The doctor is ready to see you, pharma. CMI/Compas' annual Media Vitals study out today forecasts increased access to physicians for pharma companies this year.
Digitization in pharma means marketing integration doesn't end with websites and online campaigns. And the industry is looking at you, sales reps.
It's no secret that pharma salespeople are barred at the doors of many doctors' offices. Those doors have been closing one by one for several years. But now, more than half of physician practices restrict reps' access--and in some specialties, only one in five doctors are rep-friendly.
Bristol-Myers Squibb and Sanofi scored a victory in a False Claims Act marketing case over its blood-thinner, Plavix, as a federal judge in New Jersey tossed out some allegations from a former Sanofi sales rep that the company made misleading statements about the med to gain more Medicare and Medicare coverage.
It's a difficult time to be a pharma rep, with patent losses triggering salesforce cuts and doctors increasingly closing their doors to sales visits. Pharma reps' salaries are floundering, too, with their biotech peers collecting much larger pay packages, according to a recent report from MedReps.com.
Digital media is taking the place of face-to-face meetings with doctors, and restrictive access policies often put a damper on the marketing party. But a new study shows that doctors still prefer traditional forms of communication to digital when deciding which drugs to prescribe.
Companies may want to invite other members of the office to the marketing party--and send specialized reps to offer a few favors.
New regulations and a changing healthcare landscape are preventing sales reps from calling on docs, and fewer marketers are getting their foot through the proverbial door. But the key to breaking through the physician-rep barrier could be changing pharma's approach, according to a new study.
When it comes to interactions between doctors and pharmaceutical companies, there's a growing desire for transparency among those concerned that reps influence prescribing habits. But an Australian group of doctors and academics wants to take it one step further: With an aptly titled "No Advertising Please" campaign, it's pushing to end doc-rep interactions altogether.
If the personal doesn't work, then get impersonal. That's the message of a new look at doctors' preferences for listening to drugmakers. Some doctors who aren't interested in face-to-face rep meetings are plenty accessible when pharma knocks on their doors electronically.