Case Studies > Pfizer - Automated Sales Tools
 |
 |
 |
 |
 |
 |
Pfizer sought to expand its oral antibiotic market by overcoming doctors’ habit of sticking to a few favored antibiotics.
EMI worked in partnership with medical experts to develop an easy-to-use CD-ROM that ranks approved antibiotics for hundreds of conditions and diseases by user-selected criteria. It encourages doctors to consider a wide range of antibiotics and to evaluate them on criteria such as duration, frequency, side effects and cost.
As a result, many doctors have moved beyond traditional generic antibiotics, and now prescribe alternative products with better characteristics and effects. As the category leader in oral antibiotics, Pfizer sales have benefited from the shift.
