Digital dawn: Online interactions with MDs leading to more prescripts
- Emails, webinars and automated sales calls are three digital interactions that doctors are becoming comfortable with—and increasingly responding to by writing a prescription, based on survey information from Cegedim Strategic Data and reported by the Wall Street Journal.
- In the U.S., 24% of sales pitches were made using a digital tool, yet 32% of those interactions resulted in a prescription. By contrast, 76% of pitches were made by sales reps, yet only 43% of those pitches resulted in a prescription.
- But in Japan, digital interactions were more likely to be used for sales pitches, yet only 22% of those pitches led to a doctor writing a prescription.
While the correlation between exposure to digital marketing messages and prescriptions varies from country to country, the overall trend is moving in the direction of physicians becoming more responsive to digital interactions.
This trend is especially pronounced in places like Canada where physicians are far-flung and more open to various approaches. Undoubtedly, digital marketing will continue to become more sophisticated and productive.