WO2003007108A2

WO2003007108A2 - Pharmaceutical detailing system

Info

Publication number: WO2003007108A2
Application number: PCT/US2002/021380
Authority: WO
Inventors: Bryan Sanzotti; Hank Pietraszak
Original assignee: Integrated Marketing Solutions, Inc.
Priority date: 2001-07-10
Filing date: 2002-07-08
Publication date: 2003-01-23
Also published as: AU2002329204A1; WO2003007108A3

Abstract

The system for pharmaceutical education comprising a database (M) with input ands output portals wherein the database comprises information on same class pharmaceutical products and wherein the information can be retrieved in a format which compares information on the same class pharmaceutical products. The same class pharmaceutical information includes efficacy, indications, delivery system, side effects, contraindications cost, comparative sales, trade name, generic name and manufacturer information. The database (M) is accessible to independent presenting physicians, a company representative or company faculty member so that they can obtain packaged presentations in hard copy or CD-Rom (H).

Description

PHARMACEUTICAL DETAILING SYSTEM

This application claims priority based on U.S. Provisional Application No. 60/304,269, filed July 10, 2001 which is hereby incorporated by reference in its entirety.

FIELD OF THE INVENTION

This invention is in the field of pharmaceutical marketing.

BACKGROUND OF THE INVENTION

There are over 83,000 pharmaceutical representatives detailing and selling pharmaceutical products in the US today. It is estimated that there are an additional 10,000 contract representatives selling pharmaceuticals. The number of sales representatives has more than doubled in the past 5 years. The number of physicians writing prescriptions during the same period has stayed the same or even slightly declined.

PROBLEMS EXISTING IN PHARMACEUTICAL DETAILING AND MARKETING

There are numerous problems associated with pharmaceutical detailing and marketing:

• "Over-detailing" - physicians can not see all the representatives.

• The average detail time is now less than two minutes.

• Representative's productivity has dropped and is now estimated to now be less than 5 calls per day.

• Most detailing calls are now only sample drops or dinner invitations.

• Detail representative's return on investment (ROI) has gone from 334% in 1994-1996 to 194% in 1997-1999. (PERQ/HCI)

• Pharmaceutical company's have concerns with the enticements that the representatives are using, even if they are within AMA guidelines, especially for Medicare reimbursed drugs. The AMA has concerns about such enticements. • Because of their concerns, the pharmaceutical industry has adopted a new code for marketing pharmaceuticals entitled "PRRMA Code on Interactions with Healthcare Professionals" effective July 1, 2002, http ://ww.pharma.org/press/newsrelease//2002-04- 19. 390 phtml. Those guidelines are incorporated herein by reference. The adoption of this code illustrates problems associated with pharmaceutical marketing.

• Physicians are frustrated. Their waiting rooms are full of pharmaceutical representatives, which is disrupting to their patient time and schedules.

• Physicians want and need drug information to prescribe the proper medication to their patients, especially new drug information.

• Physicians would prefer "unbiased" information on the drugs they prescribe.

• Physicians are concerned with the cost their patients are paying and would like to see cost comparisons. • It is difficult for physicians to say "no" to drug representatives who will invite them out to dinner or offer them other enticements.

There is a critical need to provide physicians with independent, reliable competitive data of same class pharmaceutical products.

SUMMARY OF THE INVENTION

The system for pharmaceutical education comprising a database with input and output portals wherein the database comprises information on same class pharmaceutical products and wherein the information can be retrieved in a format which compares information on the same class pharmaceutical products. The same class pharmaceutical information includes efficacy, indications, delivery system, side effects, contraindications cost, comparative sales, trade name, generic name and manufacturer information. The database is accessible to independent presenting physicians, a company representative or company faculty member so that they can obtain packaged presentations in hard copy or CD-Rom. Thus, the independent presenting physicians, a company representative or a company faculty member can access the database through the internet, PDA download, telephone, or hard copy. The database also provides tools for managing the interaction between independent presenting physicians, a company representative or company faculty member and physicians, other healthcare professionals and their staffs. Physicians, other healthcare professionals and their staffs will also have access to the database for registration and pharmaceutical product update information.

It is an object of the present invention to provide quality, unbiased comparative prescription pharmaceutical product information to physician audiences worldwide utilizing systems and methods of this invention to accomplish the objective.

BRIEF DESCRIPTION OF THE FIGURES

Figure 1 is a schematic of the pharmaceutical detailing system.

Figure 2 is a schematic of the informational components of the database.

Figure 3 illustrates pharmaceutical comparison data.

Figure 4 illustrates independent presenting physicians, company representative or company faculty members management tools in the database.

Figure 5 illustrates a typical data package available from the database.

Figure 6 illustrates a table of comparative data for a representative same class pharmaceutical.

DETAILED DESCRIPTION OF THE INVENTION In accordance with the present invention provided education information with respect to pharmaceuticals through the database systems and method of the present invention. For example:

• Using an unbiased physician , a company representative or a company faculty member to present pharmaceutical product education information.

• Getting groups of physicians, other healthcare professionals and their staffs together at luncheons, dinners, golf outings, etc. to hear about the pharmaceutical products available to their practices.

• Ongoing access to educational information about current and newly approved pharmaceutical products through a proprietary database developed by Pharmaceutical Education Solutions (PES).

• Continuing medical education (CME) credits to physician attendees. • Allowing for a more thorough unbiased detail of the products.

• Facilitating access to no-see doctors.

