Healthy Skepticism Library item: 8935

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: media release

Verispan Reports: Majority of Physicians Surveyed Say ePromotion Is as Reliable as Face-to-Face Promotion
Verispan 2007 Feb 26
http://www.verispan.com/about/press_release_details.php?id=99rj84987z

Full text:

Verispan Reports: Majority of Physicians Surveyed Say ePromotion Is as Reliable as Face-to-Face Promotion
Feb 26, 2007 Yardley, Pa.
Media contact:

Tracy Everly
(267) 685-4387
tracy.everly@verispan.com

Client contact:

Kelly Sborlini
(267) 685-4605
kelly.sborlini@verispan.com

According to Verispan’s 2006 ePromotion Annual Study, the majority of physicians (58%) view ePromotion as being as reliable as face-to-face promotion, while 31% view it as being less reliable. On the other hand, 11% view ePromotion as being more reliable than face-to-face promotion.

Interestingly, 50% of physicians surveyed feel ePromotion is inferior to face-to-face promotion, while 35% view it as being the same. Fifteen percent of physicians, however, view ePromotion as being superior to face-to-face promotion.

With physician Internet usage on the rise, pharmaceutical companies have been using ePromotion to reach doctors. Pharmaceutical companies’ ePromotion spending exceeded $329 million in 2006, increasing 17.4% over the prior year, according to Verispan’s ePromotion Audit, which monitors and tracks online pharmaceutical promotion to physicians.

Nineteen percent of physicians who are not currently participating in ePromotion cited “no invitations received” as the primary reason, followed by “lack of time” (18%) and “honoraria insufficient” (17%).

Honoraria is the main incentive for 49% of physicians who are adding ePromotion to face-to-face promotion. In 2006, however, 38% of ePromotion activities did not offer honoraria, an increase of 14% from the previous year.

For the sixth year, Verispan’s ePromotion Annual Study analyzes how ePromotion fits into the total promotional picture. Physicians reported on their behaviors and preferences regarding the Internet, ePromotion, face-to-face promotion, electronic prescribing and ordering samples online. For the purpose of the study, ePromotion is defined as video details, online events and virtual details. The study also asks physicians to rank the top pharmaceutical companies for ePromotion activities/programs and the top facilitating companies.

The survey was deployed through Verispan’s online market research platform. Approximately 1,000 physicians across 14 specialties participated by providing insight into their current and future ePromotion participation.

For more information on Verispan’s 2006 ePromotion Annual Study, please contact Kelly Sborlini at (800) 982-5613; e-mail: kelly.sborlini@verispan.com.

About Verispan

Verispan, a healthcare informatics joint venture of Quintiles Transnational Corp. and McKesson Corp., provides a broad array of information products and services to the healthcare industry, including sales targeting and compensation products; market research audits; healthcare profiles; comprehensive managed care offerings; primary market research; data integration, warehousing and mining; data analysis and consulting; direct mail; list services; disease management studies; clinical trial investigator targeting and protocol recruitment evaluation; healthcare outcomes; and cost/benefit analyses, among many others. Verispan is also the nation’s leading provider of patient-centric longitudinal data, with dozens of products used by clients spanning the industry.

Headquartered in Yardley, Pa., Verispan employs over 500 dedicated healthcare information professionals. The company’s Web site is www.verispan.com.