Do Doctors Listen to Sales Reps?
Pharmaceutical companies in America spend the majority of their marketing dollars on sales reps, sales materials and free samples of drugs for the doctors' offices. However, less than a third of all sales-visits result in an interaction with the doctor, and those that do, on average, last for less than 30 seconds. This means that conversations that do happen are less and less meaningful to the doctor and end up more as a delivery of free stuff.
One effective way that sales reps do get to meet with doctors is with a "free lunch." While some see this as a conflict of interest , others see it as a highly beneficial method for sales reps and doctors to discuss the current drug details, research and other important information.
Since these meetings do happen, pharmaceutical companies should take advantage of these opportunities to provide doctors with truly educational tools that will help them in their interaction with patients. Yes, an update on the product label to show the current marketing message, or comparison with competition is fine, but something more substantial and meaningful will go a lot further.
And, while materials produced by pharmaceutical companies are generally biased, with the purpose to sell, it is possible to develop highly educational materials for patients that provide a lot of very good and very helpful information.
Sales reps need to be trained to understand the current consumer marketing campaigns and tie-ins with physician marketing pieces, so they can help doctors understand what patients are hearing and what they will ask.
When reps are not able to meet with doctors they often leave branded brochures and tchotchkes such as mouse pads, pens, pads of paper, medical models, tissue boxes, etc. These can be a great way to keep the name of a product top-of-mind with the doctor – assuming the doctor and his/her staff want them. Some, such as educational models, can be very helpful for doctors. But, tchotchkes can also cause problems.
In 2007, Johnson & Johnson's Scios unit was sent an FDA warning letter for inappropriate reminder labeling for distributing a Natracor heart failure drug mouse pad and pen to doctors' offices. In Duluth, Minnesota, at least one health system has now banned sales reps from providing tchotchkes to doctors altogether. Even those that are educational.
But, I think the big question on tchotchkes is do doctors actually want them? My general feeling is NO. Doctors undoubtedly like pens, laser pointers and educational models, but most of the rest of the tchotchkes are just more stuff to clutter the closets and desk space. So, most probably go into the trash rather quickly.
Staying focused on marketing materials that not only catch the attention of the doctor, but also help the doctor in their daily interaction with patients is the best approach.
What happens when doctors no longer feel they are getting value from the visits by the sales reps? The doctors close their doors to reps, which is not beneficial for anyone. Doctors lose because they don't get updates on current drugs and information on new drugs. Patients lose because the doctor may not have the most up-to-date information on drugs, studies, etc. And pharmaceutical companies lose because they no longer have a relationship with the doctor.
Bottom Line:
It is the pharmaceutical company that has the power to make the relationship between sales reps and doctors work – or fail. Sales reps should offer tools to the doctor that help them in their daily communication with patients. This can include free samples, but should also include educational materials that help everyone understand everything they need to about their disease state. Stay away from flashy marketing messages and focus on strong educational messages. Marketing does not always need to sound and look like marketing.
