Sermo recently published its fourth wave of "What Physicians Want!", a survey of 245 physicians mostly comprised of PCPs (75%) with the remaining 25% representing 11 other surgical and non-surgical disciplines.
Most eye opening from the findings was an express desire to receive more visits from sales representatives. Rising steadily from its low in 2008 of 31%, this year 56% indicated they would like to see either more or much more of their representatves.
There's a catch however; they expect these reps to be knowledgeable about the disease states their product is to treat, and data that confirms its clinical value.
This is consistent with findings from Actionable Research, who have seen the bar being raised higher and higher with each passing year for new medical devices and medical products coming to market. While new products are nearly always the subject of curiosity, Acute care institutions, surgery centers, physicians and surgeons are all demanding more published clinical utility data in order for them to be evaluated for regular use.
In addition to this important reality, the study also revealed that doctors:
- Would like to see more iPad/iPhone use by field representatives
- Would like more physician-focused disease state websites and more physician-focused product websites
- Would like to see representatives who have a firm hold of the details of the study data they present
Traditionally, gathering clinical utility data is a costly endeavor; however Actionable Research has introduced new methods to gather this data more cost effectively for a variety of disciplines. Download the free white paper on how to collaborate with Actionable Research to quantify the value of your innovation.
Actionable Research, Inc. is a primary market research firm based in Southern California focused on the medical sciences and dental markets, including medical device, pharma, home healthcare, clinical diagnostics, dental and orthodontics and others.
