The pandemic has shown mixed results in the Pharmaceutical Industry even after a year. Pharma was forced to switch from in-person to digital sales calls. However, even today, most of the visits are virtual. The good news is that in-person pharma sales are now in demand by physicians. During the last month, almost 44% of healthcare professionals said they preferred in-person visits rather than virtual visits for pharma promotions.
The face-to-face visits garner positive prescription intent, which is 17% higher than before the pandemic began. The bad news here is that the opposite is true for digital interactions. Nearly 24% of doctors prefer virtual sales details. Zoom Rx measured the effectiveness as physician likelihood to prescribe after a sales rep encounter.
The Pharmaceutical Industry needs to be commended for the quick response last year. Companies need to look to re-evaluate the mix of digital and in-person interactions. Around 80% of Pharmaceutical Industry sales rep visits are still digital. The study found that more than 20,000 in-person and virtual sales rep interactions.
Harness said, “It’s a matter of meeting the needs of each situation. If you can do that well—like companies have done in selectively deploying in-person reps—it really enhances the impact. The need is in better understanding each channel as needed for your customer and then deploying that purposefully.”