Future of Virtual Details

Overall, HCPs are satisfied with remote details:

  •  Technology and overall experience needs to be managed
  •  Virtual details tend to be shorter than in-person
  •  HCPs think remote details will continue, if not expand post COVID-19

 2020 In Review

Source: IQVIA: National Prescription Audit (NPA), National Prescription Audit: New to Brand (NPA NTB); 2019-2020; IQVIA: BrandImpact data; BLS.gov

Impact of Remote Details

Half of HCPs think remote details have been similar to or better than in person interactions though many believe them to be worse.

Source: COVID-19 HCP Sentiment Series, Sermo, Published December 2020

Quality of remote interaction is driven by experience with scheduling, technology, materials, delivery & personal connection

Source: COVID-19 HCP Sentiment Series, Sermo, Published December 2020

Remote sales rep interactions are ~20% shorter than in-office interactions, with the US experiencing larger decline than other

Source: COVID-19 HCP Sentiment Series, Sermo, Published December 2020

However, Veeva is recording longer virtual details

Virtual meetings extended the amount of time HCPs were able to meet with reps from an average of 3 minutes to 19 minutes, when compared to traditional, face-to-face meetings:

Source: Veeva Pulse Data

Majority of HCPs prefer scheduled remote interactions and there is interest in on-demand access where rep is immediately available:

Source: COVID-19 HCP Sentiment Series, Sermo, Published December 2020

Physicians prefer to schedule remote rep interactions directly:

Source: COVID-19 HCP Sentiment Series, Sermo, Published December 2020

In addition to meeting with reps, doctors engage with pharma companies through email or company/brand website:

Source: COVID-19 HCP Sentiment Series, Sermo, Published December 2020

Email volume and open rates increased during COVID-19:

Source: Veeva Pulse Data

What Doctors Want In Virtual Details

Patient support services were more important than before COVID-19.

82% of HCPs say they have seen pharma companies change what they communicate about, delivering not just product information, but support that meets their most pressing needs.

Source: Accenture Survey: Reinventing Relevance

Interest in new product information was the foremost reason for remote engagement with sales reps.

Reasons for remotely engaging with some, but not all sales reps that reached out:

Source: COVID-19 HCP Sentiment Series, Sermo, Published December 2020

Physicians are interested in more opportunities for scientific collaborations and sharing of best practices for practice management:

Source: COVID-19 HCP Sentiment Series, Sermo, Published December 2020

The Future

Let’s start with where we are today: In-person details in February increased to 39% vs. baseline:

COVID-19 Market Impact -w/e Feb 26, 2021

Total specialty details in February were 14% below prior year.

Specialty in-person details grew 4% in Feb vs. Jan, while remote details were lower by 6%.

COVID-19 Market Impact -w/e Feb 26, 2021

Overall, share of remote details have declined slightly since the onset of
COVID-19, but are expected to be double their pre-COVID levels next year.

Percent of remote conversations with pharma sales reps/week:

Source: COVID-19 HCP Sentiment Series, Sermo, Published December 2020

HCPs expect more remote interactions, including double the number of video interactions.

How frequently physicians expect to interact with sales reps per month (global):

Source: COVID-19 HCP Sentiment Series, Sermo, Published December 2020

Another view on how HCPs want to see reps:

Source: Accenture Survey: Reinventing Relevance

Physicians across all specialties expect more remote interactions in the future, especially in oncology, hematology, pulmonology and urology.

How frequently physicians expect to interact with sales reps per month:

Source: COVID-19 HCP Sentiment Series, Sermo, Published December 2020

Please contact your account leads or ross.quinn@fcbhealth.com if you have any questions or would like to discuss any of the above.