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1、APRIL 2023For Physicians and Pharma,Hybrid Engagement Is the New NormalPhysicians acceptance of virtual engagement increased during the pandemic,and their preference for face-to-face meetings is back to prepandemic levels Sources:Health care professionals biopharma surveys,May 2020(n=449);September
2、2020October 2020(n=591);May 2021June 2021(n=827);and June 2022July 2022(n=1,226);BCG analysis.Note:pp=percentage point.For the May 2020 survey,participants were asked to respond for two time periods:before and at the outset of COVID-19.Participants were asked,“What are your preferred tools for one-o
3、n-one or small-group personal engagement with pharmaceutical companies?”1Japans results were excluded since Japan was not included in the previous surveys.At the outset of COVID-19During COVID-19When COVID-19 vaccines were widely availableDuring the new normalBefore COVID-19Respondents preferred cha
4、nnels of engagement(%)2244232353302828302725252330158Participants were asked about their practice for five time periodsIn-person,face-to-face meetingScheduled webinar or webcastScheduled video chat(via FaceTime,Skype,or Zoom,for example)On-deman
5、d video chat(via FaceTime,Skype,or Zoom,for example)Scheduled callAd hoc callEmail conversationText conversation or chat app(such as WhatsApp)2PodcastCurrent acceptance of virtual channels is at least 5 pp higher than it was before COVID-1984While preferences vary by therapeutic area,84%of physician
6、s want to keep or increase the share of virtual interactions with pharma companiesSources:Health care professionals biopharma survey,June 2022July 2022(n=1,226);BCG analysis.Note:Participants responded to the statement,“Thinking about your current practice during the last two months,and thinking abo
7、ut the practice you would prefer in the future,please select only one option that best describes the personal approach you take to face-to-face and virtual interactions with sales representatives of biopharma companies.”Because of rounding,percentages may not add up to 100.Respondents preference for
8、 interaction with pharma companies(%)256685963677569596765720615131311Keep the current balanceMore remote interactions vs.face-to-face meetingsMore face-to-face meetings vs.remote interactionsOverallMedical oncologyCardiologyObstetrics and gynecologyNeurol
9、ogyNephrologyOphthal-mologyUrologyEndocrinologyDerma-tologyRheuma-tologyPrimary careGastroen-terologyPhysicians in China put the highest value on a mixed-interaction modelSources:Health care professionals biopharma survey,June 2022July 2022(China,n=200;Japan,n=436;US,n=390;Germany,n=200);BCG analysi
10、s.Note:Participants who had used a mixed-interaction model were asked,“How do you rate the value of the mixed engagement,compared with a traditional engagement model(face to face only)?”Because of rounding,the percentages may not add up to 100.No experienceSome experienceFar more valuableSlightly mo
11、re valuableSlightly less valuableFar less valuableRespondents experience with a mixed-interaction model(%)Respondents perceived value of a mixed-interaction model,compared with a traditional engagement model(%)215545Germany44924224357US1426597426China2611626337Japan4245913In China,the use of physica
12、l and virtual channels is the most balanced;in all markets,agreeing on time slots is the biggest barrier to virtual interactionsSources:Health care professionals biopharma survey,June 2022July 2022(n=1,226);BCG analysis.Note:Participants responded to the statement,“Thinking about your current practi
13、ce during the last two months,please select only one option that best describes the personal approach you take to face-to-face and virtual interactions with sales representatives of biopharma companies.”If they selected less than once a month,they were asked to give a reason.Because of rounding,perc
14、entages may not add up to 100.Once per weekor moreOnce a monthMore than oncea monthLess than oncea monthTypes of respondents interactions with biopharma companies(%)Respondents reasons for infrequent(less than once a month)virtual interactions(%)JapanGermanyChinaUS1243Face to faceVirtual2
15、99302426311536Face to faceVirtual91016Face to faceVirtual26844Face to faceVirtual5932302820141312Time slots are cumbersome to prearrangeVirtual communication provides me with less information than face to face doesThe technical infrastructure has a cumbersome setupVirtual commu
16、nication is more time consuming than is face to faceI have no time to spend interacting with pharma companiesI do not see the value of interacting with pharma companies,regardless of the channelThe institution has technical restrictions(such as allowing only certain tools)The institution has physica
17、l restrictions(such as no space to have private virtual interactions)Physicians cited too many emails and insufficient time as their primary digital-communications complaintsSources:Health care professionals biopharma surveys,May 2020(n=449);September 2020October 2020(n=591);May 2021June 2021(n=827)
18、;and June 2022July 2022(n=1,226);BCG analysis.Note:Participants were asked,“Which of the following pain points related to digital communication and digital interaction from pharmaceutical companies could be improved?”Respondents complaints about pharma companies digital communications(%)OUTSET OF CO
