Doctor investigation: Medical representatives failed to understand the true impact of the outbreak on them.

As the global epidemic continues, do small partners understand the changes in the environment for doctors and the expectations of pharmaceutical companies and pharmaceutical representatives? Accenture surveyed 720 healthcare professionals worldwide about changes in their work and needs during the outbreak, as well as the impact of patients and pharmaceutical companies on them, and found three important findings: 1. The outbreak is driving lasting changes in the needs and values of medical personnel.
2. Pharmaceutical companies are beginning to redefine what they mean in this new environment, and doctors are seeing value and benefits.
3. The virtual interaction between doctors and medical representatives will continue and new ways to build meaningful connections will be needed.
from the United States, the United Kingdom, France, Germany, China and Japan participated in the survey, including community general practitioners, hospital oncologists, immunologians and cardiovascular doctors.
Overall, the global pandemic of the new coronavirus has shifted the day-to-day work of healthcare workers to more virtual interactions with patients and pharmaceutical companies, and has had a lasting impact, with doctors and patients seeing tremendous value in more virtual interactions, and the vast majority of medical professionals seeing pharmaceutical companies change their message, not just product information, which medical professionals say is now more valuable than it was before COVID-19, and now is the time for pharmaceutical companies to redefine their importance.
the three main findings of the survey are shared below: 1. The outbreak is driving lasting changes in the needs and values of medical personnel During COVID-19, the number of in-person diagnoses by medical personnel decreased, most patients delayed or cancelled treatment, many requested remote care, and 70 percent of patients in the survey said they delayed or cancelled treatment.
specifically, 78 percent of medical staff see fewer patients and 36 percent require remote care.
COVID-19 has changed the day-to-day work of medical staff, with 50 percent of community doctors seeing a drop in the number of patients they see each day, but a greater decline in specialists in hospitals.
2. Pharmaceutical companies are beginning to redefine what they mean in this new environment, and medical professionals are seeing value in research that shows that doctors see more diverse communication beyond product information, and find that more pharmaceutical support services from pharmaceutical companies, such as distance education support and digital patient information, are of great value, and most doctors say some medical support services are more helpful than they were before the outbreak: but doctors also point out that pharmaceutical companies need to go faster and farther in this regard.
3. Virtual interactions with medical representatives will continue and new ways to build meaningful connections Accenture notes that relationships between medical personnel and medical representatives need to rely on new ways to build meaningful connections because of limited offline visits by pharmaceutical representatives worldwide and the duration of recovery.
more than 40 percent of doctors said they were restricting access to the office for professional reasons, especially oncologists (46 percent) and immunologians (44 percent), with 28 percent planning long-term restrictions.
medical representatives have moved from face-to-face visits to online visits with medical staff, with surveys showing that 64 percent of visits by medical representatives were conducted face-to-face offline prior to the outbreak, and 65 percent were made online during the outbreak.
according to feedback from doctor surveys, there is now more communication between medical representatives than ever before, but most of them are ineffective, and they want medical representatives to have a better understanding of the needs and expectations of doctors.
61 percent of doctors said they now communicate more with medical representatives than they did before the outbreak, but 57 percent said medical representatives did not understand the true impact of the outbreak on them.
Doctors still want to be able to maintain good interpersonal contact with medical representatives in the future, but in different ways, 87% of doctors want to combine full-line or online and offline visits after the outbreak, and only 10% want to return to their pre-epidemic status.
shift to an online model means that medical representatives must provide more value to doctors to meet their targets on time, a challenge that small partners know is huge.
, the outbreak breaks with the traditional way doctors interact with patients and pharmaceutical companies, and in the new medical environment, we need to redefine the role of pharmaceutical companies and rethink the patterns of participation.
In this context, pharmaceutical companies need to fully express their common feelings, recognize and respect the unprecedented impact of the new coronavirus pandemic on humanity, and re-evaluate and update corporate value propositions, emphasizing measures that need to be committed to compliance in exceptional circumstances, such as respecting hospital requirements while providing practical support services.
other hand, you can also consider building partnerships with digital health innovation companies to provide innovative solutions, and so on.
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