It’s harder than ever for sales reps to connect with prescribers. As reported by Access Monitor, in a report from the global consulting firm ZS Associates in 2010, the number of doctors who would see most reps dropped 20% and the number who refused to see most reps increased by 50%.
That means 8 million planned sales calls were nearly impossible to complete because physicians had already made the decision not to visit with the rep before the meeting had even been scheduled.
It’s time to change our perspective on how we communicate with physicians and what the best methods to market to them will be. As reported by Manhattan Research in a 2010 survey of 11,000 physicians by Knowledge Networks –
72% of physicians use Smartphones
95% of doctors with Smartphones download medical apps
The number one search topic is information on drugs
There are currently 13,000 different mobile health apps available for downloading on smartphones. Of that, majority are designed to help people stick with a diet or exercise plan. But apps with rising popularity include those that monitor blood sugar or blood pressure levels.
Among physicians, a popularly used medical app is Epocrates, which boasts, “point-of-care digital solutions that enhance the practice of medicine. More than 1 million active members, including 50% of U.S. physicians, use Epocrates to help improve patient care and practice efficiencies with its drug reference, educational and clinical apps.” Medscape from WebMD is another popular Smartphone medical app that offers “specialists, primary care physicians, and other health professionals the Web’s most robust and integrated medical information and educational tools.”
E-detailing is one of the areas we can tap into for future marketing with physicians. E-detailing is making drug or product information available to a physician through a presentation that they can access when they wish. Of the 72% of physicians with Smartphones, 17% of primary care physicians and 18% of specialists currently use their Smartphones for e-detailing. Instead of a scheduled visit during office hours, physicians who prefer to receive information at other times can access a presentation from a rep, watch it when they wish, and receive a follow up call another day.
As the leading email marketing service, MMS is proud to offer solutions for marketing to physicians and healthcare professionals. Frequently updated, an MMS list matched with one of our email or direct mail options can create a marketing campaign that is accurate, up-to-date and highly effective as a marketing tool.
For more information about email and direct marketing mail services, contact MMS at 1-800-MED-LIST or visit our website at www.mmslists.com.