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Innovation or tradition? Is communication to explore new technologies or rely on traditional channels?Marketing and sales operations are facing new challenges from the pharmaceutical market.The goal is to optimize contacts and relationships and create value by reducing costs.Merqurio provides pharma companies and national health system with new ways of interacting with doctors and pharmacists through their own media and publishing experience in marketing pharmaceutical products.
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Merqurio Group: company profile
Merqurio Pharma
Merqurio Servizi
Merqurio Editore
SUMMARY
MERQURIO GROUP: closer to customers, closer to market
Innovation or tradition? Is communication to explore new technologies or rely on traditional
channels?
Marketing and sales operations are facing new challenges from the pharmaceutical market.
The goal is to optimize contacts and relationships and create value by reducing costs.
Merqurio provides pharma companies and national health system with new ways of
interacting with doctors and pharmacists through their own media and publishing
experience in marketing pharmaceutical products.Merqurio Group consists of three separate companies:
• MERQURIO PHARMA
Phone Rep, CSO, service Team and marketing support to contact physicians. It will be surprising
to find out that there are new ways to communicate with medical doctors.
• MERQURIO SERVIZI
It’s easy to get in touch with pharmacies! Real relationships, not only transactions! Our remote
agents contact Italian pharmacies around 20 time every year. Over 60 projects for sales,
marketing, sales support, order transfers, management and more...
• MERQURIO EDITORE
Direct Email marketing, e-detailing, video-detailing, Web marketing, electronic publishing are
the most powerful and innovative marketing tools. Low-cost and highly effective: that is why our
online marketing approach allows to run a business successfully.
Merqurio PharmaServices & Products
MERQURIO PHARMA - PROFILE
In a highly concentrated market headed towards larger and larger forms of globalization,
Merqurio Pharma is a brand-new type of pharmaceutical company thanks to its innovative
approach to promotional and sales activities on behalf of third parties.
In such a competitive market, Merqurio Pharma has focused its action on a crucial need that
affects all companies: the outsourcing of services.
Merqurio Pharma is a company that provides its potential customers (mostly pharmaceutical
companies) with marketing and promotion activities for third parties as well as relationship
marketing services, ranging from face-to-face area networks (Contract Selling Organization)
to phone-detailing; from online and web-based activities to logistics and distribution.
The structure of Merqurio Pharma is, strategically, very flexible, but it also features a careful
central monitoring on quality and activities, including medical direction and offices for
regulatory processes and pharmacovigilance.
MERQURIO PHARMA – SERVICES & PRODUCTS
Merqurio Pharma is a leading company in the field of scientific information through effective
and cutting–edge communication strategies.
Merqurio Pharma, compliance to Italian legislation, provides scientific information about
drugs for third parties. Merqurio has created two innovative multimodal and remote-based
detailing activities:
1. PHONE DETAILING:
about seventy Phone Reps
Work from Merqurio offices
20-25 positive contacts a day for each Rep
2. CSO (CONTRACT SELLING ORGANISATION):
about hundred Reps
Based all over Italy
Physicians visited are GPs, Gynecologists, Dentists, Orthopaedics
PHONE DETAILING
Merqurio Pharma has revolutionized medical science information addressed to doctors and
healthcare professionals thanks to its new detailing and phone-detailing services performed by a
professional contact center.
The Phone detailing is a business unit featuring seventy Reps (or more, if needed) who are in touch
with doctors and healthcare professionals to support marketing operations rapidly and in a flexible
way.
The main reasons to trust Merqurio phone detailing service are:
Combination of several activities, including phone calls and e-mails
Possibility to reach a large number of healthcare professionals at a very competitive cost.
Possibility to act on two main drivers of any medical prescription: brand reputation and brand
identity. Brand reputation enhances the competitive features and advantages of the product, whereas
brand identity refers to brand awareness and image.
