The evolution of new information and communication technologies (ICT) has designed an innovative model to transmit data in the healthcare field. This model can support the health care and administrative processes of companies, management of the relationship between patients and facilities and, lastly, medical and scientific information.

1. e-Detailing:
Effective promotion of
professional science communication

2. Communication between Pharma Industry
and Physicians

3. e-Detailing
The evolution of new information and communication technologies (ICT) has designed an
innovative model to transmit data in the healthcare field.
This model can support the health care and administrative processes of companies,
management of the relationship between patients and facilities and, lastly, medical and scientific
information.
However, the current paradigm is represented by the approach of the economic-business to e-
Health, telemedicine and the online medical and scientific information, because of the need to
combine different way.
New technologies,
Clinical and administrative processes of healthcare companies,
Skills and culture of working team.

4. e-Detailing: definition

5. e-Detailing
Definition
e-Detailing is a web channel that represents a model of communication with your doctor.
The information activities (detailing) are carried out exclusively or mainly on the web and reach
the medical target by using only the means of the channel. E-Detailing offers the possibility to
segment communication, customize the one-to-one relation, analyze doctor’s behavior and his
approval, have analytical data on the web pages visited, time spent, and more.
The classic e-detailing model is based on three criteria: invitation, service site, link to the
product.
•The invitation is made by email, or other similar devices (areas within online
magazines, banners, demo) with the explicit permission to violate privacy.
•The contents of the service site must be of good quality and have an editorial support in the
order of output Access to the site is ruled by applicable laws and regulations about confidential
material and it must be restricted only to healthcare professionals who can prescribe
medications.
• The link to the product is entrusted to the agency but it is generally considered as promotional
material designed to be used online.

6. e-Detailing
Content
To achieve an effective e-Detailing, it is necessary that the three actions of the classic model
are valid and useful.
In particular, we should highlight the following aspects: number of accesses, strong
promotion, privacy management, access to the site, quality of the contents.
These are the main points which the group Merqurio has focused on and are the crucial factors of
its success.

7. What the Italian doctors think
about e-Detailing

8. Come valuta la sua conoscenza dell’informatica?1
Medico italiano:
e-Detailing
“Physician behavior”
A survey conducted by the Merqurio Research Study * revealed that 88% of healthcare
professionals uses the web daily and that 74% of them spends more than 6 hours per week
searching for information and professional updates.
* Come valuta la sua conoscenza dell’informatica il
* Quante ore trascorre sul web il medico italiano?
medico italiano?
* Source: Medici e uso del web: analisi e confronto Europa -Itlaia. Centro Studi Merqurio. April
2011

9. Come valuta la sua conoscenza dell’informatica?1
Medico italiano:
e-Detailing
“Physician behavior”
The 88.4% * of Italian healthcare professionals searches for information on the web and 2/3 of
the physicians involved in the investigation confirms the predominance of the use of e-mails in
their professional practice.
* Cosa effettuata più frequentemente sul web il medico italiano?
* Quale è lo scopo per cui il medico italiano usa il web?
* Source: Medici e uso del web: analisi e confronto Europa -Itlaia. Centro Studi Merqurio. April
2011

10. e-Detailing
“Physician behavior”
62.4% * of Italian physicians, among different types of online resources, prefers free sources such
as databases (Medscape, Medline, etc..) and non-subscription magazines. A further 32.8% uses e-
mail more frequently than other web tools.
Quali tipologie di risorse usa via web il medico
italiano? * Il medico italiano dialoga spesso con i suoi colleghi
attraverso l’e-mail?
* Source: Medici e uso del web: analisi e confronto Europa -Itlaia. Centro Studi Merqurio. April
2011

11. Merqurio’s e-Detailing model

12. e-Detailing
Merqurio’s model
Merqurio has created a new model of e-detailing, based on:
1.Analyses of tests or surveys (online or by phone) before identifying the most suitable tools in the project;
2. Access to a community of over 150,000 health care members, with permission to privacy;
3. The users are already active (logged in with a double-opt): after clicking on the email of invitation, they can
immediately have access to the promotion without further logins (Merqurio Dr. Click);
4. Publication of editorial and scientific contents, for attractive websites or areas;
5. 37 online papers and over 4,000,000 online newsletters sent each month, to push actions after the online
invitation;
6. Phone-detailing, an unique experience in Italy, promotes e-Detailing project by offline (contact by phone) or
online devices;

