医师调查：医药销售人员通过考试但未能获得现场体验

医药销售代表通常在与医生的交流中享有良好的声誉，但缺乏面对面交流的时间可能会导致这种关係恶化。

医药销售代表在确保他们充分了解医生和患者面临的课题，并能够有效地向他们提供客製化的资讯和支援方面发挥着至关重要的作用。製药公司和处方医生之间的互动正在从“推”发展为“拉”，提供针对临床医生需求的具体见解成为优先事项。这种转变要求销售代表不仅回应资讯请求，还要有意义地参与患者病例的讨论，并指导 HCP 进行相关的、同侪审查的治疗和疾病研究。製药公司越来越多地将这些互动的品质作为衡量销售代表效率的关键指标。

医师的意见

FirstWord 最近对美国和欧盟（法国、德国、义大利、西班牙和英国）的 334 名医生进行了调查，以了解他们对医药销售代表所提供的资讯和支持的评价。这些医生从事五个专业：心臟病学（n=77）、内分泌学（n=67）、神经病学（n=53）、肿瘤学（n=83）和风湿病学（n=54）。

主要问题解答

• 整体而言，您与医药销售代表的互动在多大程度上根据您的需求和偏好进行了量身定制？
• 您对医药销售代表向您和您的诊所提供的资讯和材料的品质有多满意？
• 医药销售代表在多大程度上利用数位科技为您提供支援和资讯（例如，使用虚拟沟通管道和数位内容）？
• 您会选择什么样的环境与医药销售代表互动？
• 您觉得与医药销售代表相处的时间在多大程度上为您带来了职业上的益处？

方法论：

该报告是基于专有产业研究和对产业思想领袖的深入访谈而得出的独立而简洁的分析。该报告对製药业高管需要了解的关键趋势和市场发展进行了深入分析，以便应对未来的机会和课题。每份报告的重点都是透过对二手文献的回顾和已确定的知识差距来确定的。基于这项初步研究，我们将制定基于证据、专家指导的讨论指南，以确保研究回答最重要的问题。此外，我们有严格的筛选标准，以确保受访者拥有谈论该主题所需的适当经验、知识和地位。

作为专注于製药领域的值得信赖的行业领导者，本报告为生物製药专业人士和决策者提供了深入、可行的见解。我们深厚的行业知识使我们能够提供相关且有价值的见解，帮助我们的客户了解新兴趋势并有效地解决复杂的课题。我们的报告以广泛的研究以及来自领先专家和关键意见领袖的独立、公正的见解为后盾，为您提供所需的准确性和可信度。独家采访和数据以及持续的市场监控使我们能够全面了解市场动态。我们的报告涵盖 40 多个动态疾病领域、包含 KOL 洞察和定量医生调查的医生情报以及行业专家对医疗事务、数位健康、销售和营销、市场准入和其他领域问题的看法，使您能够做出更明智的、数据驱动的决策并在快速变化的行业中保持竞争力。

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.