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Doctors demand for omnipresent engagement accelerates. Merck and Pfizer lose top slot in HCP Perception Survey to AstraZeneca, Lilly and GSK

18 JULY 2017

ISELIN, N.J., July 20, 2017 /PRNewswire/ -- The gap between doctors' preference for in-person engagement and 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 an unprecedented change in the way HCPs want to be engaged today, and in the future. The study found that 62% of global HCPs chose websites and webinars/webcasts as their most preferred digital channels, and nearly 60% preferred to engage with specialized medical science liaisons (MSLs) for their information needs.

Merck and Pfizer, the top scoring companies on the HCPs' perception for digital engagement 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, with 91% of them opting for webinars and 82% opting for websites. Around 73% of HCPs in China recommended on-demand interactions. The United States trailed behind but maintained a more equitable distribution among webinars, MSLs, and websites at 54%. While apps remained restrictive in their reach in the United States 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, "Life sciences 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 toward on-demand, highly specialized detailing conversations about drugs. The results also spark the debate on whether life sciences companies have the right technology stack to address these nuanced customer needs."

Download the report: https://pharmafuture.org/digital-savvy-hcp-report-2017.html

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.

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