Phone Reps’ activity is organized as if they were street Reps: a specific number of phone contacts
and visits are scheduled, featuring different steps to follow during the phone interview, including
product information and conference/group invitations, sending scientific papers as well as delivering
paper documents and gadgets.
This is a giant leap forward in the field of medical detailing, in which Merqurio proves to be a leading
service provider to pharma industry.
MERQURIO PHARMA – SERVICES & PRODUCTS
CSO (CONTRACT SELLING ORGANITATION):
Merqurio CSO is the first network in Europe that meets the needs of pharmaceutical companies to
outsource scientific information, in order to cut the costs of an internal structure.
Merqurio Street Reps network is made up of 100 people having remarkable sale experiences and
skills and proven knowledge of the Italian pharmaceutical market .They are distributed all over the
Italian territory.
Merqurio’s CSO is coordinated by seven area managers. Merqurio Pharma’s CSO is Ipad-based
network. Companies need to outsource scientific information, lower management costs and build
effective and efficient relationships with physicians.
Merqurio CSO’s strong points are:
- Broad and wide-ranging network extended all over the country and addressed to well defined
targets;
- An accurate selection and recruitment of Reps (Italian D.L. 219/06) carried out by assessing
candidates’ customer retention abilities. Selection is not only based on experience and expertise,
but, above all, on product and service oriented approach and relational skills targeted to GPs,
gynecologists, odontologists and obstetricians;
- Integration between different communication channels, thanks to its own CMS, which allows to
work with the field force online and by phone at the same time;
- A proper and ongoing training program, to boost professional, medical and communicative skills;
-The implementation of an iPad-based system aims to maximize the efficiency of the contact with
physicians;
- Network constantly monitored through TMS system
MERQURIO PHARMA – SERVICES & PRODUCTS
Merqurio ServiziServices & Products
MERQURIO SERVIZI - PROFILE
Merqurio Servizi is the solution to the problems of pharmaceutical companies: testing new
products on the market, collecting debts, marketing and distributing therapeutically equivalent
drugs, conducting surveys, launching market researches, writing manuals and guides on the
Italian healthcare facilities.
The company emploies about sixty remote agents directed by a senior manager who calls
every pharmacy many about 15 time per year and has so far trusted 3,500 pharmacies. Call
centre operators are divided into groups and coordinated by a team leader who has definite
target –oriented duties, including sales and client acquisition, sales support, transfer orders,
logistics, promotion at point of sale, events in pharmacies.
The overall activity of operators is assessed through a series of performance indicators,
including the number of daily contacts, number of orders, success rate of closed contacts,
average weekly sales and, above all, the percentage of new customers.
Every day from Merqurio’s offices sixty remote agents call pharmacies to promote or sell
products. Every agent works always in the same area, so as to create a one-to-one relation with
the pharmacist.
The “Merqurio Remote Agent” can provide sellers’ networks targeted to pharmacies, if the Pharma
company doesn’t have one, or integrate an existing network.
Sales activities are carried out in three different ways:
• The first is the Transfer Order service, monitored by 25 operators in partnership with 15
wholesalers and featuring over 500 generic drugs (400 of them are included in class A) proposed
to pharmacies. Teamwork is daily supervised to analyze sales trends and related earnings, while
the report is drawn up every day, week and month. The manager, one or more times a day, sends
orders to the wholesaler in order to ensure quick deliveries.
• The second is Direct Order service: pharma companies purchase a series of services ranging
from direct sale to the promotion of specific brands. The operator, becomes an agent and works
as a seller on behalf of the commissioning company. Even in this case, reports on all activities are
drawn up on a daily, weekly and monthly basis, according to company needs and targets.
• The third is Trade service, the service provided to customers by Merqurio Servizi. Twenty
operators started their activity only two years ago, but they have already conquered several
market segments thanks to an innovating sale strategy. Trade, today, is a solution which includes
advantages both for pharmacies and pharma companies. Merqurio buys products from companies
directly and then manages selling and distribution activities, thus taking all the risks related to
transport, delayed income, leaflet replacement, etc.
