What Physicians Want and Need From Pharma · 2017-01-10 · The Customer-Centric Promotional...

What Physicians Want

and Need From Pharma

2012 Report: Promotional Access and Preferences of Physicians

A CMI / Compas 10-Specialty Study

We are now facing a perfect storm. As access to

physicians continues to erode for pharmaceutical

companies, the physician shortage continues to

grow and challenge doctors with more patients

and less time.

August 2012

Dr. Susan Dorfman

Chief Marketing and Innovations Officer

Jose Ferreira

Manager, ByDoctor® and Data Assets

Christine Hardy

Marketing Data Analyst

Diane DeStefano

Marketing Research Manager

This document is the propriety and intellectual

property of CMI/Compas, Pennsylvania-

based corporations. Title and ownership of this

document belongs exclusively to

CMI/Compas. No individual, organization or

entity may reproduce, distribute or make

copies of this document by any means, in

whole or in part, without the express written

permission of CMI/Compas, which, in the

event of unauthorized use, shall seek legal

redress, including damages and injunctive

relief.

© 2012 CMI/Compas. All rights reserved.

Promotional Access and Preferences of Physicians Table of Contents

p | i

Table of Contents

Introduction ..................................................................................................................................................1

Standout Statistics ..............................................................................................................................................1

Delivering Value Based on Physician Needs, Time Availability and Terms ........................................................2

Customer Centricity ............................................................................................................................................2

The Customer-Centric Promotional Engagement Model: Understand the Mind-Set of Your Customer ..............4

Our Findings ..................................................................................................................................................4

When do physicians spend the most time keeping abreast of new medical developments and medical

information? ...........................................................................................................................................................4

How often and at what times of day do physicians access the Internet for professional purposes?....................7

When and what specific sources do physicians use on the Internet when seeking information? ..................... 11

What do they find most helpful and valuable to receive from pharmaceutical companies? ............................. 14

When it comes to patient education, what topics and formats are physicians most interested in obtaining for

the benefit of their patients? .............................................................................................................................. 19

Which pharmaceutical company-supported features would be helpful for physicians to have if they were

integrated into their EHR system? ...................................................................................................................... 23

What is the one thing physicians wish pharmaceutical companies would provide that they currently do not? 25

Delivering on the Needs, Terms and Times of Physicians - Using Their Current and Preferred Channels of

Engagement ................................................................................................................................................. 29

Physician-Level Promotional Access — A View across Specialties and Channels ............................................. 30

Multichannel Access by Specialty ........................................................................................................................ 31

Concluding Remarks ..................................................................................................................................... 32

Future Trends: Anticipated Media Forecast for Prescriber Engagement ............................................................ 32

The Move Toward Transmedia Marketing ...................................................................................................... 32

Content-Curated Vehicles Will Soon Appear on the Horizon .......................................................................... 32

The Rise of the Total Office / Account Surround ............................................................................................. 32

Analytics–Why It Will All Add Up ..................................................................................................................... 33

About CMI/Compas ..................................................................................................................................... 34

ByDoctor® DNA™ ........................................................................................................................................... 34

ByDoctor® PULSE™ and OnDemand℠ Primary Marketing Research ................................................................ 35

Physicians Preference for Promotional Access A CMI / Compas Study

p | 1

Introduction Indisputably, the existing biopharm sales and

marketing approach is no longer viable. Doctors are

less available. We have seen data from various

sources confirming that the reach of the

pharmaceutical field force continues to steeply

decline, and the shortage of physicians will grow to

63,000 by 2015 and 130,600 by 2025 (as recently

cited by the Association of American Medical

Colleges).

In fact, we are now facing a perfect storm. As

access to physicians continues to erode for

pharmaceutical companies, the physician shortage

continues to grow and challenge doctors with more

patients and less time. While reach is king, fewer

physicians with less availability demands more

focus on meaningful access. Getting “in” is key, but

even more important is “staying in” and building a

personalized relationship even if a personal one

cannot exist.

While pharmaceutical companies have been forced

to look at alternate means of reaching, educating

and engaging physicians, the ones most likely to

succeed will see these means not just as an

alternate approach but also as one that can

transform customer relationship management –

combining non-personal promotion with a

customer-centric orientation to better meet

physicians’ knowledge needs and enhance

experiences. Moving away from a product-focused

to physician-centric approach, the winners will

surely adopt the most basic marketing principle:

focus on the experiences, wants and needs of

physicians and not simply on the wants and needs

of your organization. They will work with the

customers to solve their immediate and long-term

needs and do so within their daily work- and life-

streams by building a deep understanding of the

customers’ experiences, expectations, preferences

and needs at each of these interactions.

Standout Statistics

20 out of 100

reps who visit physician’s offices actually speak to

a doctor

1 in 4 physicians work in a practice that refuses

access to pharma reps

40% of physicians will meet with pharma reps by

appointment only

A CMI / Compas Study Physicians Preference for Promotional Access

p | 2

Delivering Value Based on

Physician Needs, Time

Availability and Terms So how do we deliver value to our target physicians

based on their needs, on their time and on their

terms? How do we ensure we not only get in but

more importantly “stay in” and build personalized

relationships with our key customers?

It starts by knowing our customers.

To better understand the needs, terms and

engagement times of U.S. physicians in preparation

for our clients’ 2013 promotional planning needs, in

June 2012 CMI/Compas decided to conduct primary

and secondary marketing research across 10

physician specialties using our proprietary “fast

insights” audience research tool, ByDoctor®

PULSE™ (powered by the WorldOne panel of 1.7

million medical professionals) and our physician-

level multichannel promotional access data,

ByDoctor® DNA™.

For the purpose of this study, we assessed more

than 200 promotional access vehicles across six

defined channels – direct mail, e-mail, desktop

media, office reference, digital/mobile, and journal

(print and online).

