Tuesday, February 9, 2010

Epharma Summit 2010 Interview: Straight from the Doctor’s Mouth

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How Today’s HCP’s Prefer to Learn
Peter Frishauf, Chairman, Crossix, Founder, Medscape
Peter Shaw, MD, President, MDMindset


Peter Shaw has spent a lifetime studying the interaction between doctors and Pharma companies and well as doctors and patients. His insights into how HCP’s learn are simple and easy to follow:

Doctors are looking for the following learning methods:

• Doctors need solutions to problems; All a doctor does is solve problems.. How does Pharma address solutions to make a doctor’s life and daily issues easier?

• Doctors want peer to peer conversations; however many times the Pharma sales rep is NOT a peer but only a sales person. On the other-hand, online websites like medscape.com offers a real peer to peer community to participate and share/engage each other.

Peter Shaw prefers to deal with female patents; They seem to be open to pre medical searches and open to information. So it seems they are easier to work with and more understanding about the procedures and action plans. On the other hand men come to a doctor much less frequently and are not open to medicine and medical solutions. Women just seem to be more open to diagnosis and preventing illness as compared to men.

Peter Shaw sees 60-70 patients per day. He only has 6-7 minutes to make a diagnosis and come up with a solution or course of treatment.

Doctors want peer to peer conversations – not a sales pitch. However many times the sales rep is NOT a peer but only a sales person. On the other hand, online websites like medscape.com offers a real peer to peer community to participate and share/engage each other.

So Pharma; You heard it here and what will you do about it?

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