Otsuka unveils 'I See You' project

MANILA, Philippines – Innovations and new approaches to improve ties between doctors and medical representatives amid the presently downsizing pharmaceutical industry are within their midst.

Dubbed as the “I See You” project, this new approach introduces a hybrid sales structure that relies on the use of the latest developments in technology to rebuild bridges between the physician-customer and pharmaceutical company.

“I See You,” the first project of its kind in the Philippines, was developed by Otsuka (Philippines) Pharmaceutical Inc. (OPPI) under the wing of its president Leopoldo Dimerin.

The project, launched during the first quarter, aims to serve as an alternative medium to the traditional “door-to-door” promotional approach of the field force. According to OPPI, “I See You” will respond to the changing market needs of the industry, particularly the needs of physicians who are also the customers of the program.

One trend that the project aims to resolve is the limited access set by some big hospitals which consequently keeps medical representatives from gaining direct access to customers.

The approach taken in the “I See You” project allows Otsuka medical representatives to penetrate this face-to-face barrier using digital technology.

Other market trends and changes that “I See You” seeks to answer include the fact that:

• One in four doctors refuse to see drug representatives;

• 40 percent of doctors who see sales reps require an appointment;

• Only 20 percent of sales visits end up in meeting person-to-person; and

• 37 percent of visits end up just leaving drug samples.

The iPad device serves as a primary tool in facilitating this digital marketing project, wherein a five-minute one-on-one webcast will be done every week with the pharmaceutical science officer of Otsuka.

The webcast touches on relevant scientific modules, testimonials coming from doctors, actual patient cases, and clinical studies about the efficacy and safety of their researched drugs.

Through this program, doctors from remote areas will hopefully be able to gain knowledge about new scientific data. It also answers the issue of accessibility and time constraint in some hospital visits.

Feedback from medical representatives actually reveals that some doctors, out of interest for the product, choose to do a longer webcast than the recommended five-minute period.

This new approach in digital marketing has been regarded by some doctors as a “very innovative way of approaching and promoting” products to physicians.