How to respond to what healthcare professionals are telling us? Industry survey 25 June – 18 July 2014

Between 25 June and 18 July 2014, Agnitio ran a survey to discover how well the industry is responding to healthcare professionals’ needs. The survey included an expert panel discussion and a questionnaire in which 192 professionals took part.

Continue reading to access all the findings.

About this survey

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Key findings

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The industry is not satisfied by how well they are responding. Other industries are believed to be more customer-responsive. There is an opportunity to individualize content more. Medical compliance and organizational issues are holding the industry back.

Most respondents work in marketing, and come from different organizational levels and countries

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Marketing Sales IT Other Local National Regional International

Respondents are employees of a wide variety of companies in the pharmaceutical industry

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Company type Company size

1001+ employees (28%)

201-1000 employees (20%)

51-200 employees (16%)

2-50 employees

(31%)

1 (5%)

Phar

ma

(52%

)

Agency to Pharma (19%)

Consultant to Pharma

(15%)

Vendor to Pharma (15%) O

ther

(2%

)

88 % agree that good relationships are key for pharma companies to stay competitive

Providing relevant information is key to good relationships

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“The only person who knows what’s valuable for me is me. So in order to be relevant we need to allow individual healthcare professionals to shape the information they receive,” Morten Hjelmsoe, CEO and Founder at Agnitio.

82 % agree that good relationships are fostered by

providing relevant information

Yes Neutral No Don’t know

Expert view:

Here’s what they think could be done in a better way:

Pharmaceutical companies are generally poor at responding to the healthcare professionals – but this could change

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Only 16 % of the respondents are satisfied with the extent to which pharmaceutical companies are responding to what healthcare professionals are telling them:

Satisfied 16%

Neutral 42%

Dissatisfied 37%

Don’t know 5%

Segmented content is predominant. Here’s breakdown of content that’s presented to healthcare professionals.

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“I think the future is more around the sales reps becoming relationship managers rather than “iPad carrying messengers”,” Ritesh Patel, EVP, Ogilvy CommonHealth.

Individualized content

“One size fits all” content

Segmented content

Expert view:

The pharmaceutical industry seems to be doing worse than other industries in responding to its customers

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“It’s not about about if we want to become more responsive to what healthcare professionals are telling us or not. We can’t afford not to want to,” Yannick Di Mondo, Digital Director Europe, Mylan.

Better Average Worse

8%

45%

47%

Expert view:

The pharmaceutical industry could learn from these industries:

Barriers that prevent pharma from being more responsive

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“It takes the whole organization; marketing, sales, regulatory, IT, global and local, working together to make responsive communications a reality,” Emily Sellers, Managing Consultant, Capgemini Consulting.

The two biggest perceived barriers for pharmaceutical companies becoming more responsive towards HCPs are medical compliance and organizational constraints.

Medical Compliance

Organizational Constraints

Delivering Unified

Campaigns

Current Salesforce Capabilities

29% 35% 19% 17%

Expert view:

For further expertise follow Agnitio on social media

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@AgnitioCLM http://twitter.com/AgnitioCLM

Agnitio http://www.youtube.com/user/AgnitioChannel/

Digital Pharma Marketing group http://bit.ly/DigitalPharmaMarketing

Agnitio http://plus.google.com/+AgnitioCLM/