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J.D. Power and Associates Reports: Evidence that Relationship Marketing Still Matters in Oncology Pharmaceutical Sales
Date:4/25/2013

WESTLAKE VILLAGE, Calif., April 25, 2013 /PRNewswire/ -- Although the role of pharmaceutical sales representatives has changed in recent years, physicians continue to perceive the sales representative as the leading influence on their relationship with biopharmaceutical companies, according to the J.D. Power and Associates 2013 Physician Manufacturer Experience Study—OncologySM released today.

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KEY FINDINGS:  

  • Overall physician satisfaction with biopharmaceutical companies for oncology averages 761 on a 1,000-point scale.
  • Physicians indicate that 71 percent, on average, of their interaction with sales representatives focuses on treatments and products, as opposed to conversations about family, sports or other non-business-related topics.
  • A key point of differentiation among the highest-ranked manufacturers is their perceived commitment to addressing patient needs and working well within the medical community.  Together, these factors account for roughly one-third of the overall physician experience, nearly as much as the importance weight of the perceptions of the sales reps.
  • The first in a series of studies on physician satisfaction with biopharmaceutical manufacturers, this study examines oncologist and hematologist satisfaction based on the following factors: sales representative interactions; contributions to advancing medical care; medical marketing practices; patient education programs and materials; and service process.

    Face-to-face detailing and diminished sponsored events are not the only changes in the world of pharmaceutical sales. Physicians are no longer gatekeepers in the same way they once were—more often working now as salaried employees within large delivery systems—and payers have greater inf
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    SOURCE J.D. Power and Associates
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