Global healthcare pros prefer live reps, survey finds

Share this article:
For all the talk of e-detailing and digitizing the sales force, a plurality of international healthcare professionals would rather get info about new treatments from flesh-and-blood reps than through any other channel, a survey found.

While results varied by market, on average, half of the 450 European, Chinese, Indian and Latin American healthcare professionals responding to a Digitas Health/Economist Intelligence Unit survey cited sales reps as their preferred source of new drug information. Reps were almost even with conferences (49%), followed by “Independent sources on the Internet” (36%), email from pharma companies (34%), Colleagues and peers (31%), Pharma companies via the Internet (27%) and snail mail from pharmas (22%).

Even in the pharma-skeptical UK, 42% of professionals said they'd prefer to get info on new drugs from reps (even more UK HCPs – 44% -- said they'd like that information in emails from pharma companies). Chinese HCPs were far and away the least rep-friendly, with just 18% expressing a preference for live details and a mere 6% interested in pharma company emails on new drugs.

That's not to say HCPs outside the US are averse to digital communications. Only a quarter of all HCP respondents said information from pharma companies delivered digitally wasn't valuable.

Pharmas didn't even register among the factors HCPs cited as obstacles to doing their jobs and challenges to their nations' healthcare systems – both of which were dominated by funding worries. But when asked what  the most important roles for pharma companies were in addressing their nations' healthcare challenges, the largest number – 59% -- said “Offering cheaper drugs.” That was followed by drugs for unmet medical needs (33%), public health campaigns (32%), improving existing drugs (31%) and availability of drugs (25%).   

 
Share this article:

Email Newsletters

More in News

House bill would speed approval once EU OKs same product

House bill would speed approval once EU OKs ...

The Speeding Access to Already Approved Pharmaceuticals Act of 2014 would require FDA to expedite the review of pharmaceuticals that are already approved by the European Union

Rep access continues to shrink

Rep access continues to shrink

Sales reps are experiencing even more limited physician access, according to a report by Chicago consultancy ZS Associates.

Allergan touts reorg, plans to lay off 13% of workforce

Allergan touts reorg, plans to lay off 13% ...

Allergan's second-quarter earnings, and a new round of cuts, are now part of the Botox maker's record as it seeks to remain independent.