Research with Physicians
Now that we have wrapped up a year's worth of research I asked my client if I could release some of the top level findings from research and they agreed.
By on Jul 6, 2010Now that we have wrapped up a year's worth of research I asked my client if I could release some of the top level findings from research and they agreed. Here are some top level findings from qual research with PCP's, Endo's and Oncologists.
On value of pharma sales reps:
Some physicians still have time to meet with sales reps (mostly specialized docs) but others do not (PCP's). They are willing to meet with reps from biotech companies and least willing to meet with reps from top drug companies.
Oncologists like to ask reps about new information on cancer drugs and clinical trial findings.
There is a gap in the what physicians need (cut through clutter to get relevant and credible information) and what drug reps are offering them.
On using the Internet for health information:
They are all spending more time on the Internet for professional purposes but that is not by choice.
There is too much conflicting information even the medical journals are not as prestigious as they once were.
Empowered patients (patients who are coming in with health info from the Web) are challenging at times to work with because they ask a lot of questions based on a very shallow knowledge of medicine and health. Physicians don't have time to explain all the options.
Oncologists are being challenged more and more about treatments and for the most part they don't like it. One Oncologist said "we have to become more patient focused which is new to a lot of us".
Smartphones and other mobile devices have their uses but when it comes to spending time on the Web searching for health they prefer laptops or desktop's.
On changing health marketing:
Insurers are questioning more and more their Rx recommendations and rewarding physicians who Rx generics.
They all practice "defensive" medicine and ask for more tests than are needed but because of litigation from patients they have to protect themselves.
There are efforts in some states to have nurses meet with patients for some health problems but they are against this because nurses don't have the level of knowledge they have and might miss something.
The FDA needs to do something to provide patients with resources to credible health information that patients can understand. There is just too much bad health information out there and especially dangerous are supplements which promise "miracle cures".
They do not want to engage patients via social media because of legal and privacy aspects not to mention there is not a good model that allows them to bill for online consultations via social media.
The patients who have the most questions and are often confused about treatment options are cancer patients. When asked why Oncologists said "too much bad and confusing information" and that the drug industry for the most part has failed to bring patients together to share what they have learned and questions to ask physician.
They majority felt that DTC marketing and advertising is have less and less effect on patients asking for an Rx but that it also depends on product. Some patients are more likely to ask for product for products like sleep aids and allergies as result of TV ad but the more serious the medical condition the less likely they are to ask for product.
Patients are doing their homework when it comes to side effects and safety information and as a result a lot of patients are not filling and taking their Rx's because they do not want to deal with unpleasant side effects that effect the quality of their lives.
Finally they are all concerned about diabetes and weight gain of all their patients and do not believe the industry is doing enough to warn consumers of dangers of weight gain and unhealthy lifestyles. Some physicians said that they are seeing more and more obese and overweight younger patients in their practice than ever before.
The research took place from July 2009 to April 2010. Physicians were compensated for their time with a choice of textbooks or subscriptions to online medical journals.