Doctors Rate Pfizer, Novartis and GSK Highest for Meeting Their
New Requirements, though All Pharmaceutical Companies Have
Opportunities for Improvement
TNS Healthcare revealed the findings of a new physician survey indicating that traditional sales calls from pharmaceutical reps, which had been the backbone of the relationship between doctors and the industry, are no longer enough to meet physicians' growing need for information and support. The survey, which interviewed 400 cardiologists, pulmonologists, oncologists and primary care physicians, shows that physicians in all specialties would like pharmaceutical companies to offer better education and patient support programs. While Pfizer, Novartis and GlaxoSmithKline are doing the best job of meeting these changing requirements, the study indicates there is room for improvement across the board.
As patients become better informed and take a more hands-on approach to their healthcare, physician needs and expectations from pharmaceutical companies have undergone a shift. An integrated experience that provides both better patient support services and improved "knowledge transfer" to doctors is now physicians' top priority. This new focus is reflected in four of the top six physician expectations of pharmaceutical sales forces:
-- Better education programs
-- More effective patient management services
-- Knowledgeable sales reps
-- Professional sales reps
Though doctors are relatively satisfied with the knowledge and professionalism of the sales representatives calling on them, only 42% believe pharmaceutical companies are doing a good job delivering patient management programs. In addition, just 44 percent of physicians say that the industry is providing them with sufficient educational and information services.
"To be successful in today's complex environment, the industry must expand its focus from the sales process to the sales driver -- the physician generating the prescriptions," says Jeffrey Zornitsky, Senior Vice President, Sales Performance Optimization, TNS Healthcare. "It is no longer enough just to put 'more feet on the street.' Now, companies have a real opportunity to set themselves apart by identifying the full range of physician preferences -- and creating the right bundle of experiences to drive optimal prescribing."
Primary Care Physicians and Specialists Express the Same Needs
While physician preferences had shown differences by specialty in the past, these recent findings indicate doctors across the board are now very similar in the experiences they are seeking from pharmaceutical companies. This convergence gives pharmaceutical companies the chance to strengthen physician relationships by supporting doctors through improved patient services.
"With DTC on the rise, the Internet providing easy access to medical information and the baby boomers hitting 60, patients are both better informed and more demanding. As a result, doctors have a growing need for services to help address patients' questions about their conditions and treatment options," says Zornitsky. "Understanding and meeting these new requirements will help pharmaceutical companies allocate their resources to those experiences that are of real value to both doctors and patients -- and that have the greatest likelihood of increasing commitment to their brand."
About TNS Healthcare
TNS Healthcare is part of TNS, one of the world's leading market information companies, providing market measurement, analysis and insight through its operating units in 70 countries. Working with national and multi-national organizations, TNS helps clients develop effective business strategies and enhance customer relationships.
In the US, TNS provides full-service, primary market research. Our mission is to become our clients' "sixth sense of business," giving them a deeper understanding of customer behaviors...a stronger ability to anticipate and impact customer actions...and greater insight into what customers really want. TNS Healthcare builds on that mission with a suite of services to support pharmaceutical, biotech and device companies across the full life cycle, including product development; positioning and segmentation strategies; message development; campaign creation: and performance optimization for brands, treatments, consumer and provider communications and sales forces.
TNS is listed on the London Stock Exchange (TNN).
TNS Healthcare revealed the findings of a new physician survey indicating that traditional sales calls from pharmaceutical reps, which had been the backbone of the relationship between doctors and the industry, are no longer enough to meet physicians' growing need for information and support. The survey, which interviewed 400 cardiologists, pulmonologists, oncologists and primary care physicians, shows that physicians in all specialties would like pharmaceutical companies to offer better education and patient support programs. While Pfizer, Novartis and GlaxoSmithKline are doing the best job of meeting these changing requirements, the study indicates there is room for improvement across the board.
As patients become better informed and take a more hands-on approach to their healthcare, physician needs and expectations from pharmaceutical companies have undergone a shift. An integrated experience that provides both better patient support services and improved "knowledge transfer" to doctors is now physicians' top priority. This new focus is reflected in four of the top six physician expectations of pharmaceutical sales forces:
-- Better education programs
-- More effective patient management services
-- Knowledgeable sales reps
-- Professional sales reps
Though doctors are relatively satisfied with the knowledge and professionalism of the sales representatives calling on them, only 42% believe pharmaceutical companies are doing a good job delivering patient management programs. In addition, just 44 percent of physicians say that the industry is providing them with sufficient educational and information services.
"To be successful in today's complex environment, the industry must expand its focus from the sales process to the sales driver -- the physician generating the prescriptions," says Jeffrey Zornitsky, Senior Vice President, Sales Performance Optimization, TNS Healthcare. "It is no longer enough just to put 'more feet on the street.' Now, companies have a real opportunity to set themselves apart by identifying the full range of physician preferences -- and creating the right bundle of experiences to drive optimal prescribing."
Primary Care Physicians and Specialists Express the Same Needs
While physician preferences had shown differences by specialty in the past, these recent findings indicate doctors across the board are now very similar in the experiences they are seeking from pharmaceutical companies. This convergence gives pharmaceutical companies the chance to strengthen physician relationships by supporting doctors through improved patient services.
"With DTC on the rise, the Internet providing easy access to medical information and the baby boomers hitting 60, patients are both better informed and more demanding. As a result, doctors have a growing need for services to help address patients' questions about their conditions and treatment options," says Zornitsky. "Understanding and meeting these new requirements will help pharmaceutical companies allocate their resources to those experiences that are of real value to both doctors and patients -- and that have the greatest likelihood of increasing commitment to their brand."
About TNS Healthcare
TNS Healthcare is part of TNS, one of the world's leading market information companies, providing market measurement, analysis and insight through its operating units in 70 countries. Working with national and multi-national organizations, TNS helps clients develop effective business strategies and enhance customer relationships.
In the US, TNS provides full-service, primary market research. Our mission is to become our clients' "sixth sense of business," giving them a deeper understanding of customer behaviors...a stronger ability to anticipate and impact customer actions...and greater insight into what customers really want. TNS Healthcare builds on that mission with a suite of services to support pharmaceutical, biotech and device companies across the full life cycle, including product development; positioning and segmentation strategies; message development; campaign creation: and performance optimization for brands, treatments, consumer and provider communications and sales forces.
TNS is listed on the London Stock Exchange (TNN).
© 2006 Business Wire
