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Pharmaceutical Companies Rebrand Speaker Programs to Meet Changing Political and Regulatory Landscape, Says New Study by Cutting Edge Information
| Source: Cutting Edge Information
RESEARCH TRIANGLE PARK, NC--(Marketwire - October 5, 2009) - In response to increased
political and regulatory scrutiny, pharmaceutical companies are rebranding
their promotional speaker programs as unparalleled opportunities for
physicians to learn or remain current on the latest drug developments and
to network with colleagues. The rebranding is helping to attract
physicians who are more interested in learning than in getting a free meal.
It is also working to improve program ROI and lessen pressures from outside
agencies that feel the meetings are payoffs for prescriptions.
This finding is part of "Pharmaceutical Speaker Programs: Measuring ROI and
Communicating Value"
(http://www.cuttingedgeinfo.com/pharma-speaker-programs/), a report
released today by business intelligence firm Cutting Edge Information.
As the incentives provided for attending speaker events have decreased,
companies focus on program content and make it the centerpiece for
attracting prescribers. Because a range of perks can no longer serve as
the attraction, companies must present the most knowledgeable speakers and
informative content. Likewise, companies position speaker events as
networking opportunities where physicians can communicate with other
doctors in their field and communities.
"Pharmaceutical companies know that speaker programs still hold great value
as educational and promotional tools," said Jason Richardson, president of
Cutting Edge Information. "Even as the life science industry adapts to
increased pressure and scrutiny, many companies have improved their
programs by focusing on the core value provided by the events while
adhering to the restrictions on the extras."
"Pharmaceutical Speaker Programs: Measuring ROI and Communicating Value"
(http://www.cuttingedgeinfo.com/pharma-speaker-programs/) discusses
strategies of leading life science companies to make their speaker programs
more effective and to prove department value. It includes metrics on
program costs, methods to improve speaker bureau management, and analysis
of speaker program trends.
A complimentary brochure of the report is available at
http://www.cuttingedgeinfo.com/pharma-speaker-programs/