POST SUMMARY: 32% of physicians said they cannot talk to reps, compared to 27% last year. Apply this limit to doctors in organized health systems, and the restrictions become even greater: 42% of doctors affiliated with integrated health networks say they are not allowed to see reps—a 17% increase since last year. Time for pharma to rethink reps?
POST SUMMARY: Physicians are not using the mobile web they are using apps as a tool like a stethoscope. The number one reason that they are using apps is to determine medical interactions followed by diagnosing patients. If marketers want to appeal to physicians they should focus on a message that benefits physicians.
According to the Wolters Kluwer Health 2013 Physician Outlook Survey eight in 10 physicians use Smartphones in their daily practice and six in 10 use tablets. Over half (55%) use both smartphones and tablets in their daily practice. The top use of smartphones is for accessing drug information while tablets are used most to access medical research. In addition, mobile apps are being used by 24% of physicians, making these the top digital/social media channel used for work purposes.
In June 2013, CMI/Compas conducted its inaugural Media VitalsTM study to assess the varying key factors of physician engagement across 21 specialties, enabling strategy teams to leverage data about physician‐stated media preferences and behaviors to inform how best to reach their critical audiences. Knowing that the existing biopharm sales and marketing approach is no longer viable and that doctors are simply less available, CMI/Compas looks for alternate means of reaching, educating, and engaging physicians by combining non‐personal promotion with a customer‐centric orientation to meet physicians’ knowledge needs and enhance experiences.
According to Manhattan Research three years into the iPad age, most manufacturers have tablet-equipped reps in place, and ePharma Physician feedback suggests the devices provide a substantial boost to details. Nevertheless, there’s plenty of room for refinement in reps’ use of tablets, and risk-averse firms may be limiting their opportunities to engage with healthcare professionals by concentrating digital investment in product sites and other properties they own. Moreover, physicians are being buffeted by epochal changes to their practices—changes that successful marketers must understand to get closer to their customers.
In June 2013, Encuity Research conducted an online study with 100 oncologists who attended the 2013 ASCO conference, to better understand perceptions about the conference and to assess how ASCO may impact future prescribing behavior. Among the key findings; Oncologists reported that the 2013 ASCO conference had significantly less of an impact on their future behavior than the 2012 conference. Just 16% of attendees reported that they are likely to change patient treatments based on this year’s ASCO conference, compared with 40% in 2012.
Based on a comScore longitudinal study of a permission-based panel of 1,000 U.S. physicians HCP Content websites such as Medscape.com, which provide content or services catering specifically to physicians, reached the highest percentage of physicians (81 percent) in comparison to other types of health sites. While there is a significant increase in eDetailing budgets the biggest challenge for drug companies is do physicians have the time to engage drug companies electronically ?