Customer Centricity

Based on my needs and those of my

patients

Using my most accessed and

preferred channels

On my terms

At the time of day most convenient

for me


p | 3

The specialties we studied included:

Specialty ByDoctor® PULSE™ (N) ByDoctor® DNA™ (N)

Cardiology 50 35,669

Dermatology 50 15,938

Endocrinology 50 7,594

General / Family Practice 104 157,976

Internal Medicine 117 213,987

Neurology 53 20,839

Oncology 52 17,319

Ophthalmology 53 27,273

Psychiatry 51 69,458

Rheumatology 37 6,260


p | 4

The Customer-Centric

Promotional Engagement

Model: Understand the

Mind-Set of Your Customer We strive toward customer-centricity, helping brand

teams create the best possible communication,

channel and call-to-action mix, and a better

understanding of the necessary terms, times and

needs of physicians in and outside of the practice

setting. In this quest, CMI/Compas used ByDoctor®

PULSE™ to explore the answers to the following

seven questions across 10 specialties:

1. When do physicians spend the most time

keeping abreast of medical developments

and new medical information?

2. How often and at what times of day do they

access the Internet for professional

purposes?

3. When do they search the Internet for

information and what specific sources do

they use?

4. What do they find most helpful and

valuable to receive from pharmaceutical

companies?

5. When it comes to patient education, what

topics and formats are physicians most

interested in obtaining for the benefit of

their patients?

6. What pharmaceutical company-supported

features would physicians consider helpful

if those features were integrated into

electronic health record (EHR) systems?

7. What is the one thing physicians wish

pharmaceutical companies would provide

that they currently do not?

To examine response differences among specialties,

the following methodology was used:

Pearson’s chi-square tests were performed

to look for statistical differences in

categorical responses.

In situations where chi-square tests were

not valid due to small response rates, one-

sample tests for proportions were used to

compare responses by specialty to the

overall mean.

An analysis of variance (ANOVA) was

performed on continuous scores, and

means were compared individually to the

overall average when the F-test was

significant.

All statistical comparisons were performed

using a significance level of 0.05.

Our Findings

When do physicians spend

the most time keeping

abreast of new medical

developments and medical

information?

Physicians are information seekers, constantly

required to stay abreast of new medical

developments and information to best care for

their patients. As information-seeking is time-

consuming and physicians are continuously

bombarded with new data, it is no wonder that the

majority of physicians across almost every

specialty selected evening after office hours as

their most preferred time to stay abreast of new

medical developments and medical information,

followed by weekday office hours, weekends

during off time, and early mornings prior to office

hours.


p | 5

There were a few exceptions

Psychiatrists chose weekday office hours as their most preferred time to stay abreast of

medical developments and medical information.

Only 47 percent of ophthalmologists (high minority) selected evening after office hours

as their most preferred time to stay abreast of medical developments. None selected

“weekends during office hours” as a time they would devote to such medical learning.

Neurologists selected morning and evening hours (equally at 38 percent each) as their

most preferred time to stay abreast of medical developments and medical information.

Most Popular Times to Keep Abreast of New Medical Developments

43%

20%

23%

33%

38%

31%

25%

28%

26%

22%

46%

51%

34%

40%

34%

30%

39%

48%

28%

30%

57%

39%

47%

52%

38%

61%

61%

56%

50%

64%

5%

8%

0%

8%

13%

6%

5%

2%

4%

2%

27%

27%

30%

27%

28%

30%

25%

42%

28%

22%

0% 20% 40% 60% 80% 100% 120% 140% 160% 180%

Rheumatology

Psychiatry

Ophthalmology

Oncology

Neurology

Internal Medicine

Gen/Fam Practice

Endocrinology

Dermatology

Cardiology

Early morning Weekday office hours Evenings Weekend office hours Weekend time off

Multiple answers were allowed, so responses add

up to more than 100%


p | 6

Information is critical for physicians, yet

information overload is getting worse, according to

the Agency for Healthcare Research and Quality and

a recent study from the U.S. Department of Health

and Human Services (HHS) and the Lewin Group.

Their study confirmed what industry veterans know:

it’s increasingly difficult for physicians to keep up on

current medical knowledge. At the same time, it is

increasingly difficult for pharmaceutical marketers

to break through the noise of the cluttered market

and access their physician audiences. Competition

vying for physician attention includes journals,

clinical-economic studies, and competing

marketers, as well as policymakers and managed

care providers. While electronic media offers an

ease-of-use and speed that was previously not

possible, digital media has become just as cluttered

and, says the report, “contribute to physicians’

information overload.”

Because it is critical that pharmaceutical companies

inform target physicians of new indications, study

results and safety advisories, brand teams must be

prepared to share this information in the most

effective way possible. Teams should use multiple

channels of delivery – selecting and prioritizing

those inherently best for conveying the information,

and that can also be most easily accessed from or

brought to the home setting for review during

evening hours. In this case, channels such as direct

mail, journals, mobile and eLearning/eDetailing

will have deeper impact, offer higher perceived

value, and be less crowded than digital/display

and e-mail (although most physicians across

specialties say that e-mail is the top preferred

When do physicians spend the most time keeping abreast of new medical developments and medical information?

Specialty Early morning (before office

hours)

During weekday

office hours

Evening (after office

hours)

Weekends (during office

hours)

Weekends (during time

off)

Cardiology 22% 30% 64% 2% 22%

Dermatology 26% 28% 50% 4% 28%

Endocrinology 28% 48% 56% 2% 42%

General / Family Practice

25% 39% 61% 5% 25%

Internal Medicine 31% 30% 61% 6% 30%

Neurology 38% 34% 38% 13% 28%

Oncology 33% 40% 52% 8% 27%

Ophthalmology 23% 34% 47% 0% 30%

Psychiatry 20% 51% 39% 8% 27%

Rheumatology 43% 46% 57% 5% 27%


p | 7

channel in lieu of a pharmaceutical sales rep) and

may therefore be more customer-centric, effective

and likely to be read. These channels, according to

our ByDoctor® DNA™ physician-level data also offer

high accessibility across specialties. Direct mail, for

example, has the potential to be accessed by more

than 95 percent of physicians referenced in this

study, while broad-reach journals can access over

80 percent— including both physicians who are

AMA opt-outs and those with set access limitations,

such as Kaiser physicians.

