Pharmaceutical Executive - May 2012 - (Page 96)
The Personal Touch in Digital Promotion
The shift from sales rep meetings to digital selling methods must include innovation and a physiciancentered mindset in order to be successful.
ne of the most visible aspects of the changing pharmaceutical business model is the ongoing decrease in sales forces. Unfortunately, this downsizing has not been complemented by truly new approaches and channels for digital promotion; brands have largely invested in less effective, ﬁrst-generation digital tactics such as banner advertising and push edetails, which physicians ﬁnd of low value. Moreover, pharmaceutical companies have given little consideration to developing new promotional outlets that appeal to the “innate wiring” of most physicians. There is nothing more personal than the business of healing patients, which is what they do every day. The dramatic shift happening now from a nearly 100 percent personal selling model to a digital one will not be successful unless it is done in the right way. The opportunity is for pharmaceutical companies to ﬁ nd innovative digital outlets and tactics that are truly physician-focused, while retaining the personalized “look and feel” that physicians prefer. To understand how pharma marketers can succeed in this new landscape, QuantiaMD, a physician network, and Capgemini Consulting partnered on a study using the QuantiaMD platform, and included 1,756 of QuantiaMD’s physician community members (a mix
of specialists and PCPs) to explore their current engagement with various sales and marketing channels, crosschannel messaging preferences, and perspectives on the future of closedloop marketing (CLM). We also drew upon relevant insights from a related, independent QuantiaMD study, which included 630 of its physician members on physician preferences in receiving resources from pharma.
pert content or advice from a colleague. Sixty-one percent of physicians indicated independent medical websites and communities as their No. 1 or No. 2 choice, making it the most preferred channel. With respect to information coming directly from pharma, they prefer a personalized approach through reps and medical/clinical liaisons by a wide margin over other push tactics from pharma. Pharma websites, email, and tele-detailing failed to appear as a top choice for most physicians. Social media outlets such as FaceBook and Twitter appeared to be the least adopted channels, reﬂecting lower adoption for product/professional use. Finally, to no surprise, an increasing number of physicians are accessing product information via mobile apps.
Pharma over-spending on less effective channels?
Pharma companies are investing heavily in building internal infrastructure around web-based portals/websites, e-detailing platforms, and tele-detailing capabilities as their sales forces get reduced. Are these the best areas for investment? Our data indicate pharma companies are engaging a very small minority of physicians through these means. The data in
Personal connections rise to the top
By a signiﬁcant margin, the top three channels by which physicians prefer to receive product information today are independent medical websites and communities; medical/clinical liaisons; and sales reps. Physicians rely on independent sites and communities for balanced, unbiased information whether it be editorial/ex-
Independent Medical Websites and Communities Are Physicians’ most preferred source of information Which of the following do you view as valuable sources of info for your products? Information sources rated 1 & 2 in value by physicians to receive product information Independent medical websites & communities Medical/clinical liasons Pharma reps Mobile Apps Pharma co websites 12% 10% 3% 3%
Copyright © 2011 Capgemini Consulting. All rights reserved.
61% 42% 40% 30%
Hala Qanadilo is Principal, Capgemini Consulting Life Sciences. She can be reached at firstname.lastname@example.org
Email Tele detailing Social Media
Kelly Choi is VP of Client Marketing and Product Management, QuantiaMD. She can be reached at email@example.com
Table of Contents for the Digital Edition of Pharmaceutical Executive - May 2012
Pharmaceutical Executive - May 2012
Table of Contents
From the Editor
Too high a price for UK pharma?
Biogen Idec IT: Setting a New Pace
Managing Information Overload
Pharma’s Innovations in Technology
Leading the Pharma Model for a Continent
Pharmaceutical Executive - May 2012