Teledetailing project GSK Romania

Teledetailing project GSK Romania

Bucharest, RomaniaBucharest, Romania
Project Summary
Elevator Pitch

Concise Summary: Help us pitch this solution! Provide an explanation within 3-4 short sentences.

Facilitating access to medical information for doctors from small urban and rural areas.This project was a must for our local pharma market. If the project continues in the coming years, the access to innovative therapy through physicians will increase significantly (15 mil) – overall.

About Project

Problem: What problem is this project trying to address?

Facilitating access to medical information for doctors from small urban and rural areas.

Solution: What is the proposed solution? Please be specific!

Using the 3rd party we approached 6400 doctors located in areas with restricted access to information and we contacted them in order to be part of the project.
Impact: How does it Work

Example: Walk us through a specific example(s) of how this solution makes a difference; include its primary activities.

From the first call we wanted to find out if these physicians are open to this communication channel; so over 90% responded positively to this initiative. Moreover, they asked additional information regarding the vaccination of children / children's access to our vaccines. In rural areas physicians used old molecule therapies (anti-infective) because they believed that patients cannot afford the cost of innovative therapies. Therefore, one of the messages in the call center was: "GSK solutions (Augmentin, Zinnat) “ or “Antibiotics from GSK portfolio could be the efficient and affordable solution for patients with communitary infections”; because of the level of compensation for these products, they can be accessible even for patients in rural areas; the treatment with Augmentin, Zinnat - due to compensation level it can accessible for low-income patients. During the same period, in UMV (universal mass vaccination program), there was a lack of stock of pentavalent vaccine (DTPA) so doctors needed an alternative to offer to children protection against serious diseases on their lists. Therefore, the program offered them an alternative solution, called Infanrix Hib iv.

Marketplace: Who else is addressing the problem outlined here? How does the proposed project differ from these approaches?

None of the competitors present in the market had similar initiatives. There were no obstacles for the implementation of the project. Our competitors used to have mailing campaigns to these physicians,focused on their needs, and we brought a customized approach to each client, giving them the opportunity to contact also the Medical Representative from that area.

Founding Story

In Romania 55% of gps are located in rural and small urban areas, and they have very limited access to information (no internet, very poor access to medical publications or other events with medical character). Taking into consideration all these data, following the feedback received from customers, from sales force and based on market data analysis we realized that patient access to innovative therapies is limited. And this was the factor that led to the initiation of this project.
About You
About You
First Name

Cristiana Nicila

Tell us about yourself/your team.

The team involved in this project is formed by me, Radu Perianu (BM Vaccines) and Mihai Dan (Digital Expert),

What makes you an intrapreneur? What are the skills, capabilities, and personality traits that make you an intrapreneur?

We are an enthusiastic team, passioned and creative, willing to contribute to improve patients` lives; and through our jobs we have the chance to make a difference.

About Your Organization
Company Country

, B, Bucharest

Primary country where this project is creating social impact

, B, Bucharest

Additional countries or regions

Small urban and rural areas


Health Care

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Select the stage that best applies to your solution

Established (past the previous stages and has demonstrated success)

The Solution: Why is this solution innovative for your company and industry?

This project was not done before in our LOC and it was a must for our local pharma market.

What has been the impact of your solution to date?

The customers were open towards this way of information, we received many positive feedbacks, and we were considered reliable partners in discussions. Also, another important factor is the continued discussions required proactively by most of the doctors / clients involved in the program.

What is your projected impact over the next 1 to 3 years?

Facilitating the discussions between the Reps (from GSK) and the doctors; the integration in the business plan, locally (GSK); if the project continues in the coming years, the access to innovative therapy through physicians will increase significantly (15 mil) – overall.

What barriers might hinder the success of your project? How do you plan to overcome them?

Overall, the lack of pharmacies; mobile caravans - partnerships with major drugstore chains.

What is the benefit or value you're creating for your business?

We opened a new communication channel with physicians –which is not expensive, it is trackable and customer oriented.

How are you leveraging internal resources (funds, time, knowledge, etc.) to support this initiative?

We are leveraging internal resources by using a budget already allocated from the digital department - alternative channels projects, development of the capabilities - dedicated resources from this department, focused on alternative channels.

Expand on your answer, explaining the long-term funding and support plan.

In the future we want to continue this program; we realized that doctors are open to such a communication channel and we will use it in the future to notify physicians, to send them various medical information (newsletters, medical news, drugs on the compensation list, new vaccines in national program or reimbursed). Also, Medical Representatives can do personalized tele-detailing.

Tell us about your partnerships across your company and externally that are key to your project's success.

Partnerships inside the company with Medical team, Marketing and Sales team, Legal, Market Research, Commercial Excellence teams;
Externally, we partnered with Teleperformance (expertise on call centre) and TMI (for the training – communication techniques with doctors).

What internal support have you gotten for your project? What kind of push-back have you received?

Inside our company we partnered with Medical, Marketing, Sales, Legal, Market Research, Commercial Excellence teams– and we had also the support of the management team.