Are your sales reps finding it harder to see doctors? A survey of physicians in major European markets suggests that may be the case, providing fresh evidence that meetings have become trickier to arrange since COVID-19.
The data come from a report by CMI Media Group, which surveyed 562 practicing physicians based in France, Germany, Italy, Spain and the U.K. to understand what they want and need from life science companies. Asked whether they want to meet with pharmaceutical reps in person more often, less often or the same amount as pre-pandemic, 25% of the doctors said they are reducing face-to-face interactions.
With a further 10% of doctors never seeing reps, the survey suggests biopharma companies may struggle to put their drugs in front of one-third of the surveyed physicians via the traditional in-person route. That still leaves a sizable opportunity for reps, with 51% of physicians saying the frequency of their in-person interactions is unchanged from pre-pandemic and 14% seeing reps more frequently than before.
Even so, the retreat from reps by a significant minority of physicians means companies need other ways to connect. The survey shows digital channels can compensate for the pullback from in-person meetings, but most docs prefer receiving resources to talking to reps via video or phone. Between 70% and 78% of physicians said digital resources are more convenient, educational and valuable than remote rep visits.
Almost all, 99%, of the physicians engage with print/online journals or medical websites at least once a month. More than 75% also engage with search engines and email, online drug references, direct mail at the office, medical apps, professional online communities, brand emails, medical videos on YouTube, brand websites and reps and medical podcasts. The finding supports an omnichannel approach.
How physicians spend their time roughly maps onto the value they place on each resource. Print and online journals lead the way, with 79% of respondents finding them very or extremely useful. Reps lag well behind. One-third of people find reps very or extremely useful, putting them behind resources such as medical websites and unbranded disease education from pharma on the list of most valued resources.