its appropriate use support the customer enhance the Company’s reputation

Medico-marketing support: basics

Notification of changes to products SPCs, PILs, launches, discontinuations…

– journals– specific customers eg UKMI– reference sources eg MIMS/eMIMS, BNF, eMC

Preparing product-based information technical brochures / monographs PILs prescribing information

Medico-marketing support: basics

Promotional material review– copy approval

detailed technical check correct references?

– reflecting current knowledge– quoted correctly– not used misleadingly

Medico-marketing support: adding value

save time for your medic! if MI reviews materials first, the medic’s time is used

more efficiently…

save time for the brand team involve the MI specialist at concept stage for

comprehensive literature searching /review better claims spotting Code breaches early better communication during signoff

Sales support: basics

Customer enquiries via representative– licensed indications

– rep knows answer, but wants backup from MI– rep knows answer, but wants call-back opportunity– rep doesn’t know answer

– unlicensed indications

a quick, helpful response will support the sales representative

Sales support: basics

Enquiries for representative’s own information

supports ongoing learning flag training needs to Sales Training flag common queries re promotional campaign to

Marketing / Sales management

Sales support: basics

Literature bulletin promoted products competitors therapy area / background

– summary of article– optional comments from

sales force / sales training medical advisor marketing

Sales support: basics

Formulary applications MI prepare and send out product summaries on request

– these must be non-promotional if sent from medical information

MI complete formulary application forms MI write letter of recommendation for formulary

advocate ...

Sales support: adding value

Formulary applications MI attend formulary committee

– formal presentation of clinical data / publications nb: certify slides as this is a promotional activity!

– Q&A session based on Company experience with product

Field visits issues management presentation of unlicensed or complex data

care needed! better understanding of sales rep’s lot in life ...

Sales support: adding value

MI support at external conferences literature search service

– in-house database(s)– external databases– document delivery eg reference copies

product specialist ‘on-tap’– with backup eg standard letters

– and if managed appropriately

MI personnel on stand duty!

Your medical info department can help with...

answering customer queries supporting the medical advisers informing the marketeers educating the sales teams

contributing to the business!

Thank you for your attention ...