between a rep and a hard place

between a rep
and a hard place
2015 Survey Results:
Evolving the
Digital Sales Aid
February 2016
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BETWEEN A REP AND A HARD PLACE
TABLE OF CONTENTS
INTRODUCTION
3
CONCLUSION
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METHODOLOGY
4
ABOUT INTOUCH SOLUTIONS
References
Referencing this Material
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CONTACT INFORMATION
14
EXECUTIVE SUMMARY
KEY FINDINGS
The Birth of the DSA
The Current State of the DSA
A Roadmap Toward Improved DSAs
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INTRODUCTION
BIG INVESTMENT, LIMITED RETURNS
Pharmaceutical companies have made significant investments
in outfitting their sales forces with tablet devices and the
promotional content that drives them. Today, tablet devices
such as the iPad ® have become integral to rep-physician
interactions. But while most sales reps today are armed with
tablets and digital sales aids (DSAs), many are not using them
effectively – or worse, they just aren’t using them at all.
Have DSAs lost their luster?
We identified this industry-wide trend and set out to find
an answer. Intouch gleaned insights from a variety of sources,
including two proprietary surveys. We asked physicians and
reps to share their experiences with DSAs: what works, what
doesn’t. What they want, what they need.
We found that the DSAs of today are far from reaching
their full potential. Now, we’re providing a road map for
transforming the DSA from dull to shiny once again.
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METHODOLOGY
This report curates insights garnered from
four proprietary sources:
01. A quantitative online survey was commissioned by Intouch
Solutions, Inc. and conducted by Schlesinger Associates in June 2015.
Schlesinger interviewed 100 physicians of varying specialties
who had spoken to their pharmaceutical representatives
within the past six months. Physicians were asked a battery
of questions about their in-person detailing experiences and
satisfaction with different tools used.
02. A quantitative study was commissioned by Intouch Solutions,
Inc. and conducted by Harrison Group in April 2011. Harrison
Group interviewed 100 physicians of varying specialties who
had spoken to their pharmaceutical representatives within the
past six months. Physicians were asked a battery of questions
about their in-person detailing experiences and satisfaction
with different tools used.
03. In-depth interviews, conducted by Intouch Solutions Inc., with
twenty pharmaceutical sales reps in three locations (2015).
Pharmaceutical reps were interviewed for their opinions about
what is and is not working in today’s DSAs.
04. Analysis of six months of utilization data from twenty-three
digital sales aids across eleven different pharmaceutical brands (2015).
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EXECUTIVE SUMMARY
WHAT WE’VE LEARNED
Intouch Solutions surveyed physicians in 2011 when DSAs first
hit the field.
• Of physicians who had received a detail, 68% reported
being extremely satisfied or very satisfied with the format.
• 54% preferred DSAs to non-digital formats.
We surveyed physicians again in 2015, when we noticed an
industry-wide downturn in use of DSAs during rep details.
• Physicians are now even more digital-savvy.
• Physicians still prefer DSAs over to paper.
• Physicians’ overall satisfaction with DSA content
has declined.
Intouch Solutions synthesized survey outcomes with DSA utilization
data and rep interviews, and identified opportunities to dramatically
improve DSAs by focusing on meeting the needs of physicians
and reps.
• Give physicians what they want: fresh, streamlined,
custom-tailored content.
• Give reps what they need: usability and flexibility.
• Update DSAs with fresh content more frequently.
• Consider DSAs in the context of the bigger picture.
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KEY FINDINGS
THE BIRTH OF THE DSA
We surveyed 100 physicians in April 2011,
when DSAs first hit the field.
The survey revealed rapid adoption within the pharmaceutical
industry – tablet devices and DSAs were shiny new objects.
Industry adoption was swift, and initial satisfaction was high.
2011: RAPID ADOPTION, HIGH SATISFACTION
97%
54%
68%
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RECEIVED A DIGITAL DETAIL IN THE PAST SIX MONTHS
54% PREFERRED DIGITAL DETAILING
68% REPORTED BEING EXTREMELY SATISFIED OR VERY
SATISFIED WITH THE DSA FORMAT
BETWEEN A REP AND A HARD PLACE
HCPs are Becoming More Digital-savvy
KEY FINDINGS
THE CURRENT STATE OF THE DSA
We surveyed physicians again in 2015, when
we noticed an industry-wide downturn in
the use of DSAs during rep details.
First, we wanted to understand how physicians
were using digital devices, such as mobile
phones and tablets, themselves.
2011
45%
2015
own an iPhone
81%
own an iPad
33%
Physicians are now even more
digital-savvy.
In 2011, only 33% of those surveyed owned
an iPad; 84% reported owning one in 2015.
And physicians reported using tablets three
times more often during patient consultations.
3x higher use of iPad in consultations
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84%
KEY FINDINGS
Physicians Prefer DSAs
THE CURRENT STATE OF THE DSA
Satisfaction rates with digital detailing remain high
(extreme satisfaction has nearly doubled)
Next, we looked at whether the physicians
still held a preference for DSAs as they had
reported in 2011. How satisfied were they
with the DSA experience?
Physicians still prefer digital sales
aids over paper.
Extreme satisfaction with DSAs has nearly
doubled since 2011. Seventy percent of
HCPs surveyed prefer digital over paper.
