Successful brand launches require engagement and education of the treating physicians. But how do you best engage physicians? We recently surveyed general practitioners (GPs) and specialists to ask them some pertinent questions.
Not surprisingly, interest in learning about new products is driven by potential improvements in long-term safety, efficacy, and quality of life. Lower on the list (but still important) are improvements in dosing and administration. Three-quarters of GPs (vs 55% of specialists) want to know about new products once they are approved and/or they have access. This is likely driven by the sheer volume of products and disease areas with which they need to keep track. Specialists are more likely to want to learn about a product during clinical development (44% vs 24% for GPs).