To spark interest and top-of-mind awareness,

pharmaceutical marketers should disseminate

sound bites – brief, clear messages – on medical

developments. These brief updates can be

distributed early morning, throughout weekday

office hours, or even during weekends. The use of

e-mail, search, digital/display, desktop, electronic

medical records (EMR) and journal media is

therefore highly recommended for such smaller

sound bites and message exposure.

How often and at what times

of day do physicians access

the Internet for professional

purposes?

Nearly all physicians have access to the Internet,

know how to use it, and access it for medical

information. For a large majority of physicians, the

Internet has become a critical component of how

they seek out medical information, often in

response to patient questions and/or needs. When

asked, the majority across all specialties commonly

reported accessing the Internet for professional

purposes (frequently or sometimes) throughout

their weekday morning and evenings and even on

weekends during off-times.

With use during weekday office hours ranking

highest in 7 of the 10 specialties, the Internet’s

professional importance to physicians currently may

result more from patient-physician interactions and

questions that arise during the consult than from

physicians’ own use in their professional

development or for information tied to new medical

developments. Therefore, weekday office hours may

be the optimal time for delivering messaging

intended to immediately influence brand selection.

There are some exceptions for whom evening was the most frequent time to search for

professional purposes. Dermatologists and rheumatologists seem to display more proactive

info-seeking behaviors, using personal time to seek out information tied to their professional

development and new medical developments by searching the Web.

Dermatology

Rheumatology

Internal medicine (which ranked evening after office hours as high as weekday office

hours —both at 60 percent)


p | 8

Percentage of Physicians Reporting Frequent Internet Use

for Professional Purposes at Selected Times

43%

29%

32%

29%

42%

43%

24%

46%

30%

32%

14%

25%

17%

23%

34%

29%

16%

16%

20%

16%

51%

39%

43%

52%

55%

60%

45%

52%

48%

50%

46%

53%

55%

60%

58%

60%

56%

64%

46%

54%

43%

35%

34%

40%

47%

44%

34%

42%

36%

32%

0% 10% 20% 30% 40% 50% 60% 70%

Rheumatology

Psychiatry

Ophthalmology

Oncology

Neurology

Internal Medicine

Gen/Fam Practice

Endocrinology

Dermatology

Cardiology

Early Morning Weekday Office Hours Evenings Weekend office hours Weekend time off

Multiple answers were allowed, so responses add

up to more than 100%


p | 9

How often and at what times of day do physicians access the Internet for professional purposes?

Time Frequently Sometimes Rarely Never

Cardiology

Weekends (during time off) 32% 38% 18% 12%

Weekends (during office hours) 16% 18% 24% 42%

Evening (after office hours) 50% 38% 8% 4%

During weekday office hours 54% 28% 12% 6%

Early morning (before office hours) 32% 22% 28% 18%

Dermatology






Endocrinology






General / Family Medicine





Early morning (before office hours) 34% 27% 22% 17% Internal Medicine






Neurology







p | 10

With particular patient problems or questions at the

point of care generally presenting themselves as the

most common reasons for seeking information

online, the credibility of the source, quick access to

information and ease of searching are most

important to the provision of physician-centric

search engine marketing and optimization and the

subsequent content that is generated from the

search results. Barriers to use often include too

much information to scan and too little specific

information to respond to a defined question.

The majority of physicians across specialties

indicated they sometimes or frequently use search

most often during office hours. It is crucial to

ensure that proper physician search terms/words

and budgets that quickly lead physicians to credible

sources (see the section responding to question

When and what specific sources do physicians use

on the Internet when seeking information?) are

made part of your search strategy.

How often and at what times of day do physicians access the Internet for professional purposes? CONTINUED

Time Frequently Sometimes Rarely Never

Oncology






Ophthalmology






Psychiatry






Rheumatology







p | 11

When and what specific

sources do physicians use on

the Internet when seeking

information?

Physicians often rely on multiple sources for

gathering and researching health information. A

2011 survey commissioned by the Pharmaceutical

Research and Manufacturers of America (PhRMA)

identified peer-reviewed journals, clinical practice

guidelines and discussions with colleagues and

peers as top traditional sources used for searching

and gathering medical information. When it comes

to online searches,

physicians often turn to

search engines as the

primary means for accessing

information quickly. But,

beyond search, are there

other direct sources that

physicians turn to when

seeking information?

According to a study by

comScore, the answer is yes.

Physicians going online for

health information visit

professional medical

databases most often and

tend to spend more time on these sites than on

sites they find via most search-engine based

searches. These professional medical databases

(which include sites such as PubMed, Epocrates®,

UpToDate®, MDLinx® and others) have become

key for conducting direct searches (even more

often than medical journal sites), with physicians

tending to type out the actual URL addresses

rather than locating a professional medical

database through a search. The most frequent use

of such sites is to access trusted research on specific

topics, from sources proven to have high reliability

as well as to gather information related to a specific

patient problem or specific disease areas.

Our research has picked up where comScore left off

and has shown that, while medical databases are

indeed the most highly searched direct online

sources for medical information across specialties

regardless of time of day, the time of day does

impact what and how physicians search online.

Among our findings:

“Weekdays, during office hours” is the

second most preferred time that most

physicians across specialties reported

accessing the Internet for

professional purposes and

one of the least preferred

times for keeping abreast of

new medical developments

– is also the time period

physicians indicated they

most often use medical

databases such as

Medscape and PubMed to

search for information.

In addition to

medical databases, online

medical journals also ranked

high in use during weekday

evenings.

“Weekends, during time off” preferences

include the use of medical databases, online

medical journals and physician online

communities.

Similar to the responses in our previous

question, physicians in 7 out of 10 specialties

report not searching online sources such as

medical journals, databases, online

communities or pharmaceutical company web

Professional

medical databases

have become key

for conducting

direct searches


p | 12

sites at all during weekend office hours, with

sixty-five percent of psychiatrists stating that

they do not search at all during that time.

