FEWER IN-PERSON CONNECTIONS, PLENTIFUL
Sales reps have seen their impact diminish as hospitals
and healthcare practices restrict access. In fact, when
Healthcasts surveyed its member physicians, nearly 50%
of HCPs could “imagine a world without a sales rep.”
Even as some doctors continue to be receptive to sales
reps and other items from the “traditional” marketing
toolbox, there is a growing recognition that targeted,
cost-effective digital promotions can be used in conjunction with traditional tactics to drive an even
Consequently, pharma marketers increasingly focus on
digital media, albeit at a slower pace than other industries. eMarketer, which reports on trends in digital
marketing, forecasts that US healthcare and pharma
marketers will spend $1.64 billion on paid online and
mobile advertising this year, compared to $1.43 billion
HCPs Want to Talk to You!
But you have to know how
Adapted from healthcasts: The New Rules of Engagement
one of the topics most challenging
to healthcare companies these days
is access of the sales force to hCps.
obviously this has been influenced
by doctors using more digital
resources, hospitals instituting
value committees, and increasing
time limitations on physicians. but
research continues to demonstrate
that doctors don’t want to give
up their contact with sales reps.
healthcasts provides us with some
insight into how to make the
connection in the ideal way.