Replay Webcast Now
Physicians' trust in pharmaceutical marketing is at an all-time low, while the cost to reach physicians is at an all-time high. Recent SDG research has revealed candid comments from physicians on how they perceive sales reps, to wit:
- Reps at one big pharma company "couldn’t answer my questions about their new oncology product," said a leading oncologist.
- A senior pulmonologist characterized reps as "next to dishonest," saying "They never indicate what their drug will not do, just what it will do."
- A GP said he simply no longer takes visits from reps. "I get better help from the clinicians in headquarters."
How are companies reacting to this growing challenge? Some are responding with incremental solutions, such as reducing the size of the sales force or adopting measures to improve its productivity.
SDG believes novel approach to patients may transform the pharma-physician relationship.
Paul Dholakia, a marketing professor at Rice University and author of a recent HBR article "The Hazards of Hounding," joins senior practitioners from SDG's Life Sciences Practice, Jerry Cacciotti and Hylke Faber, to explore:
- What's gone wrong with the pharma-physician relationship
- How physicians see it
- What we can learn from other industries, in particular best-in-class commercialization innovators
The opportunity exists to become closer to and more helpful to the customer. An improved relationship with physicians and patients can translate into better-allocated corporate expenses and vastly more effective sales and marketing spend.
Replay Webcast Now