There are three exceptions (all treating highly

complex cases and with possible greater info-

seeking needs to respond to patient / caregiver

questions and concerns during office hours),

demonstrating proactive info-seeking behaviors

using online resources during weekend office

hours.

These include:

o The highest percentage of

endocrinologists referred to medical

journals during this time.

o Forty-two percent of neurologists referred

to medical databases during this time.

o There was also a split among oncologists,

with thirty-three percent referring to

medical journals and forty-two percent

referring to medical databases during this

time.

When and what specific sources do physicians use on the Internet when seeking information?

Time Online

medical journals

Medical databases

Physician online

communities

Pharma company websites

Don't search at this time

Cardiology

Early morning (before office hours) 30% 26% 22% 4% 40%

During weekday office hours 40% 58% 32% 18% 10%

Evening (after office hours) 48% 36% 42% 12% 12%

Weekends (during office hours) 18% 22% 24% 4% 52%

Weekends (during time off) 38% 38% 38% 10% 22%

Dermatology






Endocrinology






Continued


p | 13

When and what specific sources do physicians use on the Internet when seeking information? CONTINUED

Time Online

medical journals

Medical databases

Physician online

communities



General/Family Medicine






Internal Medicine






Neurology






Oncology






Ophthalmology






Continued


p | 14

Electronic media are viewed by physicians as

increasingly important sources for clinical

information. While quick access to information is

beneficial, barriers to finding needed information

include too much information, lack of specific

information, and navigation or searching difficulties. Critical to seeking clinical information is not only the

credibility of the source and speed of use but also

content relevance and ease in ability to quickly find

relevant content. When selecting digital media

vehicles, pharmaceutical marketers should factor in

not only content relevance but the ease with which

that content can be located. It is additionally

important to consider the integration of owned

(client-developed) content marketing with paid

media assets as a key innovation strategy in

delivering relevant information where doctors are

most likely to go and seek it.

What do they find most

helpful and valuable to

receive from pharmaceutical

companies?

CMI/Compas wanted to uncover further how

pharma can provide a positive experience by

understanding what physicians find most helpful

and valuable to receive from pharmaceutical

companies. According to a study by TNS Healthcare,

physicians report that they are seeing positive

changes in the services they receive from

pharmaceutical companies, with the greatest

improvements coming in patient management,

education and support programs. However,

according to Cegedim Strategic Data,

pharmaceutical companies have sought ways to

reduce promotional costs, with support programs

such as sampling following suit.

When and what specific sources do physicians use on the Internet when seeking information? CONTINUED

Time Online

medical journals

Medical databases

Physician online

communities



Psychiatry






Rheumatology







p | 15

In the U.S. market, Cegedim found, the total

spending of the industry on samples has fallen 25

percent since 2007, with samples shipped without a

rep declining at a much lower rate than samples

that were part of a sales detail. Interestingly,

physicians across 9 of the 10 specialties placed the

Pharma-Provided Resources Rated "Very Helpful"

57%

37%

38%

37%

49%

41%

37%

46%

42%

32%

41%

45%

47%

37%

47%

43%

43%

50%

42%

38%

30%

33%

21%

6%

25%

26%

29%

40%

38%

18%

76%

67%

77%

38%

49%

61%

63%

58%

68%

46%

57%

59%

49%

38%

47%

50%

38%

52%

50%

40%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Rheumatology

Psychiatry

Ophthalmology

Oncology

Neurology

Internal Medicine

General/Fam Practice

Endocrinology

Dermatology

Cardiology

Patient Vouchers Drug Samples Formulary Updates Drug Information Patient Education


p | 16

highest value on samples as being most (very)

helpful to their practice, generally followed by

patient vouchers, new and existing drug

information, and patient education. For

neurologists, patient education and samples ranked

as being very helpful, with both receiving 42

percent of the vote. Also of interest is the high

percentage of ophthalmologists (77 percent) who

ranked drug samples as very helpful, with 49

percent also finding patient vouchers very helpful.

The only specialty not placing as much value on

samples as did others was oncology, with only 38

percent ranking them as very helpful. While only a

minority of oncologists found high value (in other

words, “very helpful”) in any of the options

provided herein, interestingly 75 percent of

oncologists found formulary updates as somewhat

helpful to their practice, followed by patient

education material and new and existing drug

information.

What do physicians find most helpful and valuable to receive from pharmaceutical companies?

Materials Not helpful Somewhat helpful Very helpful

Cardiology

Patient education materials 18% 50% 32%

New and existing drug information 14% 48% 38%

Formulary updates 34% 48% 18%

Drug samples 24% 30% 46%

Patient vouchers 20% 40% 40%

Dermatology






Endocrinology






Continued


p | 17

What do physicians find most helpful and valuable to receive from pharmaceutical companies? CONTINUED








Internal Medicine






Neurology






Oncology






Ophthalmology






Continued


p | 18

As sampling generally demonstrates the intent of a

physician to prescribe and/or treat, and with access

to physicians by reps continuing to decline, it is

highly recommended that the use of samples

and/or patient vouchers be considered as a key

multichannel direct-response call to

action/engagement. Patient education materials,

another key resource cited by physicians as highly

valuable, should also be considered — particularly

since physicians are a trusted source in providing

such information to patients and the office setting

(both the exam and waiting room) is where

patients, ultimately consumers, spend a lot of their

time.

What do physicians find most helpful and valuable to receive from pharmaceutical companies? CONTINUED


Psychiatry






Rheumatology






Did you Know?

The average patient spends 20

minutes in the waiting room, 10

minutes in the exam room, and an

additional 19 minutes interacting

with his or her physician about

various health and lifestyle issues

Source: Archives of

Family Medicine


p | 19

When it comes to patient

education, what topics and

formats are physicians most

interested in obtaining for the

benefit of their patients?

