제약회사 영업사원, 시험은 통과했지만 대면 응대에서는 불합격 : 의사 여론 조사

While pharma sales reps generally earned high marks for their engagements with physicians, the relationships could fall short with a lack of face time.

The backstory:

Playing a vital role, pharma sales reps must thoroughly understand the challenges faced by physicians and patients to effectively deliver tailored information and support. Interactions between pharma companies and prescribers have evolved from "push" to "pull," prioritising the availability of insights that are specific to the clinician's needs. This evolution requires sales reps to not only meet information requests but also engage meaningfully in discussions about patient cases and guide healthcare providers to pertinent, peer-reviewed research on treatments and diseases. Pharmas increasingly evaluate the quality of these interactions as a critical measure of a sales representative's effectiveness.

The physician view:

FirstWord recently polled 334 physicians from the US and EU (France, Germany, Italy, Spain, UK) to get an assessment of how well they feel pharma sales reps are doing in terms of the information and support they provide. These physicians work across five specialties: cardiology (n = 77), endocrinology (n = 67), neurology (n = 53), oncology (n = 83) and rheumatology (n = 54).

Key Questions Answered:

• Overall, to what extent are the interactions you have with pharma sales reps personalised to your specific needs/preferences?
• How satisfied are you with the quality of the information and materials provided to you and your practice by pharma sales reps?
• To what extent do pharma sales reps use digital technologies to provide you with support/information (e.g. use of virtual communication channels and digital content)?
• What is your preferred setting for engaging with pharma sales reps?
• How much professional benefit do you feel you get from the time you spend engaging with pharma sales reps?

Methodology:

Dossier reports are developed from independent and concise analysis derived from original industry surveys and in-depth interviews with industry thought leaders. Reports analyse in detail significant developments and market trends that pharma executives need to understand if they are to manage the opportunities and challenges that lie ahead. The focus of each report is defined by a review of the secondary literature and any knowledge gaps identified. Based on this initial research, an evidence-based and expert-informed discussion guide is developed to ensure the research answers the most critical questions. Additionally, robust screening criteria are established to ensure that those interviewed are qualified in terms of their experience, knowledge and stature to speak on the topic.

What makes our reports different?

FirstWord Reports, a trusted industry leader with an exclusive focus on the pharmaceutical sector, delivers in-depth, actionable insights for biopharma professionals and decision-makers. Our deep industry knowledge enables us to provide relevant and valuable insights that help you identify emerging trends and navigate complex challenges effectively. Backed by extensive research and independent, impartial insights from leading experts and KOLs, our reports deliver the accuracy and reliability you need. With exclusive access to interviews and data unavailable elsewhere, along with ongoing market monitoring, we give you a comprehensive view of market dynamics. Covering over 40 dynamic disease areas and providing physician intelligence, including KOL insights and quantitative physician surveys, as well as industry expert views on issues in medical affairs, digital health, sales & marketing, market access, and other areas, our reports empower you to make smarter, data-driven decisions and maintain a competitive edge in a fast-moving industry.