summariry of an article -What doctors want, a statistical & marketing approach
...g 13). The following is a graph showing what the majority of doctors say about seeing reps if reps would not provide samples: (p.14) MDS= Medics Reps= Sales representative Dislike Reasons Some of the responding doctors said their dislike for reps has risen because of certain reasons. There reasons are that preps use more aggressive sales tactics, are more oriented to business than to medicine, are more biased than their predecessors, are younger and less informed with fewer health care degrees, and have little to offer beyond basic product information (p. 13). The following graph shows how doctors perceive what reps say: (p.15) Doctors used to see sales reps more like colleagues, interesting people to talk to, people who where pharmacists, nurses, researchers, not marketers like today's sales reps. What doctors really want The article also shows some findings and “wish lists” from Doctors, about what doctors would like reps to do. Whatsoever, these “wish lists” are followed by strategic steps (possible solutions) pharma can take to reestablish the relationship between MDs and reps, and therefore increase sales. Some of these wish lists and strategies are: Finding Docs Wish Rep Strategy #1 Rep Strategy #2 70% of Docs believe that rep information is Biased.* Balanced information. Docs love a debate. They want to hear things with honesty and passion.* Create a debate right in the Docs office by showing the pros and cons of the product.* Describe a medications pros and cons-according to an outside service- vs. its competitors.* Less than 50% of preps provide useful info. Beyond what physicians already know. Only 25% provide any news at all.** News, such as: new clinical data, formulary updates, new clinical data, info. about new uses of products, latest updates in practice management.** Start with the news then reinforce the core brand message. Have a series of sheets together like newspapers.** Provide surveys, such as the Wall Street Journal. Supply updates about the local medical community.** Doctors prefer hearing their peers' views about medications and prescribing patterns.*** Surveys that show what others in the medical community think about various medications and what they prescribe.*** Partner with local pharmacies or other databases to provide trusted third-party endorsed surveys.*** Create a medical ”crossfire” program, delivered in print or electronic form, in which leader physicians offer differing options about treatment.*** - Some want detailing once a month, some prefer to learn about products at dinner meetings, some want e-ma...