SOURCE: Lathian Systems, Inc.

April 28, 2005 07:26 ET

Lathian Systems Profiled in Pharma Marketing News

PLYMOUTH MEETING, PA -- (MARKET WIRE) -- April 28, 2005 -- Lathian Systems, Inc., a leading provider of innovative and customized web-based solutions for the life science industry, was profiled in the April 2005 issue of Pharma Marketing News as part of a feature article titled "Beyond the eDetail: Evolving to Educate" (Pharma Marketing News, Vol. 4, No. 4).

Article writer John Mack quotes a recent Manhattan Research survey indicating that eDetailed physicians expect their time spent accessing eDetailing to increase nearly 66 percent in the near future. That comes as no surprise to Lathian's Senior Director of Marketing Joe DeBelle, who is quoted in the article saying, "The marketplace clearly sees a need for alternative educational approaches and Web-based solutions are emerging as the preferred choice for providing this education."

In the same piece, Lathian Senior VP of Sales & Marketing Robert Bedford adds, "An eDetail should not be viewed as an 'event' that begins and ends. It should be a start that evolves into education and a continuing online relationship with the physician."

According to the article, healthcare professionals increasingly perceive the use of Web-based virtual programs as very positive -- providing user benefits that include time and convenience, more data, less intrusion and greater productivity for today's healthcare professionals. And, it seems to fit in well in an era when CME programs are "firewalled" from promotional education, making tools like KOL-led webcasts and eDetailing excellent marketing vehicles for reaching physicians with information and education.

The article describes several benefits of e-learning solutions, including greater participant engagement (the average eDetailing session lasts six to eight minutes, compared with sales rep-physician "face-time" that has shrunk to nearly nothing), the ability to leverage existing educational content into new media and accurate audience selection and segmentation that helps life sciences companies to avoid the "dinner club/uninvited guest" phenomenon that can plague live programs. Finally, because of their data-driven nature, online experiences provide better measurement of educational effectiveness and marketing ROI.

To read the full article, visit and select the April issue.

About Lathian Systems

Based in Plymouth Meeting, PA, with offices in Irvine, CA, Lathian is a leading provider of innovative and customized Web-based solutions for the life science industry. Lathian is a privately held company incorporated in January 2000. Investors include Hummer Winblad Venture Partners and The Sprout Group. For more information visit

Lathian Systems, Inc.
2250 Hickory Road
Suite 150
Plymouth Meeting, PA  19462

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