Aventis has sponsored a group of physicians to use the ePocrates network.
Aventis has sponsored a group of physicians to use the ePocrates network. The physicians will receive ePocrates ID drug reference guides, which can be downloaded from ePocrates’ website. They will also receive interactive educational and communication programs customized to the needs of their practices, as well as abstracts and articles from medical journals and clinical content providers. In addition to providing general educational information, the content will focus on educating physicians about Aventis programs and products.
The ePocrates program will also provide a means for two-way communication between Aventis and physicians. This is beneficial because it allows physicians to alert the company of their specific, allowing for improved tailoring of materials and improved customer service.
As pharmaceutical companies choose partners for their ePrescribing ventures, it is important for them to pursue relationships with the firms that will sustain a strong position in the ePrescribing market as it consolidates. The recent financial troubles of PocketScripts and the bankruptcy of Parkstone Medical Information Systems have highlighted weaknesses inherent in the business models of many ePrescribing vendors, even those with seemingly established positions and relationships with pharmaceutical companies.
ePocrates’ ability to facilitate two-way communication between physicians and pharmaceutical companies is a major benefit, as it allows the company to diversify its revenue streams beyond raising advertising revenues and sponsorship agreements. While this deal is structured as a sponsorship – and such relationships are admittedly important – ePocrates’ ability to market itself as a provider of a strong new customer relationship management channel for pharmaceutical companies positions the company well as a partner for them.