MERQURIO SERVIZI – SERVICES & PRODUCTS
MERQURIO SERVIZI – SERVICES & PRODUCTS
SURVEYS AND MARKET ANALYSIS
Merqurio Servizi has a great experience in recruiting, contacting and communicating via
phone and web throughout the Italian pharmaceutical market.
Merqurio surveys reach the target immediately, so as to build a complete market
profile and enhance the relationship with customers.
Merqurio monitors and checks information and data related to the Italian pharmaceutical/
healthcare market thanks to:
Latest and most advanced technologies (CATI and CAWI)
Merqurio database of health professionals (150,000 members who authorized access to
personal data)
Merqurio offices, featuring more than sixty remote agents
Merqurio is also able to segment and identify targets according to company requirements and
several parameters:
Brick and Micro-brick
Number and typology of specialists
Region, province, city and zip code
Work, private office, street address
Age, sex, date of bachelor, membership to professional orders (card number)
Use of the Internet, online behaviour
CONTACT CENTER
Contact centers are a way for pharmaceutical firm to differentiate themselves from the
competition. Fundamental customer service goals that should be delivered by today’s contact
center include selling services by understanding unique consumer needs for healthcare services,
and running more cost efficient operations by increasing agent productivity. Further, contact
centers are now considered a key instrument in changing the public’s perception of an
organization, creating a great customer experience, and executing on the business goals of the
organization as a whole.
Merqurio Servizi has a great experience in contacting and communicating via phone.
Merqurio Contact center’s strong points are:
Improved clients satisfaction
Increased patient satisfaction
Better communication between pharmaceutical firm and patients
Improved managers/staff relationships
Stronger teamwork
Quality proven through positive audit outcomes
Successful collaboration through flexibility and responsiveness
Systems and processes to ensure delivery of a consistent and cost-effective service
MERQURIO SERVIZI – SERVICES & PRODUCTS
Merqurio EditoreServices & Products
MERQURIO EDITORE - PROFILE
Merqurio Editore is the leading company in the field of web-based marketing activities.
Through a sophisticated staff organization made up of a managing director, professional
journalists, and experts on social security, trade union legislation, forensic medicine, law and
economics, Merqurio Editore is a multimedia publishing house specialized in healthcare
and medicine:
PUBLISHING SERVICE
NEWSLETTERS, WEB MARKETING AND ELECTRONIC PUBLISHING
MEDICAL INFORMATION SERVICE
DIRECT MARKETING, DATABASE, CRM
PHYSICIAN DATABASE
STAKEHOLDER DATABASE
CONTENT & WEB MARKETING
DOTTNET.IT
CME AND E-CME
SMARTPHONE HEALTHCARE APPS
MERQURIO EDITORE – SERVICES & PRODUCTS
PUBLISHING SERVICE
Traditional paper publishing is still essential to support projects on healthcare communication.
Merqurio Editore offers publishing tools to the pharmaceutical industry; these tools are consolidated
and appreciated by physicians and pharmacists.
The Italian Pharmaceutical Yearbook “ Annuario Farmaceutico Italiano” with his 2,000 pages
of information on drugs, from pharmaceutical components to pricing, represents the best product on
the market if you want to know, learn and get always updated information. It is also available on CD,
online, on smart phones and iPhone.
The 700-page Pocket Pharmaceutical Yearbooks is the shorter version of the Pharmaceutical
Yearbook and contains 15,000 technical datasheets on all types of drugs. It is very useful for its small
size.
The bi-monthly Pharmaceutical Handbook, instead, is a practical booklet updated every two
months and sent to doctors via email, featuring the name of the drug, its active principle, category
and price.
All these products are also published in electronic format, allowing a daily update through web
service, a login device that recognizes the single user and sends him/her the publications he/she is
entitled to receive.
