Together with the Vendus (www.vendus.de) and the Sanvartis (www.sanvartis.de) we have performed the ‘RX Multichannel Monitor 2019’. The survey of 60 resident oncologists and 60 dermatologists between 26 and 65 years of age focused on the contact preference of the HCPs and the relevance of the different sources of information.  The results of the ‘Rx Multichannel Monitor 2019’ make it clear that not all physicians and specialists are the same. Each occupational group has its own preferences and these must be addressed with the right, individual communication mix.

Know preferences

For the pharmaceutical industry, the changing preferences of physicians are also increasing the need to select target group-oriented communication channels for their requirements. The importance of the Internet and social media in professional information research for the HCP continues to grow. This means that only those who know their target group exactly can respond to their preferences and generate the desired reactions. The results of the study show that the preferred communication channels differ according to the specialist’s direction and in some cases also depend on age and gender. A targeted approach by physicians therefore primarily requires an analysis of the target group: In which specialist area do the physicians work? Are there predominantly men or women among them? In what proportion to each other are the different age groups represented?  Only the answers to these core questions enable a targeted communication strategy.

If you would like to know more, please send us a short message or give us a call.

Dr. Timm Harder
Global Director Health Care
timm.harder@the-lifesights-company.com
Tel. 0421 960 36 119