As information gatherers, physicians want to receive information from pharma. In fact, they want to receive it across multiple channels – increasing greatly from year to year. While their increasing preference towards the use of more channels grows, we also see that individual channel preferences tend to fragment and disperse based on channel adoption and experience as well as the type of information provided by pharmaceutical manufacturers.
So what does this data tell me? It reinforces the conclusions from other research including the CGI/Compas report: a multi-channel approach is the best way to reach physicians. However, I would add that marketers also have to consider where the product is in the life-cycle. While the average cost, per rep, for drug companies can be between $250-$500 the cost of creating an engaging online digital marketing program plus a CRM can cost well over $300,000. I’m not talking about a PDF of a detail piece I’m talking about an interactive detail that engages physicians.