Across Health - a respected a well-used specialist sales & marketing effectiveness consultancy - look at the reach and impact of key channels pharma uses for influencing doctors: teledetailing, reps and websites are all considered.
The biggest mover in adoption is tablets, but only because they are being almost universally adopted, but for all this investment have only delivered a marginal net improvement in reach and impact. The biggest mover was teledetailing, but only down to it being done better amongst the small group of doctors who agree to take part in it.
What stands out, but receives a disproportionately small share of net spend, is the continued improvement of independent doctor portals in terms of their reach (gone from 50% to just over 60%) and impact (the most impactful of channel tactics of all five considered).
Yes I have a conflict of interest - I'm Business Director at Doctors.net.uk - but this data comes from Across Health's analysis of channel impact, not ours. That a company like ours could deliver what we would consider to be a large-scale brand campaign made up of around half a dozen different elements covering eDetailing, case studies, clinical data presentation and numerous calls-to-action for something in the order of £150k is a considerable investment... but no more than the fully-loaded cost of a single hospital representative.
But the key point is that doctors - the individuals that pharma need access to - are continuing to adopt independent communities as providing the information and services that they want to make use of. Choice is there to be exercised.
UK's Royal College of GPs has published its draft guidelines for use of social media for professional use. Working with Doctors.net.uk and their advisors Lime Green, the draft code is now open for discussion and debate.
The numbers tell a dismal story for pharma industry. After gaining ground last year in adopting community best practices, this year’s report data reveals stagnation.
In 2012, 23 of the 32 best practices had less than 50 percent adoption.
Thirteen of the best practices had less than 30 percent adoption—most notably, advocate programs, mobile apps, leader boards, offline engagement, community management, forums, rewards and recognition,content tagging and content.
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