PharmaKinnex interviewed 100 prescribers to gauge their marketing communications preferences. Although in-person visits are still preferred by prescribers for product information, some statistics, including low interest in e-detailing and sample coupons, were telling.
PHARM EXEC: What is the most effective way for marketers to communicate with physicians?
MACCHIO: There's no question that face-to-face conversations remain the number-one most effective way to communicate with prescribers. But when you look at the other channels, fax and direct mail really stand out.
Did that surprise you?
Does this finding mean that doctors aren't frequent e-mail users?
MACCHIO: People are struggling with information overload with e-mail. And it has become a challenge for marketers to communicate via e-mail, because physicians have to subscribe and opt-in to receive the message. Also, people have become so inundated with e-mail that they just delete mail without reading it. At least with fax, even if they're not going to read the entire message, they might view the first few lines and it just might spark some interest.
Are there any methods of direct mail that work better than others?
MACCHIO: Doctors like direct mail as long as the message is concise and to the point. The minute you ask the doctor to do something with the direct mail, that's when your effectiveness starts to go downhill.
Are mailers getting to the appropriate people?
WHITE: Yes. In today's industry, where everybody is looking at return on investment, mailing lists are really fine-tuned for their targeted audience. So when marketers are provided a list, it's very targeted to who they are calling, e-mailing, or sending direct mail to.