Docs to Drugmakers: Gimme The Money!
3 CommentsBy Ed Silverman // February 26th, 2007 // 12:29 pm
Trying to reach those high-prescribing docs ain’t easy, even as more of them use the Internet. Last year, drugmakers spent $329 million, a 17.4 percent increase, on Internet promotion, such as online events and virtual detailing, to supplement those reliable warhorses - the sales reps.
But since computers aren’t as pretty as cheerleaders, docs need a little motivation. In fact, 49 percent of doctors surveyed by market research firm Verispan say their main incentive for participating in ePromotion is “honoraria.” That’s short hand for…money.
And 17 percent of those who don’t participate in Internet detailing say the honoraria just isn’t sufficient. They want more money. Some docs may not get what they want, though. Last year, 38 percent of ePromotion activities didn’t pay, up from 14 percent the year before.
Nonetheless, 58 percent of docs found Internet detailing to be reliable, although at the same time, 50 percent found it to be inferior to face-to-face contact. Hmm…there must be something about a skinny blonde bearing gifts that strikes a doc as simply more trustworthy.
[tags]Detailing, Sales Reps[/tags]
Kevin B. O'Reilly
Mr. Silverman, what is your source for this information? There are no links provided.
ed
I’ve just fixed it. The source is a press release from Verispan. I received it directly, as I do dozens of others each day, from the firm. Unfortunately, it wasn’t yet posted on the firm’s web site and I moved quickly to post it for two reasons - other journalists receive the same thing and the morning is best for putting up fresh info, of course.
Since launching this site a month ago, I’ve noticed that many pr people - both those who work for companies, organizations and outside pr firms - don’t realize that posting releases and what-not on their web sites simultaneously with e-mail alerts and businesswire issuances is very important to people like me. I mention this now whenever I have the chance. This time around, though, I forgot to go back and add the link. I simply became too busy with everything else.
Good question and thanks for asking
Kevin B. O'Reilly
Hey, don’t sweat it. Very good info — wanted to follow up on it myself. Thanks for the blog!