What does the future hold for Detailing and drug reps?

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As is the case with many industries, the use of technology has replaced in-person interaction within the medical field. While the US deploys almost 80,000 pharmaceutical Medical Representatives (MRs), that number has decreased 12% since last year. Call centers, tablets, and electronic, web-based product detailing are meeting the needs of these now-eliminated positions. In the US, all top 20 pharma companies use e-detailing. What impact will that have on the future of drug detailing? - See more at: http://www.isrreports.com/free-resources/future-hold-detailing-drug-reps/#sthash.mWMj033N.dpuf

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What does the future hold for Detailing and drug reps?

  1. 1. What does the future hold for Detailing and drug reps? CHANGING MARKET As is the case with many industries, the use of technology has replaced in-person interaction within the medical field. While the US deploys almost 80,000 pharmaceutical Medical Representatives (MRs), that number has decreased 12% since last year. Call centers, tablets, and electronic, web-based product detailing are meeting the needs of these now-eliminated positions. In the US, all top 20 pharma companies use e-detailing. What impact will that have on the future of drug detailing? Change in Detail Time & Volume, Last 2 Years Volume In-person Electronic 6% Time -10% 3% -4% -10% -8% -6% -4% -2% 0% 2% 4% 6% 8% 17% 43% 50% of Physicians prefer traditional contact from sales reps of Physicians favor e-detailing of Physicians limit detailing in some way Location of Time Spent on Electronic Product Detailing Family Medicine 48% At Home 22% At the Office 30% Both equally Oncology 30% At Home 52% At the Office 17% Both equally Cardiology 39% At Home 43% At the Office 18% Both equally Allergy & Immunology 20% At Home 41% At the Office 39% Both equally PRESCRIBERS’ NEEDS Physicians’ Ideal Allocation of Marketing Spend ISR’s research placed the prescriber in the position of the drug company and asked them how they would allocate their sales and marketing spend among the three primary constituents: Patients, Prescribers, and Payers. 59% 60 See the breakdown by specialty in ISR’s Electronic vs. In-person Detailing: A Head-to-Head Comparison of Time Volume, Value, and Outcomes 50 40 26% 30 15% 20 10 0 Prescribers Payers Patients Physician Attitudes Toward E-Detailing Physicians’ attitudes toward e-detailing have remained fairly stable over the past year. 60 2011 50 2012 Very Positive 40 Positive 30 Neutral 20 Negative 10 Very Negative 0 -person detai ls p al In tu er Ac 6 esired In-per D so n 5.0 sired Electr De on .6 i 3 ual Elec tro Act .8 5. k ee w Desired vs. Actual Number of Details Per Week nic 2 c See the breakdown by specialty and average prescriber satisfaction with electronic and in-person detailing in ISR’s Electronic vs. In-person Detailing: A Head-to-Head Comparison of Time, Volume, Value, and Outcomes PRESCRIBERS’ HABITS Top 5 Things Physicians Are Doing on their Tablets and Smartphones 4. 5. 1.Send and receive emails (65%) 2.Use apps (51%) 3.Instant messaging (50%) Researching information about medications (35%) Communicating with other physicians (32%) 47% Digital Channels Used to Search for Information About Pharmaceutical Products Base: 1537 product searches 27% 17% 16% 2% Pharmaceutical Company Website Online Publication Physician Brand-Specific Forums/Blogs Website General Social Media NEXT STEPS Many pharma executives think that physicians will have less time for their marketing efforts and as a result, product detailing might shift from physicians to key accounts, payers, and hospitals. 68% of Pharma Executives believe that the current pharmaceutical detailing model is broken. The take-away for drug marketers: Ensure your technology is smart, targeted, and meets the needs of prescribers. Download a free preview of ISR’s Electronic vs. In-person Detailing: A Head-to-Head Comparison of Time, Volume, Value and Outcomes to learn more, SOURCES ISR’s Primary Research ISR’s Electronic vs. In-person Detailing: A Head-to-Head Comparison of Time, Volume, Value, and Outcomes Report http://www.firstwordplus.com/e_detailing_trends.do http://www.scoop.it/t/pharma-trends-in-e-detailing http://www.epghealthmedia.com/blog/post.cfm/sales-force-ipads-e-details-and-your-multichannel-engagement-strategy http://worldofdtcmarketing.com/will-edetailing-work-for-drug-companies/marketing-to-health-care-professionals/ http://medcitynews.com/2013/06/what-are-top-five-things-physicians-are-doing-on-their-tablets-and-smartphones/ http://us5.campaign-archive2.com/?u=f29a570537c24e19f9c33de34&id=946be5b224&e=9887695c35 http://www.tapanray.in/e-detailing-the-future-of-pharmaceutical-sales/ http://salesenablementsoftware.wordpress.com/2013/06/01/history-present-and-future-trends-of-e-detailing/ ISRreports.com info@ISRreports.com @ISRreports

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