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Credibility is Currency in MD Media Consumption

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?

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