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BURLINGTON, Mass., Aug. 1, 2017 /PRNewswire/ -- Despite the pharma sales force making great strides towards "digitizing the field" with tablets and other technologies – a new study from DRG Digital's Manhattan Research finds that the content reps are showing in details is often old news. Physicians who see sales reps say that over half of the time (51%), the reps show them information they have already seen through their own research or in previous meetings.
The ePharma Physician® study of 1,814 U.S. practicing physicians across 25 specialties found several key missed opportunities in the field:
Details are not evolving in step with physicians' reliance on digital for info:
Tablets can improve detail experience – yet reps are using them less:
Remote rep communication is underutilized as a way to share info between meetings:
Despite these trends, the sales force remains a foundational component of the pharma-HCP relationship. 64% of U.S. physicians reported meeting with sales reps face-to-face over the past six months, and 60% of physicians say they want to meet with reps in-person in the future. The challenge for pharmas is, in part, one of aligning their digital marketing and direct sales strategies around common goals in order to maximize HCP engagement and investment in these resources, said DRG Digital Analyst Jeff Wray.
"There's a disconnect between the sales force, which is very focused on script volumes and meeting their numbers, and digital marketers, who are focused on physician engagement and building long-term relationships with HCPs," said Wray. "Sales and marketing teams need to get on the same page with regards to digital pull-through, so that they're providing a deeper level of support to physicians beyond product promotion and maximizing their investment."
Digital communication with reps via email or remote details can extend engagement by bridging the gap between infrequent in-person meetings, Wray added.
"Physicians have demonstrated an interest in this type of engagement, and following up digitally can really help to connect the dots between digital content and rep contacts," said Wray.
Plan more effective rep and multichannel engagement
DRG Digital provides you the data and expertise to focus your planning on the most the effective channels and tactics for your specialty audience, and execute in line with best practices:
Research and expertise spans 25+ specialty areas and 28 countries across North America, Europe, Latin America, Asia-Pacific and Middle East/Africa.
Contact email@example.com to set up time to discuss which emerging physician and technology trends will affect your planning.
Learn more about the ePharma Physician® rep and multichannel engagement study, available for 25+ specialties.
About Decision Resources GroupDRG, a subsidiary of Piramal Enterprises Ltd., is the premier source for global healthcare data and market intelligence. A trusted partner for over 20 years, DRG helps companies competing in the global healthcare industry make informed business decisions. Organizations committed to the developing and delivering life-changing therapies to patients rely on DRG's in-house team of expert healthcare analysts, data scientists, and consultants for critical guidance. DRG products and services, built on extensive data assets and delivered by experts, empower organizations to succeed in complex healthcare markets.
To learn more, visit www.decisionresourcesgroup.com.
About DRG DigitalDRG Digital, a part of DRG, is the life science industry's decision support partner for data-driven customer engagement and marketing. DRG Digital's Manhattan Research studies have been the industry's go-to source for physician, patient and payer multichannel behavior and attitudes and digital best practices for more than 15 years. Brands, marketers and digital teams at 40+ leading life sciences companies rely on our experts, research and analytics to understand their customers and engage them with the right channels, content and messaging.
All company, brand, or product names contained in this document may be trademarks or registered trademarks of their respective holders.
*Source: Taking the Pulse® US 2017 study of practicing physicians**4-5 pts on a 5pt agreement scale***5 pts (very satisfied) on a 5pt satisfaction scale
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Decision Resources Group
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