Physicians seeking more from pharma sales reps

According to a recent survey conducted by Accenture, physicians want more detailed, comparative and customized information from pharmaceutical sales reps.

By Editor on Aug 4, 2003

According to a recent survey conducted by Accenture, physicians want more detailed, comparative and customized information from pharmaceutical sales reps. Primary care physicians reported that customized content, clinical evidence and comparative analyses of medicines rank at the top of the list of information they'sd like to receive from reps.

After several decades, the basic detailing model is ripe for evolution, said David Blumberg, partner in Accenture's Health and Life Sciences practice. The opportunity for the industry lies in moving beyond sales force growth and mass promotion to arming reps with tailored information for individual physicians information that will help improve their practices and patient care.

And according to the survey, conducted in June 2003, many physicians (30%) already recognize pharma reps as valuable sources of information. Only peer reviewed journals (80%) and industry associations and meetings (34%) were more influential on physician prescribing, while sales reps topped colleagues (27%) and the Internet (16%) as reported sources of valuable prescribing information.

Although survey participants reported at least one-third of sales visits are helpful, 36% said they want more medical information, including current, comparative or clinical data analyses that are relevant to their practices and objective sources of information on usage and side effects. Nearly half (48%) cited their time and availability as the factor that most influences their willingness to meet with reps. Other factors included free samples (14%), existing relationship with the representative (14%), interest in new products (10%) and a need for product-specific information (8%).

To make the most of pharma reps's detail time with physicians, Accenture is advocating an approach called closed loop promotion (CLP) that allows reps to present and discuss customized education and information based on ongoing feedback from physicians. According to Blumberg, some industry leaders are beginning to adopt CLP and are employing new software on tablet-sized computers that allows them to regularly update visual aids, clinical reprints, opinion leader videos, case studies and physician surveys.

Accenture reports that companies piloting closed loop promotion are increasing a reps time with physicians from 90 seconds to five minutes. The group estimates a pharma company could increase sales of a $500 million product by up to 15%, while lowering marketing costs and increasing patient access to new medicines, using the approach.

There is an untapped opportunity for differentiation, Blumberg said. While sales reps are a valuable resource, pharmaceutical industry leaders are realizing that the best way to combat diminishing returns from the current sales model is by individualizing education and service to each medical professional.

Bringing more value to physicians, sales reps and pharma companies alike seems to be a win-win-win scenario. But as always, we'sd love to hear your thoughts, so e-mail me at lisaroner@eyeforpharma.com to share you views.

To learn more about this survey, visit the Accenture Web site at www.accenture.com.

And to learn more about increasing the effectiveness of your pharmaceutical sales force, join eyeforpharma and the industry's thought leaders for Pharma Sales Effectiveness USA 2003 in Philadelphia, October 30-31, 2003. For more information and to register, click here.