Getting in the Door Is Only Half the Battle

June 15, 2010

By Kelly D. Myers

Who’s that knocking at my door? For nearly a quarter of office-based physicians, it better not be a pharma company sales rep. That’s according to fresh survey results from healthcare intelligence company and frequent Qforma collaborator SK&A. Just published in a Medical Marketing & Media e-newsletter, the new findings paint a picture that shouldn’t surprise pharma marketers. According to SK&A, 23 percent of office-based doctors flat-out refuse to see field reps, and half of them require or prefer an appointment in advance.

Yes, identifying physicians who will let sales reps in the door is an important first step to efficient marketing and sales success. But the next step is determining which of these accessible docs are the most productive audience for personal promotion. That is, who among these health providers are influential in a given community and disease state? Who are the “go-to” docs in a local area, sought out by other medical experts for their input, counsel and perspective? Who will impact the medical practices (and prescribing habits) of dozens of their colleagues?

Today, these regional medical leaders can be pinpointed using advanced data analytics. First, we look at physical distance by geocoding. How close are they located to their peers’ offices? Then we move to professional distance. How many patients do they share with their colleagues, do they refer back and forth, do they use the same diagnostic and procedure codes, are they involved with the same group practices, hospitals and payors, how often do they interact? Finally, we look at statistically significant behavioral activity to establish the magnitude and direction of influence, and objectively determine which doctors are the leaders and which are the followers.

In the increasingly challenging world of pharma reps, getting in the door is great, but it’s only half the battle. Getting the most bang for your sales call by detailing an influential doctor completes the victory. Accessibility plus influence equals ROI.