Topical Polls and Industry Trends
COVID-19 has certainly brought its challenges to all parts of our lives. We surveyed 140 US physicians (50 general practitioners (GPs) and 90 specialists to see how COVID-19 has impacted product launches. In order for product launches to be successful, treaters need to learn about the products in a timely manner and be convinced of the value they bring to them.
Roughly one-third of physicians (similar proportions of GPs and specialists) said they have initiated fewer patients on newly launched products during the pandemic. The reasons cited for this decrease include: fewer interactions with pharma, reduced patient volumes, and patient reluctance.
Engaging prescribers is a key component to the launch of any new brand. But what are the key components that drive interest for physicians in learning more?
Overall, physicians express greater satisfaction when learning about new products through in person interactions compared to virtual or digital interactions. However, regardless of how they learn about new product, the types of resources physicians prefer are similar. The top most preferred resources for both GPs and Specialists include presentation at conferences, discussions with peers, educational events that include KOLs or treatment areas experts, presentations by lead authors, journal clubs and discussions with Pharmaceutical reps. While a majority agree (66%) they are more likely to engage with reps or MSLs to discuss new products or indications, more physicians agree (87%) they are more likely to meet with a rep or MSL with whom they have an established relationship.
The COVID-19 pandemic had a significant impact on physicians, including how they learn about and integrate new products into their practice. While not all saw a decline, close to 1 in 3 Specialists and close to half of GPs say their use of newly launched products declined during the pandemic, primarily due to a lack of pharma presence, reduced patient volumes overall and just a general lack of comfort using new products.