“I can’t see you,
leave the information
at the counter.”
| |
Physician Access has become a big issue. Consider
the following facts:
o 86% of
pharmaceutical sales representatives agreed that it has become noticeably
more difficult to get in front of physicians.1
o In an average
week, a general practitioner/ family medicine physician only allows 4.4 sales
visits with an average duration of 6.3 minutes.2
o Canada has followed the
US
trend where office-based
doctors per drug representative have decreased to 4.7 in 2001 from 8.8 in
1996.3
In short…
o Your
representatives are competing for less available physician time.
o The number of
physicians that have become “no see” or “difficult to see” has increased
resulting in closed or hard to open doors.
o You need
insights and strategies to overcome the physician access issue in order to get
penetration of your messages and products.
There’s
help… |
_________________________________________________________________
MD
Analytics' Insight Syndication -- 2006 Physician Access Study
How can your organization…
- Achieve optimal physician access amidst
declining availability
- Make the best use of physician time when
it is granted
- Understand key motivators and adjust to
alternate ways to access physicians based on their changing
preferences
- Discover avenues of information access
that are becoming more acceptable and appealing to physicians
- Compare and contrast what different
companies are doing to stand out and for what reasons...see how your
organization stacks up
- Get message penetration
- Assess if sales representatives are still
the primary information delivery vehicle, or address how to
rebalance information delivery with other tactics
This study
is designed to help you get answers to these tough questions.
Comprehensive Report featuring 119 pages
The study
objectives include:
- Gain insights and statistics on the
criteria physicians use to decide whom to see, for how long, at what
location and how frequently
- Understand access constraints by updating
and tracking changes in the number of reps. seen per week and the
average duration of those meetings
- Determine factors that drive loyalty,
access and attention
- Understand differences amongst 4 groups
with profile information – “inaccessible”, “slightly accessible”, “moderately accessible” and “very accessible” – to reveal insights to enhance
access and increased prescription writing
- Determine physician weighting on content
used in face-to-face meetings including: information transferred,
aids used, samples provided, web and patient information resources,
reports and continuing healthcare education materials
- Explore ideas for access improvement, such
as highly adaptable selling tools for sales presentations depending
on physician needs
- Rank the importance of other information
sources such as direct mail, web sites, journals, edetailing, etc.
and the information devices used such as tablets, PCs, PDAs
Who can benefit from this report?
…Marketing
research managers, product managers and CHE managers
- Seeking insights on how to effectively
deliver messages for physicians
- Searching for innovative ideas to best
support sales with tools, information and resources they need to
overcome access issues
- Determining the optimal marketing mix
…Sales leaders
- Seeking to remove barriers
- Seeking to increase the number of calls,
the duration of calls, and the quality of calls
- Seeking to understand qualities in sales
representatives most admired by physicians
…Strategic planners
- Seeking to understand the physician access
issue and evolving trend
- Seeking to enrich their planning process
- Seeking insights to optimize effectiveness
Participants
- Approximately 322 General Practitioners /
Family Medicine physicians
- Nationally distributed +/-5.5% margin of
error, 19 times out of 20.
For more information or to buy the
study, please contact:
Sharon Rajan Tel. 604-633-1927
x1006 Email. srajan@mdanalytics.ca
Angela Tao Tel. 604-633-1927 x1004 Email. atao@mdanalytics.ca
Jacques Chassay Tel.604-633-1927 x1503 Email. jchassay@mdanalytics.ca
___________________________________
1As cited on the Campbell Alliance web site http://www.campbellalliance.com
2 Source: MD Analytics Insight Syndication Study on Physician Sampling. February, 2005. N=703.
3As cited in article in amednews.com titled “Drug firms score by paying doctors for time.” Statistical source according to Scott-Levin, the pharmaceutical sales consulting division of Research Triangle Park, N.C – based Quintiles Transnational.