This post was updated with refreshed data as of 1/30. The high-level findings as reported by Fierce Pharma are available here.
Below are 4 keys to driving high-impact details...
Oncology sales forces are complex and nuanced. They carry multiple products and indications, often conveying multiple themes in the same interaction, given the breadth of indications a typical oncologist treats. As a result, an oncology interaction is a prioritization exercise, and there are key levers that universally hold true across brands and sales forces in spite of their tailored approaches.
1. Novelty matters
When sales reps deliver new information, oncologists are significantly more likely to report the interaction as highly impactful (positive perception of the sales force and product itself, high likelihood to prescribe the product following the interaction).
"I would like reps to provide more clinically relevant information, with recent trial data or updates." - ZoomRx oncologist
40% of interactions where new information is delivered are considered highly impactful compared to 24% of interactions where new information is not delivered. Currently, less than one-fifth of interactions contain new information (as reported by oncologists).
2. Time is of the essence. Spend more time discussing your product, not those of your competitors
Discussing competitor products did not generally impact oncologists’ perceptions of the detail’s value. The median length of a sales-visit in oncology is only 10 minutes. Our research shows that staying focused on conveying key messages and providing new information is key to making a positive impression.
3. Visual aids are important; iPads--not so much
Tried and true visual aids such as package inserts and reprints were highly correlated with high impact visits. 43% of interactions where these aids were used were high-impact, compared to 36% of interactions where they weren't employed.
The use of iPads, on the other hand, was not a key differentiator between high-impact and other interactions. Consider this when weighing expensive tech for your sales force.
4. Closing is a crucial final step
After messages have been delivered and questions addressed, asking MDs directly to prescribe is a key final step toward a successful interaction. 46% of visits where a closing ask was made were high-impact--a significant improvement over the 34% of interactions where the closing ask was not made were.
Given that this closing ask was only made in 46% of all visits, asking your reps to prioritize this critical step is a simple way to drive progress.
While these 4 takeaways are universal, every brand requires a tailored promotional strategy and tracking approach. Whether you're looking for ways to:
- better handle multiple products and indications
- take on an established incumbent
- optimize your in-field messaging
Talk with one of our promotional effectiveness tracking experts and discuss how a custom-tracking approach can your brand’s unique circumstances.
We’ll be glad to share more of what we’ve learned (on the house), including additional industry benchmarks and best practices.