Your Sales Details Are Weak!
"Stale" Too, Say Internet-Savvy Physicians
[From www.drgdigital.com] Despite the pharma sales force making great strides towards "digitizing the field" with tablets and other technologies - a new study from DRG Digital's Manhattan Research finds that the content reps are showing in details is often old news. Physicians who see sales reps say that over half of the time (51%), the reps show them information they have already seen through their own research or in previous meetings.
The ePharma Physician® study of 1,814 U.S. practicing physicians across 25 specialties found several key missed opportunities in the field.
Details are not evolving in step with physicians' reliance on digital for info, says the report.
More Data from the Study...
A funny thing happened on my way to being PharmaGuy -- I started out working in a pharma sales training company where I developed computer-based training (CBT) programs at a time when most sales reps did not have laptop (notebooks not invented yet) computers.
I remember sales training programs that started out with the basic biology of the disease treated by the product -- that was pretty intense. We had medical writers working on the content, which went on and on for pages!
When the Internet came along and all sales reps had computer that could access the Net, I suggested that the biology portion of the CBT provide links to trusted disease information that was already on the Internet. But that idea did not fly.
In those days, most new sales reps majored in biology in college. These days, most reps seem to have majored in cheerleading.