In 2024 are we still working hard to understand what doctors are thinking?
AI-translated from the Chinese original · editorially reviewed
Licensed reprint: Pharma Statistical Insights
Is your 2024 plan to understand doctors' needs and behaviors? If so, you are not alone. Follow along with EPG Health's research to see what the priority strategies are for engaging healthcare professionals!
Continuing digital transformation
EPG Health surveyed 134 pharmaceutical-industry professionals, nearly 300 healthcare professionals, and about 100 healthcare providers. It wanted to understand how much the way of engaging healthcare professionals had changed after two years of pandemic-induced stagnation. IQVIA had earlier found that "digital culture and mindset have shifted, and these two have become priority strategies for pharmaceutical companies."
Pharmaceutical companies feel they are making progress
About 75% of pharmaceutical-industry professionals said their companies had made progress in changing digital culture and mindset, and the MED and MKT departments are now turning their attention to other activities.
What did EPG Health observe?
Ranking of what pharmaceutical-industry professionals will focus on in 2024.
1. Understanding doctors' needs and behaviors (insight), 57%
2. Changing the customer experience, 47%
3. Optimizing digital content, 45%
Digital tools built by third-party firms really are expensive
The rising share for understanding doctors' needs and behaviors (insight) shows that measuring the impact of medical activities remains difficult for everyone. In addition, the two biggest challenges pharmaceutical companies face in engaging doctors digitally are how to prove whether the investment yields a return (69%) and how to demonstrate the impact and results of behaviors (63%).
Fewer than 1 in 5 track and measure
24% of pharmaceutical companies comprehensively collect and analyze data on engagement with doctors, and 22% act on this data. Fewer than 20% of pharmaceutical companies measure the knowledge, behavior change, and impact that medical education activities deliver in clinical practice.
What does EPG Health, a services seller, say?
EPG Health's Chief Operating Officer, Jonathan Macdonald, said, "Pharma leaders know there is still a long way to go, especially in using this digital data or understanding the actual impact of activities. Without these basic benchmarks, it is hard to know what value has actually been delivered to doctors."
Medical-information delivery effectiveness: MSL>FF
EPG Health's survey further found that MSL activities are better than field-force partners at delivering medical information to doctors.
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