Between 25 June and 18 July 2014, Agnitio ran a survey to discover how well the industry is responding to healthcare professionals’ needs. The survey included an expert panel discussion and a questionnaire in which 192 professionals took part.

1. How to respond to what
healthcare professionals are
telling us?
Industry survey
25 June – 18 July 2014

2. Between 25 June and 18 July 2014,
Agnitio ran a survey to discover how well
the industry is responding to healthcare
professionals’ needs. The survey included
an expert panel discussion and a
questionnaire in which 192 professionals
took part.
Continue reading to access all the
findings.
About this survey
2

3. Key findings
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The industry is not satisfied by how
well they are responding.
Other industries are believed to be
more customer-responsive.
There is an opportunity to
individualize content more.
Medical compliance and organizational
issues are holding the industry back.

4. Most respondents work in marketing, and come
from different organizational levels and countries
4
Marketing Sales IT Other Local National Regional International

5. Respondents are employees of a wide variety
of companies in the pharmaceutical industry
5
Company type Company size
1001+ employees (28%)
201-1000
employees (20%)
51-200 employees
(16%)
2-50
employees
(31%)
1
(5%)
Pharma(52%)
Agency to
Pharma
(19%)
Consultant
to Pharma
(15%)
Vendor to
Pharma
(15%)
Other(2%)

6. 88 % agree that good
relationships are key for pharma
companies to stay competitive
Providing relevant information is
key to good relationships
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“The only person who knows what’s valuable for me is me. So in order to be
relevant we need to allow individual healthcare professionals to shape the
information they receive,” Morten Hjelmsoe, CEO and Founder at Agnitio.
82 % agree that good
relationships are fostered by
providing relevant information
Yes Neutral No Don’t know
Expert view:

7. Here’s what they think could be done in a better way:
Pharmaceutical companies are generally poor at responding
to the healthcare professionals – but this could change
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Only 16 % of the respondents are satisfied with the extent
to which pharmaceutical companies are responding to what
healthcare professionals are telling them:
Satisfied
16%
Neutral
42%
Dissatisfied
37%
Don’t know
5%

8. Segmented content is predominant. Here’s breakdown of
content that’s presented to healthcare professionals.
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“I think the future is more around the sales reps becoming relationship
managers rather than “iPad carrying messengers”,” Ritesh Patel, EVP,
Ogilvy CommonHealth.
Individualized content
“One size fits all” content
Segmented content
Expert view:

9. The pharmaceutical industry seems to be doing worse
than other industries in responding to its customers
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“It’s not about about if we want to
become more responsive to what
healthcare professionals are telling
us or not. We can’t afford not to
want to,” Yannick Di Mondo,
Digital Director Europe, Mylan.
Better Average Worse
8%
45%
47%
Expert view:
The pharmaceutical industry could
learn from these industries:

10. Barriers that prevent pharma from being more responsive
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“It takes the whole organization; marketing, sales, regulatory,
IT, global and local, working together to make responsive
communications a reality,” Emily Sellers, Managing
Consultant, Capgemini Consulting.
The two biggest perceived barriers for pharmaceutical companies
becoming more responsive towards HCPs are medical compliance and
organizational constraints.
Medical
Compliance
Organizational
Constraints
Delivering
Unified
Campaigns
Current
Salesforce
Capabilities
29% 35% 19% 17%
Expert view:

11. For further expertise follow Agnitio on social media
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@AgnitioCLM
http://twitter.com/AgnitioCLM
Agnitio
http://www.youtube.com/user/AgnitioChannel/
Digital Pharma Marketing group
http://bit.ly/DigitalPharmaMarketing
Agnitio
http://plus.google.com/+AgnitioCLM/