As Access Continues to Decline, Most Doctors Still Prefer Live Pharma Rep Visits

While it may not always be possible or practical, Media Vitals research recently conducted by CMI/Compas (with nearly 2500 responders) shows that the highest majority of doctors (73%) still prefer in-person details over alternative rep-communication options. At a specialty level, live details were particularly preferred by allergists/immunologists, endocrinologists, OB/GYNs and pulmonologists. The top alternative detailing channel (which also showed growth from last year) was eDetailing – particularly a favorite amongst psychiatrists (47%) and oncologists (40%). Web-conferencing (23%) and even phone details (15%) were also selected by oncologists as preferred alternatives.

From a generation viewpoint, more Silent Generation (79%) and Baby Boomer (77%) docs prefer in-person details over their Generation X/Y counterparts (67%) – some of whom, as a generational segment – show a higher preference towards eDetailing (44% versus 27% of Baby Boomers and 24% of Silent Generation docs).

It is also interesting to note that a higher percent of Generation X/Y and Baby Boomer docs also show preferences towards web-conferencing and phone-based details over their Silent Generation counterparts.

With access limitations on the rise, the ability to leverage alternative detailing tools such as phone and web-conferencing by reps will enable continuous flow of communication based on the needs, terms and preferences of target physicians. Additionally, the use of supplemental non-personal tools such as eDetailing should also be maximized to supplement communication with low-see/no-see target physicians, particularly Generation X/Y doctors who show the greatest preference for such communication alternatives.

Patricia Adams, MS, MBA

A driven and results-oriented professional with global experience skilled in simplifying complex problems and driving vision to execution.

9y

Any insights on why certain specialist prefer certain channels?

Darren Chertkow

Board Member | Investor | Technologist Entrepreneur

9y

Great insights, thanks Dr. Susan Dorfman.

Trevor Deal

Healthcare News | Association Partnerships | Digital Advertising Solutions | Musician

9y

Great article and useful info. Thanks Susan!

Adrian Koumoundouros

Significance || Focused || Competitive || Strategic || Maximizer

9y

The real problem is it doesn't matter what the doctor wants anymore. As hospital systems are buying up all the doctors, they are restricting their ability to operate as the doctor chooses. I live in Cleveland Ohio, and the Cleveland Clinic wants to be entirely rep less. This includes pharmaceutical, biotech, and surgical device.

Kam Pooni

CEO | Mentor | NED | Angel Investor | EiR

9y

Thanks for sharing and very relevant for future planning

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