Doctors demand for omnipresent engagement accelerates. Merck and Pfizer lose top slot in HCP Perception Survey to AstraZeneca, Lilly and GSK
19 JUL, 2018
Iselin, NJ, July 19, 2017: The gap between doctors preference toward choosing in-person engagement over digital engagement is fast closing. A new global analysis, "The Digital Savvy HCP 2017 Report" by Indegene reveals that this gap has reduced to just 12%, marking a unprecedented change in the way HCPs want to be engaged today, and in the future. The study found that 62% global HCPs chose websites and webinars/webcasts at their most preferred digital channels, a close 60% preferred to engage with specialized medical science liaisons (MSLs) for their information needs.
Merck and Pfizer, the top scoring companies on the HCP digital engagement perception in 2016 lost out their pole position to AstraZeneca, Lilly and GSK in the 2017 survey. Specialists including Oncologists, Cardiologists, Endocrinologists, Pulmonologists and General Surgeons were ahead of the engagement curve validating the increasing disease burden in these areas and need for new drug information.
China spurred the growth charts for global digital adoption by HCPs at 91% for webinars and 82% opting for websites. 73% HCPs in China recommended on demand interactions. US trailed behind but maintained a more equitable distribution between webinars, MSLs and websites at 54%. While apps remained restrictive in their reach in US and the Rest of the World, China voted for apps as one of the largest information gathering sources in the prime patient intervention slots in the evening time band.
Manish Gupta, CEO, Indegene, said, "Lifesciences companies are experiencing a paradigm shift in their marketing spends with the increasing challenges in accessing marquee customers in super specialized therapy areas. Omnichannel deployment has yielded favorable response from the HCPs this year, with a clear leaning towards on-demand, highly specialized detailing conversations about drugs. The results also spark the debate on whether lifescience companies have the right technology stack to address these nuanced customer needs."
About Indegene :
Indegene (www.indegene.com) enables global healthcare organizations to address complex challenges by seamlessly integrating analytics, technology, operations, and medical expertise and drive better health and business outcomes. Indegene's IP-based solutions help clients drive revenues and productivity by making transformational leaps in digitalization of customer engagement, health reform, healthcare cost reduction, and health outcomes improvement.