New drug launches: strategies and tools for building physician trust
AI-translated from the Chinese original · editorially reviewed
Republished with permission: Pharma Statistical Insights
Competition in the pharmaceutical industry is intensifying, especially at new drug launches. Winning physicians' trust and attention within a short window has become the top priority for major pharmaceutical companies. Research from consultancy ZoomRx offers a valuable perspective, revealing the strategies and tools that work.
The keys to building physician trust
ZoomRx's survey found that when physicians prescribe a new drug, they weigh two main factors: whether they trust the sales representative, and whether the product messaging is clear and distinctive. This means that at launch, pharmaceutical companies must not only provide thorough product information but also cultivate professional, trustworthy sales representatives.
Soft skills in the oncology market
Take oncology drugs as an example: ZoomRx found that in the first quarter after launch, successful sales representatives do not immediately dive into the product's trial data—they spend more time listening to and answering physicians' questions. The result of this strategy? Nine months to a year after launch, physicians' familiarity with the representative and trust in the company rose by 20%, and prescribing of the new drug increased by 12%.
Why product messaging matters
Ty Harkness, ZoomRx's head of client engagement, notes that if every new drug claims to have the best efficacy and safety, physicians will struggle to tell products apart. He recommends that product messaging be specific and distinctive—that is how a product stands out in a fiercely competitive market.
Winning strategies in HER-2(+) breast cancer therapy
In the HER-2(+) breast cancer therapy market, the successful brands are those that clearly highlight what sets their products apart—patient type, metastasis type, and cancer stage. This again proves the importance of product messaging.
Putting digital tools to work
As technology advances, more and more pharmaceutical companies are using digital tools—mobile apps, virtual reality—to convey product messaging. But ZoomRx's research also found that not every physician likes these tools. When choosing tools, companies should therefore fully consider physicians' needs and preferences.
How to use digital tools to deliver clear, compelling information:
1. Use data: provide 2 to 3 data points tied to clinical evidence, so physicians can quickly grasp the product's efficacy and safety.
2. Keep it short: limit each message to 10 to 14 words, ensuring physicians get the core message fast.
3. Tell a story: deliver about 4 messages per interaction, tied to the brand story, so physicians gain a deeper understanding of the product and the brand.
A new drug launch is a complex process involving many strategies and tools. But ZoomRx's research tells us that as long as pharmaceutical companies truly understand physicians' needs and deliver the information they actually care about, they can earn their trust and support in short order.
The content of this article has been licensed by Pharma Statistical Insights to PatientForce™ (Media-WIND Communications Co., Ltd. / Unified Business No.: 27903403), and the intellectual property rights are jointly owned by PatientForce™ and Pharma Statistical Insights in accordance with the law. If you believe this article may infringe any rights, please contact the relevant department of our company by email and we will respond as soon as possible.
References