Author: Matt Arnold, Principal Analyst
- They lean on pharma for drug information. When learning about prescription drugs online, cardiologists rely on pharma sources roughly twice as much as they do independent sources (65%, vs. 35%).
- They value direct interaction with reps. Three in five (59%) prefer to get info about pre-launch drugs directly from pharma reps, compared to 38% of all physicians, and 72% prefer to access info on new drugs straight from the rep (vs. 62% of all physicians).
- They have more, and shorter, meetings with tablet reps. Cardiologists reported an average 4 meetings with tablet reps in the past month, and an average meeting time of 9 minutes (to 3 meetings averaging 12 minutes for all physicians).
- They like to do lunch. Nearly three in four (73%) rate lunch-and-learn meetings with reps as being influential on their prescribing decisions, compared to 54% of all physicians, and 53% rate scheduled appointments as influential (to 46% of all physicians).
- Their patients are increasingly empowered but struggling with medication costs. Over half (52%) say their patients’ sensitivity to cost increased over the past 12 months, and 39% said their patients have become more informed about drug and treatment choices over the same period. Half (51%) say financial support is the most important type of support pharma can provide physicians over the next year, while just 37% of all physicians said the same.
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