A report from HealthLink Dimensions looks at how physicians prefer to receive information from Pharmaceutical manufacturers and email wins hands down:
- 68% email
- 11% direct mail
- 11% reps
The email preference isn’t new, and it’s growing. Previous studies have pegged it at 66% in 2014 and 65% in 2013.
The most surprising finding in the report has to be the interest in social media for communications with pharma and medtech companies:
- 3% use social currently to communicate with pharma or medtech, but
- 58% see value in the channel and plan to participate in the future
This result showing intent means that pharma marketers have an opportunity to get in front of their professional audience and provide the accounts and content required for useful professional conversations on social.
The topics that physicians want from pharma are pretty consistent with other research:
The focus on CME is consistent (and we assume they want credit-enabled offerings -Ed.) as is patient education materials. In fact the top three topics are all education-related.
The report also includes two other topics:
- Details about physicians’ opinions about DTC and shows that pharma companies have their work cut out for themselves
- Insights into how payers are failing to communicate with their physician audiences
Source: HealthLink Dimensions
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