MERQURIO EDITORE – SERVICES & PRODUCTS
NEWSLETTERS, WEB MARKETING AND ELECTRONIC PUBLISHING
Merqurio has set up its own electronic newsletter system, now including 37 titles and covering a
wide range of topics. All of them feature an editor-in-chief and a team of experts made up of
journalists, four graduates in chemistry/pharma technologies and twenty copywriters, supported by
physicians, lawyers and experts in health economics, ensuring reliable and up-to-date contents. This
long-lasting success is well represented by three million online journals sent to healthcare operators
every year.
Multimedia publications are increasingly replacing traditional publications, allowing users to read
easily and quickly and producers to communicate in real time and cut publishing costs. Panorama
Medico, sent daily to GPs and specialists and reporting an average redemption rate of 44%, takes an
outstanding position. Panorama Medico covers such a wide range of issues that it is possible to tailor
it to customer needs and segment the target market. Every day, Panorama Medico is sent to
150,000 healthcare professionals who appreciate up-to-date contents coming from the
environment of science and research and dealing with issues concerning health systems and policies,
trade unions, and social security.
The same approach applies to other titles, such as Medical news, Farmacia magazine, Gyne hot
news, Uro News, Cardo mail news, Pediatria news etc. They are all well-known and distributed
publications addressed to specific targets who can find up-to-date information concerning their own
professional categories.
MERQURIO EDITORE – SERVICES & PRODUCTS
MEDICAL INFORMATION SERVICE
Merqurio has a well-established Medical Information service provider for the pharmaceutical industries and healthcare professionals.Medical Information Merqurio provides on-call and written answers on medicines and devices from healthcare professionals and the general public.
Medical Information Merqurio is: A team of experienced Medical Information professionals Ability to support customers from the whole of Europe Quality proven through positive audit outcomes Successful collaboration through flexibility and responsiveness Systems and processes to ensure delivery of a consistent and cost-effective service A real, demonstrable track record of success
Medical Information Merqurio offers a range of additional services which traditionally are the responsibility of the Medical
Information department: Standard Responses. This can include the development or updating of:
One-off standard response lettersStandard response documents in preparation for a new product launchLibrary of standard responses for the entire product portfolio
Sourcing, databasing and supplying clinical papers Identifying and reporting initial information on spontaneous adverse events (drug-surveillance) Consultancy support on behalf of physician, pharmacists, other healthcare providers and patients.
MERQURIO EDITORE – SERVICES & PRODUCTS
DIRECT MARKETING, DATABASE, CRM
For over 10 years Merqurio has provided its customers with database management, data
acquisition and solutions for data processing. They are crucial to healthcare organizations
needing a accurate customer master database for their Reps, direct marketing, and CRM
applications.
Merqurio Database is a huge archive including all drugs marketed in Italy and their respective
technical specifications, daily reviewed by Merqurio scientific staff. Merqurio Database is arranged in
cooperation with the National Department of Health and other institutional sources and is ISO
9001/Vision 2000 certified. Sponsored by FNOMCeO (Italian professional association of physicians
and orthodontists), Merqurio Database is used by local health authorities, doctors, pharmacies and
local hospitals as well as a number of pharmaceutical companies.
DRUGS DATABASE
Merqurio Database also includes exhaustive information on scientific references related to drugs
and is the only Italian database including the original SPCs (Summaries of Product Characteristics) in
PDF format. Moreover, Merqurio Database features a section about the interaction between drugs
and food intake.
MERQURIO EDITORE – SERVICES & PRODUCTS
PHYSICIAN DATABASE
Merqurio's physician database consists of over 110.000 physicians and includes such physician
data as physician specialty, mailing, addresss, phone number and etc…
Merqurio, through the experience in multichannel(email, phone, etc..) contact physician frequently
and verify every field of every record in its database to maintain accurate physician mailing lists.
This commitment to quality means your marketing success.
