Physicians do not always trust drug company marketing claims. A growing body of research suggests that physicians are often skeptical of these claims.
Doctors have various expectations and needs from pharma companies but is pharma listening? First and foremost, they want ALL the data around new drugs and ongoing clinical trials but their needs go beyond that alone.
Opinions among physicians regarding pharmaceutical salespeople can vary significantly by specialty. There is no doubt that physicians want more data from pharma companies and that some doctors need more time to meet with salespeople. Here are a few perspectives commonly expressed:
According to Medscape, “the amount of medical knowledge is said to double every 73 days, making it much more challenging for physicians to identify innovative findings and newer guidelines for helping patients. Yet not keeping up with the latest information can put doctors at risk.” There is an excellent opportunity for pharma, but they have to shift from “selling” to be a resource.
Data indicates that physicians have less time to meet with pharma salespeople as they deal with an influx of patients after COVID. Some agencies have suggested videos to clients, but that takes time that HCPs don’t have. So what do they want, and how do you get them talking?
While medical data is usually an effective way to reach HCPs, patient testimonials can sometimes be more effective. Physicians want to understand patients’ behavior so that outcomes can improve.
Digital ad spending in the industry will reach $15.84 billion in 2022. Although growth in digital budgets is slowing, we estimate the category will see nearly $20 billion in spending in 2024. For every $1 million invested in online banner ads, just 0.1%, or $1,000, derives value for brands, resulting in $999,000 wasted by brands. So why is pharma wasting so much money?
DTC marketers spend a lot of time and money gaining insights into patients and caregivers. That information should be shared with HCPs and insurers to understand better the barriers and opportunities of treating patients.