Physician Acceptance of ePromotions Grows

To ensure that a new drug does well in the marketplace, pharmaceutical firms have long relied on direct-​to-​consumer advertising and detail reps who make personal calls to deliver sample medications to physician offices. As the soaring cost of health care comes under federal scrutiny, pharmaceutical firms may find that alternate forms of physician marketing are effective. Research concern, SDI, finds that physicians continue to appreciate and accept electronic promotional efforts.162312_neurologist

SDI’s specific finding are as follows:

  • Physicians have a ‘positive attitude’ about electronic promotions 67%
  • Physicians believe electronic promotion is the same as or better than in-​person promotion 73%

In a further indication that physicians prefer to manage their exposure to electronic promotions, SDI findings shows that these professionals view messages after hours, often in the evening. And physicians also prefer ‘virtual details’  — promotions that don’t require live communication over details and events that require them to actively participate at specific times.

[Source: SDI Health, 2009 release] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.