Cegedim Strategic Data (CSD),
leading provider of integrated healthcare market research, has released today
(5/12/11) audited marketing figures on physicians' perception of sales
representative calls.
The analysis was conducted
through CSD's detailing audit according to a continuous diary-based methodology
in over 30 countries and showed that overall 93.8% of physicians worldwide,
both GPs and specialists, find sales representative calls useful and of value
to their practice, based on over 5.6 million product detailing mentions.
This 93.8% includes 33.3% who
find rep calls "very useful and of value", 60.5% "somewhat
useful and of value". The remaining 6.2% represents those physicians who
find visits from reps "not at all useful or of value" to their
practice. At the end of 2010, traditional detailing spending represented 61% of
audited marketing channels worldwide.
CSD selected 11 key
pharmaceutical markets and analysed their results focusing on the extreme
scores: France, Germany, Italy, Spain, UK, Brazil, Russia, India, China, USA
and Japan.
Physicians in Russia and
Brazil show a keen interest in rep calls with the highest "very useful and
of value" score of 47.7% and 46% respectively. For Russian physicians
there seems to be no question of the legitimacy of rep interaction with only
0.4% considering the rep call "not at all useful".
Japanese physicians seem the
least convinced with the lowest "very useful" score of 17.1%. This
however, is not surprising as e-detailing is a major influence in Japan and is
more developed than in the 10 other key markets. Nevertheless, 75.1% of
Japanese physicians find rep calls "somewhat useful".
Two of the main European
markets show the highestscores for "not at all useful or of value"
-France with 15.4% followed by Italy with 9.3%. However, overall usefulness
(very useful + somewhat useful) in these two countries remains high France
84.6%, Italy 90.7%. Although the general trend in
the USA is sales force level reductions, rep calls are still considered as
influential by US physicians with 97.9% finding it of use, of which 44% see it
as "very useful" and only 2.1% of US physicians find visits from
sales representatives "not at all useful".
Overall, the study does not
show distinct differences between the more mature and emerging markets, despite
the current scaling up of sales force and marketing investments in the emerging
pharmaceutical markets. For example China's results show 31.2% "very
useful", 63.4% "somewhat useful" and 5.5% "not at all
useful" even though China's total industry sales force has doubled since
2006 (60,000 reps at the start of 2011) putting it in second position for sales
force levels worldwide.
Bruno Sarfati, CEO, Cegedim
Strategic Data commented "The results of CSD's study show that physicians
still value visits from sales reps. However, it is clear with the differences
in results between not at all, somewhat and very useful there are gaps to be
filled. A recent qualitative study showed that physicians are looking for rep
interactions which are tailored to their daily practice. In the current
industry environment it is inevitable that changes will be made to the way rep
calls are conducted as we know it today."
CSD went further to
investigate results of the top ranked international companies in total
promotional spending (Jan-June 2011) for the selected 11 countries. CSD's
"Balance of Opinion" indicator was implemented to show the
differences in satisfaction levels among companies. The "Balance of
Opinion" is the difference between the percentages of "very
useful" and "not useful" responses.
Among the top ten
pharmaceutical companies, Lilly shows the highest level of satisfaction
(Balance of Opinion), followed by Johnson & Johnson in second position, and
Novartis in third. Pfizer ranks number one in spending worldwide and is in
sixth position with regard to the level of mentions concerning the usefulness
of the Rep visit.
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