You are here: Home » PTI Stories » National » News
Business Standard

Doctors adopting digital ways to get pharma info, says survey

Press Trust of India  |  Mumbai 

Doctors are now going digital as a majority of them prefer getting drug information on their fingertips as against a face-to-face interaction with medical representatives (MRs), says a survey.

According to a poll conducted by Curofy, 75 per cent of the surveyed doctors preferred digital interaction with pharma companies instead of a face-to-face to interaction with MRs. The result is in conformance with the fact that more doctors are adopting digital way to cater their professional needs.

Of the total 1,440 doctors who participated in the poll, an astounding 75 per cent (1,080) said they would prefer having drug information available at a convenient time on their fingertips over meeting MRs during OPD hours.

The poll results come at a time when the digital media is revolutionising the way in which medical professionals cater their professional needs.

Earlier, the only way to spread drug launch information or new medical research information was through personal meetings and interactions. A medical representative has to visit a doctor a number of times to make him/her know about the new drug and ongoing research.

Often it happens that the doctor is not able to provide the representative with enough time, leading to wastage of time and money on both the ends. With the information available digitally, it becomes easier for doctors to comprehend the information with ease and at their own comfort level, the survey said.

Rajesh Puri, Director of Institute of Digestive & Hepatobiliary Sciences at Medanta - The Medicity said, "Digital promotion and knowledge sharing is more scientific and educational. The reason being, we get to read the pertinent information easily, at our own comfort level."

MRs have been an integral part of the pharma industry since the very beginning. They help their company in reaching out a product to as many doctors as possible, Puri added.

Their work does not limit to inform doctors about the products, they also inform doctors about the ongoing researches in medicine. Even though it is an enlightening job, many doctors find it unpleasant to have MRs waiting in their lobby in the want of a chance to pounce on them for a meeting, he said.

Rinkesh Shah, who handles Digital Marketing at GSK, said, "Research suggests HCPs (healthcare professionals) today prefer digital not only for medical information services but also patient engagement. This is a tipping point of disruption to turn digital as mainstream for customer service in pharma.

(This story has not been edited by Business Standard staff and is auto-generated from a syndicated feed.)

Dear Reader,


Business Standard has always strived hard to provide up-to-date information and commentary on developments that are of interest to you and have wider political and economic implications for the country and the world. Your encouragement and constant feedback on how to improve our offering have only made our resolve and commitment to these ideals stronger. Even during these difficult times arising out of Covid-19, we continue to remain committed to keeping you informed and updated with credible news, authoritative views and incisive commentary on topical issues of relevance.
We, however, have a request.

As we battle the economic impact of the pandemic, we need your support even more, so that we can continue to offer you more quality content. Our subscription model has seen an encouraging response from many of you, who have subscribed to our online content. More subscription to our online content can only help us achieve the goals of offering you even better and more relevant content. We believe in free, fair and credible journalism. Your support through more subscriptions can help us practise the journalism to which we are committed.

Support quality journalism and subscribe to Business Standard.

Digital Editor

First Published: Thu, December 01 2016. 20:02 IST
RECOMMENDED FOR YOU