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Sales reps’ access to physicians continues to decline, and in response, many pharmaceutical companies have—understandably—increased their use of other channels, like digital tactics, in an attempt to ensure that their messages are hitting their mark. According to ZS’s 2016 AffinityMonitor™ and AccessMonitor™ studies, however, that strategy isn’t always effective. Many doctors feel overwhelmed by the constant barrage of marketing messages, and pharmaceutical companies, therefore, aren’t seeing their desired ROI from the additional effort. A smarter strategy requires understanding physicians’ individual preferences for specific marketing channels, leading to better engagement.
In this executive summary of the 2016 AccessMonitor™ and AffinityMonitor™ study, Pratap Khedkar, ZS’s managing principal for pharmaceuticals and biotech, and Malcolm Sturgis, a principal who leads the AffinityMonitor™ and AccessMonitor™ offering, discuss the highlights of this year’s research and offer insights for firms that want to get smarter about sales and marketing effectiveness.
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