Physicians recognize that new medications often can be quite valuable for their patients and are eager to add them to their armamentarium. However, they do not always end up prescribing these new medications as much as they initially plan or as early as they would like. There are many reasons that can explain this discrepancy.
Patients are an increasingly influential stakeholder within the healthcare industry as more medical information becomes available online than ever before. This independent market research study conducted by MD Analytics takes a closer look at patients in order to better understand their motivations and predict their behaviours within this complex landscape.
Physicians are using social media in their personal and professional lives, especially younger physicians. However, the pharma industry should be aware of barriers to using social media as a means of interacting professionally with physicians, such as the perceived reliability of online information.
Measuring customer engagement in pharmaceutical market research can be challenging as physicians usually prefer to not be seen as “associated” with any given pharmaceutical company. However, as demonstrated by our customer engagement syndicated study, it is undeniable that stronger levels of physician engagement exist among pharmaceutical companies which can lead to more positive outcomes for their associated brands.
Qualitative research can provide a greater understanding of physicians’ attitudes and behaviours than quantitative methodologies, however increased demands on physician time may cause some to refuse participating. Determining the optimal study design and appropriate recruitment techniques can help make physicians more willing to participate.
Dental professionals turn to traditional information channels most often when sourcing information on manufacturer products and continuing education. However, more innovative tools such as online and digital offerings continue to grow in importance, especially among newer dental professionals. Find out how to make sure your future outreach efforts are ready for the next generation of dental professionals.
The relationship between healthcare providers and sales reps is a balancing act. Managed well they can add value to a physicians’ or pharmacist’s practice ultimately impacting product use. However HCPs are often overwhelmed by the demand on their time and as a result may restrict access to their practices to sales reps.