News Release

Healthy Advice™ Networks Physicians Participate in Panel at Sales Force Effectiveness Conference

Doctors Stress Need for Better Communication with Pharmaceutical Sales Representatives

CINCINNATI, OH. (June 15, 2010) Healthy Advice™ Networks, the nation's leading provider of points-of-care health-education programs for consumers and physicians, hosted a panel of their physicians at the recent eyeforpharma Sales Force Effectiveness Conference held in Princeton, New Jersey. The panel, consisting of nine primary care physicians, offered direct feedback to pharmaceutical executives regarding how sales representatives could more effectively communicate and provide greater value to physicians and their practices.

The pharmaceutical industry continues to face tremendous challenges accessing doctors, one of their most important customers. A recent survey conducted by ZS Associates reported that the number of physicians who are “rep-accessible,” defined as meeting with at least 70 percent of sales representatives, dropped by 18 percent. Additionally, only 58 percent of doctors are now considered rep-friendly, substantially less than the 71 percent reported in the previous survey.¹

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The physicians spoke candidly about how the practice of medicine has changed, citing demands on their time as their single biggest challenge. Yet they also acknowledged their growing need for timely, relevant information. All nine have the new Healthy Advice product, PracticeWire™, installed in their back offices, providing them with real-time health information all day, everyday. Amassing information from over 40 respected medical journals and news sources, the PracticeWire product also provides customized local information, such as pollen counts or flu outbreaks, brand information from participating sponsors, and a companion website for in-depth research.

Responding to the question of how sales representatives can provide value to physicians in the absence of new clinical information, the panel said they welcomed any information that helped them better serve their patients. “For example,” commented Dr. Donna Gavarone, “I appreciate updates on a brand's formulary status, rebate programs or patient assistance programs.” Dr. Gene Geld added, “Obviously when there is new information about clinical trials or a recommendation on the product's patient profile, I want it as soon as it's available. The better informed I am, the more likely I am to include a brand as part of my patients' treatment plans.”

Deborah Schnell, President, Sales and Strategic Planning at Healthy Advice Networks and moderator of the panel, summed up the comments by saying, “As physicians' need for timely information has intensified, it is clear the pharmaceutical industry will have to look for new ways to augment the sales representative's call. The physicians on the panel unanimously agreed that while nothing can replace the personal service of a knowledgeable, customer-centric sales representative, the timeliness of technology fills an unmet need for them and it is the integration of the two that provides the greatest value.”

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For more information about PracticeWire, visit http://www.HealthyAdviceNetworks.com/practicewire2010/sfe
or contact: Eric Lindsey, (201) 220-3945, ELindsey@HealthyAdvice.com or Kellee Kelton (214) 484-6910, KKelton@HealthyAdvice.com.

¹ ZS Associates. Access Monitor™ Report. Spring 2010.

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