Chart of the Month - Pharma continues to overvalue the impact of F2F channels while underestimating digital
November 2022, our CHART of the MONTH:
Every year, as part of our widely referenced Maturometer™ research, we survey colleagues working in biopharma in order to create a picture of what life science companies are planning and doing – and thinking – in the omnichannel space. When asked to rate various channels (by giving a score of 0–10) in terms of how well they influence HCPs’ prescribing behaviour, perhaps not surprisingly, pharma continues to rate the MSL, meetings and rep visits – traditionally the mainstay channels of customer engagement – as the most impactful.
But when we incorporate corresponding HCP insights from our Navigator365™ research, it reveals a disconnect between which channels biopharma colleagues believe are the most impactful vs those that HCPs actually rate as impactful themselves… as well as a handful of channels where HCPs and industry are fairly well aligned.
The chart above speaks for itself, but what is clear is that pharma continues to overvalue the impact of ‘traditional’ face-to-face channels while significantly underestimating several digital channels.
If you would like to know more about how Navigator365™ can offer uniquely actionable insights to help you optimize your channel mix, then please get in touch!
Chart of the Month is an ongoing series where we highlight an interesting chart or statistic from our Navigator365™ Core research, and offer a brief commentary on what this can tell us about trends in customer engagement in the life sciences.
