Docs still value rep interaction: study

Share this article:
Despite the rapid growth of alternative channels and slashing of field forces industrywide, physicians continue to rely on pharmaceutical sales reps for the knowledge they provide on their products and disease states, a recent study shows.

According to the Detailing Quality and Relationship Study, conducted by private market research firm The Joy Scott Group, an average of 85% of physicians from across 25 specialties said a sales rep’s knowledge about a specific disease state dramatically affects the their confidence in prescribing a drug.

“The doctors like to see a face, especially if they have a question,” Joy Scott, CEO of The Joy Scott Group, told MM&M. “The doctors also liked to be asked questions such as ‘how is that new diabetes drug working on your senior population that also has cardiovascular problems?’”

Scott said that as part of the study, physicians were specifically asked, “Absent of anything new to inform you, how would you suggest a representative could make the best use of your time?” A predictable response might be, “Leave drug samples and go.” Scott said. But this is not what the study found in its verbatim responses from the 5,000 surveyed doctors.

“Instead physicians and their office staff need and want more information with Medicare Part D, patient assistance programs, patient compliance issues and objective patient information services,” Scott said.

Share this article:
You must be a registered member of MMM to post a comment.

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Channel

Five things for pharma marketers to know: Monday, September 15

Five things for pharma marketers to know: ...

Pharma has sought 76 meetings with FDA over biosimilars; Gilead licenses Sovaldi to India generic drugmakers; Pfizer and Ranbaxy Lipitor lawsuit dismissed.

Liraglutide, aiming for new indication, gets new name

Liraglutide, aiming for new indication, gets new name

Why Novo Nordisk is choosing not to leverage Victoza's brand equity as it seeks a weight-loss indication for liraglutide.

Five things for pharma marketers to know: Friday, September 12

Five things for pharma marketers to know: Friday, ...

An FDA panel voted in favor of liraglutide for weight loss; Allergan investors backing an attempted takeover of the firm crossed a critical threshold; and 100 million health wearables are ...