We understand the importance of physician databases which directly impacts organizational sales
and marketing efforts: missing and inaccurate information within a prescriber database can cost
healthcare organizations time and resources that could be allocated towards other sales and
marketing expenses.
Having a robust and up-to-date provider and facility profile greatly increases sales force and
marketing efficiency and saves our clients millions of dollars each year in both personal and non-
personal communication with physicians.
The number of references in a database makes it effective for marketing campaigns, but
data quality is what makes the difference. Append valuable information such as specialty,
phone number, fax number, patient volume and affiliation with a medical group, health system or
hospital. This is possible thank to merge/purge process and qualified operators.
MERQURIO EDITORE – SERVICES & PRODUCTS
STAKEHOLDER DATABASE
The "DB Stakeholder" was produced thanks to a cooperation between FedersanitàANCI and
Merqurio. They felt the need to map and update public and private stakeholders, thus taking a census
of all “stakeholders”.
The Database Stakeholder complies to privacy law through data co-ownership between
FedersanitàANCI and Merqurio, according to their respective role as Owner and outsourcing Manager
of personal data.
The Database Stakeholder not only maps all Italian health structures and facilities, but it also includes
all the "stakeholders“, which means all the decision-makers at several levels (national-regional-local),
thus providing exhaustive and detailed information on healthcare professionals.
The "DB Stakeholder" is available to all Pharmaceutical Companies and bodies that need to establish
a direct contact with Regional and Local Health Authorities (for example AIFA, ASL, AO, Regional
Committees, Regional Council, Committee PTOR, Regional Health Committees Medical Schools Mental
hospitals Specialized Centers etc…)
All data:
are arranged in compliance with current legislation
are regularly updated
are completed and tree-structured
MERQURIO EDITORE – SERVICES & PRODUCTS
CONTENT & WEB MARKETING
Drug databaseEvery information about Italian drugs with scientific referencesDrug interactionsPara-pharmaceutical database
Physicians’ master dataAddresses and master data of all Italian Doctor (300.000)150.000 fully profiled physicians logged in Dottnet.itItalian Health StakeholdersMedical emergencies Addresses of public and private facilities
Pharmacies’ master dataPharmacies’ addresses, opening days and hours, holidays
Content databaseLaboratory testsMedical DietsMedical EmergencyMedical Glossary Etc...
Merqurio is able to develop micro-websites and online visuals to support phone-detailing and direct e-mail marketing strategies.
MERQURIO EDITORE – SERVICES & PRODUCTS
DOTTNET
DottNet.it is the unique social network of medical science in Italy. The goal of DottNet.it is
creating a professional network among physicians, pharmacists and health professionals.
Thanks to DottNet.it, members can receive, every day, specific scientific information.
Access is reserved to trade professionals in accordance with the Italian law.
The members through DottNet.it may :
Receive professional news
Invite colleagues/friends to access and discuss, build discussion groups, take part in
debates;
Share interests or participations in conferences;
Enhance their knowledge by asking or answering questions;
Write articles or include presentations and movies and see them published;
Take part in eCME projects;
Comment on and rate articles;
Find colleagues from universities or specialists;
Create new professional relationships;
CME
Merqurio also organizes accredited residential courses (CME), taking care of the training project,
logistics and communication of the event and all pre- and post-events.
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
MERQURIO EDITORE – SERVICES & PRODUCTS
SMARTPHONE HEALTHCARE APPS
The mobile health landscape is rapidly growing: the use of smartphones and their applications in
healthcare is more and more common among physicians.
Merqurio has set up its own Smartphone healthcare Apps for iPhone and Android system. Merqurio’s
healthcare apps can help physicians formulate their diagnoses and prescribe specific therapies.
“These markets are conversations...A powerful global conversation has begun. Through the Internet, people are discovering and inventing
new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter- and getting smarter faster than most
companies.”The Cluetrain Manifesto
Contact:Phone: +390815524300Fax: +390814201136www.merqurio.itE-mail: [email protected]