Communicating effectively with patients and

families is a cornerstone of providing quality health

care. The manner in which a health care provider

communicates information to a patient can be

equally as important as the information being

conveyed. Patients who understand their providers

are more likely to accept their health problems,

understand their treatment options, modify their

behavior, and adhere to follow-up instructions. If

the single most important criterion by which

patients judge us is the way we interact with them,

it stands to reason that effective communication is

at the core of providing patient-centered care.

As patients embrace digital and mobile channels in

seeking health and drug-related information and

education, CMI/Compas wanted to get a physician’s

perspective on the topics and formats physicians

found most valuable to providing to patients in their

effort to offer quality care at the point of practice.

Some very interesting findings include:

Print was the most selected format across all specialties, representing the

highest rankings amongst physicians in each specialty.

When asked about recommended medical apps for mobile devices, only

three specialties ranked “not interested in it” higher than any other

educational resources/topics. These were cardiologists, psychiatrists and

rheumatologists.

Both cardiologists and psychiatrists were also not interested in “Questions to

Ask Your Doctor.”

Non-branded printed information on “How Drugs Work” was the highest and

most selected item across most specialties.

The exception was dermatology, with 56 percent choosing “What

to Expect From Common Procedures and Tests” in print format.


p | 20

Physician Interest in Pharma-Supplied Patient Education Materials by Topic

62%

55%

64%

62%

64%

72%

62%

54%

60%

56%

62%

61%

72%

71%

77%

74%

71%

66%

72%

62%

89%

84%

89%

85%

89%

85%

80%

80%

72%

82%

70%

73%

79%

73%

81%

78%

81%

64%

66%

72%

78%

61%

79%

85%

79%

78%

82%

78%

72%

76%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Rheumatology

Psychiatry

Ophthalmology

Oncology

Neurology

Internal Medicine

Gen/Fam Practice

Endocrinology

Dermatology

Cardiology

What to Expect from Common Procedures and Tests Tips on Sticking to Your Therapy

How Your Drug Works (non-branded information) Recommended Medical Apps

Top Ten Questions to Ask Your Doctor


p | 21

When it comes to patient education, what topics and formats are physicians most interested in obtaining

for the benefit of their patients?

TOPICS

Format

What to Expect From Common Procedures and

Tests

Tips on Sticking to

Your Therapy

How Your Drug Works (non-

branded info)

Recommended Medical Apps

Top 10 Questions to

Ask Your Doctor

Cardiology

Audio 6% 4% 6% 4% 4%

Video 22% 12% 16% 8% 6%

Print 54% 44% 56% 28% 36%

Digital 26% 26% 24% 32% 20%

Not interested 24% 28% 18% 38% 44%

Dermatology

Audio 0% 0% 2% 0% 0%

Video 14% 10% 14% 12% 8%

Print 56% 52% 48% 36% 46%

Digital 24% 28% 34% 44% 30%

Not interested 28% 34% 28% 28% 40%

Endocrinology

Audio 12% 10% 10% 10% 2%

Video 18% 10% 14% 14% 6%

Print 52% 52% 68% 40% 44%

Digital 28% 16% 20% 28% 8%

Not interested 22% 36% 20% 34% 46%


Audio 3% 2% 2% 4% 4%

Video 18% 13% 11% 13% 9%

Print 59% 63% 63% 38% 51%

Digital 26% 27% 27% 37% 16%

Not interested 18% 19% 20% 29% 38%

Internal Medicine

Audio 8% 8% 7% 6% 9%

Video 21% 17% 20% 17% 15%

Print 53% 56% 62% 38% 53%

Digital 27% 32% 32% 40% 24%

Not interested 22% 22% 15% 26% 28%

Continued


p | 22

When it comes to patient education, what topics and formats are physicians most interested in obtaining

for the benefit of their patients? CONTINUED

TOPICS

Format

What to Expect From Common Procedures and

Tests

Tips on Sticking to

Your Therapy

How Your Drug Works (non-

branded info)

Recommended Medical Apps

Top 10 Questions to

Ask Your Doctor

Neurology

Audio 13% 15% 13% 13% 9%

Video 34% 25% 23% 17% 13%

Print 62% 58% 64% 47% 49%

Digital 25% 21% 23% 32% 17%

Not interested 21% 19% 11% 23% 36%

Oncology

Audio 4% 4% 4% 4% 4%

Video 12% 10% 10% 13% 13%

Print 60% 52% 62% 38% 42%

Digital 42% 33% 37% 38% 31%

Not interested 15% 27% 15% 29% 38%

Ophthalmology

Audio 2% 2% 2% 2% 0%

Video 17% 9% 9% 8% 2%

Print 55% 62% 68% 36% 49%

Digital 30% 25% 30% 38% 19%

Not interested 21% 21% 11% 28% 36%

Psychiatry

Audio 8% 10% 6% 6% 4%

Video 12% 14% 16% 12% 8%

Print 37% 41% 61% 29% 35%

Digital 22% 31% 33% 29% 24%

Not interested 39% 27% 16% 39% 45%

Rheumatology

Audio 11% 5% 5% 3% 3%

Video 16% 5% 16% 5% 8%

Print 70% 62% 70% 32% 54%

Digital 24% 19% 32% 32% 16%

Not interested 22% 30% 11% 38% 38%


p | 23

Point-of-care/practice materials offer a great

opportunity to deliver customer-centric value to

both the physician and the patient. Sponsored

physician-delivered, patient-centric support tools at

the point of practice receive implied physician

endorsement and support responsible direct-to-

consumer (DTC) advertising. Patients can

immediately eliminate confusion about the featured

product and brand by talking with their physician,

and the physician is ultimately enabled to provide

extended and responsible patient information (and

ultimately care) in concluding his/her visit with the

patient.

Providing physicians with patient education tools on

topics and formats they think are most valuable to

patients and caregivers will be key to a strong in-

office-to-home engagement strategy.

Which pharmaceutical

company-supported features

would be helpful for

physicians to have if they

were integrated into their EHR

system?

