Non-personal promotion (NPP) via sales people

WHAT”S ALL THIS THEN?: For every 100 reps that visit a physician’s office, only 20 speak in person with a physician. Non-personal promotion (NPP) can be a more effective method of engaging physicians than salespeople. NPP adds value to physicians but pharma HCP people need to do a good job understanding the changing needs of doctors today.

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The media attempts to bring more heat on big pharma

  • According to JAMA “annual health care marketing surged from $17.7 billion in 1997 to at least $29.9 billion in 2016, driven by a rapid spike in spending on direct-to-consumer (DTC) advertisements for prescription drugs. Over this period, DTC spending climbed from $2.1 billion to $9.6 billion.
  • The most rapid increase was in direct-to-consumer (DTC) advertising, which increased from $2.1 billion (11.9%) of total spending in 1997 to $9.6 billion (32.0%) of total spending in 2016. DTC prescription drug advertising increased from $1.3 billion (79 000 ads) to $6 billion (4.6 million ads [including 663 000 TV commercials]), with a shift toward advertising high-cost biologics and cancer immunotherapies.
  • Even if all prescription drugs were free healthcare costs would still be increasing.
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Physicians struggle to find relevant content on pharma sites

  • Over half of U.S. HCPs agree.. “I do not have time to manage all of the data I receive from my patients and outside resources”.
  • They spend 3+ hours each day with EHR and other digital sources (4.6 in the US)
  • 88% have used, or are interested in using, an ad blocking feature on their smartphones.
  • When thinking about pharma, physicians don’t think “Trust”.
  • 62% of U.S. physicians agree “Pharma websites are primarily product advertisements”

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HCP’s to pharma “tell me something I don’t know”

  • HCP’s are increasingly becoming frustrated with pharma sales people because they “detail” information that is readily available online.
  • Most HCP’s go online first thing in the morning and go to HCP sites like Medscape.
  • Millennial physicians use mobile devices more than Boomer physicians.
  • Even with the medical and scientific information online many physicians complain that the data released by pharma companies doesn’t “tell the whole story”.

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How can pharma help patients when they are not helping physicians?

KEY TAKEAWAYManhattan Research study finds that pharma sales tactics haven’t kept pace with the evolving behavior and information needs of today’s physicians. In addition KRC Research found that Most physicians recognize and value contributions made by pharmaceutical and biotech companies, but they do not use this information in isolation.  Continue reading

Why physicians don’t have time for sales people

KEY TAKEAWAY:  Pharma salespeople don’t add value to physicians and even MSL’s are becoming addicted to “canned” data and rehearsed presentations.   Unless pharma can talk to HCP’s one on one, as peers, no sales people, time spent with doctors is going to continue to decline. Continue reading