Promotional Preferences: Are Pharma Sales Reps Listening to Doctors’ Cues?

Posted by Malcolm Sturgis on Thu, Apr 05, 2018

The opportunities to communicate with physicians and other key decision-makers in person has dwindled over the last decade, according to ZS’s AffinityMonitor™ and AccessMonitor™ reports, which study doctors’ true behaviors and their affinities for different promotional channels. Drilling down into particular specialties, we see a similar picture—and even more drastic declines. In oncology, for example, 24% of oncologists are “accessible” today, compared with the more than 90% of oncologists who met with most pharma reps in 2009. As a result, pharma companies have largely increased their reliance on digital promotion, but are pharma companies paying attention to doctors’ cues?


>
Read More

Know your customer: AffinityMonitor™ shows how doctors engage with pharma promotion

Posted by Malcolm Sturgis on Wed, Sep 24, 2014

The pharmaceutical industry is well aware its sales forces are facing greater restrictions than ever on physician access. But the industry is finding that other types of promotion may provide another avenue to reach doctors.


>
Read More

ZS’s 2014 AccessMonitor™: Four Steps to Make the Most of Declining Access

Posted by Malcolm Sturgis on Tue, Aug 05, 2014

The headlines are all about declining physician access—almost half of physicians are now considered “access restricted” or “severely access restricted,” according to the 2014 edition of ZS’s AccessMonitor™ study. The report examined data for teams comprising approximately 35,000 sales reps, and interactions with approximately 325,000 physicians and prescribers.

It’s not a new trend. Access has been falling steadily since 2009, when it peaked at 78%. In 2012, reps had good access to 65% of all physicians, and only 55% last year. And given industry trends, rep access to physicians is unlikely to get better.


>
Read More