13. e-Detailing
Merqurio’s model
7. The CSO network (scientific information in the front contract) is able to support physicians despite the
absence of a scientific information network;
8. Provider Fad at A.gen.as with a list of official online costs, offers to physicians, who enter the restricted area,
a training on a specific disease;
9. Thanks to DottNet.it, the first social network for doctors and healthcare professionals, reserved areas, called
channels, have been created regarding pathologies and diagnostic issues; they are designed as
"locations" where physicians can find e-Detailing, with contents, services, articles, multimedia, conferences,
conventions;
10. With DottNet., reserved areas, called microsites, have been created for promotional drug services. At a
distance of a click and within DottNet, it is possible to move from areas regarding pathologies (channels) to
promotional areas (microsite), making a clear distinction between scientific promoting and marketing action;
11.The reporting, being an activity mostly or completely online, shows users’ values and behaviors;
12.Merqurio’s e-Detailing commonly contains postal services (taking advantage of the discounted rates of
Merqurio Publisher), allowing a greater involvement of participants;
13.Merqurio proposes, at the end of the e-Detailing activity, a survey of perceived Assessment Advisory.

14. e-Detailing
Merqurio’s model: workflow

15. Merqurio’s tools

16. e-Detailing
From invitation to consultation
e-Detailing is the organism of relationship with physicians who use Internet to have scientific
information on products, so completing or replacing the promotional activity of products in a
scientific information network.
The physician receives the invitation by email or by a Scientific informant to exploit an Internet
resource where he can find information on drugs.
The qualitative and quantitative tracking of access may allow the monitoring of the effectiveness
of the communication and the usefulness of the project, referring to the objectives of
communication, marketing and sales.
e-Detailing activities in Italy and abroad have had attractive investment returns.

17. e-Detailing
Dr. click
DrClick is a securing web access service, that allows health care professionals - doctors,
pharmacists or others - to visit the Internet sites of Merqurio group or all pharmaceutical
companies by using only one access key and without having to retype the password.
Merqurio has developed this technology to allow professionals to have a unique service, where
the operator can be automatically accredited.
DrClick allows the site to recognize the user, allowing web access without having to retype the
password, so oversimplifying and increasing the numbers of visitors.
The service has been created to certify the access and the view of contents, reserved
exclusively to the Physician or the Healthcare operator (DrClick certifies the access in
compliance with the Circular MIN.SAN. Department of Drugs and Pharmacovigilance
N 800.I/15/1267 of 22 March 2000 and with the current Code of Drug).

18. e-Detailing
DEM
The term DEM refers to the communication activity on products and services, based on
sending an email to a list of selected users.
It differs from the sponsorship of a newsletter for the exclusivity of the message that no other
editorial text conveys, dedicating the entire body of the notice to the sponsor or its product.
The DEM should be recognized, authoritative, validated and sent to the specific target.
Merqurio has devised a platform of more than 150,000 healthcare professionals with the
authorization to supply material, which can also be simultaneously segmented in:
Area (region, province)
Specialization (GP, pediatrician, gynecologist, orthopedic surgeon, pharmacist, etc., ...)
newspaper (Gyne Hot News subscription, Medical News subscription, ...)
Size and specification of communication (banner, square, skyscraper, DEM ...)
for lists (lists of selecting specific users)
For segments (gender, geographical area, only hospital, ...)

19. e-Detailing
DEM: template
DEMs produced by Merqurio are distinguished by different types of communications:
-Promotion of product and/or company;
-Invitation: by clicking the link, the user can have access to services and/or online materials,
dedicated to him.
-Customized: a reminder message and/or a “thanks” message for taking part in a project.

20. e-Detailing
Newsletter and content: editing
Merqurio’s editors offer services and news, updated in real time, thanks to the content of
online journals, generalist and specialist newsletters and web content.
Merqurio’s editorial staff consists of 4 editors graduates in Pharmaceutical Chemistry and
Technology, 2 professional journalists and 20 publishers copywriters, doctors, lawyers and
experts in health economics, who provide a wide range of contents.
Merqurio is always in synergy and has established relationships with the most respected
institutions: Assofarm, Federsanità, AIFA, Fnomceo, FIMMG, Scientific Societies.
Merqurio has established a steady cooperation with:
oThe University “Federico II” of Naples
Toxicological and Pharmaceutical Chemistry Department
 Chemistry of Natural Substances Department
oThe University of Pavia
Pharmaceutical Chemistry Department

21. e-Detailing
Web content
In addition to journalistic-scientific content, Merqurio provides other utilities
such as:
Rounds of pharmacies ???
Laboratory tests
Medical Diets
Addresses of public and private facilities
Medical Emergency
Medical Glossary
Marco Polo, a list, divided by all countries in the world, of health
information useful to the traveler (such as hygiene, food, climate, safety,
etc.).
Etc ...

