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Can no-see restrictions be solved?
Medical Marketing & Media Partner Forum – August, 2013
closerlook’s CEO David Ormesher certainly understands the need to get your “foot in the door.” But when that door leads to a doctor’s office, it gets tricky.
In Medical Marketing and Media’s recently-published Partner Forum, Ormesher responded to the question: Among doctors who don’t see sales reps, some are no-see as a matter of personal choice. Others cannot see reps because their group, practice or hospital forbids it. How can industry reach HCPs in either group?
Ormesher’s feedback approached the problem from a different angle, suggesting that pharma marketers initially put aside what they want from the physician, and begin with what the physician needs most–time and knowledge. “A physician's most precious commodity is time. An office's no-see restriction for reps is often because previous encounters wasted the doc's time. How to gain face time? Increase a doctor's efficiency.”
Pharma has the technology to enhance the patient-physician interaction; like mobile symptom trackers to inform a quicker diagnosis, and better patient education. If pharma can help enhance the physician–patient relationship, it has a shot at improving its own stature and reputation with both doctors and patients.”
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