Feature
Listening to Physicians
with The DHC Group and Sermo
Summary
Listening to Physicians
As we evaluate the temporary and permanent changes to the landscape around us, understanding physician behaviors and attitudes is crucial. As a long-standing member of the DHC Group, Sermo has been providing our industry with both HCP data and a lens through which to apply it.
The following data highlights were provided by Sermo’s Erin Fitzgerald to give us a sense of a baseline on physicians as we kick off 2021. As pharma marketers charged with HCP communication make decisions, these data points will enlighten the path forward. And don’t miss the opportunity to add your own question to the next DHC / Sermo Physician Survey – see the link at the bottom of this article.
- View Data Points Below
1
PHYSICIAN MENTAL HEALTH
Whether treating COVID patients or shutting the physical doors of their practice, HCPs in 2020 dealt with significant shifts in their work lives. Sermo took a look at how physicians are rating that impact now.
Data Source: Sermo. January 2021
Data Source: Sermo. November 2020
2
WHAT PHYSICIANS WANT FROM PHARMA
Fully 2/3 of physicians see room for improvement with how pharma communicates with them today. How are they currently engaging with pharma? The majority are using individual email or subscribing to newsletters by email from pharma. Just under half are using branded or corporate sites. Interest and use of remote reps are being driven by the obvious first – physicians still need new product information. However, right after product information is the realization remote is a lot more convenient for them – ease of scheduling.
Data source from this section: Sermo. Q3 2020
3
PHYSICIAN RELATIONSHIP WITH NEW TECHNOLOGIES
Fully 2/3 of physicians see room for improvement with how pharma communicates with them today. How are they currently engaging with pharma? The majority are using individual email or subscribing to newsletters by email from pharma. Just under half are using branded or corporate sites. Interest and use of remote reps are being driven by the obvious first – physicians still need new product information. However, right after product information is the realization remote is a lot more convenient for them – ease of scheduling.
Telehealth is here to stay for 67% of physicians – and more will likely engage with platforms on some level as the ease of use improves and specialty-specific offerings proliferate in the coming year(s). They love the idea of precision as a current trend in medicine … but they are most likely to cite remote medicine and virtual care as the biggest trend of 2021.
Data source this section: Sermo. December 2020
Help shape the Next DHC / Sermo Physician Survey
To ensure we were considering a broad set of thought leader perspectives, we are asking our members what you most want to hear from physicians. DHC and Sermo will be fielding and reporting on a Sermo RealTime Physician survey during February. What do you most want to know? Add your question to the next physician survey now.