Pharma Rep Physician Access: Do Falling Numbers Point to New Sales Models?
Pharmaceutical sales representatives’ access to physicians has continuously declined over the past five years, as physicians and institutions implement tighter restrictions on access.
According to ZS Associates’ latest AccessMonitor™, a survey that incorporates and analyzes call reports from more than 200 U.S. pharma sales teams, only 55% of prescribers were considered accessible in 2013, compared with more than 77% in 2008.
The reduced access is forcing many pharmaceutical companies to rethink their go-to-market strategies and sales models.
Access to physicians has declined consistently since the first AccessMonitor™ survey in 2008. In 2013, only 55% of prescribers were deemed “accessible,” compared with 65% of prescribers one year ago, and 77% in 2008.
The decline in access has made it difficult for companies to maintain high call frequencies. A scant few physicians allow the industry’s best representatives to call on them more than 24 times a year—a mere 2% of primary-care physicians and 13% of specialists allow representatives to visit that frequently.
This executive summary analyzes key findings of the 2013 AccessMonitor™ report, and offers insights into what they may mean for the industry. Pratap Khedkar, ZS’s Managing Principal for Pharmaceuticals and Biotech, says that while access will continue to be an issue, pharmaceutical companies that focus on customer-centric strategies can improve access and customer contact.