Remote detailing for pharma can be optimized based on the results from our 5-minute online survey conducted in the fall of 2020. Some questions that we sought to answer with this study conducted with 339 Canadian physician members of the MD Analytics healthcare panel were:
Our findings showed that physicians from Ontario, Quebec and West are accepting only half or less of the invites they receive from pharma sales reps for a videoconference call. However, outside of in-person interactions, it is still considered the preferred means of interaction (though email and phone interactions also have potential).
Pros of videoconference used for remote detailing for pharma: mimics in person interaction; easy to access; can share materials. The videoconference platform of choice for physicians is Zoom.
Pros of phone: easy to access; typically shorter; a less formal pharma remote detail.
Pros of email: easy to access; can reply when they want; a less formal pharma remote detail.
In-person pharma detailing interactions continue to differentiate themselves through familiarity and the ability to provide samples.
In order for videoconference meetings to succeed, it will be important for the sales rep to be concise and maintain the physicians’ interest.
Our infographic displays the findings in a visual format that is easily digested to inform remote detailing for pharma. Feel free to email this infographic to your colleagues or share on social media.
The COVID-19 crisis has significantly impacted physicians’ practices; but how and to what extent? Physicians have been managing significant workloads, while learning on the fly how to navigate and setup virtual meetings. Maintaining high levels of patient care while minimizing in-person interactions has also been challenging.
Strong online advertising and messaging are key to maximizing impact of any marketing campaign. With recent restrictions on in-person interactions, online advertising and messaging play an even greater role in reaching physicians. Our findings from a survey of n=227 Canadian physicians show that 82% of Canadian physicians have increased their use of online platforms as a result of COVID-19, 48% significantly so.
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.
In October 2018, the use of recreational cannabis was legalized across Canada. Looking back at the past year, physicians remain divided in their views towards this new legislation, though support skews towards younger GPs. This legislation has impacted the use of prescription treatments and patient visits in a number of key therapeutic areas, though not to the degree that was anticipated 12 months ago.
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...
Virtual medical conferences are on the rise, but are they here to stay?
As a result of the pandemic over the past year, conference organizers and medical brands were set scrambling to find a solution to limit cancelations of key medical conferences. Resulting virtual platforms advanced quickly to emulate the face-to-face conference experience through a digital means. While many virtual medical conferences were successful, in terms of strong participation levels to many key events both national and international, questions remained as to how well they met the needs of physicians, other healthcare providers and the pharmaceutical and medical device companies sponsoring these events.
The detailing of healthcare providers through virtual means has become a staple for pharmaceutical brands and is essential for any go-to-market strategy. When face-to-face detailing was put on hold this past year, healthcare providers began experiencing an even greater volume of requests for virtual interactions. For pharma brand teams, ensuring your approach to digital communications matches with the preferences of providers is important in helping your messages get through to your target prescribers.
In our latest quick poll, conducted in March 2021, MD Analytics sought to gain clarity around current remote detailing preferences and identify the components of an “ideal” remote interaction.
Each year, providers and health industry professionals travel from locations around the world to share and discuss the latest developments in medical care. For several years now, conferences have been experimenting with digital features that allow participants to engage remotely, avoiding the burdens of travel. However, the scope of content available to digital participants had often been limited and physician adoption was low.
Virtual medical conferences are on the rise, but are they here to stay?
As a result of the pandemic over the past year, conference organizers and medical brands were set scrambling to find a solution to limit cancelations of key medical conferences. Resulting virtual platforms advanced quickly to emulate the face-to-face conference experience through a digital means. While many virtual medical conferences were successful, in terms of strong participation levels to many key events both national and international, questions remained as to how well they met the needs of physicians, other healthcare providers and the pharmaceutical and medical device companies sponsoring these events.
The COVID-19 crisis has significantly impacted physicians’ practices; but how and to what extent? Physicians have been managing significant workloads, while learning on the fly how to navigate and setup virtual meetings. Maintaining high levels of patient care while minimizing in-person interactions has also been challenging.
Strong online advertising and messaging are key to maximizing impact of any marketing campaign. With recent restrictions on in-person interactions, online advertising and messaging play an even greater role in reaching physicians. Our findings from a survey of n=227 Canadian physicians show that 82% of Canadian physicians have increased their use of online platforms as a result of COVID-19, 48% significantly so.
Members of the Canadian Research Insights Council (CRIC) and the Insights Association.