Category: ThinkGen

Fewer Physician Visits By PSRs Post-Pandemic?

As you will see in these survey results from FirstWord, that is the desired scenario for about half of the 100 doctors they polled. Throughout the six months of reporting on the results of my On Doctors’ MindsSM conversations, that about lines up with what I have been finding. As we predicted back in November of 2020, many doctors are looking forward hopefully for a return of the “old normal.” BUT. About half of all physicians we have talked to, and especially many specialists, have learned over the course of the pandemic to “do without” PSRs, readily getting  the answers and information they need in their practices from other sources. 

While you are looking at these results, check out the data concerning virtual details. Here, 57% of doctors reported that they find them to be equally or more “effective” than personal PSR visits. BUT. In my conversations with physicians, the majority of doctors are avoiding these virtual visits like the plague (Sorry!) due to difficulties in scheduling and the extra time required. Translated, perhaps the virtual details that are happening are “effective,” but most of my discussants, and I believe most physicians more generally, are not letting them happen.

Bottom Line. Throughout our study of the effects of the pandemic on office-based physicians, we have been telling our pharmaceutical clients that they had best be prepared to increase their physician micromarketing sophistication as the pandemic winds down. Doctors are differing widely in their preferred mode of communicating with pharmaceutical companies. One size definitely doesn’t fit all here, and we need to be ready to respond to these differing physician preferences. 

An Introduction To “Habit Marketing”

For the last couple of years, my colleagues at ThinkGen and I have been working on a major paradigm shift for pharmaceutical marketers and marketing researchers. A shift that takes them from a focus on “influencing prescribing decisions” and has them refocus on “developing physician habits.” Why? Because most physician prescribing is habitual, rather than being the result of a carefully thought out prescribing decision process for treating each patient. Realizing this fundamentally changes the way marketers market and researchers research.

BUT. Not everybody in the pharma vertical has had the habit marketing epiphany. In an effort to spread the word, my colleague Audrey Wu and I have developed a 45 minute webinar presentation that describes the nuts and bolts of the why’s and how’s of habit marketing. I know that this is a big-time commitment but trust me. Once you realize the importance of habits, both preexisting and new, to understanding marketing, you will never think about selling your company’s products the same way again.  

Bottom Line.  Here’s the presentation.  Give it a whirl!

It’s Déjà Vu All Over Again

You are probably thinking, “Funny, that guy doesn’t even look French.” You are correct. He’s not.  

No URL to “Check out” today folks. But there are two important business principles here nonetheless.

The Mug Shot above is of Bart Weiner. Bart has just accepted the position of President at ThinkGen and will occupy that slot as of January 15th. For those who don’t know him, Bart has over 35 years of managerial experience in the Pharmaceutical Marketing Research space. During those years, he has sequentially served as President of Migliara/Kaplan, V2 and GFK US Healthcare. It is platitudinous, but true, to note that Bart has served virtually every major pharmaceutical company and worked in virtually every treatment area. 

Bottom Line. So, what is the point here? Has Vanderveer suddenly decided to use his blog to do PR for ThinkGen?

Not hardly! Here’s the first point. Horses for courses. ThinkGen’s founder, Noah Pines, is expert at conducting “high end” healthcare marketing research. He lives and breathes oncology, rare diseases and other areas where his scientific knowledge and experience make him much sought after for conducting research projects on a global basis. BUT. While working with clients 110% of the time, he can’t also focus on managing the virtual company of over 30 people that ThinkGen has become. So, Noah has elected to become CEO of TG, freeing himself up of the day to day responsibilities of running the company that will now pass on to Bart. The moral of the story here? Foci is a word but not good managerial practice. A business professional needs one Focus. Clean. Crisp. Consistent with one’s skill sets. Spreading yourself too thin can have sub-optimal results. Keep that in mind as you develop your career, your department, your company. 

And one more principle. Bart is rounding out a management team that already includes Dan Fitzgerald and myself. Quite simply, it was the three of us that years ago led GFK US Healthcare to become the biggest, best known presence in primary Pharmaceutical Marketing Research. I did the innovation and public speaking and writing gigs, Bart ran the research function and Dan ran operations. The moral of that story? When possible, do what you know works.

Want to see us do that one more time at ThinkGen? THAT will be déjà vu all over again.

Welcome Bart!

New Schedule for The RBV Blog

Big things are taking shape here at ThinkGen. Our development of Mindset MarketingSM is getting more and more interesting — and time consuming! When you add in travel scheduling, something has to give. This week the RBV Blog is moving to a 3-day per week schedule. Innovation continues in all corners of the healthcare industry. Watch your inbox or our website for insights, updates, and general commentary from me every Tuesday, Wednesday, and Thursday. Thanks again for your readership! Richard B. Vanderveer, Ph.D. Chief Innovation Officer

Clinician Prejudice

Check this out. What you will see is the report of a study of 10,000 clinicians in 40 countries. The major finding? About one out of five, 20%, of those responding indicated that they are “uncomfortable” in treating members of the LGBTQ community. They look at them differently. They treat them differently. Interesting, but not surprising, that religious beliefs about homosexuality are a significant driver here. Stereotypes and prejudices are interesting things. They often are adaptive. At the height of the AIDS/HIV epidemic, for example, the fact that clinicians learned to treat gay patients differently was, in part, a matter of self-preservation. Clinicians needed to know if a patient was HIV+, for example, so that extra care could be taken in managing bodily fluids. But in “this day and age,” the lead researcher summarized, this prejudice is “unacceptable.” Bottom Line. Is this the only clinician prejudice that matters? Hell no! An important part of our work at ThinkGen in doing Mindset Marketing ResearchTM  is to uncover the litany of prejudices that exist among clinicians, and to determine the impact they have on treatment decisions. Unacceptable or inevitable, such prejudices are an important part of our customers’ realities. We need to understand them if we are going to lay claim to truly being “customer-centered.”