Finding a new way to reach physicians

In a recent article at DMNews, they look at how the cutback in Pharma sales reps has resulted in many companies marketing to physicians turning to the digital realm. Typically, companies spend 5-10% of their budget digitally, but since the number of sales reps has decreased, this is expected to increase. Companies are also making an effor to focus on how physicians are consuming this new form of media and figuring out how they can constantly feed information to these physicians. It is estimated that 60% of all physicians are a part of some type of social network for physicians.

Jamie Peck, managing partner at Princ­eton-based Rosetta, had this to say about the changing marketing landscape:
“There hasn't been a seismic shift yet in pharmaceutical companies' marketing tactics to physicians, but it's approaching seismic,” he continued. “Every major pharmaceutical company is actively working on innovative ways to reach physicians on the Internet and other channels as sales reps have increas­ingly less access to doctors' offices.”

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Word of mouth marketing and Pharma

In a recent article at CNN, they explain the findings of marketers who set out to find out how word of mouth marketing travels for prescription drugs. It's anyone's dream for their product to pick up a buzz that travels and promotes a product. This particular study, done by marketing professors at University of Pennsylvania's business school set out ot find out who the "connectors," or those spreading the news about the new drug throughout social circles, for particular drugs. They started by finding physicians and what social networks they were a part of. In this particular study, they found that the proponent was a doctor with lots of connections that bridged two networks. He was well respected, but not outspoken.

The study found that so-called "sociometric" leaders like Physician 184 had more of an influence on word-of-mouth buzz than the self-reported opinion leaders, perhaps because the latter group tend to be less involved with their peers.

Read the complete story here.

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