QUICK READ: Of course remote detailing is way up. Doctors have a lot of time on their hands with patients staying away from physician offices. Is the pharma salesforce obsolete? Hardly.
QUICK READ: If pharma wants to reach HCP’s they have to get more creative and create online HCP portals that really add value and help them manage patient outcomes during this time of transition.
QUICK READ: Any company that releases data without context is trying to generate leads via social media and it should not be taken with a grain of salt.
QUICK READ: While the emphasis within pharma has been to develop drugs to treat or prevent COVID-19 other new drugs are also being approved. It may be difficult to launch a drug to HCP’s during this time and a multichannel approach is needed.
QUICK READ: Drug companies are telling salespeople to stay away from doctor’s offices and academic institutions are refusing entry to drug MSL’s because of the Coronavirus. Recommendations are being made to have all interactions with HCP’s online. Drug marketing, to HCP’s, is going to change forever.
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.
KEY TAKEAWAY: A survey by the Decision Resource Group reveals that only 34% of physicians feel that pharmaceutical websites are trustworthy. Even fewer (barely a quarter of the 2,784 doctors surveyed) see pharma websites as credible sources for professional information.
- According to JAMA “annual health care
marketingsurged 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
biologicsand cancer immunotherapies.
- Even if all prescription drugs were free healthcare costs would still be increasing.