Spotlight

Digital Detailing in Pharma

Provider-Pharma Engagement Goes Virtual

Report by Rajiv Leventhal  | Sep 2, 2022
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Table of Contents
Executive Summary
Marketing to Providers: Pharma’s (Expensive) Golden Ticket
Making E-Detailing Work for Physicians
Helping Pharma Marketers Navigate a New Reality
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
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.
Topics
Healthcare Providers
Marketing Tactics
Marketing Technology
US
Table of Contents
Executive Summary
Marketing to Providers: Pharma’s (Expensive) Golden Ticket
Making E-Detailing Work for Physicians
Helping Pharma Marketers Navigate a New Reality
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

Executive Summary

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?

Do Healthcare Practitioners Worldwide* Want to Change the Way Pharmaceutical Sales Representatives Meet With Them After the Coronavirus Pandemic Ends? (% of respondents, June 2021)
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KEY STAT: Eight in 10 providers want virtual engagement with pharmaceutical sales reps to continue, even after the pandemic ends.

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    Table of Contents

    1. Executive Summary
    2. Marketing to Providers: Pharma’s (Expensive) Golden Ticket
    3. Making E-Detailing Work for Physicians
    1. Helping Pharma Marketers Navigate a New Reality
    2. Insider Intelligence Interviews
    3. Read Next
    1. Sources
    2. Media Gallery

    Charts in This Report

    Do Healthcare Practitioners Worldwide* Want to Change the Way Pharmaceutical Sales Representatives Meet With Them After the Coronavirus Pandemic Ends? (% of respondents, June 2021)How Are US Healthcare Professionals Currently Interacting with Pharma Sales Reps? (% of respondents, Q4 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)
    Reported Pain Points With Pharma Company Digital Communications According to Physicians in Select Countries*, June 2021 (% of respondents)

    Interviewed for This Report

    Yasasvi Popuri
    ZS Associates
    Principal
    Interviewed August 4, 2022
    Dan Rizzo
    Veeva
    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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    authors

    Rajiv Leventhal

    Contributors

    Jeane Han
    Senior Researcher
    Lisa Phillips
    Principal Analyst, Digital Health
    Kelsey Voss
    Principal Analyst