In a March 2012 report by the Office of the

Inspector General (OIG), the percentage of

physicians using a certified EHR system was

estimated at approximately 43 percent, while

another study published in Health Affairs in 2012

indicated its use as high as 59 percent across

generalists and 50 percent across specialists. With

the Health Information Technology for Economic

and Clinical Health (HITECH) Act requiring physician

offices to use an EHR system for a meaningful

portion of their patients to avoid payment penalties

and receive further reimbursements for systems

deployed, the use of such systems provides a

gateway for effective information sharing with

physicians.

Not surprisingly, practices owned by health care

systems and other large organizations (those often

harder to access by reps) were more likely to have

an EHR than private practices, and that difference

also widened during the study period referenced by

Health Affairs. With EHR utilization and growth

continuing to rise, CMI/Compas wanted to

understand which pharmaceutical company-

supported features and services would be most

beneficial to the physicians using them.

Of the 10 specialties surveyed, eight ranked access

to patient education materials as most helpful to

have integrated with their EHR systems. Of the

other two specialties, ophthalmologists ranked

getting new drug information as most helpful while

psychiatrists ranked ability to request free samples,

ability to receive formulary updates, and ability to

get new drug information as the most helpful

services to have integrated within their EHR system.

80% ranked access to patient

education materials as most helpful to have integrated with their EHR

systems


p | 24

Features That Would Be Helpful if Integrated into an EHR System

0% 10% 20% 30% 40% 50% 60% 70% 80%

Rheumatology

Psychiatry

Ophthalmology

Oncology

Neurology

Internal Medicine

Gen/Fam Practice

Endocrinology

Dermatology

Cardiology

70%

57%

72%

79%

70%

74%

78%

72%

70%

74%

51%

61%

47%

77%

66%

59%

55%

68%

54%

54%

22%

27%

30%

13%

34%

32%

29%

28%

34%

18%

41%

61%

57%

42%

58%

53%

66%

64%

58%

50%

65%

61%

75%

52%

55%

54%

62%

64%

68%

36%

Request free samples Formulary updates Request a rep visit

New drug information Patient education materials


p | 25

EHR is a new channel of physician-to-patient

interactions and, in many ways, physician

engagement. Several key players already provide

media outreach, education and other service

opportunities to pharmaceutical companies based

on physician needs and wants in providing them

and their patients with high-valued (often non-

branded) content and services.

As more physicians continue to install EHR systems

in their practices and use them with more and more

patients, using this innovative channel of care to

provide services and tools that are highly valued by

physicians can surely help address the needs of

both physicians and patients and provide a single

touch point for their educational, information and

health care needs.

What is the one thing physicians

wish pharmaceutical

companies would provide that

they currently do not?

In an effort to uncover the unknown, CMI/Compas

asked this free-form question of all specialties.

While 128 out of 616 physicians surveyed did not

provide a response, the most common responses

were tied to the reduction of medication cost

(which includes 94 responses related to the

provision of samples, 28 responses associated with

managed care issues, 27 responses tied to patient

assistance programs, and 6 responses requesting

free drugs).

Which pharmaceutical company-supported features would be helpful for physicians to have

if they were integrated into their EHR system?

Specialty Request a

visit from a pharma rep

Request free

samples

Receive formulary updates

Get new drug

information

Access patient education materials

Cardiology 18% 36% 50% 54% 74%

Dermatology 34% 68% 58% 54% 70%

Endocrinology 28% 64% 64% 68% 72%

General / Family Practice 29% 62% 66% 55% 78%

Internal Medicine 32% 54% 53% 59% 74%

Neurology 34% 55% 58% 66% 70%

Oncology 13% 52% 42% 77% 79%

Ophthalmology 30% 75% 57% 47% 72%

Psychiatry 27% 61% 61% 61% 57%

Rheumatology 22% 65% 41% 51% 70%


p | 26

Here are the physician responses verbatim:

What is the one thing physicians wish pharmaceutical companies

would provide that they currently do not?

Open-Ended Response Count

None/Don't know 128

Samples (more, easier to obtain, automatic delivery, point-of-sale sample coupons, etc.)

94

Decreased costs of medication 43

Better patient education (low-literacy, unbiased, etc.) 34

More educational meetings 28

Assistance with managed care issues (reimbursement assistance, prior authorization, formulary information/updates, comparative cost data, patient co-pay liability, insurance coverage, etc.)

28

More patient assistance (programs, vouchers [incl. access through EHR system], help with coverage, etc.)

27

Pens, note pads, etc. 26

More unbiased information 24

Medical journals, books and other education materials 12

Free/more CME 10

Updates on new and existing products and treatments, clinical safety data issues and disease states

10

Non-branded materials / patient education information 8

Visit less frequently 7

Digital information 6

Free (or discounted) drugs for patients that can't afford them 6

Respect for the physicians' time 6

Comparative effectiveness information 5

Updates on research that is in the pipeline 5

A reasonable approach to physician relationships 3

Access to peer-reviewed medical literature 3

Honesty/integrity 3

Information on availability and changes in marketing strategies 3

More funding for investigator-initiated studies 3

More practice management resources/support for new practices 3

Support for patients with Medicare and or Medicaid 2

Cost benefit analysis 2

Grants 2

iPads 2


p | 27




Less patient education and focus more on doctor education 2

Mobile applications 2

More frequent access to medical liaisons and corporate staff 2

More innovative products 2

More lectures 2

More online interactive training/opportunities 2

More staff education 2

More transparency on study finding 2

More visits 2

Offer generic options whenever possible 2

Online materials 2

Reimbursement opportunities 2

Stable sales force (no more than one rep for same product) 2

A nice industry iPhone app that is free, gives all information, and customized

your hospital - one stop shop

1

A way to access them in person that is not available to those of us who work in a

hospital that does not allow reps

1

A way to connect directly to their R+D department to suggest ideas for new

drugs and devices

1

A way to organize all the handouts 1

All types of drugs, such as injectable medicines 1

An automated electronic system for medications authorization 1

Better access to discounts 1

Better insurance coverage for certain meds 1

Better understanding of how long before you will see desired effects of their

drug

1

Bring samples when they detail a drug rather than mailing samples 1

Clear side effect education material 1

Concise updates on disease in unbiased fashion 1

Coverage for Medicare patients 1

Don't send too much e-mail 1

Easier to use apps for drug info, formulary status 1


p | 28




Easy to read instructions 1

Efficacy 1

Explain to patients why drugs are costly, i.e. cost of regulations 1

Faster publication of clinical trial results in peer reviewed literature 1

Free access to drug data base/antibiotic guides 1

Free EHR 1

Greater scientific/clinical staff to interact with 1

Help to set up office to participate in clinical trials (i.e. supply data managers) 1

