KEY 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.
-44 percent of physicians are “accessible” (that is, they met with more than 70 percent of sales reps who try to meet with them). By comparison, in 2008, nearly 80 percent of physicians met with most reps.
-38 percent of physicians restricted access (that is, they met with 31 to 70 percent of reps who try to meet with them).
-18 percent of physicians “severely” restricted access (that is, they meet with 30 percent or fewer reps who try to meet with them).
While some may see digital as a way to reach physicians, doctors don’t have that much additional time online. If you want to reach physicians via digital interventions you need to do two things:
1ne: Go where the doctors are going online
2wo: Ensure your content is valuable to each segment of physicians.
Digital might seem like a good way to reach doctors, but they have limited time, so your message has to be relevant to THEM.