Online Focus Group: Oncologists' Attitudes About Online Networks & e-Detailing

Part of Gerson Lehrman Group, Inc.
Online Focus Group
Oncologists' Attitudes About Online Networks
& e-Detailing
April 2011© 2011 Gerson Lehrman Group, Inc. All rights reserved. +1 212 616 8915 | GLG_Life_Sciences@glgroup.com | www.gplus.comPart of Gerson Lehrman Group, Inc.
Table of Contents
INTRODUCTION 3Background 3Objective 3Methodology 4Profile of the Respondents 4Data Collection 4
EXECUTIVE SUMMARY 5
RECOMMENDATIONS 7
DETAILED FINDINGS 8Feelings about Pharma 8Information & Communication Preferences 10Feelings about E-Detailing 12Reactions to Communication Methods 14Physician Communities 16
APPENDIX 19Participant Bios 19Discussion Guide 20
Page 2 of 24© 2011 Gerson Lehrman Group, Inc. All rights reserved. +1 212 616 8915 | GLG_Life_Sciences@glgroup.com | www.gplus.comPart of Gerson Lehrman Group, Inc.
About Us Introduction
Gerson Lehrman Group, Inc. connects Gerson Lehrman Group, Inc. convened a virtual professionals to people, ideas and opportunities. panel of 14 oncologists to better understand their We help drive smarter and more successful perceptions of e-detailing and online networks. business outcomes.
BackgroundWe have two offerings: The pharmaceutical industry is pushing to transition . G LG Research connects you to experts and from direct sales reps to e-detailing. This push is a their insights through consultations, surveys and direct response to the current healthcare landscape. on-site visits. It is a time versus dollar and sense conversation.
. G+ is an open, online platform to start new To look at a sample market segment, primary care conversations, ask the important questions and providers need to treat approximately 40 patients per propose ideas online and at in-person meetings. day to make the same type of margins they made 5 years ago. They simply do not have the time to meet GLG Research and G+ are both part of Gerson with pharmaceutical sales reps. It is projected that Lehrman Group, Inc. by the end of 2011, less than 20% of physicians will still be willing to meet with reps, while 80% polled still For more information, view product information and samples as mandatory visit: www.GersonLehrmanGroup.com. tools in treating patients and transitioning treatment. Where the pavement meets the road is the concept of e-detailing and e-sampling. Since approximately 95% of physicians view themselves as computer savvy, and over 90% utilize at-home hours to review the latest product information, e-detailing is the natural progression. Companies such as Epocrates, Sermo, and Epsilon are service providers that have strategically aligned themselves to capitalize on this progression. AstraZeneca is a pharmaceutical manufacturer that estimates a total elimination of sales reps within the next five years.
Objective
The objective of this research was to learn how doctors react to existing online communication methods and communities, and to learn about their feelings and attitudes about communicating directly with pharmaceutical companies.
Page 3 of 24© 2011 Gerson Lehrman Group, Inc. All rights reserved. +1 212 616 8915 | GLG_Life_Sciences@glgroup.com | www.gplus.comPart of Gerson Lehrman Group, Inc.
Introduction (continued)
Methodology Data Collection
Online focus groups offer a number of advantages, The online focus group among GLG Research including fast turnaround, lower costs, geographic Panel Members was held on Monday, April 25, 2011 dispersion, candid and uninhibited discussion, more at 9:00 PM EDT and lasted 90 minutes. During active participation (respondents do not need to the group, feelings and attitudes about online "wait their turn"), and a transcript that is instantly networking were discussed, including various types available. Another key advantage of online groups is of online communication, e-detailing and physician the ability of an unlimited number of staff to observe communities.them, from anywhere in the world. Travel expenses are completely eliminated. Respondents were shown examples of different forms of online communication and asked about the The virtual focus facility has an intuitive interface, practicality and usefulness of each. Copies of each complete with easy login direction, oversized text visual are included in the appendix of this report for discussion and visual display... [download for more]