醫師調查：醫藥銷售人員通過考試但未能獲得現場體驗

醫藥銷售代表通常在與醫生的交流中享有良好的聲譽，但缺乏面對面交流的時間可能會導致這種關係惡化。

醫藥銷售代表在確保他們充分了解醫生和患者面臨的課題，並能夠有效地向他們提供客製化的資訊和支援方面發揮著至關重要的作用。製藥公司和處方醫生之間的互動正在從“推”發展為“拉”，提供針對臨床醫生需求的具體見解成為優先事項。這種轉變要求銷售代表不僅回應資訊請求，還要有意義地參與患者病例的討論，並指導 HCP 進行相關的、同儕審查的治療和疾病研究。製藥公司越來越多地將這些互動的品質作為衡量銷售代表效率的關鍵指標。

醫師的意見

FirstWord 最近對美國和歐盟（法國、德國、義大利、西班牙和英國）的 334 名醫生進行了調查，以了解他們對醫藥銷售代表所提供的資訊和支持的評價。這些醫生從事五個專業：心臟病學（n=77）、內分泌學（n=67）、神經病學（n=53）、腫瘤學（n=83）和風濕病學（n=54）。

主要問題解答

• 整體而言，您與醫藥銷售代表的互動在多大程度上根據您的需求和偏好進行了量身定制？
• 您對醫藥銷售代表向您和您的診所提供的資訊和材料的品質有多滿意？
• 醫藥銷售代表在多大程度上利用數位科技為您提供支援和資訊（例如，使用虛擬溝通管道和數位內容）？
• 您會選擇什麼樣的環境與醫藥銷售代表互動？
• 您覺得與醫藥銷售代表相處的時間在多大程度上為您帶來了職業上的益處？

方法論：

該報告是基於專有產業研究和對產業思想領袖的深入訪談而得出的獨立而簡潔的分析。該報告對製藥業高管需要了解的關鍵趨勢和市場發展進行了深入分析，以便應對未來的機會和課題。每份報告的重點都是透過對二手文獻的回顧和已確定的知識差距來確定的。基於這項初步研究，我們將制定基於證據、專家指導的討論指南，以確保研究回答最重要的問題。此外，我們有嚴格的篩選標準，以確保受訪者擁有談論該主題所需的適當經驗、知識和地位。

作為專注於製藥領域的值得信賴的行業領導者，本報告為生物製藥專業人士和決策者提供了深入、可行的見解。我們深厚的行業知識使我們能夠提供相關且有價值的見解，幫助我們的客戶了解新興趨勢並有效地解決複雜的課題。我們的報告以廣泛的研究以及來自領先專家和關鍵意見領袖的獨立、公正的見解為後盾，為您提供所需的準確性和可信度。獨家採訪和數據以及持續的市場監控使我們能夠全面了解市場動態。我們的報告涵蓋 40 多個動態疾病領域、包含 KOL 洞察和定量醫生調查的醫生情報以及行業專家對醫療事務、數位健康、銷售和營銷、市場准入和其他領域問題的看法，使您能夠做出更明智的、數據驅動的決策並在快速變化的行業中保持競爭力。

While pharma sales reps generally earned high marks for their engagements with physicians, the relationships could fall short with a lack of face time.

The backstory:

Playing a vital role, pharma sales reps must thoroughly understand the challenges faced by physicians and patients to effectively deliver tailored information and support. Interactions between pharma companies and prescribers have evolved from "push" to "pull," prioritising the availability of insights that are specific to the clinician's needs. This evolution requires sales reps to not only meet information requests but also engage meaningfully in discussions about patient cases and guide healthcare providers to pertinent, peer-reviewed research on treatments and diseases. Pharmas increasingly evaluate the quality of these interactions as a critical measure of a sales representative's effectiveness.

The physician view:

FirstWord recently polled 334 physicians from the US and EU (France, Germany, Italy, Spain, UK) to get an assessment of how well they feel pharma sales reps are doing in terms of the information and support they provide. These physicians work across five specialties: cardiology (n = 77), endocrinology (n = 67), neurology (n = 53), oncology (n = 83) and rheumatology (n = 54).

Key Questions Answered:

• Overall, to what extent are the interactions you have with pharma sales reps personalised to your specific needs/preferences?
• How satisfied are you with the quality of the information and materials provided to you and your practice by pharma sales reps?
• To what extent do pharma sales reps use digital technologies to provide you with support/information (e.g. use of virtual communication channels and digital content)?
• What is your preferred setting for engaging with pharma sales reps?
• How much professional benefit do you feel you get from the time you spend engaging with pharma sales reps?

Methodology:

Dossier reports are developed from independent and concise analysis derived from original industry surveys and in-depth interviews with industry thought leaders. Reports analyse in detail significant developments and market trends that pharma executives need to understand if they are to manage the opportunities and challenges that lie ahead. The focus of each report is defined by a review of the secondary literature and any knowledge gaps identified. Based on this initial research, an evidence-based and expert-informed discussion guide is developed to ensure the research answers the most critical questions. Additionally, robust screening criteria are established to ensure that those interviewed are qualified in terms of their experience, knowledge and stature to speak on the topic.

What makes our reports different?

FirstWord Reports, a trusted industry leader with an exclusive focus on the pharmaceutical sector, delivers in-depth, actionable insights for biopharma professionals and decision-makers. Our deep industry knowledge enables us to provide relevant and valuable insights that help you identify emerging trends and navigate complex challenges effectively. Backed by extensive research and independent, impartial insights from leading experts and KOLs, our reports deliver the accuracy and reliability you need. With exclusive access to interviews and data unavailable elsewhere, along with ongoing market monitoring, we give you a comprehensive view of market dynamics. Covering over 40 dynamic disease areas and providing physician intelligence, including KOL insights and quantitative physician surveys, as well as industry expert views on issues in medical affairs, digital health, sales & marketing, market access, and other areas, our reports empower you to make smarter, data-driven decisions and maintain a competitive edge in a fast-moving industry.