NEW YORK, Oct. 21, 2003 (PRIMEZONE) -- New research from Accel Healthcare shows that MDs believe that the Internet can be used to enhance doctor-patient interaction and increase the level of patient care. Specific survey findings show that:
-- 60% of MDs believe the patient/doctor encounter has improved
since the advent of healthcare information on the Web,
-- Physicians would willingly promote the use of specific Web
sites to their patients, but do not presently have the knowledge
or practical tools to do so,
-- 83% of physicians expect improvements in the information
available on the Web that will allow them to better use it as
a patient education tool,
-- Almost two-thirds of MDs welcome industry-sponsored tools that
will help them facilitate a better quality online experience
for their patients.
Accel Healthcare Communications LLC, a top 20 healthcare advertising and medical communication firm based in New York City, conducted this quantitative survey of physicians. Full findings and recommendations are available in The Accel Report: Physicians, Patient Education and the Internet at www.accelhealth.com. An article also based on this data, entitled "Can the Internet Strengthen the Doctor-Patient Relationship?" will be featured in the November issue of Medical Marketing & Media magazine.
"Our research highlights physicians' receptivity to incorporating the Internet into their practices and the tremendous related opportunities," states Risa Bernstein, Chairman of Accel and author of this Accel Report. "For example, our learning that physicians welcome industry-sponsored tools and are willing to receive those tools through sales representatives is very significant, especially from a marketing perspective."
Beyond the increased frequency of physician/patient online interactions, the scope of the relationship will grow in the near future, with physicians planning to take advantage of Internet-based tools that make patient education convenient and comprehensive. Almost two thirds of physicians indicated an interest in receiving web resource guides to assist them in making quality recommendations to patients (59%), as well as a willingness to offer patient promotional materials that would direct them to certain web sites (51%).
Accel Recommendations to Industry
Actively facilitating the physician/patient relationship a great way for pharmaceutical companies and their sales representatives to provide value to the physician, especially if the rep is focused on the doctors' interest in improving patient care rather than solely on product sales. For instance, reps can:
-- Distribute patient directed "online search guides" compliments
of their respective companies in relevant therapeutic categories,
-- Invite doctors to participate in Internet-focused conferences
and conduct real time reviews and ratings of sites for third
party validation,
-- Survey MDs to gain insights into how they are currently using
the Internet with patients, and collect the feedback for
further analysis.
"These tactics can give reps extended access to dialogue and relationship building with physicians because they are inherently interesting and provide valuable insights. This type of open communication between the doctor and the rep can help build mutual trust and respect," states Bernstein.
With sales reps scrambling for scarce physician time for drug detailing, online offerings can allow pharmaceutical companies to differentiate themselves in the minds of doctors. Collectively, all these advantages can have a very real impact on the top and bottom lines.
About Accel
Accel is part of the Omnicom family of companies. Based in Manhattan, Accel consists of a group of highly accomplished marketers who have launched and nurtured blockbuster pharmaceutical brands for over 20 years. Accel's talents have also been recognized by the industry, winning numerous awards, such as the Agency on the Rise 2001, Medical Advertising News and PharmaVoice's Best Agency Ad award.
Accel's clients include Andrx, Berlex, Celltech, Endeavor, Forest, Genentech, Glaxo, Johnson & Johnson, Millennium, Orphan Medical, Schering, and Wyeth.
Earlier in the year, Accel studied the threatened effectiveness of pharmaceutical sales forces. The study was developed into an article entitled "What Doctor's Want", which appeared in Pharmaceutical Executive magazine's May 2003 Successful Sales Management supplement. It is available in its entirety online at www.accelhealth.com. Additional Accel Reports on crucial, timely topics are currently in the works.
For additional information on this or other Accel Reports or Accel Healthcare Communications, Inc. please contact Risa Bernstein at 646.602.6900 or Risa_Bernstein@accelhealth.com.