HCP Sentiment Study Series - part 2

on 03/04/2020

In partnership with stakeholders across the healthcare industry, Sermo has created the HCP Sentiment Series to better understand how COVID-19 is impacting the medical community and identify new ways we can support HCPs during these changing times. Thousands of physicians around the globe generously donate their time to provide insights into how they’re treating patients, what digital tools they’re using, opinions on how companies can engage in this new world, and resources needed to do their jobs.

Why was the research conducted?

To learn how pharmaceutical and medical technology companies can optimize outreach and content strategies as physicians increasingly shift online.

How was the research conducted?

Question ideas and topics were solicited from Sermo clients during the period from March 23rd to March 30th
  • This report address topics related to current and expected interactions with medical technology and pharmaceutical companies
  • Questionnaire was developed and programmed by Sermo
  • Data collected between April 3 and April 14, 2020
  • Sermo invited physicians among a list of eight specialties, and in nine countries
  • Respondents were not incentivized for their time
  • Total sample: 1,155

What are the key findings of the research?

US has seen the largest drop in share of representative meetings (-69%), and Europe (-59%) and Japan (-56%) have also seen substantial declines
  • Compared to before the crisis, HCPs expect to have fewer representative meetings after the crisis, though the decline is not expected to be as great in China and among Dermatologists and Cardiologists
  • Future expectations of representative meetings is a shift to virtual and distance meetings, particularly in the US and Europe
  • All specialists foresee declines in in-person meetings, though level of change varies greatly by specialty
  • HCPs agree on the importance of manufacturers providing information on drug supply status, and the most effective methods for reaching them is through email in the US and Europe, websites in Japan, and social media in China
  • HCPs in Japan greatly anticipate the crisis will affect their willingness to welcome representative into their clinics or institutions, and Neurologists & Hematologists expect to be least willing to welcome representatives
  • Nearly two-thirds of HCPs conducting clinical trials in Japan have been negatively impacted by the crisis and, among specialists, Oncologists (64%) have been most negatively impacted
  • Among types of interactions with MedTech and Pharma, HCPs most expect to accelerate transition to digital training and virtual classes

Full research:

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