As is the case with many industries, the use of technology has replaced in-person interaction within the medical field. While the US deploys almost 80,000 pharmaceutical Medical Representatives (MRs), that number has decreased 12% since last year. Call centers, tablets, and electronic, web-based product detailing are meeting the needs of these now-eliminated positions. In the US, all top 20 pharma companies use e-detailing. What impact will that have on the future of drug detailing? - See more at: http://www.isrreports.com/free-resources/future-hold-detailing-drug-reps/#sthash.mWMj033N.dpuf

1. What does the future hold for
Detailing
and drug reps?
CHANGING MARKET
As is the case with many industries, the use of technology
has replaced in-person interaction within the medical
field. While the US deploys almost 80,000 pharmaceutical
Medical Representatives (MRs), that number has decreased
12% since last year. Call centers, tablets, and electronic,
web-based product detailing are meeting the needs of
these now-eliminated positions. In the US, all top 20
pharma companies use e-detailing. What impact will that
have on the future of drug detailing?
Change in Detail Time & Volume, Last 2 Years
Volume
In-person
Electronic
6%
Time
-10%
3%
-4%
-10%
-8%
-6%
-4%
-2%
0%
2%
4%
6%
8%
17%
43%
50%
of Physicians prefer
traditional contact
from sales reps
of Physicians
favor e-detailing
of Physicians limit
detailing in some
way
Location of Time Spent on Electronic Product Detailing
Family Medicine
48%
At Home
22%
At the Office
30%
Both equally
Oncology
30%
At Home
52%
At the Office
17%
Both equally
Cardiology
39%
At Home
43%
At the Office
18%
Both equally
Allergy & Immunology
20%
At Home
41%
At the Office
39%
Both equally
PRESCRIBERS’ NEEDS
Physicians’ Ideal Allocation of Marketing Spend
ISR’s research placed the prescriber in the position of the drug
company and asked them how they would allocate their sales and
marketing spend among the three primary constituents: Patients,
Prescribers, and Payers.
59%
60
See the breakdown
by specialty in ISR’s
Electronic vs.
In-person Detailing:
A Head-to-Head
Comparison of Time
Volume, Value, and
Outcomes
50
40
26%
30
15%
20
10
0
Prescribers Payers Patients
Physician Attitudes Toward E-Detailing
Physicians’ attitudes toward e-detailing have remained fairly stable
over the past year.
60
2011
50
2012
Very Positive
40
Positive
30
Neutral
20
Negative
10
Very Negative
0
-person detai
ls p
al In
tu
er
Ac
6
esired In-per
D
so
n
5.0
sired Electr
De
on
.6
i
3
ual Elec
tro
Act
.8
5.
k
ee
w
Desired vs. Actual
Number of Details
Per Week
nic
2
c
See the breakdown by specialty
and average prescriber
satisfaction with electronic and
in-person detailing in ISR’s
Electronic vs. In-person
Detailing: A Head-to-Head
Comparison of Time, Volume,
Value, and Outcomes
PRESCRIBERS’ HABITS
Top 5 Things Physicians Are Doing on their Tablets and
Smartphones
4.
5.
1.Send and receive emails (65%)
2.Use apps (51%)
3.Instant messaging (50%)
Researching information about
medications (35%)
Communicating with other physicians (32%)
47%
Digital Channels Used to Search for Information
About Pharmaceutical Products
Base: 1537 product searches
27%
17%
16%
2%
Pharmaceutical
Company
Website
Online
Publication
Physician
Brand-Specific
Forums/Blogs
Website
General
Social Media
NEXT STEPS
Many pharma executives think that physicians will have less time for
their marketing efforts and as a result, product detailing might shift
from physicians to key accounts, payers, and hospitals.
68%
of Pharma Executives believe that the
current pharmaceutical detailing model
is broken.
The take-away for drug marketers: Ensure your technology is smart,
targeted, and meets the needs of prescribers.
Download a free preview of ISR’s Electronic vs. In-person Detailing: A
Head-to-Head Comparison of Time, Volume, Value and Outcomes to
learn more,
SOURCES
ISR’s Primary Research
ISR’s Electronic vs. In-person Detailing: A Head-to-Head Comparison of Time, Volume, Value, and
Outcomes Report
http://www.firstwordplus.com/e_detailing_trends.do
http://www.scoop.it/t/pharma-trends-in-e-detailing
http://www.epghealthmedia.com/blog/post.cfm/sales-force-ipads-e-details-and-your-multichannel-engagement-strategy
http://worldofdtcmarketing.com/will-edetailing-work-for-drug-companies/marketing-to-health-care-professionals/
http://medcitynews.com/2013/06/what-are-top-five-things-physicians-are-doing-on-their-tablets-and-smartphones/
http://us5.campaign-archive2.com/?u=f29a570537c24e19f9c33de34&id=946be5b224&e=9887695c35
http://www.tapanray.in/e-detailing-the-future-of-pharmaceutical-sales/
http://salesenablementsoftware.wordpress.com/2013/06/01/history-present-and-future-trends-of-e-detailing/
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