Very Satisfied
Extremely Satisfied
55%
56%
12%
2011 DSA
(n=50)
23%
2015 DSA
(n=80)
9:45 AM
of HCPs
surveyed prefer
digital over paper
iPad
70%
100%
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KEY FINDINGS
Satisfaction by Content Type Has Declined
THE CURRENT STATE OF THE DSA
Extremely Satisfied
Finally, we explored physicians’ overall satisfaction
with the content they were receiving from reps.
Very Satisfied
Information about new drugs
They preferred the devices over paper. But what
about the content that was being served up?
2011
30%
44%
2015
9%
61%
Information about the drug’s cost
While preference for DSAs has
increased, overall satisfaction with
content has declined.
2011
21%
50%
2015
6%
42%
Patient education materials
Half of the physicians complained that the
content didn’t change over time. Two-thirds
felt that content was not customized for their
practice or their patients.
2011
14%
58%
2015
9%
39%
2011
20%
62%
2015
15%
62%
Clinical data
Direct drug comparison
2011
14%
52%
2015
8%
45%
2 Key Reasons:
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1/2
complained that content
doesn’t change over time
2/3
felt that content is not customized
for their practice or their patients
KEY FINDINGS
A ROADMAP TOWARD IMPROVED DSAs
Physicians provided feedback and
suggestions for improving the DSAs
they were receiving.
HCP Suggestions for Better DSAs
meeting their needs
Quicker setup,
faster download,
better navigation
“More animation. I’m bored.”
20%
“Clinical relevance, not meaningless
talking points.”
“Quick to the point, easy to see
and remember.”
Leave information
with the HCP
23%
24%
23%
11%
Brevity and relevance
Visual improvement
(reduced clutter, clearer
graphics, larger screen)
Improved content
“Less material in each frame.”
Valuable topics (if improved)
“Would be better if I could download
to look at my leisure.”
“Be able to email info in an instant.”
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81%
40%
29%
More
clinical data
Education about
new drugs in general
Direct comparisons
with another drug
20%
Mode
of action video
KEY FINDINGS
A ROADMAP TOWARD IMPROVED DSAs
Intouch synthesized survey outcomes with real DSA
utilization data and rep interviews, and identified
opportunities to dramatically improve DSAs by
focusing on meeting the needs of physicians and reps.
GIVE PHYSICIANS WHAT THEY WANT:
• Tailored content
• Fresh perspective
• More focus, less clutter
GIVE REPS WHAT THEY NEED:
• Improved usability
• Increased flexibility
Supply them with fresh content more frequently –
and make sure it’s shareable.
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CONCLUSION
DSAs ARE PART OF THE BIGGER PICTURE
Customer relationships are complex, representing a tapestry
of touchpoints over time. While these studies revealed some
important findings about the use of DSAs today, DSAs are but one
piece of the much larger pharma-physician relationship puzzle.
We live not just in a digital world,
but in a multichannel one.
Organizations must consciously integrate their DSA approach
with all other sales and marketing activity to make the entire
program stronger and more successful.
There are many ways to improve pharma-physician relationships,
and as this summary shows, DSAs are a great place to start.
Despite all of the devices, platforms and technologies available to
us today, the problem with DSAs is not a technology problem.
It’s largely a human one. And, applying what lessons we learn,
it’s up to us humans to evolve.
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AGENCY BACKGROUND AND REFERENCES
ABOUT INTOUCH SOLUTIONS
REFERENCES
With more than 300 DSAs deployed to over 5,000 reps,
Intouch Solutions is the leader in consulting, creating and
developing DSAs for pharmaceutical companies. Intouch
combines years of content development experience, technology
expertise and proprietary insights to deliver DSAs that get
results. Intouch is one of only a few agencies that have achieved
level-four certification status by Veeva Systems, the maximum
certification an agency can receive, recognizing expertise across
all Veeva CRM multichannel products.
Intouch Solutions, Inc. and Schlesinger Associates. “Between
a rep and a hard place: Evolving the Digital Sales Aid” survey.
Proprietary data on file. June 2015.
Founded in 1999, Intouch has won more than 250 awards for
creativity and innovation, including being named Agency of the
Year four times by independent industry publications Medical
Marketing & Media, Med Ad News, and PM360. Learn more
at intouchsol.com.
Intouch Solutions, Inc. “Analysis of six months of utilization data from
twenty-three digital sales aids across eleven different pharmaceutical
brands.” Proprietary data on file. 2015.
Intouch Solutions, Inc. and Harrison Group. “Physicians prefer
pharma reps to deliver information via iPad.” Proprietary data on
file. April 2011.
Intouch Solutions, Inc. “20 interviews with pharmaceutical sales reps
in three U.S. locations.” Proprietary data on file. June-July 2015.
If you intend to reuse, copy or reproduce any or all parts of this report
in any form, please credit Intouch Solutions as follows: “Source:
Intouch Solutions, Inc. ‘Between a Rep and a Hard Place,’ 2015”
as the source of information for all reproductions including data,
images and infographics.
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Copyright © 2016 Intouch Solutions, Inc. All rights reserved.
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2015
thank you
For more guidance on evolving your professional
sales and marketing approach, contact:
Brady Walcott
Senior Vice President
brady.walcott@intouchsol.com
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