Wanted: smarter reps, says survey
The Sermo survey, commissioned by Publicis Selling Solutions Group and titled What Physicians Want, was completed by 208 practitioners. Of those respondents, 51% said they want reps with more education, training and experience, while 87% said they wanted to see greater use of clinical studies and evidence-based medicine in their interactions with reps.
They want to see fewer reps in their practices (90%), fewer “mirrored” or “pod” sales teams (72%) and fewer traditional primary care reps (69%), but want more “customer service representatives (77%)” doing lit and sample drops and more clinical health educators to address compliance and adherence problems (73%). They were also keen on specialty reps, with 60% of respondents saying they'd like to see more of them.
On communications from industry, respondents want more product and disease awareness websites targeted to professionals, as well as more industry-sponsored CME (78%) and more industry-sponsored peer-to-peer education and consultation (72%).