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What Physicians Want: Less of Promotional Content

Spain Reps Tick Right Boxes

 
• By Anju Ghangurde

Healthcare professionals are inundated by product-related promotional content from pharma firms and want less of that but more on areas such as safety, efficacy and real-world evidence, a new survey on engaging digitally-savvy physicians indicates. Spain emerges as a stand-out market where pharma appears to have fared relatively well in mapping physician preferences to their marketing activities.

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Pharma Needs To Engage With HCPs More Efficiently • Source: Alamy

Healthcare Professionals (HCP)s may have turned more digitally savvy than ever amid the pandemic but pharma hasn’t quite delivered the goods so far in terms of effective or customer-centric engagement with physicians, a new global survey by Indegene, a global provider of healthcare solutions to the industry, indicates.

The study, which covered 984 physicians across the US, Europe, India and China, revealed that 70% of HCPs felt that pharma companies' sales reps do not completely understand their needs...

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