Pharma Industry News Update: 9 November 2015

Are More Physicians Willing (& Able) to See Pharma Sales Reps? Yes. No. Maybe.
Accessible Prescribers for Selected Specialties
After years of eschewing these sales teams, the percentage of doctors who refuse to meet with them fell to 19 percent this year from 25 percent in 2014. This according to a CMI/Compas survey of 2,680 physicians.

The Survey also found that 39 percent of doctors are willing to see reps without any restrictions on office visits, up from 36 percent last year.

But before concluding that a sea change has truly occurred, consider that a consulting firm recently released data indicating physicians are less accessible to sales reps than before. After analyzing sales calls reports filed by industry reps, ZS Associates found 47 percent of prescribers are accessible to reps this year, down from 51 percent in 2014 and 55 percent in 2013. ZS tracked data involving interactions involving sales reps and about 348,000 physicians.

The chart shown in this post comes from ZS Associates. Note that “Accessible” means that docs are reached by more than 70% of sales reps and “Severely Access Restricted” means reached by 30% of reps or less.

Access the reports here.

Want Digital Pharma Marketing “RESULTS”? Adapt to the New Demands of Healthcare
In this audio podcast, Pharmaguy interviews R.J. Lewis, President and CEO of eHealthcare Solutions, about his new book RESULTS: The Future of Pharmaceutical and Healthcare Marketing.

Questions/Topics of Discussion

  • What are some of the biggest trends you are seeing in digital marketing today?
  • There is a shift from targeting contextually to targeting based on an audience, how is this playing out in digital marketing and where is it heading?
  • What are some examples of “data driven” targeting in online advertising?
  • What does the future hold for the newer media and platforms such as mobile and video?
  • How big of a role does societies concerns over privacy play in how the future unfolds?
  • How will the return on investment (ROI) of digital marketing be measured going forward in the new healthcare environment?
  • For the chapter on a view from the manufacturer, what are the main themes you heard from them?

Listen to the podcast here.

The Value of Medical Content Channels Views of HCPs versus Pharma Professionals
A study conducted from July – August 2015 by EPG Health Media, publisher of (a website for healthcare professionals) found some “significant gaps and imbalances” between how healthcare professionals (HCPs) and pharma industry professionals (Pharma) view the value of medical content delivery channels.

Keep in mind that the results are based on a very limited number of survey participants, which include 216 HCPs and 137 pharmaceutical industry professionals (66 pharmaceutical professionals and 71 service providers).

I selected a few channels to look at (mostly digital) and replotted the data in the following chart, which shows the percent of respondents (HCPs v. Pharma) who consider that the channels have moderate or significant value for HCPs.

What are the key takeaways from this study?

Find out here.

The 6th Annual Pharmaguy SoMobile Pioneer Award Goes to… Bayer Healthcare Grants4Apps® Team
On October 29, 2015, at the ePatient Connections conference in Philadelphia, Pharmaguy presented the 6th Annual Pharmaguy™ SoMobile Pioneer Award to the Bayer HealthCare Grants4Apps (#G4A) team.

Team Members Include:

  • Esther-Kristin Lather, Program Manager (left in photo)
  • Jesus del Valle, Head of Grants4Apps (center in photo)
  • Mathilde Saingeon, Match Maker (right in photo)
  • Jannis Busch, Operations (not shown)

Rather than recognizing specific campaigns, the Pharmaguy™ SoMobile Pioneer Award gives kudos to a pharmaceutical executive or team who has “pioneered” in the use of social media and/or mobile for marketing, research, patient support, or corporate communications purposes.

Learn why they received the award here.

A Lesson Walter White Could Have Learned from Big Pharma