87% of physicians don’t want to go back to typical sales rep engagements.

[anonymous]

Publicis Health is promoting a veteran agency executive to be its next chief of Razorfish Health. Kara Dugan was named president, stepping up from her role as general manager.

Dugan has spent 20 years at Publicis, including working on consumer goods accounts Procter & Gamble and Nestlé. She took a break along the way, leaving for a stint at GlaxoSmithKline and returning afterward.

Still, the past year has been like no other, accelerating digital trends and innovation in pharma marketing beyond any expectation. Because of the pandemic, pharma's visits to healthcare providers dropped to zero, and while they are coming back, many doctors want to maintain the changes.

Her new task, then, is reimagining the pharma sales rep to better engage healthcare providers in the new world.

Publicis’ own research shows that 87% of physicians don’t want to go back to typical sales rep engagements. Razorfish is focusing on “putting the personal back in non-personal promotions,” Dugan said, to reconnect with HCPs after losing in-person meetups.


That’s requiring new levels of creativity. Sales reps are orchestrating ways to get information to HCPs, as Dugan put it, which may include those less-frequent in-person visits, but also organizing digital roundtables or sending HCPs digital self-guided informational tours on treatments.

And new levels of technology. For a recent brand launch, Razorfish created mailers to HCPs that included an Amazon Dash button that, when pressed, sends a request for a sales rep call or an order of samples.

While the increased interest in digital has generally led to a boon for agencies—Dugan said 2020 has been Razorfish Health's strongest growth year—not all of its clients have felt the same positive impact.

“It has had a silver lining for our business, although it’s a mixture. We have clients that have primarily business in chronic conditions and those have been a tough situation,” she said. “We’ve had boons but we also have had dips. We’re navigating the highs and lows of the different effects from COVID-19.”

Razorfish Health’s client roster includes Astellas, GlaxoSmithKline, Pfizer and Sanofi. Dugan will lead offices based in New York, Chicago, and Philadelphia, and will report to Publicis Health CEO Alexandra von Plato.

In the announcement, Von Plato said Dugan's "consumer marketing and media experience as well as her exquisitely contemporary understanding of both HCPs and patients make her the perfect leader to guide Razorfish Health into the future.”

 

[anonymous]

Publicis Health is promoting a veteran agency executive to be its next chief of Razorfish Health. Kara Dugan was named president, stepping up from her role as general manager.

Dugan has spent 20 years at Publicis, including working on consumer goods accounts Procter & Gamble and Nestlé. She took a break along the way, leaving for a stint at GlaxoSmithKline and returning afterward.

Still, the past year has been like no other, accelerating digital trends and innovation in pharma marketing beyond any expectation. Because of the pandemic, pharma's visits to healthcare providers dropped to zero, and while they are coming back, many doctors want to maintain the changes.

Her new task, then, is reimagining the pharma sales rep to better engage healthcare providers in the new world.

Publicis’ own research shows that 87% of physicians don’t want to go back to typical sales rep engagements. Razorfish is focusing on “putting the personal back in non-personal promotions,” Dugan said, to reconnect with HCPs after losing in-person meetups.


That’s requiring new levels of creativity. Sales reps are orchestrating ways to get information to HCPs, as Dugan put it, which may include those less-frequent in-person visits, but also organizing digital roundtables or sending HCPs digital self-guided informational tours on treatments.

And new levels of technology. For a recent brand launch, Razorfish created mailers to HCPs that included an Amazon Dash button that, when pressed, sends a request for a sales rep call or an order of samples.

While the increased interest in digital has generally led to a boon for agencies—Dugan said 2020 has been Razorfish Health's strongest growth year—not all of its clients have felt the same positive impact.

“It has had a silver lining for our business, although it’s a mixture. We have clients that have primarily business in chronic conditions and those have been a tough situation,” she said. “We’ve had boons but we also have had dips. We’re navigating the highs and lows of the different effects from COVID-19.”

Razorfish Health’s client roster includes Astellas, GlaxoSmithKline, Pfizer and Sanofi. Dugan will lead offices based in New York, Chicago, and Philadelphia, and will report to Publicis Health CEO Alexandra von Plato.

In the announcement, Von Plato said Dugan's "consumer marketing and media experience as well as her exquisitely contemporary understanding of both HCPs and patients make her the perfect leader to guide Razorfish Health into the future.”

