Doctors are scientists and make decisions using unbiased scientific
evidence. When a doctor is trying to
discover what pathology a patient is presenting with during an office visit,
scientific information is collected by taking a patient history, a physical,
and conducting a battery of tests such as blood chemistry, EKG, x-rays,
etc. All of this information is unbiased
scientific information, they have been taught to do from medical school. The same is true when doctors are making
decisions to switch to a different drug.
Over
the last 10 years the percent of doctors reporting a desire for representatives
to use clinical literature in their product discussions has risen from 80% in
2003¹ to 89% in 2012.² One survey respondent in the 2010 Sermo Survey ³ said,
“If they want more time with physicians, they need to deliver more targeted
clinical information to meet physician’s needs.”² That same survey said that high quality
representatives were representatives that were competent when discussing
clinical studies and evidenced based medicine.
A 2008 TAP Consulting survey of eye doctors revealed that 90% of eye
doctors reported a Knowledge of Clinical Studies as a trait they wanted in an
industry representative.
Due
to the way doctors have been trained, and based on what they do every day they
need clinical data to be able to make a decision to use your product. If you want to ultimately change a behavior
the best way to do that is to persuade the doctor by using clinical literature. Doctors use clinical literature to challenge
and change thinking. If you want to
change your doctor’s prescribing habits, you need to get familiar with your
clinical data. Now that you are
convinced that doctors need clinical data, our next newsletter will focus on
the best method to organize and present clinical data.
¹ Accenture 2003
Physician’s Survey
² Sermo What Physicians Want Survey 2012
³ Sermo What Physicians Want Survey 2010
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