 |
Pharmaceutical Executive
September 2006
Like most of us, physicians cannot – and do not – pay attention to every
piece of information they receive.
In this article featured in Pharmaceutical Executive, Richard B. Vanderveer,
Ph.D., Group CEO of the GfK U.S. Healthcare Companies, examines how physicians
consume and utilize information in particular situations, and in turn,
how pharmaceutical companies can make the information they provide more
valuable for doctors.
Based on our qualitative and ethnographic research, which included conducting
thousands of physician interviews and hundreds of hours spent observing
their behavior, it was found that physicians think about two major types
of information: point-of-care and clinical updates.
- Point-of-care information is what physicians use most. This information
is “pulled” or sought out by physicians and provides immediate answers
to questions arising when they treat a particular patient. It should
be succinct, provided in a consistent format and unbiased.
- Clinical updates typically discuss new developments (i.e., recalls,
new drug or treatment guidelines, etc.) and are “pushed” by providers
to physicians. Updates are generally formatted to grab physicians’
attention and are more detailed. To even be considered by physicians,
updates should come from a credible source and should not contain
a promotional focus.
To communicate effectively with physicians, pharmaceutical companies must
first understand the types of information that physicians require in different
amounts, in different forms, and with different frequencies and timing
– and then respond appropriately to those needs.
To read the full article, click the link below the image on this page.
|
|