Gee only 87% of physicians don't want to go back to pre covid days? I thought it would be much higher. How would you like to be a doctor with years of experience having multiple reps coming into your office with a computer screen and a message. The same message time after time. You would hate it and probably stop seeing reps. I suppose the above is trying to tell us the sales model we work in is dead. WELL DUH!!!! The majority of doctors don't see reps. This was pre covid. Covid accelerated the process. Companies will have to get away from the silly and unproductive frequency and reach model to promote their drugs. This means to anyone with half a brain much less sales reps a company needs to employ.

 

[anonymous]

Publicis Health is promoting a veteran agency executive to be its next chief of Razorfish Health. Kara Dugan was named president, stepping up from her role as general manager.

Dugan has spent 20 years at Publicis, including working on consumer goods accounts Procter & Gamble and Nestlé. She took a break along the way, leaving for a stint at GlaxoSmithKline and returning afterward.

Still, the past year has been like no other, accelerating digital trends and innovation in pharma marketing beyond any expectation. Because of the pandemic, pharma's visits to healthcare providers dropped to zero, and while they are coming back, many doctors want to maintain the changes.

Her new task, then, is reimagining the pharma sales rep to better engage healthcare providers in the new world.

Publicis’ own research shows that 87% of physicians don’t want to go back to typical sales rep engagements. Razorfish is focusing on “putting the personal back in non-personal promotions,” Dugan said, to reconnect with HCPs after losing in-person meetups.


That’s requiring new levels of creativity. Sales reps are orchestrating ways to get information to HCPs, as Dugan put it, which may include those less-frequent in-person visits, but also organizing digital roundtables or sending HCPs digital self-guided informational tours on treatments.

And new levels of technology. For a recent brand launch, Razorfish created mailers to HCPs that included an Amazon Dash button that, when pressed, sends a request for a sales rep call or an order of samples.

While the increased interest in digital has generally led to a boon for agencies—Dugan said 2020 has been Razorfish Health's strongest growth year—not all of its clients have felt the same positive impact.

“It has had a silver lining for our business, although it’s a mixture. We have clients that have primarily business in chronic conditions and those have been a tough situation,” she said. “We’ve had boons but we also have had dips. We’re navigating the highs and lows of the different effects from COVID-19.”

Razorfish Health’s client roster includes Astellas, GlaxoSmithKline, Pfizer and Sanofi. Dugan will lead offices based in New York, Chicago, and Philadelphia, and will report to Publicis Health CEO Alexandra von Plato.

In the announcement, Von Plato said Dugan's "consumer marketing and media experience as well as her exquisitely contemporary understanding of both HCPs and patients make her the perfect leader to guide Razorfish Health into the future.”

 

[anonymous]

They are preparing to sell a new business model.

 

[anonymous]

I totally agree they are prepared to sell a new pharma "business model." Everyone knows the current model just doesn't work. The first major company that adapts this....all will follow. You can bet they will "sell" the cost savings benefit of not having as many field reps. This my friends is not good news not at all.

 

[anonymous]

I totally agree they are prepared to sell a new pharma "business model." Everyone knows the current model just doesn't work. The first major company that adapts this....all will follow. You can bet they will "sell" the cost savings benefit of not having as many field reps. This my friends is not good news not at all.

If it ends field rides, I’m for it.

 

[anonymous]

Hate to tell Ms. Dugan, but her little model is already outdated. AI companies are already working on software that can be incorporated into a doc’s handheld EMR device that will interface with labs, specific patient formularies for drugs, diagnosis capabilities, sample ordering, and all the current recommendations for treating the most common ailments out there for there specialty. Every medical article on a particular problem that’s every been publish, in let’s say the last 10 years, is accessible.

‘The patient comes in complaining with x,y,z symptoms, they do or order labs, orders tests , he examines the patient, and if not instantly, he has a diagnosis that’s near 100% accurate. I have left out a ton of other thins that the software can do! Samples are ordered by staff. He has your latest study before the company releases it to you ! The device automatically updates itself when connected to the internet. With machine learning it can actually teach itself .

an AI computer was compared against human radiologist in reading breast cancer cancer. It was almost 100% accurate. The radiologists were around 97% accurate. The differences the computer could read hundreds of images in the time it took the radiologist to read a few. This also is going to have a major impact on the need for physicians, Which will make mid levels even in more greater demand!

AI Will change medicine forever, and completely eliminate the need for pharmaceutical sales reps. And the big thing, is that it’s just a few years away.

 

[anonymous]

Hate to tell Ms. Dugan, but her little model is already outdated. AI companies are already working on software that can be incorporated into a doc’s handheld EMR device that will interface with labs, specific patient formularies for drugs, diagnosis capabilities, sample ordering, and all the current recommendations for treating the most common ailments out there for there specialty. Every medical article on a particular problem that’s every been publish, in let’s say the last 10 years, is accessible.

