Client login

UK Specialists more influenced by digital pharma channels than GPs

2

01 May 2014 : Blog issue N°2 by Philip Baciaz


In 2013, Across Health collected channel data for over 2600 HCPs, distributed over a number of specialties and geographies (mainly EU). Key metrics cover ‘Reach’ – the extent to which channels are commonly encountered by HCPs, and ‘Impact’ – the extent to which channels influence prescribing behavior. All results are consolidated in a searchable database.

We used this dataset to examine the UK communication landscape, specifically with regard to the impact of a number of ‘Old Normal’ and ‘New Normal’ channels vis-à-vis the impact of the rep.

The UK is a market with severe rep access limitations; our data clearly confirm this. While the Navigator database reports an average rep reach of 70% across 14 EU GP markets, the UK scores lowest (49%). Furthermore, rep impact is similar in both GP and specialist markets in the UK, so we can use the rep equivalent metric as a baseline in both segments. However, non-rep channels are systematically more impactful in a specialist environment. See chart below (only a subset of the 50+ standard channels has been taken into account):

Some more detailed findings include:

•    In terms of reach, pharma channels are low overall, not just the rep, but also (e)marketing and (e)medical…colleagues are the dominant reach channel, opening opportunities for peer-to-peer based efforts.

•    In terms of impact, (e)medical channels (scientific meetings, scientific third-party websites) have a higher impact than the rep – in both GP and specialist markets. The only outlier is webcasts for GPs – confirming our experience that this is more a specialist channel.

•    In the GP market, standard eChannels underperform the rep, while in specialist markets, they are almost at par…once again, opening up a lot of opportunities for designing high-impact multichannel offerings.

These key trends illustrate the importance of designing multichannel campaigns based on robust facts and customer insights, rather than running on instinct, past-year budgets or industry practice.


Want to receive the Across Health newsletter?


Or follow us on  LinkedIn

+

Share this article

Use your preferred feature.


Or share this page with a colleague.

+

Healthcare Innovation Tour 2020

To register your interest in joining the tour, and to comply with GDPR so we may send you future emails, please fill out the following information and complete the consent section at the bottom.

+

+

Book an exploratory call

Submit your details via this short form and you will be invited by one of our experts for a free 30-minute call to explore how Navigator365TM can provide an answer to your ambitions, needs and challenges.

+
+

Submit your details

In order to process your contact request and answer your query it is necessary we process your personal data. You can find out more about how we process your personal data and about your rights connected to such processing from our Privacy Policy.

+