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The considerable investment and overheads
required for the development of new drugs mean
that pharmaceutical companies must establish
brand loyalty throughout a product’s lifecycle
in order to protect sales at patent expiry.
While marketing has always been key to
this, the advent of the Internet has meant
that there are now a whole host of new
opportunities for influencing market trends.
IMSPharmacart® is available to
pharmacists and pharmaceutical companies for
extending sales beyond patent expiry,
concentrating on how the use of websites and
online techniques to educate and inform
patients and physicians, so encouraging them
to switch from an original product to a new
formulation or follow-on-product.
IMSPharmacart®
can be easily
customized to create an integrated product
offering for select pharmaceutical companies
of their respective online products and
services. It can provide a
comprehensive online solution enabling
pharmacists to reach their clients with
specific online product information, relevant
medical information and enhance their
visibility and reputation.
Recent surveys have shown that consumers
are increasingly using the Internet to access
low-cost and trusted medical information.
Thus, business-to-consumer (B2C) product
websites, containing a high level of
interactive content and features, represent an
effective means of attracting users and
engendering word-of-mouth and viral marketing
amongst consumers, and promoting brand
awareness and loyalty during a product’s
lifecycle.
Pharmaceutical
manufacturers see pharmacists as becoming of
increasing importance, particularly the role
they are playing in delivering health care,
and medicines management Part of that is
medicines support services, and a range of
things that pharmacists can do in connection
with medicines management projects.
With
IMSPharmacart®
not only can
prescriptions be renewed online for delivery
or pick-up but also action forms can be filled
in online allowing pharmacists to help them
talk to patients about symptoms they might be
experiencing, or problems with their
medication.
- Patients do
not lose the benefit of personal contact
with a pharmacist
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IMSPharmacart®
pays attention
to the advantages of person-to-person
contact with a pharmacist, an important
professional that can protect them from
prescribing errors and other drug errors
which can happen in the prescription and
over-the-counter delivery system.
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Online access
to important information approved via the
pharmacist and their healthcare team is
sometimes much easier than access within a
busy pharmacy.
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Although a
pharmacist can communicate better in person,
a dynamic content enriched website and
exchange of e-mails can provide significant
extension of that communication.
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IMSPharmacart®
allows a
neighborhood pharmacist together with their
store of information about a client's
medical history, prescription history, and
personal preferences to know and better
advise a client than some distant Internet
pharmacist.
Pharmacists are
increasingly challenged to enhance their
client relationship programs. The development
of Web sites using IMSPharmacart®
that provide valuable online services to their
clients, such as access to drug product
information, online detailing and continuing
medical education, will provide both them and
pharmaceutical companies a means to further
strengthen marketing relationships.
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