We’re all frustrated that physicians are spending less and less time with our representatives. The knee jerk reaction has been to try to become their trusted sources through non-personal communication, whether through websites or robust e-mail programs. Physicians, across a range of specialties, have told us that it’s just not our place.
As one MD said, “When I’m looking to evaluate a new car, I don’t go to GM.com, I go to Edmunds.com and ConsumerReports.com.”
The currency for busy physicians is credibility and objectivity. Pharma companies just don’t have it for the most part because in the end, they’re selling a specific product. All one has to do is conduct some quick concept testing on these approaches to see that the same initiative that tanks in testing when offered by a pharma company, comes to life when it’s offered by the specialty association. What is this telling you?