I am into the Pharma marketing profession for the last twenty years. In the last few years, I had observed that many doctors these days are less reluctant in meeting medical representatives or Pharma marketing professionals. So I tried to decode a few points regarding the issue. There may be many other points but these are a few that I had observed. Any suggestion is highly welcome in the contact form attached above.
So let’s get started, There are several reasons why doctors may be more reluctant to meet with medical representatives these days:
Doctors are often overwhelmed with their patient load and administrative tasks, leaving them with
limited time for other activities. Meeting with medical representatives may not be a high priority for them, especially if they perceive it as taking away from their patient care or personal time. Thus Doctors use to give priority to the
care of their patients.
Medical representatives are not the salesman, they gain the respect of HCP because they don’t sell the
medicine, but instead the knowledge they provide to HCPs. But with the advancement of technology and online resources, doctors can access a vast amount of information about drugs, treatments, and medical devices without needing to
meet a medical representative in person. Rather I had seen that they are now far more advanced than the PMT of many companies.
Many healthcare professionals prioritize evidence-based medicine, relying on scientific studies
and clinical trials to make informed decisions. Some may view interactions with medical representatives as biased or driven by marketing interests, rather than purely scientific evidence.
In recent years, there has been increased attention on the relationship between healthcare providers
and pharmaceutical companies. Regulatory bodies and medical institutions have implemented guidelines and policies to ensure transparency and avoid potential conflicts of interest. These days the relationship between Pharmaceutical
companies and HCPs is not seen as something beneficial to society, in fact, many government policies have degraded it to an extent, which is not true in every aspect. Many doctors don’t want to indulge in any such type of conspiracy.
Generic drugs and cost containment:
With the rise of generic medications and cost-containment efforts in healthcare, doctors may be more
inclined to prescribe more affordable options, making interactions with medical representatives promoting expensive brand-name products less appealing. No one is concerned about the amount, of time and effort spend on the research of these molecules.
Medical representatives now have alternative methods to communicate with healthcare professionals, such
as email, virtual meetings, and webinars. Doctors may prefer these options as they are more convenient and flexible. Covid time has further given the pace of this type of communication.
Scepticism and trust issues:
Some doctors may be sceptical about the information presented by medical representatives,
suspecting biased or exaggerated claims about the efficacy or safety of certain products. In this particular case, Knowledge is the key. Companies must educate their employees with every possible information that they require to pass on. Moreover, there must be some criterion of education must be there to join the company. Also, companies should have the proper back-ups to help the employee, if he fails to answer any query of the HCPs. Rather than giving vague answers
the employee must ask for the answer from the concerned department and pass it on to the HCP.
Burnout and stress:
Healthcare professionals, like doctors, may experience burnout due to the demanding nature
of their jobs. As a result, they might be less open to interactions that they perceive as potential stressors or distractions. These days expectations of the patients has been increased many folds from these HCPs. They need much more
care from them, so stress level has been increased and Pharma professionals must understand this. Also, they must take care of the timings to meet HCPs and SOPs of hospitals before visiting them.
It’s important to note that the specific reasons for a doctor’s reluctance to meet with medical representatives may vary depending on individual preferences, work environment, and regional healthcare practices. Moreover, as the healthcare landscape evolves, perceptions and attitudes may continue to change over time. I suggest every medical representative to
understand the needs of the HCPs in their areas and try to meet the requirements, so as to enhance the image of the profession in the eyes of HCPs again.
To read more, click here https://authorhiteshabrol.in/2023/06/25/how-a-medical-representative-can-gain-respect-by-hcp/
Feel free to contact me and share any of your suggestions on