Synthroid® Education

Motivating endocrinologists to educate PCPs

One of ProClinica's most productive capabilities has been to precisely align client promotional campaigns with the business as well and clinical interests of potential advocates.

Explicitly stated: What's "in it" for a prospective advocate to explicitly support your product or service? If it's just an honorarium, costs are likely to be high, and productivity low.

In the case of Synthroid, we recognized the value of primary care physicians to endocrinologists, and vice versa -- and developed a program that successfully capitalized on the shared value.

Synthroid was not alone in offering multiple precision doses of the synthetic thyroid hormone, levothyroxine. However, only Synthroid consistently supported endocrinologists in their efforts to stay in front of primary care physicians...in part to generate referrals for thyroid patients, but even more lucrative, insulin-using Type 1 and 2 diabetes patients.

For information on this campaign, and how ProClinica might capitalize on the shared interest of your influentials, contact mel@proclinica.com.

Training reps to implement maximized CME investment

One of the great weaknesses of accredited CME is the distance between the program and marketing mandated by ACCME guidelines

Synthroid CME was completely within labeling, and MDs valued it for its rich, clinically relevant content. With a full package insert at the back of every monograph, reps could -- and did -- use all the ProClinica-developed monographs very effectively in their details.

To maximize the ROI of these programs, ProClinica developed a sales training program teaching reps how to implement them in both hospital and office settings. These CME programs, targeting subsets of hypothyroid patients (women, children, those with coexisting cardiac disease, etc.) enabled Synthroid reps to recruit endocrinologists to repeately address groups of primary care physicians, using the selling strategies taught by the accompanying training materials.

Today, as pharma companies struggle to rationalize accredited programs that don't permit rep implementation, ProClinica is now collaborating with accredited CME providers to supplement those accredited programs with arms-length developed nonaccredited programs sales can use to build brand specification.