A roundtable discussion with two millennial doctors to find out what they want from pharma, both in terms of digital content, rep interactions and more
Interview by GOLD
Dr Imran Haq, Ophthalmic Surgeon, Royal Hallamshire Hospital
What are the key things you look for when receiving new drug information from pharmaceutical representatives?
Transparency ranks highest for me when receiving new drug information. This ties in with the evidence base and any clinical studies that have been carried out – I am far more likely to pay attention to a new drug in the marketplace if I feel the pharma reps are open and honest, pointing out the deficiencies in a product as well as the benefits.
Is there a method of communication pharma reps continue to use which isn’t as effective anymore?
Paper forms and email alerts are definitely not as effective as they once were. There is a lot of noise, and I have found myself only using products from companies with whom I have a personal relationship and a degree of trust. This trust only develops with personal contact with reps.
What do you think the future of pharma–physician engagement will look like in terms of digital?
I would be hesitant to receive content that encroached upon my personal digital space. The pharma–physician interaction needs to be tailored in such a way that it can be accessed on demand and has to be highly tailored to the practice of the individual physician.
What are your three tips for pharma reps for improving their engagement strategy with physicians?
Be available! Learn about the product in depth and make sure you tailor your approach to the individual physician. We want the best for our patients, and that means we want to be able to trust you. Try and get as much face time as possible with physicians, and ensure you are as transparent as you can be – digital platforms can add layers and smokescreens, and millennial physicians are very wary of this; the pharma rep can be the perfect antidote.
Dr Priya Udani, Speciality Registrar in Ophthalmology, Epsom and St Helier University Hospitals
What are the key things you look for when receiving new drug information from pharmaceutical representatives?
I look for a thorough explanation of the drug and its interaction – I don’t want it in too complex a manner. Regarding the new drug, I like to see the results from clinical studies and then these results compared to the drug we are currently using. I want to know why what they are offering is better. What would also be of value is a summary of the costs of the drug and this cost compared to the current medication being used.
Is there a method of communication pharma reps continue to use which isn’t as effective anymore?
I think that social media is not utilised enough. I do appreciate the face-to-face interaction in certain situations, but we need to start thinking about incorporating social media into our everyday practice.
What do you think the future of pharma–physician engagement will look like in terms of digital?
I like having the face-to-face interaction and I believe it will continue, but in terms of digital I believe that it should be used more, especially to receive regular up-to-date information.
What are your three tips for pharma reps for improving their engagement strategy with physicians?
Firstly, be confident and very knowledgeable with the products, we really appreciate your input. Don’t bombard us with too many facts and figures – stick to what’s relevant. Finally, interact with the junior doctors – they are after all, the consultants of tomorrow.