Information on issues currently being reviewed by their products 1

Information on their drugs once they have gone generic 1

Keep it simple 1

Lifestyle interventions that work to help treat the problem the drug is treating 1

Link to journals with research articles using specific products 1

Monthly trial vouchers on all products that are indicated for long term therapy 1

More access to specialist physicians on topics 1

More funding for research in clinical setting 1

More relevant journal research articles and reviews 1

More opportunities for physician compensation within prescribed guidelines 1

More pediatric drugs 1

More support on getting me new patients 1

One consistent type of discount situation rather than every company and every

med having something different

1

One dedicated person for any drug related questions 1

Online updates/reminders 1

Pediatric education materials 1

Price comparisons with competing brands 1

Privacy opt out 1

Provide indications to stop medication 1

Provide more informed sales reps that know what is needed for my clinic 1

Reach a happy medium between new drug development and cost to the patient

and health care system

1

Research opportunities 1


p | 29




Research support for non-drug trials 1

Responsiveness 1

Samples to emergency room physicians 1

Scale back obscene raises for drugs for Medicare patients covered by Part D 1

Sponsor regional meetings 1

Stop direct ads to patients 1

Support for EMR systems 1

Travel expenses in some cases to conferences 1

Unbiased weighted medical evidence which could be incorporated into EHR

decision support tools

1

Upfront cost of medication 1

Virtual meetings rather than face to face 1

Visit dental offices 1

Delivering on the Needs,

Terms and Times of

Physicians - Using Their

Current and Preferred

Channels of Engagement So how do pharmaceutical companies apply

customer centricity to promotionally access

physicians on their terms, at their preferred times

and use their most preferred and accessed channels

of engagement at a time when these physicians are

getting harder and harder to reach?

While surveys can help guide brand teams in

understanding promotional preferences of their

target physicians and project those to the universe,

the most impactful way to understand customer-

centric promotional preferences of every physician

is by knowing which promotional channels each

doctor currently accesses.

Using our proprietary ByDoctor® DNA™ data, we

have provided an aggregated physician-level view of

promotional channel access (including multichannel

views) by specialty.

What we uncovered is that all physicians, regardless

of channel, are highly promotionally accessible

across channels. Every physician can ultimately be

reached using one or more channels and the

majority can be reached using three or more.

Access to this type of physician-level insight enables

brand teams to be much more strategic in their mix

of channels and vehicles based on the customer-

centricity of each channel’s physician use—based

on where they are promotionally and the channels

they use for their professional needs during their

work and personal surround.

p | 30

Physician-Level

Promotional Access — A

View across Specialties

and Channels Over the past few years, the Internet has quickly

become one of the most important resources used

during the average physician’s professional and

personal time — as proven by the primary research

part of this study. While all specialties indicate very

high multichannel accessibility, CMI/Compas has

seen, specifically over the last two years, growth in

physicians’ promotional access through digital /

mobile channels of engagement as well as e-mail.

In our physician-level assessment, we uncovered

that oncologists are the most promotionally

accessible group across all but one promotional

channel (rheumatologists led in desktop media).

The least promotionally accessible are

ophthalmologists and psychiatrists. All 10

specialties are highly multichannel accessible, with

over 70 percent of physicians being accessible using

three or more channels. For nine of these

specialties, a majority (more than 50 percent) of

physicians can be accessed using a combination of

five to six channels (the exception is psychiatry,

with 41 percent who can be accessed using five to

six channels).

Specialty

Direct mail

Desktop media

Digital/ mobile

Office reference

Journals (online

and print)

E-mail

Cardiology N = 35,669

96% 37% 89% 59% 84% 82%

Dermatology N = 15,938

97% 41% 82% 55% 80% 76%

Endocrinology N = 7,594

97% 49% 87% 51% 87% 78%

General / Family Practice N = 157,976

96% 45% 77% 60% 82% 69%

Internal Medicine N = 213,987

96% 47% 84% 50% 74% 73%

Neurology N = 20,839

97% 30% 84% 48% 87% 76%

Oncology N = 17,319

97% 27% 92% 75% 90% 84%

Ophthalmology N = 27,273

97% 11% 78% 53% 68% 70%

Psychiatry N = 69,458

97% 32% 76% 35% 79% 60%

Rheumatology N = 6,260

96% 51% 91% 55% 82% 81%


p | 31

Multichannel Access by Specialty

Cardiology

Dermatology

Endocrinology

General / Family Practice

Internal Medicine

Neurology

Oncology

Ophthalmology

Psychiatry

Rheumatology

10%

26%

64%

12%

33% 55%

12%

33% 55%

23%

19% 58%

14%

30% 56%

14%

35% 51%

5% 23%

72%

21%

28%

51%

23%

36%

41% 14%

35% 51%


p | 32

Concluding Remarks Understanding that our current sales and marketing

approach is no longer viable and that doctors are

less available to spend time with our reps, we must

find a non-personal promotion key to not only

getting “in” but “staying in” the physician’s

mindshare and mind-set.

While many marketers continue to explore non-

personal means of engaging physicians, the ones

most likely to succeed will do so with deep

understanding of the professional needs,

promotional preferences, media utilization and

brand experiences of their customers, coupled with

razor-sharp precision of how to promotionally reach

each target at the physician level and across

multiple channels of engagement.

