Specialty report seeks to equip pharma marketers
By Mia Burns (email@example.com)
CMI/Compas has released a research report to better prepare pharma marketers with the knowledge for successful access to and engagement of their target audiences. What Physicians Want and Need from Pharma 2013: A Look Across 9 Specialties covers nine physician specialties along with their media consumption preferences and habits in a deep review of these areas. The company claims that the current biopharma sales and marketing approach is no longer viable and that doctors have become less available.
The report covers the specialty areas of cardiology, endocrinology, general and family practice, internal medicine, neurology, oncology, pediatrics, psychiatry, and urology. CMI/Compas continues to guide pharma companies in the search for alternate means of reaching, engaging, and owning key physician audiences. Through combining non-personal promotion with a customer-centric orientation, marketers are better able to meet healthcare professionals’ knowledge needs and enhance their promotional experiences.
In addition, the report insights are derived from CMI/Compas’ recent Media Vitals 21 specialty study that assesses the key factors impacting physician engagement, uncovering their knowledge seeking and gathering needs, preferences, sources, times of day, and omni-channel touch points. Media Vitals is the company’s analysis of responses to more than 58 questions that provide pharma marketers with critical audience insights.
“More specifically, owning the customer means we need to deepen our relationships with them and own their experiences, or at least start taking ownership for their experiences, from both a business and personal side,” says CMI/Compas Chief Marketing & Innovation Officer Dr. Susan Dorfman. “On the business side it’s about ensuring that their expectations are met, and are satisfying to them. This provides the base level of service. On the personal or human side, its ensuring that these expectations are positively aligned with their experiences and most importantly their patients’ experiences.”
Less than 50 percent of all physicians surveyed agree to see a sales rep in person without restrictions, according to the report’s standout statistics. The two other standout statistics include the facts that oncologists, general and family practitioners, pediatricians, and psychiatrists strongly prefer alternative detailing over in‐person and endocrinologists are the only majority (54 percent) to stay abreast of new medical developments on their free time on weekends.
The researchers state in the report’s concluding remarks that awareness and preparedness around continued access limitations are critical from a marketing perspective. Dr. Dorfman told Med Ad News Daily, “We are entering into an exciting time where I believe the vision of sales and marketing working in confluence will finally be realized.”
Posted: September 2013