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.
According to ZS’s AffinityMonitor™ report, about half of all physicians have restrictions on sales rep access. However, a substantial portion of these “no-see” doctors are accessible through non-personal channels such as email, video, electronic sampling, speaker programs, and other promotional channels.
In total, pharma companies can access 15% of all doctors in the United States through “non-personal” channels who won’t otherwise see a sales rep.
AffinityMonitor™ compiled and analyzed the behavior of more than 500,000 doctors across 46 million customer interactions (any time a physician and pharma company engage, be it through the sales force, email, speaker programs, Web sites or any other promotional channel).
Among many findings, AffinityMonitor showed that:
- Digital doors are open, with 35% of all doctors engaging with some form of digital marketing in the past year
- The sales force remains the top channel, with 47% of doctors at least somewhat frequently interacting with sales reps
- Affinities and engagement varies greatly among specialties
The executive summary of AffinityMonitor™ outlines the major industry trends in physician engagement. But the full AffinityMonitor™ compiles affinity and engagement behaviors for individual physicians. This is one of the first steps in enabling pharma companies to adopt true customer-centric marketing—not only does AffinityMonitor™ establish what kinds of promotional channels and offers engage doctors, but it does this for each individual physician.
What can AffinityMonitor™ do for your business?