Cary, N.C. – January 11, 2012 – Industry Standard Research (ISR) today announced the availability of a new report titled “Electronic vs. In-person Detailing: A head-to-head comparison of Volume, Time, Value and Outcomes” that captures and compares product detail experiences from 118 Cardiologists, Oncologists, Family Practitioners, and Allergy / Immunologists.
“The commonly held wisdom from both inside and outside the industry is that prescribers in the U.S. market are being bombarded by unwelcomed drug reps and intrusive sales pitches” explained Kevin Olson, CEO, Industry Standard Research. “While it’s true that prescribers are already taking on a full schedule of in-person product detail sessions, we found that both Family Medicine specialists and Oncologists actually indicated a desire for an additional 1.5 electronic details per week.”
In addition to desired detail volume, ISR’s new report provides novel data on the perceived value and satisfaction of electronic detailing, as well as products and methodologies for which electronic detailing is more and less appropriate.
“We wanted to determine what it is prescribers need and want from detail sessions and measure how well those needs are being met by the two detailing environments” explained Olson. “With this research product marketers can make informed decisions for their detailing strategies going forward.”
The study assessed the degree to which prescribers from the four specialty groups agree or disagree that traditional and eDetail environments possessed certain qualities, including: Educational Value, Patient Focus, Trust / Objectivity, and other qualities prescribers value.
Mr. Olson further explains:
“It was important to us that we conduct this research covering a few, high-value specialty areas. There’s no reason to think all prescribers want the same thing from the drug development and marketing community and this research confirms that.”
About Industry Standard Research
Industry Standard Research is the premier, full service market research provider to the pharma and pharma services industries. With over a decade of experience, ISR delivers an unmatched level of domain expertise. For more information about our off-the-shelf intelligence and custom research offerings, please visit the company’s Web site at www.ISRreports.com, email info@isrreports.com, or follow us on Twitter @ISRreports.
