![]() ![]() Although they still favor in-person interactions when demos and case support are needed, they prefer digital and remote models for researching information, negotiating deals, and placing orders. Physicians’ channel preferences when ordering medtech products are summarized in Exhibit C. Another notable shift is in physicians’ preference for video calls, which has increased more than fivefold (to 38 percent, from 7 percent). One change is a marked shift in physicians’ preferred channel for sales-rep interaction from in person (preferred by 79 percent of respondents before 2020 but only 49 percent in 2021 and beyond) to email (preferred by 54 percent and 65 percent, respectively). A multichannel trend was already evident before 2020, but other important changes have emerged more recently. Physicians also expect to have fewer in-person visits from sales reps, perhaps indicating a deeper shift in their preferred forms of engagement with medtech companies.Įxhibit B, which illustrates HCPs’ responses to a question on contact with sales reps, suggests that the future of engagement will be hybrid. In interviews, physicians spoke of appreciating the flexibility of virtual models in allowing them to learn on demand and attend sessions that time or budget constraints might otherwise have ruled out. Two-thirds expect to do more of their professional education through virtual channels, and half expect to get more of their new-product training in this way. We also conducted in-depth ethnographic interviews with 100 physicians and procurement professionals to understand their needs, explore how medtech companies can best meet them, and get a sense of what the next normal for healthcare-professional (HCP) engagement may look like.Īs Exhibit A shows, physicians’ expectations of interacting with patients remotely declined between March and November 2020, although respondents expect virtual engagement to increase in other spheres. The first round of the survey was carried out in April 2020, with 509 respondents, and the second in November 2020, with 876 respondents. To understand how physician behavior has changed in response to the COVID-19 pandemic, McKinsey ran longitudinal surveys of clinicians from the European Union, United Kingdom, and United States in seven specialties: gastroenterology, general dentistry, general surgery, interventional cardiology, ophthalmology, orthopedic surgery, and radiology.
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