Tuesday, October 12, 2010

Video Detailing: Now and Then

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Live video detailing and its role in the pharma-physician relationship is a topic we’ve been exploring at Manhattan Research in our annual ePharma Physician® studies. Below are a few trends we’ve seen in recent years:

Video Detailing Reemerges in 2008

Our 2008 version of this study showed promising results that live videoconferencing was finally reemerging as a viable service channel for manufacturers. Significant improvements in video technology and a growing crop of vendors supporting recruitment and fulfillment of these programs were paving the way for increased acceptance among physicians and reps alike. At this time, a meaningful share of physicians (about 1 in 10 ePharma Physicians*) were already using video detailing with pharma reps, and interest in using this channel was very high. Additionally, more than half of doctors already using video detailing were satisfied with the experience.

Manufacturer video detailing initiatives were still in piloting stages for the most part though, with Merck leading the way in terms of reach and innovation. Key issues at this time included benchmarking uptake and satisfaction. Pharma was interested in determining if video detailing could replace some in-office details or enable reps to ‘see’ docs they otherwise could not access face-to-face.

Video Detailing Continues to Evolve in 2010

Our 2010 ePharma Physician® research provided some more answers about how live video detailing is evolving as channel for pharma-physician communication and promotion. Video detailing grew rapidly between 2008 and 2010 – more than doubling to about one-third of ePharma Physicians*. Additionally, a considerable share of users of this channel report their prescribing behavior is influenced by these programs, which is critical feedback for marketers concerned about the return on investment of this channel.

Convenience is a major factor driving physician use of video detailing, but study findings also indicate that physicians are using video detailing for the purposes that many companies intended – namely to replace face-to-face rep interactions and obtain critical information on new products.

What Does the Future Hold for Video Detailing?

Though live video detailing has shown favorable results among users over the past two years, research suggests that adoption will likely plateau for the next few years as pharma companies work to optimize their targeting and communication of the value proposition of this channel to non-users.

In the coming months, Manhattan Research will be releasing an in-depth report about the video detailing landscape. This report will also detail some of the more challenging aspects of video detailing, including barriers to future adoption, what marketers must need to do to increase penetration, what other areas it’s cannibalizing, and how use varies by specialty.

*ePharma Physicians are U.S. physicians who have looked online for pharmaceutical information, visited a pharmaceutical or biotech product or corporate website, or participated in an e-detailing program from a pharmaceutical or biotech company in the past 12 months. ePharma Physicians comprise 88% of the U.S. physician population in 2010.

Study Background

ePharma Physician® v10.0 was conducted via online survey in Q2 2010 among 1,713 U.S. physicians who have looked online for pharmaceutical information, visited a pharmaceutical or biotech product or corporate website, or participated in an e-detailing program from a pharmaceutical or biotech company in the past 12 months.

For additional information, please visit www.manhattanresearch.com/epp , contact sales@manhattanresearch.com, or call 1.888.680.0800, ext. 2.

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