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Jo Bell

Tim Ringrose

Doctors attitudes to Pharma


& digital initiatives

747 GPs

1,553 hospital doctors

51 oncologists
1,935 England

76 general surgery

2,334

211 psychiatrists

191 Scotland

52 cardiologists
621 consultants
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42% of doctors say they have some trust in


Pharma..
30 %

25 %

20 %

15 %

10 %

5%

0%
Strongly
distrust

Somewhat
distrust

Slightly
distrust

Neither trust Slightly trust


nor distrust

Somewhat
trust

Strongly trust

Attributes that drive trust in individual


pharmaceutical companies
Good experience with its products
Personal experience
High quality of product representative
Good clinical trial conduct
Good information supporting products
I trust the people I know there
Plentiful supporting data
I trust the information I receive from the company
Strong heritage in therapy area
Truthfulness
Delivers on their promises
Gives direct support to my practice / centre
Corporate social responsibility
Positive media stories

55 %
46 %
40 %
37 %
36 %
Mean =
34 %
32 %
4.3 reasons
31 %
25 %
25 %
21 %
19 %
16 %
10 %

Q7 Please select which of the following attributes most contribute to your trust in this
company?
n = 1,660

Attributes that erode trust in individual


pharmaceutical companies
36 %

Sceptical about info I receive from the company


Negative media stories
Lack of truthfulness
Personal experience
Poor quality of product representative
Absence of corporate social responsibility
Poor clinical trial conduct
No direct support to my practice / centre
Lack of supporting data
I distrust the people I know there
Bad experience with its products
Fails to deliver on their promises
Poor information supporting products
Lack of heritage in therapy area

24 %
23 %
20 %
20 %
16 %
14 %
14 %
14 %
13 %
13 %
12 %
10 %
7%

Mean =
2.4 reasons

Q8 Please select which of the following attributes most contribute to your lower level of
trust in this company?
n = 870

How doctors prefer to receive information from


Pharma
55%
40%
33%
22%

22%

21%

19%
11%

10%
4%

Q5. How do you prefer to receive information about pharmaceutical products


and medical devices?
Base: Sept 2011 = 1025 GPs

BUT
Frequency of visiting pharmaceutical company websites
3% 0%
10%

Never
38%

Less than once a month

More than once a month


but less than once a week
More than once a week
Daily
48%

Q4. How often do you visit websites of pharmaceutical companies?


Base: Sept 2011 = 1025 GPs

GPs experience of pharma promotion is often poor


Well a lot of promotional material starts with
describing a typical patient for whom they would like
you to prescribe the drug. I find it really irritating as
there is never a typical patient - all are different.
Hospital consultants talking 'down' to GP's really bugs
me ... often these consultants are not exactly independent
and do not present both sides of argument
Seeing a boring looking person on the
webcast picture who I expect to drone on
and bore me puts me off as do very flashy
brand names which I would never
prescribe!
8

GPs rate CME as the most useful thing on the Internet


Types of online resource rated in the Top 3 in terms of usefulness
Accredited CME modules
Google
Online reference textbooks
Journal articles
Databases of information (drugs, poisons, etc)
Clinical discussion forum
Online handbooks
Clinical paper reviews
Case studies
Medical news
Medical images
Medical calculators
Podcasts
Online quizzes
Presentations about pharmaceutical and device products
Conference highlights
Other (please specify)

68%
28%
27%
24%
23%
20%
20%
20%
16%
16%
9%
7%
6%
4%
4%
3%
6%

Q3. What types of online resources do you find most useful?


Base: Sept 2011 = 1025 GPs

What are the most important factors for engagement?


Clinical
relevance

Target/segmentation
Better, cheaper, safer?
Clinical
relevance
Usability

Usability

Use of
multimedia

User in control
Intuitive navigation
Dont make me think

Justifiable
Bite-sized
Accessible

Use of
multimedia

Engagement

101
0

There are a number of innovative approaches that you can use to


optimally influence doctors engagement with your messages
Traditional approaches

Vs.

Innovative approaches

Pure promotion

Educational value + UGC

Maximise relevance and value

One way communication

True interaction

Clinically relevant questions with feedback

Focus on brand message


only

Focus on targeting
barriers in the decision
journey

Content focus beyond brand message on


physician needs e.g. guidelines, EBM

Physician focused

Support the patient, HCPs

Janssens ADHD, UCBs patientslikeme

Physician communities. e.g., Boehringer


Ingelheim Asasantin

Information and useful apps for physicians

Own platforms / Portals

3rd party platforms

PC-based

Mobile, iPad, etc.

SOURCE: McKinsey

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Thank You

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