Future Trends: Anticipated

Media Forecast for Prescriber

Engagement

The Move Toward Transmedia

Marketing

As media evolves into the future, we foresee much

more integration of complementary media channels

and story sound bites, an integration that makes

the navigation from channel to channel an

adventure. We see the integrated use of digital /

display, direct mail, print, e-mail and mobile using

sound bites of information to deliver a

comprehensive story. This form of “transmedia”

marketing – which bridges narrative, branding,

persuasion, media psychology, and emerging and

traditional media technologies— is rapidly evolving

as the future of customer engagement and the new

driving force in marketing. Planning across channels

to deliver a unified story line will become critical. As

physician audiences become smarter multimedia

consumers, they will start to expect an interactive

and collaborative experience that bridges the media

continuum. Effective marketing and branding will go

beyond adopting new technologies to meeting the

new expectations of the audience. Storytelling will

be the thread that engages customer participation

with brands across multiple media platforms to

create the transmedia experience.

Content-Curated Vehicles Will

Soon Appear on the Horizon

We will see the entry of key content aggregators

curating relevant content based on physician

interest and need and presenting that content in

sound bites with full-text readiness (access to full

text a click away) in channels such as e-mail, mobile

and digital / display. The enablement of single

touch-point access to high-value information on

medical developments and drug innovations will

include aggregation and use of content from high-

impact third-party publishers as well as sponsored

content from pharmaceutical companies and / or

their partners.

The Rise of the Total Office /

Account Surround

With more than 50 percent of our nation’s

physicians nearing retirement, a shortage of new

medical school graduates, and new health care

provisioning models such as Accountable Care

Organizations, integrated health systems, medical

homes, and hospital-owned practices, the provision

of care will undoubtedly be shared across a health

care team consisting of primary care and specialty

physicians as well as the strong support unit of

nurse practitioners (NPs), physician assistants (PAs),

registered nurses (RNs), social workers, health

educators and even pharmacists. Access will be

complex and possibly even more difficult to

achieve. For pharmaceutical sales and marketing


p | 33

teams, this shift in providers will drive the need to

expand the target file, relationships and media

outreach to a broader stakeholder community and

ultimately encapsulate the total office / account

surround. There will be a greater need to identify

affiliations (e.g., informal and formal group

practices) among HCP targets in order to target

group messaging rather than individual messaging.

On the media innovation side, we will see a growing

demand for the newest channels of promotional

and educational engagement, including in-office

media that include the integration of patient-level

edutainment with physician-level collaboration

through flexible screen technology and even EHR

systems.

Analytics–Why It Will All Add Up

The economic, promotional and competitive

landscapes are all forcing us to become more agile

and accountable for our customer relationship

engagements and outreach programs. Further

complicating the picture is the increasing

complexity of new government-imposed

regulations. We foresee this need for agility and

accountability becoming even more critical in the

future, with the availability of high-impact

promotional data and innovations in predictive

technologies—all helping to reveal a clearer picture

of physician access, behaviors, attitudes and

engagement with our brands—across channels

where the whole exceeds the sum of its parts.

p | 34

About CMI/Compas CMI/Compas helps the world’s pharmaceutical and

medical device leaders access their customers. We

have over 23 years of HCP media buying and

planning experience in the pharmaceutical and

medical device industries—continuously reaching

and engaging HCPs on behalf of over 45 companies

and 170 brands. Our practice spans virtually every

therapeutic category of prescription drugs, as well

as a number of OTC medications and medical

devices. We have robust practical experience

reaching every physician specialty as well as other

health care professionals including pharmacists,

NPs, PAs, and various medical technicians.

Our deep experience with HCP media and non-

personal promotion buying and planning takes

many forms, such as driving a unique cost-savings

model, leveraging unique insight-driven

strategies/tactics, and using proprietary planning

and research tools such as our ByDoctor® DNA™

promotional reach database of over 3.5 million

health care professionals and institutions in the U.S.

In more than two decades in business, we have

ensured that our capabilities, tools, service and

experienced personnel for integrated multichannel

HCP reach are unlike any other in the

marketplace—with experience spanning across all

media channels and extensive relationships with the

supplier partner community representing a myriad

of proven media vehicles and partner innovations.

We have helped our clients overcome regulatory

challenges in taking emerging media programs to

market, achieve unprecedented levels of audience

reach and cost-effectiveness, and establish an

enduring competitive edge.

ByDoctor® DNA™ ByDoctor® DNA™ helps brand teams understand

which promotional channels their target audience

has access to when planning a specific campaign,

defining their overall promotional budget, or

building their non-personal promotion strategy,

with insights down to the individual prescriber level

across promotional channels—from digital to print

and beyond.

With this insight, marketing teams gain physician-

level knowledge of who they are capable of

reaching by channel and with how many touch

points when using multiple channels. With this

insight, brand teams are better equipped to reach,

engage and measure impact, one doctor at a time.

p | 35

ByDoctor® PULSE™ and

OnDemand℠ Primary

Marketing Research CMI/Compas goes a step further to ensure clients

make the best choices with their promotional

dollars. Our ByDoctor® Marketing Research studies

(PULSE™ and OnDemand℠) are tools that help brand

teams know their customers. Using ByDoctor®

PULSE™, our customers can quickly assess relative

effectiveness and awareness of various

communications tactics or simply get a read on the

real-time effects of specific market conditions.

Using ByDoctor® OnDemand℠, a more robust

marketing research tool, brands can acquire

comprehensive insights into the media

consumption behavior, preferences, needs and

experiences of their targets at a brand’s target file

level, as well as validate and account for spend by

channel and by tactic, removing questionable risk.

p | 36

CMI 2200 Renaissance Blvd. Suite 160 King of Prussia, PA 19406 www.cmimedia.com

2000 Market St. Suite 2975 Philadelphia, PA 19103 1250 Broadway Suite 1401 NY, NY 10001

Compas, Inc. 4300 Haddonfield Road Suite 200 Pennsauken, NJ 08109 www.compasonline.com

http://www.cmimedia.com/

http://www.compasonline.com/

What Physicians Want and Need From Pharma · 2017-01-10 · The Customer-Centric Promotional...

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