22. e-Detailing
NewsLetter: leading article
The leading article
Leading article is the featured article
published in the newsletter.
The goal is to provide additional and
more comprehensive information.
For a better action of pushing, the title of
the leading article represents the
subject of the email that the
recipient receives.

23. e-Detailing
Newsletter: banners
1 and 2 Header
1 Header (468x60 pixels) is placed at
the top of the newsletter and is the first
part that the reader sees.
2 Header (468x60 pixels) is
positioned just below the first header,
and, although it is smaller than the first,
it provides maximum visibility.

24. e-Detailing
Newsletter: banners
1 and 2 Skyscraper
 The 1 Skyscraper (pixel 160x600) is
the first vertical banner positioned on
the side of the text
 The 2 Skyscraper (pixel 160x600) is
the second vertical banner positioned
on the side of the text.

25. e-Detailing
Newsletter : Panorama Medico
Panorama Medico is the generic newsletter of
Merqurio Editore.
Target: Pharmacists, healthcare professionals, doctors of
all specialties, Manager of the pharmaceutical industry
Contents: updates from the world of science and research.
Frequency: daily, for a total of 4 deliveries per week, (Dem
integrated: 3 issues per week, 4 Banners: 1 number per
week).
Redemption impression (open newsletter): range 39-44%
Redemption link (click on the links Dem): range 25-31%

26. e-Detailing
Specialist publications: weekly, fortnightly and
monthly
In addition to Panorama Medico daily updated, Merqurio has specialist publications weekly,
fortnightly and monthly updated.
The goal is to provide all the specialists of the healthcare sector with support information for
the performance of their professional practice, related to scientific literature and changes and
news about legislation concerning both health policy and social security rules.

27. e-Detailing
Merqurio’s Newsletter
Specialist publications weekly, fortnightly and monthly:
o Farmacia Magazine
o Medical News o Medicina Interna News
o Cardio Mail o Nefrologia News
o Diabetologia News o Neuro Point News
o Gastro News o Nutraceutical News
o Pediatria News o Oculistica News
o Asma News o Odontoiatria News
o Dermatologia News o Onco News
o Ematologia News o Ortopedia News
o Endocrinologia News o Otorinolaringoiatria News
o Andrologia News o Psichiatria News
o Geriatria News o Reumatologia News
o Hospital News o Uro hot News
o Infettivologia News o Gyne Hot News
o Medical Sport News o Hospital News

28. e-Detailing
Specialist publications weekly, fortnightly and monthly
Specialist publications consists in five sections, arranged in order to allow a targeted scanning of
topics of interest.
Specifically, the sections are:
i.Featured Article, is the first part to be seen/accessed by the users and it shows the section
where are reported the most relevance news.
ii.Written by you on DottNet/Multimedia Contents, these sections are alternated. Written by you
on DottNet is a section dedicated to the publication of articles written by specialists who
participate in the DottNet community, about clinical cases and/or professional experience.
Multimedia content is a section dedicated to the publication of video, conference proceedings
and power point presentations, relating to conferences, symposiums and exclusive interviews on
the healthcare field.
iii.Scientific Literature, a section on the publication of news about clinical and pre-clinical trials.
iv.Health, section on news about the public and private health.
v.Drugs, a section on news about the world of medicine.

29. e-Detailing
Social Network for professional healthcare: DottNet
Manage the relationship with the web 2.0
DottNet is the first social network built and totally
dedicated to physicians, pharmacists and
managers of the pharmaceutical industry.
The user, after registering, can attend all
activities typical of social networks:
•search for a colleague
•asking for his friendship
•publish articles
•to solicit or participate in a discussion, etc..
Moreover, the user can communicate with senior
medical and sanitary professionals and compare
points of view and experiences.

30. e-Detailing
DottNet: functionality
DottNet allows the user to activate complex projects involving a tele-mode, such as:
• Remodeling training projects based on participatory (community of practice)
• Designing editorial products
• Attend on complex communication processes which involve sharing of objectives, collection and
data classification (knowledge centers)
• Management of drug information through new ways (newsDetailing)
• Etc.

