Novartis, Pfizer and Merck Take the Lead on Strong Relationships with Physicians, as Doctors Demand an Expanding Set o... (hcare's Global Consultant for Sales Forc...)

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Novartis, Pfizer and Merck Take the Lead on Strong Relationships with Physicians, as Doctors Demand an Expanding Set of Services

Date:6/17/2008

hcare's Global Consultant for Sales Force Optimization. "To succeed, companies have to look beyond just whom to target and also focus on how to engage the customer -- what mix of value-add services they must deliver to forge the most powerful bonds with physicians.

"The companies earning the highest relationship scores are those delivering the best total experience -- including CME, patient programs, staff support and Internet services, as well as quality details. Even the top performers, however, have some weak spots. Those weaknesses are, in fact, opportunities to improve performance by meeting important physician needs -- driving both stronger relationships and better results."

Rep Interactions and Educational Services Are Valued across the Board

While reps interactions are important to physicians in all countries -- and remain most important in the US -- other experiences are now also critical to doctors. For example, in the US, two-thirds of physicians give high importance to both doctor and patient education programs. In the UK, three-quarters of doctors surveyed place high value on physician education -- and almost 60% say patient management and education are of key importance.

"Although in all the countries we surveyed, including the US and the five major European markets, physician education was very highly valued, no company is doing particularly well in this area," says Brana. "Even the companies with the best scores have significant room for improvement. As a result, physician education represents a powerful chance for companies to differentiate themselves and strengthen their physician relationships."

While doctors see physician and patient educational services as critically important, they are still not placing high value on the Internet as a way to deliver that information. In the US, slightly more than 40% of doctors see the Internet as valuable. Though this represents an increase since 2007, it still places the Int
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Novartis, Pfizer and Merck Take the Lead on Strong Relationships with Physicians, as Doctors Demand an Expanding Set o...(hcare's Global Consultant for Sales Forc...),Health