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Even traditionally rep-friendly specialists will see fewer pharmaceutical sales reps this year, according to ZS Associates
Date:7/22/2014

and communicate with pharmacos via digital channels and their mobile devices.

"It's not that these doctors object to receiving information from pharmaceutical companies," said Khedkar. "These doctors merely prefer using mobile and other alternative channels of communication to engage with reps. To take advantage of this change, companies must adopt an integrated 'surround sound' approach that uses several alternative methods to capture and keep a doctor's attention. The trend is moving toward a mix of face-to-face communication with a handful of digital communication channels orchestrated by the rep."

Minneapolis, Milwaukee home to least accessible physicians
Pharmaceutical reps across many geographic areas continue to see a gradual decline in access to physicians. According to ZS, eight of the 10 most restrictive metropolitan areas of 2013 – in particular, Minneapolis, Milwaukee and Seattle – are even less rep-friendly this year due to an increase in payer and provider consolidations.

In Minneapolis, for example, HealthPartners and Park Nicollet Health Services merged last year to create the largest health system in the Twin Cities metro area. These types of consolidations, which often result in blanket policies limiting access to all participating providers, contributed to the larger trend of a decline in physician access throughout the country.

"Though the number of sales reps in the U.S. is down 38 percent from its peak in 2005, this hasn't stopped the decline in physician access," said Malcolm Sturgis, a manager and an expert in marketing channel preferences at ZS Associates. "Indeed, access has fallen 33 percent since our first AccessMonitor™ report in 2008 and continues to worsen.  We expect pa
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SOURCE ZS Associates
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