Category Archives: Marketing to health care professionals

Will eDetailing replace pharma reps?

cropped-World-of-DTC-Market-Header.jpgBased on a comScore longitudinal study of a permission-based panel of 1,000 U.S. physicians HCP Content websites such as, 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 ? Continue reading

Doctors continue to say “no” to pharma reps

doctors-failing-to-inform-patients-onlineKEY TAKEAWAY: According to AccessMonitor™, the number of “rep-accessible” physicians – that is, the number of physicians who meet with more than 70 percent of sales reps who attempt to meet with them — dropped to 44 percent from 46 percent in 2015. Digital can make up for a lost rep time, but only if you understand what physicians find valuable. Continue reading

Doctors and dinners…

doctor dinnerKEY TAKEAWAY: Doctors do not prescribe more branded drugs because of a “free dinner”.  It’s because that, while at dinner, they are exposed to peer to peer presentations that increase their knowledge and help them better understand a drug’s benefit in patients. Continue reading

How to make e-detailing relevant

doctorsKEY TAKEAWAY: According to In Touch Solutions HCP’s are not really happy with the e-detailing because the content doesn’t change over time and 2/3’s of HCP’s fee; the content is not customized for their practice and patients.  This is unacceptable in the “e” age, but it requires out of the box thinking and a new approach to e-detailing. Continue reading

Pharma sales forces not using digital the right way

screenshot_381KEY TAKEAWAY:From InTouch Solutions comes this juicy bit of information…Pharma companies have made significant investments in outfitting their sales forces with tablet devices and the promotional content that drives them. Today, tablet devices such as the iPad® have become integral to rep-physician interactions. But while most sales reps today are armed with tablets and digital sales aids (DSAs), many are not using them effectively – or worse, they just aren’t using them at all. Continue reading

Do doctors really prescribe because of drug company marketing ?

benefit_plan_geneva_ilIn case you have been in hibernation for the last couple of years trust between physicians and drug companies is, to say the least, strained.  Often physicians, when presented with clinical trial information from drug companies, go to the internet and colleagues to to ensure what drug reps are telling them is in fact true.  To suggest that physicians prescribe a product because of drug company marketing is, in most cases, just wrong. Continue reading