New Data Outline Key Factors Related to Online Detailing's Significant
Impact on Prescribing Behavior
MONTREAL, Nov. 10 /PRNewswire-FirstCall/ - According to an analysis of physician prescribing data released today by Aptilon Corporation (TSX.V: APZ), a leading provider of physician access through its innovative sales and marketing channel, physicians deemed to be of "highest value" to a major pharmaceutical company participated in the greatest number of online detailing sessions with the pharmaceutical company's sales representatives. "Highest-value" physicians are the highest prescribers. The top-tier group's number of online details was significantly greater than their number of targeted physicians by 46%.
Also of note from the report, physicians participating in Aptilon's Internet-based, AxcelRx(SM) Live video detailing service, and who were also called on by sales representatives, demonstrated more than double the increase in prescriptions than physicians who were called on by sales representatives alone.
"We wanted to understand more about the profile of participating physicians and reasons they engage in our live video detailing sessions," said Mark Benthin, COO of Aptilon. "The findings confirm that we have created an effective new channel to reach physicians when they are most willing to engage with sales representatives online. Most important, the long-form education provided by our new access channel complements in-office sales efforts by increasing the number of physicians prescribing each week and the number of prescriptions written per physician.
"Highest-value physicians are treating the most patients in a disease state and are the most frequent prescribers of a drug therapy," Mr. Benthin said. "It makes sense that they are very interested in advancing their knowledge in general, and getting additional treatment information in a timely manner, at their convenience, online."
The research outlined the key factors likely enabling the high participation and activity by "highest-value" physicians. More than 50 percent of Aptilon's live video detail sessions occurred during evenings (after 5 p.m.) or Saturdays when physicians were participating from home. The study found that physicians participating outside of traditional practice hours (after 5 p.m. or Saturdays) had 20% longer detail durations than did physicians engaging in online details during office hours.
The study demonstrates a potent new physician access channel that can help address the challenges that pharmaceutical sales representatives have accessing "high-value" physicians during normal practice hours. The recent Health Strategies Group 2008 Access Report found that pharmaceutical representatives rated 38% of physicians as "hard-to-see" or "no-see" physicians.
Representatives can also access their called-on physicians remotely
using Aptilon's AxcelRx Live video detailing channel. Representatives can
schedule online details at times more convenient for their key physicians,
and use their Internet-accessible laptops or Tablet PCs to complete longer
details with dynamic presentations. Aptilon's physician survey found that
85% of physicians were interested in participating in a scheduled online
detail with a representative who was calling on their practice.
A detailed summary of the data analysis is available by visiting
About Aptilon Corporation
Aptilon enables pharmaceutical, biotech and medical device companies to effectively reach and interact with physicians via the Internet through its innovative AxcelRx Live video detailing with pharmaceutical sales representatives, virtual programs, peer selling and other sales and marketing programs. Through Aptilon's ReachNetSM physician access channel, Aptilon's network of partner and company-owned websites, client companies can tap into more than 450,000 permission-based physicians.
Seven leading biopharmaceutical companies currently use this innovative new alternative sales channel as a key component of the "Sales Force of the Future," driving tens of thousands of high-quality rep-physician interactions averaging more than eight minutes in length among primary care physicians, and 15 minutes for specialty physicians. Aptilon provides the infrastructure necessary for sales representatives to build physician awareness, understanding and preference during all stages of a products life cycle, from pre-launch education through end-stage support. For more information, visit http://www.aptilon.com.
This news release contains forward-looking information. These
statements relate to future events or future performance and reflect
management's current expectations and assumptions. Such forward-looking
statements reflect management's current beliefs and are based on
information currently available to management of Aptilon. A number of
factors could cause actual events, performance or results to differ
materially from the events performance and results discussed in the
forward-looking statements. These forward-looking statements are made as of
the date hereof and Aptilon does not assume any obligation to update or
revise them to reflect new events or circumstances.
The TSX Venture Exchange Inc. has not reviewed and does not accept
responsibility for the adequacy or accuracy of this release.
|SOURCE Aptilon Corporation|
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