Primary care physicians say that customized content, clinical evidence and comparative analyses of medicines top their wish
lists for visits from pharmaceutical representatives, according to a survey released by New York-based consulting firm Accenture.
The survey was conducted through telephone interviews with 100 primary care physicians in the United States in June 2003.
Top influences
Nearly one-third (30%) of physicians surveyed said they consider pharmaceutical sales representatives important sources of
information. When asked to identify top influences on their prescribing decisions, physicians cited only peer-reviewed clinical
journals (80%) and industry associations and meetings (34%) before sales representatives (30%), with colleagues and the Internet
rounding out the list at 27% and 16%, respectively.
Physicians, on average, reported that approximately one-third of sales visits are helpful, and 36% said they want more medical
information, including current, comparative or clinical data and analyses that are relevant to their practices, as well as
objective sources of information on usage and side effects.
"After several decades, the basic detailing model is ripe for evolution," said David Blumberg, a partner in Accenture's Health
and Life Sciences practice. "The opportunity for the industry lies in moving beyond sales force growth and mass promotion
to arming reps with tailored information for individual physicians – information that will help improve their practices and
patient care."
Almost half of physicians (48%) cited their time and availability as the factor that most influences their willingness to
meet with pharmaceutical sales representatives. Other factors included free samples (14%), an existing relationship with the
representative (14%), interest in new products (10%) and the need for product-specific information (8%).
"There is an untapped opportunity for differentiation," said Blumberg. "While sales reps are a valuable resource, pharmaceutical
industry leaders are realizing that the best way to combat diminishing returns from the current sales model is by individualizing
education and service to each medical professional." PR
