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.
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]