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Reps continue to see access to physicians shrink [Medical Marketing and Media](Medical Marketing and Media Via Acquire Media NewsEdge) SALES REPS are experiencing even more limited physician access, according to a report by Chicago consultancy ZS Associates. The firm says its poll of 200 pharma sales teams attributed the reduced access partly to consolidation in the payer/provider space. Other factors included tightly scheduled doctors as well as the influx of digitally inclined younger doctors who would rather get information from pharma companies through mobile devices or other platforms. The increasing importance of digital outreach as a way for pharmaceutical companies to convey the value of their drugs should sound familiar. Professionals have repeatedly indicated that some information is better when provided through an arm's-length channel. The digital touch is also a way to work around office limitations concerning who gets to chat up physicians and how often. Of note is that the latest data indicates there are no longer safehaven specialties, such as dermatologists, gastroenterologists and pediatricians. The change has been swift: ZS reported last year that 84% of dermatologists and 63% of gastroenterologists were rep-accessible. This year, the percentages dropped to 67% of dermatologists and 47% of gastroenterologists. ZS asserts that while this does not mean the end of the sales rep, those entering or staying in the field should expect to take on a new role, such as coordinating media to help pharma customers receive the right media mix. "Pharmacos just need to find new ways to reach these customers," ZS principal Pratap Kedkhar said in a statement. ZS notes that while these findings may not feel relevant for sales reps whose territories include places like Texas, where consolidation has not roiled the marketplace, "it's not clear how long that will continue." -Deborah Weinstein (c) 2014 Haymarket Media, Inc. |