POST SUMMARY: Pharma is having a harder time reaching physicians but there are opportunities. The question is which companies are willing to change their current business models to ensure their marketing messages are heard?
POST SUMMARY: Sponsoring a medical meeting can be expensive in dollars and time and there are ways to measure the ROI of these meetings. The key is to understand the most important metric, for ROI, for your organization and then generate buy-in from key stakeholders.
In the past, when we bought new software, you would receive thick instruction books included with your purchase. There was just one problem, users rarely read the manuals and only referred to them when they had questions. So why would any company think that over 200 pages in update notes would be read by physicians and office staff who are time stressed?
POST SUMMARY:Doctors are using multiple devices to connect to the Internet but each device is being used at different points in patient care and for different reasons. Marketers need to understand where doctors are using each device, and why before launching any HCP marketing initiatives.
I was talking to our research Director about some recent research findings and surprisingly one of the top line findings is that both consumers and physicians are not in any hurry to try new drugs just because they were newly approved by the FDA. Why ? Trust.
POST SUMMARY: 32% of physicians said they cannot talk to reps, compared to 27% last year. Apply this limit to doctors in organized health systems, and the restrictions become even greater: 42% of doctors affiliated with integrated health networks say they are not allowed to see reps—a 17% increase since last year. Time for pharma to rethink reps?