Pharma Reps Continue To Struggle To Get Face Time With Physicians

A new study found that pharmaceutical sales reps are finding it more difficult to meet with physicians in person. Compared to 2008, when nearly 80% of physicians agreed to meet with most reps, now:

• 44% of physicians are “accessible,” meaning they meet with more than 70% of sales reps who pursue them
• 38% of physicians restrict access, meaning they only meet with 31%-70% of reps who pursue them
• 18% of physicians have “severely” restricted access, meaning they meet with fewer than 30% of reps that pursued them

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While access to physicians continues to decline, the study discusses the need to leverage an integrated marketing approach that is tailored to an individual’s communication preferences.

Today, non-personal communications, which include digital channels (e.g., email, mobile), make up 53% of a pharmaceutical company’s sales and marketing budget.