Time to rethink pharma reps?

docrepsPOST 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?

57% of physicians now work within an organized provider system, like an Integrated Delivery Network/Health Network and 44% of doctors said they are working for organizations that are moving towards an Accountable Care Organization model, which generally means implementing even more restrictions around rep-doctor contacts and greater formulary control.

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eDetails the answer?

A Cegedim Strategic Data (CSD) promotion audit with doctors has found spending on outreach to healthcare professionals through digital channels rose 40% worldwide in 2012.

In the US, e-detailing (one-on-one), email and e-meetings (group sessions) accounted for $534 million in promotional spending for full year 2011, and rose to $879 million for full year 2012—an increase of 65% year over year.  E-detailing grew 73.9% from 2011 to 2012.

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Survey says: physicians value mobile health apps

An overwhelming majority (93%) of doctors said they find value in having a mobile health app connected to EHRs – and the same number believe mobile health apps can improve a patient’s health outcome, a new eClinicalWorks survey of 649 physicians reveals. Some 80% said they’d likely recommend a mobile health app to a patient.

Number One Mobile App for Doctors

Epocrates is in use by such a large number of physicians and would be a great place to start layering additional value-add mobile functions such as EMR access, image viewing, messaging, referrals, prescribing, and maybe transcribing for basic documentation. This is the reason that Aethna Health purchased Epoctrates.

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Epocrates immediately helped Athena Health get into the pockets of physicians, advertising to them and boosting athena’s brand awareness with a hard-to-target group in the process. That helps Athena acquire more physician users and it’s a reason that pharma needs to look at Aethna Health when strategizing any HCP marketing programs.

Pharma marketers have been adding more money to digital marketing on the healthcare side, but the consumer model still seems to be a lot of TV spots and a website with some SEO marketing.  The priority of scaling down ineffective sales people is warranted but as patients continue to have more of a say about what medications they choose the same level of investment in consumer digital marketing is also needed.