Aventis Expands e-Detailing Program for Doctors

Share this article:
Aventis Pharmaceuticals has expanded its online direct-to-physician detailing initiatives in new programs targeting about 50,000 physicians, the drug developer said yesterday.


The online detailing programs aim to accommodate physicians' busy schedules by giving them convenient ways to respond to offers, Aventis said. For example, online requests made by physicians can be routed to sales representatives in the field.


Online detailing efforts have been integrated with offline marketing strategies, including in-person sales visits and sampling efforts, Aventis said. The company also has made drug detail information accessible to doctors online from their home and office computers. Physicians can watch 6-minute to 10-minute multimedia learning sessions on Aventis medicines.


Aventis said preliminary results from tests of the programs showed that 70 percent of doctors who accessed drug-detail information did so from home and that 60 percent of those who received drug details later requested samples.


Aventis Pharmaceuticals, Bridgewater, NJ, develops drugs in the therapeutic areas of cardiology, oncology, anti-infectives, arthritis, allergy, respiratory, diabetes and the central nervous system.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Dollar Growth Rate of Video to Peak This Year

Dollar Growth Rate of Video to Peak This ...

It will increase by 56% to $6 billion, then taper off due to growth in inexpensive mobile placements, says a new study.

Alliance Data Spends $2.3 Billion to Buy Conversant

Alliance Data Spends $2.3 Billion to Buy Conversant

CEO Ed Heffernan says the acquisition "bulks up" the digital marketing power of Alliance and its Epsilon and Loyalty One units.

Time Has Come for Cross-Channel Video Campaigns

Time Has Come for Cross-Channel Video Campaigns

People and Entertainment Weekly team up to deliver one of the first cross-channel video campaigns powered by HTML5.