- According to a survey conducted by Binely's, a healhcare analysis firm, 43% of U.K.-based physicians have a negative view of the pharma industry, mainly because they feel that pharma is too focused on sales and marketing, Pharmalot reports.
- In addition, 23% feel that pharma companies don't understand the needs and challenges that physicians have, while 17% feel that there is a lack of understanding about the budgetary pressures they face.
- This all contributes to growing resistance among U.K.-based physicians to have face-to-face interactions with pharmaceutical sales reps.
While the top-line results of the study suggest an overall negative view of the pharma industry, there are differences between physicians who interact with sales reps and those who don't. All told, two-thirds of physicians do not see sales reps, however, among those who do, only 32% have a negative view of the pharma industry.
By contrast, 56% of physicians who do not interact with sales reps have a negative view of the industry. The results of this study suggest that more interaction could actually improve perception—but now the question is, "How can pharma gain more access for reps to physicians?"