Understanding why doctors open doors to pharmaceutical sales reps, read promotional emails, commit to speaker events, and engage with other sales and marketing channels could be the difference between a company delivering a strong customer experience and failing to keep pace with a competitor. According to ZS’s 2017 AccessMonitor™ and AffinityMonitor™ findings, pharmaceutical companies should focus their resources where doctors really want to engage, whether through in-person meetings, digital tactics or a combination of both. Whatever the approach, what message is being delivered—and how often—truly does matter.
In this executive summary of the 2017 AccessMonitor™ and AffinityMonitor™ study Malcolm Sturgis, the principal leading the AffinityMonitor™ and AccessMonitor™ offerings reveals the strategies and accompanying content that are most likely to increase engagement with specific health care practitioners’ specialty areas.
