Reps Compete for Doctor's Favor in U.S. and Global Markets

September 15, 2010
Reid Paul

Pharmaceutical Representative

Physician ratings of pharmaceutical sales reps reflect interest in domestic companies as well as confidence in companies that have experience in western markets

As pharmaceutical companies are competing in more global markets, the relative ranking of companies are becoming increasingly localized, with significant variations. That’s what makes the results of a new survey of physician attitudes towards reps in major global markets so interesting. According to the Cegedim Strategic Data survey, physicians tended to favor domestic pharmaceutical companies, but also showed a preference for companies with extensive experience in western markets.

The survey incorporated responses from more than 30,000 physicians worldwide. Reps in the major global markets as well as Brazil, India, Russia, and China were rated on their objective and ethical behavior, quality of medical information, professional relationship, and whether their presentation was useful and adapted to the physicians' practice. Physicians were asked to rank the leading three companies by the above criteria according to their experience and perception.

“Good companies and the companies that have risen to the top have honed their ability and skills in terms of what doctors want,” Christopher Wooden, Cegedim Strategic Data’s director of global sales and marketing told Pharmaceutical Representative “In emerging markets they are taking their experience with them.”

In Europe, Wyeth, Novartis and Italian drug maker Recordati were among the leading companies in overall scoring, while Galderma, Amgen and Daiichi Sankyo ranked consistently among the top five companies across all four measures.

Western companies did quite well in Russia with Johnson & Johnson, Schering Plough and Lilly scored highest overall, across all criteria. In India, domestic companies received better ratings with Mankind, Cipla, Lilly and Lupin topping the rankings.

Chinese doctors rated domestic player Yangtze River well, but also gave high marks for western companies like GlaxoSmithKline, Merck, and Pfizer. In Brazil, Eurofarma, GlaxoSmithKline and Bayer scored best among secondary care specialists, while in Japan, when asked about quality of information provided, primary care doctors gave Tsumura, GlaxoSmithKline, AstraZeneca, Takeda and Shionogi the best marks.

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