what does the future hold for detailing and drug reps?

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What does the future hold for

and drug reps?Detailing

As is the case with many industries, the use of technology has replaced in-person interaction within the medical field. While the US deploys almost 80,000 pharmaceutical Medical Representatives (MRs), that number has decreased 12% since last year. Call centers, tablets, and electronic, web-based product detailing are meeting the needs of these now-eliminated positions. In the US, all top 20 pharma companies use e-detailing. What impact will that have on the future of drug detailing?

CHANGING MARKET

-10% 6%

-10% -8% -6% -4% -2% 0% 2% 4% 6% 8%

-4%3%

In-person Electronic

Change in Detail Time & Volume, Last 2 Years

Location of Time Spent on Electronic Product Detailing

Tim

eV

olu

me

Family Medicine

48% At Home

22% At the O�ce

30% Both equally

Oncology

30% At Home

52% At the O�ce

17% Both equally

Cardiology

39% At Home

43% At the O�ce

18% Both equally

Allergy & Immunology

20% At Home

41% At the O�ce

39% Both equally

17% 43%

of Physicians prefer traditional contact

from sales reps

of Physicians favor e-detailing

50%

of Physicians limit detailing in some

way

0

10

20

30

40

50

60

15%

26%

59%

Prescribers Payers Patients

See the breakdown by specialty in ISR’s Electronic vs. In-person Detailing: A Head-to-Head Comparison of Time, Volume, Value, and Outcomes

ISR’s research placed the prescriber in the position of the drug company and asked them how they would allocate their sales and marketing spend among the three primary constituents: Patients, Prescribers, and Payers.

Physicians’ attitudes toward e-detailing have remained fairly stable over the past year.

PRESCRIBERS’ NEEDS

PRESCRIBERS’ HABITS

NEXT STEPS

Desired vs. Actual Number of Details Per WeekSee the breakdown by specialty and average prescriber satisfaction with electronic and in-person detailing in ISR’s Electronic vs. In-person Detailing: A Head-to-Head Comparison of Time, Volume, Value, and Outcomes

2.8 Actual Electronic

3.6 Desired Electronic

5.0 Desired In-person

5.

6 Actual In-person details per w

eek

47%

27%

17% 16%

2%

Physician Attitudes Toward E-Detailing

Physicians’ Ideal Allocation of Marketing Spend

Pharmaceutical CompanyWebsite

Online Publication

Physician Forums/Blogs

Brand-Specific Website

General Social Media

Digital Channels Used to Search for Information About Pharmaceutical Products

Base: 1537 product searches

Top 5 Things Physicians Are Doing on their Tablets and Smartphones

1.Send and receive emails (65%)2.Use apps (51%)3.Instant messaging (50%)Researching information about medications (35%)5.Communicating with other physicians (32%)

4.

68%of Pharma Executives believe that the current pharmaceutical detailing model is broken.

ISR’s Primary ResearchISR’s Electronic vs. In-person Detailing: A Head-to-Head Comparison of Time, Volume, Value, and Outcomes Reporthttp://www.firstwordplus.com/e_detailing_trends.dohttp://www.scoop.it/t/pharma-trends-in-e-detailinghttp://www.epghealthmedia.com/blog/post.cfm/sales-force-ip-ads-e-details-and-your-multichannel-engagement-strategyhttp://worldofdtcmarketing.com/will-edetail-ing-work-for-drug-companies/marketing-to-health-care-professionals/http://medcitynews.com/2013/06/what-are-top-five-things-physi-cians-are-doing-on-their-tablets-and-smartphones/http://us5.campaign-archive2.com/?u=f29a570537c24e19f9c33de34&id=946be5b224&e=9887695c35http://www.tapanray.in/e-detailing-the-future-of-pharmaceutical-sales/http://salesenablementsoftware.wordpress.com/2013/06/01/histo-ry-present-and-future-trends-of-e-detailing/

SOURCES

Many pharma executives think that physicians will have less time for their marketing e�orts and as a result, product detailing might shift from physicians to key accounts, payers, and hospitals.

The take-away for drug marketers: Ensure your technology is smart, targeted, and meets the needs of prescribers.

Download a free preview of ISR’s Electronic vs. In-person Detailing: A Head-to-Head Comparison of Time, Volume, Value and Outcomes to learn more,

Very Positive

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Negative

Very Negative0

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20122011