The pandemic upended the conventional process by which pharmaceutical sales reps pitch their drugs to healthcare professionals. Physicians now demand hybrid in-person and virtual meetings. Pharma marketers must assess ways to refine various digital detailing (aka e-detailing) strategies.
Pharmaceutical companies have long had to fight for physicians’ time in order to pitch them on their newest drugs, a sales practice commonly known as detailing. The rise of e-detailing, which facilitates digital connections between pharma sales reps and providers, presents an additional engagement channel. Pharma marketers will need to better understand how physicians want to interact with reps and use that knowledge to develop omnichannel detailing strategies.
Key Question:How can pharmaceutical companies tailor their e-detailing strategies to enhance interactions with providers?
KEY STAT: Eight in 10 providers want virtual engagement with pharmaceutical sales reps to continue, even after the pandemic ends.
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Executive Summary
Marketing to Providers: Pharma’s (Expensive) Golden Ticket
Vice President, Global Head of Business Consulting
Interviewed August 11, 2022
Kristen Tappan
CMI Media Group
Senior Vice President, Media
Interviewed August 11, 2022
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Do Healthcare Practitioners Worldwide* Want to Change the Way Pharmaceutical Sales Representatives Meet With Them After the Coronavirus Pandemic Ends? (% of respondents, June 2021)
Preferred Engagement Channel to Learn About New Medical Prescription Products According to Physicians in Select Countries*, June 2021 (% of respondents)
Coronavirus Impact: Change in Volume of Information Received From Pharmaceutical Companies According to Healthcare Practitioners Worldwide*, June 2021 (% of respondents)
Do Healthcare Practitioners Worldwide* Want to Change the Way Pharmaceutical Sales Representatives Meet With Them After the Coronavirus Pandemic Ends? (% of respondents, June 2021)
Do Healthcare Practitioners Worldwide* Want to Change the Way Pharmaceutical Sales Representatives Meet With Them After the Coronavirus Pandemic Ends? (% of respondents, June 2021)
Preferred Engagement Channel to Learn About New Medical Prescription Products According to Physicians in Select Countries*, June 2021 (% of respondents)
Coronavirus Impact: Change in Volume of Information Received From Pharmaceutical Companies According to Healthcare Practitioners Worldwide*, June 2021 (% of respondents)