As Access Continues to Decline, Most Doctors Still Prefer Live Pharma Rep Visits

While it may not always be possible or practical, Media Vitals research recently conducted by CMI/Compas (with nearly 2500 responders) shows that the highest majority of doctors (73%) still prefer in-person details over alternative rep-communication options. At a specialty level, live details were particularly preferred by allergists/immunologists, endocrinologists, OB/GYNs and pulmonologists. The top alternative detailing channel (which also showed growth from last year) was eDetailing – particularly a favorite amongst psychiatrists (47%) and oncologists (40%). Web-conferencing (23%) and even phone details (15%) were also selected by oncologists as preferred alternatives.

From a generation viewpoint, more Silent Generation (79%) and Baby Boomer (77%) docs prefer in-person details over their Generation X/Y counterparts (67%) – some of whom, as a generational segment – show a higher preference towards eDetailing (44% versus 27% of Baby Boomers and 24% of Silent Generation docs).

It is also interesting to note that a higher percent of Generation X/Y and Baby Boomer docs also show preferences towards web-conferencing and phone-based details over their Silent Generation counterparts.

With access limitations on the rise, the ability to leverage alternative detailing tools such as phone and web-conferencing by reps will enable continuous flow of communication based on the needs, terms and preferences of target physicians. Additionally, the use of supplemental non-personal tools such as eDetailing should also be maximized to supplement communication with low-see/no-see target physicians, particularly Generation X/Y doctors who show the greatest preference for such communication alternatives.