19、VID-19DURING COVID-19DURING THENEW NORMALOUTSET VS.NEWNORMAL(PP)WHEN COVID-19VACCINES WEREWIDELY AVAILABLEToo many emails323633375Insufficient time to read323839364Too long272528292Too biased or promotional272529292Not timed appropriately232930263Too generic or not relevant262226251Too confusing or
20、complex191716181Dont care about digital communications111113143Too difficult to access10911111No pain points11911110SurveyChangePhysicians perceive scientific data and medical information as the most valuable type of content Sources:Health care professionals biopharma survey,June 2022July 2022(n=1,2
21、26);BCG analysis.Note:Physicians were asked,“What type of content did you receive from biopharma companies?Please rank how valuable you found the content you received from biopharma companies.”Because of rounding,percentages may not add up to 100.1Not applicable to Japan.2Information on copays was n
22、ot applicable to Germany;information on reimbursements was not applicable to Japan.Type of content that respondents receive(%)Respondents perceived value of the content(%)Very valuableValuableNot valuableInformation about speaker eventsMedical information and educationExchange of scientific data Inf
23、ormation on patient-support programsShareable scientific contentProduct education Information on physician-support programsCOVID-19-specific informationInformation on copays and reimbursements2Information on sample ordering383225242334633326442566927675276583360741527246512Pers
24、onal visits are still the preferred communications channel for new product introductions,but two virtual channels are in the top three nowSources:Health care professionals biopharma survey,June 2022July 2022(n=1,266);BCG analysis.Note:MSL=medical science liaison.Participants were asked,“How do you p
25、refer to learn about new prescription products on the market?”In-person visit with me by sales representativeMy visits to third-party portalsLive webinar or sharing sessionIn-person seminar or sharing sessionIn-person group-study sessionIn-person visit to me by MSLIn-person interactive discussion wi
26、th smaller groupDirect email from sales representativeVideo call to me by sales representativeOnline interactive discussion with smaller groupPhone call with sales representativeIn-person scientific-exchange meetingEmail newsletterMy visits to website or physician portalsOnline recorded webinars(wit
27、h peer sharing)Online group-study sessionOnline scientific-exchange meetingVideo call to me by MSLText messages from sales representativeOnline recorded webinars(with presentation)Direct email from MSLPhone call with MSLText messages from MSLPhone call with call centerRespondents preferred channel f
28、or learning about new products(%)60205877643332225483627384280432829373579483332342875The use of telemedicine and video-enabled tools has risen significantly during the pandemic Sources:Health care professionals biopharma surveys,May 2020(n=449);September
29、2020October 2020(n=591);May 2021June 2021(n=827);and June 2022July 2022(n=1,226);BCG analysis.Note:For the May 2020 survey,participants were asked to respond for two time periods:before and at the outset of COVID-19.In each survey,participants were asked,“Which of the following tools are you current
30、ly using to communicate with your patients?Going forward,which of the following tools do you plan to use to communicate with patients?”pp=percentage point.At the outset of COVID-19During COVID-19When COVID-19 vaccines were widely availableDuring the new normalBefore COVID-19Respondents who were usin
31、g or expecting to use these tools to communicate with patients(%)Participants were asked about their practice for five time periodsTelemedicineOther video-enabled consultationEncrypted-message centerEmailPhone chat or chat appsPhoneCurrent use is at least 15 pp higher,compared with prepandemic level
32、s While the top barriers to more virtual interaction between doctors and patients are medical,physicians preferences and circumstances also play a roleMy patients require a live physical exam to provide a satisfactory evaluationMy patients require in-clinic laboratory,imaging,or other diagnostic tes
33、tingPersonal preferenceI do not like seeing patients virtuallyI am concerned about the liability of treating patients through virtual visitsMy patients struggle to use tools to facilitate virtual visits My patients face other access issues(such as no compatible device or inadequate connectivity)My p
34、atients are unwilling to participate in virtual visitsI am concerned I will not be reimbursed for virtual visitsI do not have access to tools to facilitate virtual patient visitsI have data privacy concerns with conducting virtual patient visitsI do have access to tools to facilitate virtual patient
35、 visits,but they are difficult to useMy institution does not allow virtual patient visitsInterpreter services are inadequate or too expensiveI am not licensed to practice in the jurisdiction where my patients liveRespondents main barriers to conducting virtual patient visits for the top five conditi
36、ons they treat(%)2801ChangeVaccines widely available vs.the new normal(pp)585235343433302Sources:Health care professionals biopharma surveys,May 2021June 2021(n=827)and June 2022July 2022(n=1,226);BCG analysis.Note:Participants were asked,“What are the main barriers to conducting virtual patient visits for list top five conditions treated?”