Your customers don’t trust you!
Is there any other business aside from Pharma where I could remain in business despite most of my customers not trusting me? Banking, perhaps? I pondered this whilst reading the results of a fascinating survey by doctors.net on Doctors attitudes to pharma and digital initiatives.
Doctor’s lack of trust in pharma was being fed by negative media stories and scepticism about the information received from the industry. Alarmingly and despite all the online activity from pharma, 40% of doctors have never visited a pharma company website for product information, preferring to go to online physician communities.
It seems to me that a lot of work still needs to be done in influencing doctor engagement. The survey cited some of the more innovative approaches, including the use of 3rd party platforms (e.g., Boehringer Ingelheim Asasantin) and supporting patients and HCP (such as Janssen’s ADHD).
All food for thought and it does seem that industry is recognising and responding to some of the challenges. I am looking forward to hearing from Jutta Klauer from Pfizer and Claire Payne at Merck Serono at DigiPharm Europe 2012; both of have some interesting stories to tell on customer and stakeholder engagement.…