Aventis Expands e-Detailing Program for Doctors

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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.


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