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Modern and traditional forms of effective pharmaceutical marketingBased on the survey of 350 doctors |
Polish version also available »
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The key source of information for the report was a survey conducted by PMR Research specialists among 350 medical doctors of seven specializations:
- paediatrics
- general practitioner/family medicine
- gynaecology
- neurology/psychiatry
- cardiology
- pneumology
- oncology.
The report answers such questions as:
Did you know...
“...Medical practitioners view gadgets as the least attractive promotional materials...”
“...For most medical practitioners, contacts with representatives of pharma firms do not take up more than an hour of their time in a week...”
“...Overall, medical practitioners are happy with the frequency of their contacts with pharma representatives...”
“...In looking for information on pharmaceuticals, medical practitioners most often turn to Pharmindex-type databases...”
“...Medical practitioners are happy to take part in conferences and symposiums sponsored by pharma firms...”
- what source of information do doctors usually rely on?
- how do doctors assess the various forms of communication with pharmaceutical firms?
- how, compared with traditional forms of contact, do they access the new channels used to reach them (e.g. e-detailing)?
The report thus provides information to pharmaceutical companies on the most effective forms of communication with medical professionals.
Key report sections
- sources of information about pharmaceuticals
- information that doctors are most interested in getting from pharmaceutical firms
- assessment of the frequency of use and awareness among doctors of the individual forms of communication used by pharmaceutical firms to contact them
- estimate of the quantity of instances of communication (including personal contact) with pharmaceutical companies
- assessment of the new forms of communication (multimedia presentations, e-detailing, virtual training) relative to traditional forms of contact, from the perspective of quantity, reliability, credibility of the provided information, convenience, time efficiency, opportunity to ask questions / obtain additional information
- factors which could induce doctors to accept the new forms of pharma marketing
- comparative analysis of doctors by specialisation.
Report strengths
Even though there are many publications about contacts between doctors and pharmaceutical companies, none of them focuses in such a detailed manner on modern and effective marketing forms of communication:- Reliable data and analysis based on the survey contacted among 350 doctors
- Comparative analysis of medical doctors of different specializations.
Extract from this report
- Modern communication tools were assessed very well by medical practitioners, in particular because of the ease of use, and the quantity and quality of the conveyed information. From the various tools that are available today, videoconferencing was assessed as the best tool, based on most of the assessed criteria.
- Medical practitioners are happy to take part in conferences and symposiums sponsored by pharma firms; 43% would like to participate in more such events, and 54% at least to the same extent as to date.
Market commentary by expert
The Regulation passed in December 2008 caused a reduction in the number of meetings between medical sales representatives and doctors, and forced pharmaceutical companies to seek new ways to reach medical professionals. New forms of pharma marketing have been gathering importance, e.g. virtual trainings or e-detailing, which replace face-to-face contact with physicians. It is the new methods which our latest report focuses on. It discusses, among other things, ways to successfully apply these methods and doctors’ opinions on the new marketing techniques vs. traditional communication practices.Agnieszka Stawarska, Pharmaceutical market analyst
Monika Stefanczyk, Head pharmaceutical market analyst
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- Methodology of the report
- Executive Summary
-
Information: sources and needs
-
Internet as a source of work-related information
- Using the internet as a professional with a defined specialisation
- Using the internet as a professional with a defined length of service
- Using the internet as a professional attending to a defined number of patients
- Using the internet as a professional with a defined main place of employment
-
Frequency of use of various sources of information about pharmaceuticals
- Pharmaceutical databases
- Online services and portals for physicians
- Pharma firms’ websites
- Medical treatment regulations and standards
- Academic publications
- Academic conferences, symposiums and trade shows
- Information materials from pharma firms
- Information from other physicians and healthcare professionals
- Leaflets for patients
- Assessment of quantity of information materials received from pharma firms
-
Information needs in various areas
- Gravity of information
- Satisfaction from received information
- Usefulness of materials received from pharma makers
- Standards and guidelines for treatment and diagnosis
- Information on prices an availability of pharmaceuticals at pharmacies
- Detailed descriptions of pharmaceuticals (properties of a medicinal product)
- Results of clinical trials
- Copies of academic articles
- Educational materials for patients
- Samples of pharmaceuticals
- Marketing gadgets for patients
- Marketing gadgets for physicians
- Other information materials useful for physicians
-
Internet as a source of work-related information
-
Forms of contacts with representatives of pharma firms
- Knowledge of various forms of contact with representatives of pharma firms
- Use of various forms of contact with representatives of pharma firms
-
Frequency of contacts with representatives of pharma firms
- Personal meetings with medical representatives
- E-mails
- Text messages (SMS)
- Multimedia presentations and e-detailing
- Video conferencing with specialists and online training
- Observational studies
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Assessment of number of contacts with representatives of pharma firms
- Interest in various forms of contact with representatives of pharma firms
- Assessment of new forms of communication with representatives of pharma firms
- Interest in new forms of communication with representatives of pharma firms
- Online training (e-learning)
- Group multimedia presentations of products at place of employment
- Video conferences with opinion makers
- E-detailing: online multimedia presentations
- E-detailing: personalised, one-on-one multimedia presentations
- Texted (SMS) information
- E-mailed information
- Value of information distributed through new communication channels
- Effectiveness of the new communication channels
- List of graphs
- List of tables
- About PMR
- Contact info
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Modern and traditional forms of effective pharmaceutical marketing
Based on the survey of 350 doctors
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Any other preservation, multiplication, copying and dissemination etc. which is beyond the scope of this licence is strictly forbidden.