what does the future hold for detailing and drug reps?
DESCRIPTION
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? - See more at: http://www.isrreports.com/free-resources/future-hold-detailing-drug-reps/#sthash.mWMj033N.dpufTRANSCRIPT
[email protected]@ISRreports
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
Positive
Neutral
Negative
Very Negative0
10
20
30
40
50
60
20122011