‘The patient comes in complaining with x,y,z symptoms, they do or order labs, orders tests , he examines the patient, and if not instantly, he has a diagnosis that’s near 100% accurate. I have left out a ton of other thins that the software can do! Samples are ordered by staff. He has your latest study before the company releases it to you ! The device automatically updates itself when connected to the internet. With machine learning it can actually teach itself .

an AI computer was compared against human radiologist in reading breast cancer cancer. It was almost 100% accurate. The radiologists were around 97% accurate. The differences the computer could read hundreds of images in the time it took the radiologist to read a few. This also is going to have a major impact on the need for physicians, Which will make mid levels even in more greater demand!

AI Will change medicine forever, and completely eliminate the need for pharmaceutical sales reps. And the big thing, is that it’s just a few years away.

What are your thoughts on Robotic Surgery positions?

 

[anonymous]

Please remove this thread. If management reads it, additional layoffs are very likely. Why do some reps want to create doomsday scenarios?

 

[anonymous]

Sales go down when we don't have f2f interactions. I know physicians in my area don't have the time or desire to do virtual engagements. I noticed a dramatic difference in prescribing with offices where I was able to to virtual and then f2f. No doubt there will be a push for virtual, but I don't see it being a viable solution in the long run. Think about annoying spam phone calls...

 

[anonymous]

Please remove this thread. If management reads it, additional layoffs are very likely. Why do some reps want to create doomsday scenarios?

Management posted it!

 

[anonymous]

Hate to tell Ms. Dugan, but her little model is already outdated. AI companies are already working on software that can be incorporated into a doc’s handheld EMR device that will interface with labs, specific patient formularies for drugs, diagnosis capabilities, sample ordering, and all the current recommendations for treating the most common ailments out there for there specialty. Every medical article on a particular problem that’s every been publish, in let’s say the last 10 years, is accessible.

‘The patient comes in complaining with x,y,z symptoms, they do or order labs, orders tests , he examines the patient, and if not instantly, he has a diagnosis that’s near 100% accurate. I have left out a ton of other thins that the software can do! Samples are ordered by staff. He has your latest study before the company releases it to you ! The device automatically updates itself when connected to the internet. With machine learning it can actually teach itself .

an AI computer was compared against human radiologist in reading breast cancer cancer. It was almost 100% accurate. The radiologists were around 97% accurate. The differences the computer could read hundreds of images in the time it took the radiologist to read a few. This also is going to have a major impact on the need for physicians, Which will make mid levels even in more greater demand!

AI Will change medicine forever, and completely eliminate the need for pharmaceutical sales reps. And the big thing, is that it’s just a few years away.

Never happen!!

 

[anonymous]

Sales go down when we don't have f2f interactions. I know physicians in my area don't have the time or desire to do virtual engagements. I noticed a dramatic difference in prescribing with offices where I was able to to virtual and then f2f. No doubt there will be a push for virtual, but I don't see it being a viable solution in the long run. Think about annoying spam phone calls...

I agree. I don't believe virtual calls have much impact. Virtual lunches are a total waste. This "new model" in my opinion, won't use this at all. The post about AI being crucial to the "new model" makes a lot of sense to me. Will there be reps in the new model? Maybe, but I would imagine with huge territories calling on doctors that request a rep through the AI interface. What I'm certain about is there will be much less reps carrying a bag in the near future. Someone on CP said the first company that adopts a new model other major companies will do the same. I got 15 years to retirement. I doubt if I will retire a drug rep.

 

[anonymous]

The AI is probably understatement of its effects on our industry. There are books written about the impact AI will have on the worldwide work force. It will cause more unemployment than anything in the history of man. Steven Hawking call it the worst and best thing to ever happen to mankind. AI computers use “machine learning “ to grow and think. The need for many medical specialists will be dramatically reduced. There will no need for reps. The computer is capable of doing everything far more precisely than we can. With the exception of lunches, we will be outclassed.

it’s coming.

 

[anonymous]

The AI is probably understatement of its effects on our industry. There are books written about the impact AI will have on the worldwide work force. It will cause more unemployment than anything in the history of man. Steven Hawking call it the worst and best thing to ever happen to mankind. AI computers use “machine learning “ to grow and think. The need for many medical specialists will be dramatically reduced. There will no need for reps. The computer is capable of doing everything far more precisely than we can. With the exception of lunches, we will be outclassed.

it’s coming.

