There is no such thing as business as usual in the midst of a pandemic, but the medical community still needs to do its vital work. So, we surveyed 200 physicians (PCPs, rheumatologists and oncologists) to understand the impact of Covid-19 on their patients and practice to give pharmaceutical companies insight into how it can deliver valued assistance.
Doctors are feeling the impact of Covid-19, personally…
Almost three-quarters of HCPs consider the virus a threat to their own life or that of a loved one, with fairly equal levels across all three specialties.
In terms of specific risks, being exposed to someone with Covid-19 and having to self-quarantine top the list of concerns. Despite feeling similar levels of overall personal risk, rheumatologists as a group indicate lower levels of concern versus other specialists.
Covid-19 is also impacting their practice…
Close to 80% of HCPs report decreased patient traffic as a result of Covid-19, with rheumatologists showing the highest levels of reported traffic decreases (96%).
About 54% report their volume of prescriptions is down as a result of Covid-19.
The top specific disruptions include being able to schedule and attend patient appointments, dealing with immunocompromised patients and the ability to start new treatments.
Most physicians feel Covid-19’s spread will slow and/or get under control in 3 months or less.
So, how is pharma helping them weather this storm?
When asked about which companies are doing the best job helping them, 58% could name one, with AbbVie, Gilead, Merck and Roche/Genentech garnering more notice than others, while 43% could not think of one.
Credit tends to revolve around communication, the pursuit of treatments and developing tests. Also, 80% of physicians could not think of a pharmaceutical company that has disappointed them.
So, what kind of help are they looking for?
Despite challenges to their practice, the majority of HCPs prioritized patient medication access and general patient support as the top two priorities that pharmaceutical companies could help satisfy.
In terms of Covid-19 information, more than 60% are looking for guidance on how to work within any restrictions the virus poses, as well as how to maintain patient engagement through virtual means.
Beyond Covid-19, HCPs will look for the same type of information as before, such as clinical results, treatment guidelines, safety issues, etc.
However, they would prefer it be delivered in more on-demand fashion, such as emails and printed materials they can read at their own pace and at times of their choosing.
And, most will give no more than 30 minutes to review, read or watch updates about treatments.
In terms of updates, 77% are comfortable receiving them at least once a week or more often.
And, they want that information focused on what matters for their patient, with any Covid-19 context being brief or absent.
Doctors understand these are unique times, but also need to maintain their bearings to help patients under their care. There are fundamental steps pharmaceutical companies can take to champion that cause that will pay dividends in building stronger relationships down the road:
Help them protect their patients
It is not just about information, but also navigating and resolving concerns about medication and practice access
Empathize with their stress level
Make information easy to consume and lean towards on-demand modes of delivering it
The Methodology
Shapiro+Raj conducted an online survey with a national sample of HCPs between March 27th and March 30th, 2020. In all, 200 physicians were surveyed (100 PCPs, 50 oncologists and 50 rheumatologists).
Shapiro+Raj
S+R is a research and strategy firm that uses social and behavioral sciences to solve the toughest business and marketing challenges. Our next-gen methods dig deep to unlock market-ready insights. Then our brand planners turn these into strategic marketplace actions that create brand evolution and innovation; customer experiences and loyalty; and new platforms for growth.
