Old Media Telephone is First on New Media List for Marketing to Physicians

By Stewart Gandolf
Chief Executive Officer

historic telephone and the new media

The New Media

Marketing to physicians is always a communications challenge. There are gatekeepers, drawbridges, barriers and the never-ending constraints of a busy physician’s packed schedule. Everyone wants a slice of time for physician relations, medical device sales, hospital marketing and PR, and pharmaceutical detailing, to name just a few.

There’s no magic answer. But a recent survey suggests that the old-fashioned telephone is at the top of the list of “new media” tools to reach and promote products to physicians and other prescribers.

The recent data by the research firm SK&AU.S. Pharma Company Promotional Spending Trends in New Media – is exclusively about pharmaceutical marketing, but there’s guidance here for others who target physicians in healthcare marketing.

Their research focused on new media channels such as Internet detailing, tele-detailing, e-meetings and web advertising. They report: “Over the last four years, promotional spending in new media has increased significantly from about $5 million in January 2006 to about $26 million by September 2010. Traditional forms of promotion, such as face-to-face detailing and meetings, are becoming less commonplace, while Internet media such as e-detailing and e-meetings are growing at a fast and steady pace.”

Nearly 50 percent of the average monthly new media spending was in Telephone Detailing ($160 million). Internet Detailing ranked second at 35 percent ($116 million), and E-Meeting (Internet) came in third with 15 percent ($48 million). Finally, web advertising (targeted to physicians), which is growing but at a much slower pace than other new forms of detailing or meetings, made up one percent of spending in new media.

We’re not sure what qualifies the 134-year-old telephone for the New Media category, but with a $160 million monthly allowance, it’s definitely a player in marketing to physicians. We’d like to know what you think.

And if you’d like to talk about healthcare marketing or marketing to physicians, reach out to us through our website.

Stewart Gandolf
Chief Executive Officer at Healthcare Success
Stewart Gandolf, MBA, is Chief Executive Officer of Healthcare Success, one of the nation's leading healthcare and digital marketing agencies. Over the past 20 years, Stewart has marketed and consulted for over 1,000 healthcare clients, ranging from practices and hospitals to multi-billion dollar corporations. A frequent speaker, Stewart has shared his expertise at over 200 venues nationwide. As an author and expert resource, Stewart has also written for many leading industry publications, including the 21,000 subscriber Healthcare Success Insight blog. Stewart also co-authored, "Cash-Pay Healthcare: Start, Grow & Perfect Your Cash-Pay Healthcare Business." Stewart began his career with leading advertising agencies, including J. Walter Thompson, where he marketed Fortune 500 clients such as Wells Fargo and Bally's Total Fitness.



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