Brand visibility of pharmaceutical products to healthcare providers remains one of the toughest challenges in today's competitive pharmaceutical market. Sales representatives have less face-to-face time with prescribers as healthcare providers spend much of their day in front of computers and in the EHR (electronic health record) systems, making it harder for direct engagement and brand promotion.
Further, EHRs do not often communicate with one another, creating interoperability
issues that prevent healthcare providers from accessing all relevant patient information. In addition, expensive specialty medications are becoming more common and involve more complex diagnosis criteria, contributing to substantial script abandonment by patients.
For comments and feedback: editorial@rttnews.com