31. e-Detailing
DottNet: functionality
The group
The group has the same features of a group in the social network Facebook.
Graphics and hierarchical features of control activities can be personalized.
Rules of the group:
 The group can be made visible both to the whole community (public) and to private sectors. The
private group is managed by an owner who can invite, accept requests from new users and who can
exclude persons already members of the group.
 The group can communicate with the community through official information.
All the functions of monitoring and mentoring are active.
Each participant can add articles, post content, comment threads, gather and share multimedia
materials, new threads.
 When new material is added, the messaging service of DottNet notifies all participants of the group.
 The notification comes only to the participants of the same discussion, whenever you insert a new
comment.

32. e-Detailing
DottNet: functionality
Area events
The area events has been developed as in other social networks. The section is divided for events
displayed in chronological order, starting with those with a daily deadline.
The user can view and search for the events of interest, published not just from his contacts but by
all the users. Events have public and private audiences; the first one are open to all, whilst to
take part in the private audiences it is necessary a call by a user who is already registered.
The user can decide to invite contacts, filtering them by:
 Category
 Specialization
 Province
 City

33. e-Detailing
HighLight Congress DottNet: functionality
In this section the user can view the monitoring of national and international conferences.
Each conference will have a link that allows the user to view the conference’s
proceedings, images and all the information about the event.
The materials will be incorporated into DottNet in specific sections (channel), and they
will be available through the DEM and promotional banner placed in the social
network.
Conferences will be reported from the company, proposed as a sponsor, or directly from
Merqurio.
The activity is structured as follows:
1. Participation of a team of Merqurio editorials, journalists and qualified operators,
during the congress.
2. Video conference interviews with leading exponents of Italian pulmonology, who
have participated to national and international events.
3. Collection of congress material: clinical trials, conference proceedings etc.

34. e-Detailing
DottNet: functionality
Channels, is the area that allows the access to a specific channel in order to have more information
about specific diseases, scientific events, medical and scientific issues about legislation and welfare.
Clicking Channel list, the user can view the page with the list of channels.
Channels are structured in different sections, that concern different subjects; each channel is
associated with a group, a place of discussion about the topic of the channel.

35. e-Detailing
DottNet: functionality
The channel is divided into several areas, such as:
 "Material Information", devoted to material information about a specific disease
and/or product.
 "Insights of pathologies", an area where the user can refer to clinical studies,
conference proceedings and information on the pathology.
 "News and/or Scientific Review", where the user can view the most important news
about a specific issue.
"Discussion Group", devoted to discussions and debates on specific issues and/or
problems concerning a specific pathology and/or product.
 "Video interviews," where the user can see, in the case of a channel related to an
event, the video interviews with the most important representatives who have attended
to the event.

36. e-Detailing
Channel: template

37. e-Detailing
The microsite
The microsite is the area in which the physician finds information about a specific product.
Communications in this area are all focused on the product from a commercial point of view,
with promotions and claims defined with the company sponsors.
The user can move from the scientific area to the promotional one, without leaving the social
network, but just with a click.
The mini-site and the channel have been developed by Merqurio to meet the need for
companies to differentiate the communication about the product rather than the disease.

38. e-Detailing
Microsite:
template

39. e-Detailing
eCME
Merqurio provides design, production and
distribution of distance learning courses
(eCME), directly or through DottNet.
In the field eCME of Merqurio wants to create
new solutions,
• On Demand Blended
• Synchronous videoconferencing,
• Tele-platform to manage the distance
learning

40. e-Detailing
eCME
To have access to the contents of the course, the doctor/pharmacist can enter Merqurio’s eLearning
platform and can take the course dedicated to him.
The DEM invitation is the "key door-
opener" of the doctor/pharmacist to
gain access to the platform. The
physician receives in his mailbox the
message that reminds him the project.
Clicking, he will be automatically
directed to the platform where he can
follow the course and receive eCME
credits.

41. e-Detailing
eCME -CME
Merqurio also organizes accredited residential
courses (RES), taking care of the training project,
logistics and communication of the event and all
pre-and post-events.
From the collection of
registrations to the
coordination of the
teachers at the end of
the practice and the
delivery of ECM
certificates.

42. “It is not the strongest species that
survives nor the most intelligent but the
one that is most adaptable to change.”
Charles Darwin
Contact:
Phone: 00390815524300
Fax: 00390814201136
E-mail: redazione@merqurio.it