• A cost effective/time saving solution for everyone involved (pharmaceutical companies, managed care organizations, physician practices, consumers). • A consistent sampling process (possible inventory system integration).

• A avenue for generic product detailing in comparison with brand products.

Figure 1 provides a detailed description of the process and product comparison database Figures 2 and 3 that describe this new system for pharmaceutical education to physician audience. Figure 4 illustrates management tools in the database to assist the independent presenting physician, a company representative or company faculty member in managing interactions with the physician participants, other healthcare professionals and their staffs. Figure 5 illustrates a typical data package available to the independent attending presenting physicians, a company representative or company faculty member from the database. Presentation can be obtained from the database by hard copy or CD- Rom. Figure 6 containing Table 1 illustrates a typical comparative set of data for a related class of pharmaceuticals.

Figure 1 illustrates how the sales process by a company representative or a company faculty members is executed by Pharmaceutical Education Solutions (PES) system and the independent presenting physician for example, retired or academic, presentation groups hired by PES (C) . After establishing the pharmaceutical products including the manufacturers/distributors (A) and related prescribing physician specialties, other healthcare professionals and their staffs (B) to be targeted, sales presentations are secured (SP01) with each representative pharmaceutical company (A). In tandem, (PES) and the unbiased physician, company representative or company faculty member presentation groups begin securing physician specialty attendees, other healthcare professionals and their staffs for the (PES) presentations (SP02). Once the products are researched and the database (M) is completed (SP03), the product comparison presentation is developed (SP04). At the time the presentation is developed handouts for the presentation attendees are produced (SP07) in the form of hard copy bound collateral (G) and CD-ROM (H). Figures 2 and 3 illustrate the details on the pharmaceutical products data input/output and criteria.

The independent physician, company representative or company faculty member presentation groups (D) facilitate the event based product comparison presentations (SP05) to the specialty physicians, other healthcare professionals and their staffs, attendees, (E). After the presentation, physicians, other healthcare professionals and their staffs attendees are provided with hard copy (G) and/or CD-ROM (H) collateral highlighting details from the live presentation. Following the presentation, pharmaceutical company representatives (F) will be available to provide product samples to the physician attendees (SP06) as well. Physicians, other healthcare professionals and their staffs attending the live presentation will be provided with on-going passwords protected access to the PES database (M) (OA01) via the Company Extranet (J), telephone (K), and PDA (L).

Figure 2 illustrates input/IP Data sources.

JJP01 pharmaeutical companies, package inserts, sales aids. IP02 Professional literature. IP03 Physicians Desk Reference (PDR) information on pharmaceuticals. IP04 Physicians, Company, sales representatives, faculty members. IP05 contains data for cost survey of related pharmaceuticals. IP06 IMS America data. UP07 is an internet/web portal.

Figure 1 lists output (OP) information access. OP01 is information formatted for presentations and speaker support and OP02 provides for hard copy distribution. OP03 is an interactive CD-ROM and OP04 is an extranet downloadable PDF output/portal. OP05 is telephone link and OP06 is a PDA output.

Figure 3 illustrates pharmaceutical product comparison data as indicated in PC01 through PC09 in Figure 3.

Figure 4 illustrates access for independent presenting physicians information listed in MT01-MT09 in Figure 4. The information available in Figure 4 also provides effective management tools for the independent physician presenter.

Figure 5 illustrates the physician education system (PES) data package contents which can be made available in hard copy or CD-ROM as shown in CP01 to DP08. The product comparison database DP03 described in more detail in PC01 to APC09 provides for independent comparative data for the physician and fulfills an important object of the present invention.

Figure 6 contains Table 1 which compares proton pump inhibitors such as Prevacid, Prilosec, Aciphex, Protonix. Table 1 illustrates an example of the information to be made available from the systems, database and methods of this invention. Product comparison databases, user information databases and management of systems and access will be handled using a variety of technologies available.

Taf (Tango Application Files) are utilized for the execution of the comparison and user Databases, and DAF (Dynamic Authentication Filter) for the authentication management of the Databases.

Windows NT 4.0 Servers for HTML and ASP pages areutilized (HTML and ASP pages will run on IIS 4.0) with the Taf files on a MS SQL Server 7 database. Taf (Tango Application Files) are served up by the Tango 200 Application Server SP1 and IIS.

CGI (common gateway interface) is used for basic form functions such as email forms, and submit request, etc.

All servers use firewall security and will be connected to the Internet using Tl lines.

User access is provided via password protected site functions using standard Internet browsers which include Microsoft Explorer and Netscape Navigator.

Those skilled in the data computer processing arts will recognize a variety hardware, software, and telecommunication equipment and technology, for example, fiber optics and wireless technology, for carrying out the present invention.

Claims

WHAT IS CLAIMED:

1. A system for pharmaceutical education comprising a database with input and output portals wherein the database comprises information on same class pharmaceutical products and wherein the information can be retrieved in a format which compares information on the same class pharmaceutical products.

2. The system of claim 1 wherein the same class pharmaceutical information includes one or more of efficacy, indications, delivery system, side effects, contraindications, cost, comparative sales, trade name, generic name and manufacturer information.

3. The system of claim 1 wherein the information in the database is accessible to physicians, other healthcare professionals or independent presenting physicians in a presentation format.

4. The system of claim 3 wherein the database is associated with a system for managing interaction between independent presenting physicians, company representatives, physician and healthcare professional participants.