Dallas: A study by a marketing agency of attitudes about substances offered by drug companies makes a surprising discovery about millennials and Generation Z health care providers.
The study by the Dallas-based Three Performance Marketing Agency revealed that among primary care physicians, specialists and other providers, 42% of Generation Z workers and 26% of Millennials do not trust patient-targeted drug substances.
Perhaps the other most surprising finding is that the preferred format for MSPs is printable flyers rather than websites, PDFs, or smartphone apps.
Many respondents across age groups were also hesitant about whether to trust materials from drug companies, with 42% of providers being millennials and 43% of baby boomers saying they were unsure.
“This represents a huge opportunity for drug companies to do something different so they can build trusted relationships,” said Ben Mayal, chief executive of Three Whiskey’s US division, whose clients include drug companies Pfizer and Boehringer Ingelheim.
To conduct the survey, Three Whiskeys used Google surveys to connect with providers and received more than 700 responses, according to the company.
Mayal attributed providers’ preference for print rather than digital to the fact that when speaking to a patient during a visit, “the doctor wants something to be accessed and delivered to someone at the moment.”
When asked which the three topics were most important to include in patient material, 23% of respondents said treatment options; 18% said drug info; Another 18% said they support disease management.
Thirty-five percent of respondents said they learn about drug company materials from their colleagues; 30% cited material from Google; And 19% said they learned about the material from the patients themselves.
“The goal of this research is to provide a tool that will enable pharmaceutical organizations, any other medical device organization, or anyone else working in patient resource production to do so more effectively,” Mayal said. “I see this as part of a paradigm shift I’ve seen over the past 10 years in terms of pharmaceutical companies that have sought to work closely with [providers] To produce resources that will have a greater impact.”