That and the Diversity Push. Will be the end of us.

 

[anonymous]

The AI is probably understatement of its effects on our industry. There are books written about the impact AI will have on the worldwide work force. It will cause more unemployment than anything in the history of man. Steven Hawking call it the worst and best thing to ever happen to mankind. AI computers use “machine learning “ to grow and think. The need for many medical specialists will be dramatically reduced. There will no need for reps. The computer is capable of doing everything far more precisely than we can. With the exception of lunches, we will be outclassed.

it’s coming.

Will this world of AI replace drug reps? That's the 64 thousand dollar question. I don't know enough about AI to offer an opinion. I do know that the model we work in now is broken and changes will come. I don't see changes where companies expand sales forces. I'm sure pharma would love to get rid of high priced reps and associated expenses. Seems like a no brainer to me.

 

[anonymous]

AI can’t deliver lunches or hurl a hot rona hocker in the fat RNs hoagie.

 

[anonymous]

The AI is probably understatement of its effects on our industry. There are books written about the impact AI will have on the worldwide work force. It will cause more unemployment than anything in the history of man. Steven Hawking call it the worst and best thing to ever happen to mankind. AI computers use “machine learning “ to grow and think. The need for many medical specialists will be dramatically reduced. There will no need for reps. The computer is capable of doing everything far more precisely than we can. With the exception of lunches, we will be outclassed.

it’s coming.

Sales reps will always have a place. If Dr.'s just wanted recent study information they don't need biased drug company data they have journals and yearly meetings to keep up on stuff. People like doing business with people. Always have always will. Does that mean every Dr. wants to see reps- no. Does that mean that every institution is going to lock out reps- no.

Could we use less reps...yes of course. For what we get paid we should have larger territories. Do we need a reach and frequency type model- no those have been outdated for years yet are still used. The best reps now all use common sense approaches- if Dr.'s dont want to see you that is fine go on to the Dr.'s that do. If they want to see you 1x a year then see them 1x a year and make up the rest. Our medicines are really expensive with high profit margins...you could get rid of reps, give bigger territories, keep the pay the same and probably not see much decline in sales because the Dr.'s that do want to be engaged will always want that. Even if its only for lunch- that is still a time to sit down and talk to the Dr. like any other sales professional does in an "appointment". No one is selling anything worthwhile just popping on customers in any industry- our marketing teams just don't realize that yet.

 

[anonymous]

Sales reps will always have a place. If Dr.'s just wanted recent study information they don't need biased drug company data they have journals and yearly meetings to keep up on stuff. People like doing business with people. Always have always will. Does that mean every Dr. wants to see reps- no. Does that mean that every institution is going to lock out reps- no.

Could we use less reps...yes of course. For what we get paid we should have larger territories. Do we need a reach and frequency type model- no those have been outdated for years yet are still used. The best reps now all use common sense approaches- if Dr.'s dont want to see you that is fine go on to the Dr.'s that do. If they want to see you 1x a year then see them 1x a year and make up the rest. Our medicines are really expensive with high profit margins...you could get rid of reps, give bigger territories, keep the pay the same and probably not see much decline in sales because the Dr.'s that do want to be engaged will always want that. Even if its only for lunch- that is still a time to sit down and talk to the Dr. like any other sales professional does in an "appointment". No one is selling anything worthwhile just popping on customers in any industry- our marketing teams just don't realize that yet.

One of the best posts I have ever read on CP.

 

[anonymous]

Sales reps will always have a place. If Dr.'s just wanted recent study information they don't need biased drug company data they have journals and yearly meetings to keep up on stuff. People like doing business with people. Always have always will. Does that mean every Dr. wants to see reps- no. Does that mean that every institution is going to lock out reps- no.

Could we use less reps...yes of course. For what we get paid we should have larger territories. Do we need a reach and frequency type model- no those have been outdated for years yet are still used. The best reps now all use common sense approaches- if Dr.'s dont want to see you that is fine go on to the Dr.'s that do. If they want to see you 1x a year then see them 1x a year and make up the rest. Our medicines are really expensive with high profit margins...you could get rid of reps, give bigger territories, keep the pay the same and probably not see much decline in sales because the Dr.'s that do want to be engaged will always want that. Even if its only for lunch- that is still a time to sit down and talk to the Dr. like any other sales professional does in an "appointment". No one is selling anything worthwhile just popping on customers in any industry- our marketing teams just don't realize that yet.

Biggest BS ever