Exploring The Interests Of Physicians And Sales Reps On The Exhibit Hall Floor
1. Finding a Common Ground: Exploring the Interests of Physicians and Sales Reps on the Exhibit Hall Floor Pri-Med January 2008 www.pri-med.com
2.
3. Physicians Regularly Engage in CME Frequency of CME Engagements 54% at least 2 times/month Once/week or more Every other week Once/month & < monthly Average CME Hours/Year Earned = 73 Average CME Hours/Year Needed ~50 Source: Pri-Med 2007 National CME Insights & Behaviors Study, Among All Physicians (PCPs, Cardiologists, Neurologists, Psychiatrists; N = 1891)
4. Clinicians Use CME to Stay Up-to-Date in Their Practice Source: Pri-Med 2007 National CME Insights & Behaviors Study, Among All Physicians (PCPs, Cardiologists, Neurologists, Psychiatrists; N = 1891) 81% of clinicians say they rely heavily on CME to stay current on new treatment options 80% of clinicians say new meds or clinical developments prompt them to seek CME
5. Live Conferences Continue to be the Preferred Source for Earning CME CME Hours Earned by Channel Source: Pri-Med 2007 National CME Insights & Behaviors Study, Among All Physicians; N = 1891 // * p<= .05
6. And Conventions are Here to Stay 70% Plan to attend the same number of events 20% Plan to attend more events Source: Pharmaceutical Executive, “Conventions as Catalysts” April 2007 Future Conference Participation by Clinicians Clinicians want to continue relationships forged at live meetings via online channels
7. According to Clinicians, Live Learning Offers Several Benefits Source: Pri-Med 2007 National CME Insights & Behaviors Study, Among All Physicians; N = 1891 // * p<= .05 Networking “ Chance to meet colleagues, 1:1 dialogue with faculty.” Industry Access “Occasion to meet with sales representatives to ask them product questions to enhance my knowledge.” Volume “ Variety of topics, can be done all at once.” Uninterrupted Time “ Being away from office or home allows less distracted learning and ability to focus.”
8. Clinicians Take Many Factors into Account When Deciding to Attend a Live CME Event… Source: Physician Insights, National CME Insights & Behaviors Study, 2006, Timely Clinical Topics Clinical Focus on Diagnosis/Treatment Number of CME Credits Reputation of the organization Travel Time Opportunity to Meet with Exhibitors
9.
10.
11. Live Conventions Provide Access to More Clinicians Than In-Office Visits… Source: Pri-Med Conference & Exhibition Annual Report, 2007 In the field At a conference Actual number of clinicians reps see each day in the field 11 Number of clinicians reps are expected to see on an average work day in the field 15 Number of “no see” clinicians seen at conference from territory (per day) 7 Number of “hard to reach” clinicians seen at conference from territory (per day) 12 Number of clinicians seen at conference from territory (per day) 56
12.
13. Conventions Offer a Common Ground for Physicians and Health Care Organizations PHYSICIAN CHALLENGES CME CONVENTIONS “ A Common Ground” HEALTH CARE ORG. CHALLENGES Away from the Office for Less Distraction On Their Own Time Multiple engagement opportunities Multiple Offerings—CME and Exhibit Floor Economic Pressures Time Constraints in Office Constant Need to Learn About Latest Advancements DTC Patient Inquiries Budget Cutbacks Restrictions on Office Visits Limited Opportunity to Educate Clinicians New Regulations from AMA Regarding Gifts and Incentives
14.
15. Exhibit Strategies Have Changed Throughout the Years Due to Industry Challenges Consolidation of products into one corporate booth to save on costs Selectivity when choosing which conferences to attend due to budget cuts Quantity of booths decreasing due to fewer drug approvals Giveaways becoming more regulated due to new, stricter guidelines Creativity around finding the right look and feel to draw in attendees
16. Over the Years, There Has Been a Shift in On-Site Marketing Efforts Advertising & Branding THEN NOW Product Education Advertising & Branding + Sponsorship strategy also depends on where a product is in its life cycle
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28. Core Competencies of Best-in-Class Convention Partner SUPERIOR EFFICIENCIES INNOVATIVE FLOOR PLAN MULTIPLE FORMATS PHYSICIAN OUTREACH CAPABILITIES METRICS 3 1 2 4 5
29.
30. Look for a Variety of Opportunities at Live Events to Generate Product Interest Product Education Theater Self-Guided Product Education Networking Opportunities Advertising & Branding Multiple Formats 2
31. An Ideal Partner Can Leverage Your Content Across Channels Online & Print Benefits Source: Pri-Med 2007 National CME Insights & Behaviors Study, Among All Physicians; N = 1891 Finding a Partner Who Can Leverage Your Content Across Multiple Channels Ensures Interaction with the Largest Audience Possible Though live conferences are the preferred way to receive education, clinicians are increasingly using online and print channels to supplement live learning Convenience Anywhere Access Reference-able Superior Efficiencies 3
32. A Best-in-Class Partner Uses a Multi-Channel Outreach Strategy Online Promotion Email & Direct Mail Search Engine Mktg Live Events Tele- marketing 3 rd Party Databases Client Lists Internal Database Look for a partner who will leverage live, print, and online outreach channels Outreach Capabilities 4
![Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)