Change tops industry "pain points," says Cegedim
The fast-changing commercial model is the number one culprit disrupting the sleep of biopharma company execs, according to a Cegedim Relationship Management study.
Cegedim found that 87% of respondents to an online survey cited the constant evolution of the business model as their number one “pain point,” with anxieties about increased focus on market access strategies and managed markets as well as primary sales force realignments particularly top of mind. Uncertainty about the impact of impending regulatory reform was right behind that, at 82%, followed by parched pipelines, at 76%. Generic competition rated a “Meh” 38% and patient involvement a mere 11%.
Asked the most important issues facing pharma companies in the next five years, 41% cited “government/regulatory.” Cegedim said the “sunshine” provisions of the Patient Protection and Affordable Care Act is worry No. 1 on that front, followed by foreign regs that have international applicability, such as the US Foreign Corrupt Practices Act or the UK Bribery Act.
The survey found drug company execs still very physician-focused, with a plurality of 42% identifying prescribers as their most important customers, followed by patients (19%), government (17%) and managed care organizations (16%).
Two-thirds of respondents (68%) said they use social media on a daily basis, but surprisingly, LinkedIn is the favorite for personal usage, with more than half of respondents (54%) reporting visiting the site daily and only 32% saying the same of Facebook (daily Twitter surfers made up only 9% of respondents). For professional usage of social media sites, marketing (59%) and PR (52%) were the top drivers, but sales (25%), internal communications (24%) and CRM (15%) also charted.
More than a third of respondents (35%) said they're using iPads or tablets at their companies, and another fifth (21%) said they plan to begin adding tablets or iPads within the next year, with field sales/account management being the top application for the devices.