ニュース & トピックス

2024/10/23 Marketing Research: Survey on Brand Promotion - Outcome Among 500 Ophthalmologists
“Face-to-face channels excel in promotion targeting ophthalmologists”

Medical Collective Intelligence Co., Ltd. (https://www.medical-ci.co.jp/), a healthcare market research firm based in Tokyo, carried out a study on brand promotion in ophthalmology. Analysis was conducted using 500 valid responses, a robust sample size especially for research targeting ophthalmologists.

The outcome revealed that face-to-face channels performed better in the promotion targeting ophthalmologists. Among the online channels, “Online seminars (webinars)” came on top, and it also ranked second as the source of information that ophthalmologists want to utilize more in the future after “Explanation from the sales representative (face-to-face meetings).

Outcome

The products ophthalmologists gained information on most frequently was "Eylea 8 mg" among hospital ophthalmologists and "Alesion Eyelid Cream" among clinic ophthalmologists.
The top 3 products that ophthalmologists most frequently gained information on all had over 40% of the ophthalmologists indicating that the information they learned had a positive impact on prescription.

　・ Alesion Eyelid Cream had the highest percentage of ophthalmologists that received detailing or collected information on the product in the past 3 months. Eylea 8 mg came in second followed by Vabysmo.
　・ Eylea 8 mg came in first among hospital ophthalmologists, and Alesion Eyelid Cream came on top among clinic ophthalmologists.
　・ The percentage of ophthalmologists who indicated that the information had a positive impact on prescription was about 60% for Alesion Eyelid Cream and about 40% for Eylea 8 mg and Vabysmo.

■Percentage of ophthalmologists who either received detailing or collected information on in the past 3 months
*Excerpt of the top 3 products among all ophthalmologists

	All (n=500)	Hospital (n=280)	Clinic (n=220)
Alesion Eyelid Cream	77％	73％	82％
Eylea 8 mg	72％	82％	60％
Vabysmo	54％	65％	41％

※Hospital/Clinic cutoff at 20 beds

■Percentage of ophthalmologists who indicated that the information had a positive impact on prescription

	All	Hospital	Clinic
Alesion Eyelid Cream	56％	51％	61％
Eylea 8 mg	40％	44％	34％
Vabysmo	42％	46％	35％

*Percentage among ophthalmologists who either received detailing or collected information on each product

Face-to-face channels performed better in the promotion targeting ophthalmologists

　・ As the source of information that had a positive impact on prescription, "Explanation from the sales representative (face-to-face meetings) came on top for all three products (70 to 80%), followed by "Product explanation sessions" (approximately 20%).
　・ "Seminars at a venue" and "Online seminars (webinars)" were also common for Eylea 8 mg and Vabysmo (12% to 15%)
　・ Face-to-face channels performed better in the promotion targeting ophthalmologists*1.

■Source of information that triggered prescription (select all that apply)

	Alesion Eyelid Cream (n=184)	Eylea 8 mg (n=146)	Vabysmo (n=115)
Explanation from the sales representative (face-to-face meetings)	77％	74％	76％
Explanation from the sales representative (online meetings or phone calls)	3％	9％	7％
Explanation from the sales representative (e-mails)	3％	3％	4％
Product explanation sessions	17％	21％	15％
Seminars at a venue	1％	15％	14％
Online seminars (webinars)	7％	12％	15％
Websites of pharmaceutical companies	3％	3％	2％
Online medical portals	6％	8％	7％
Information provision from pharmaceutical companies at congresses	1％	3％	3％
Information provision from pharmaceutical companies in medical journals	3％	1％	3％
Other	0%	1％	0%

*Percentage among ophthalmologists who indicated that the information had a positive impact on prescription for each product
*Blue cells: Top channel
*Orange cells: 10% or higher

(*1) A separate study that targeted doctors of all specialty implied that the percentage of doctors for whom "Sales representative (meetings or phone calls)" was a source of information that was impactful to prescription was approximately 50%.
(Outcome from "Multimedia White Paper on Physicians - 2024 Fall" hosted by MCI)

Top channels that ophthalmologists want to utilize more in the future were "Explanation from the sales representative (face-to-face meetings)", and "Online seminars (webinars)."

　・ "Explanation from the sales representative (face-to-face meetings)" ranked first as the source of information that ophthalmologists want to utilize more in the future, followed by "Online seminars (webinars)."
　・ "Seminars at a venue" ranked first among hospital ophthalmologists, and "Explanation from the sales representative (face-to-face meetings) ranked first among clinic ophthalmologists.

■Source of information that ophthalmologists want to utilize more in the future (select all that apply)

	All (n=500)	Hospital (n=280)	Clinic (n=220)
Explanation from the sales representative (face-to-face meetings)	27％	22％	33％
Explanation from the sales representative (online meetings or phone calls)	6％	7％	5％
Explanation from the sales representative (e-mails)	10％	9％	11％
Product explanation session	23％	26％	20％
Seminars at a venue	23％	26％	19％
Online seminars (webinars)	25％	25％	25％
Websites of pharmaceutical companies	11％	11％	12％
Online medical portals	18％	17％	19％
Information provision from pharmaceutical companies at congresses	19％	20％	16％
Information provision from pharmaceutical companies in medical journals	16％	16％	16％
Other	3％	3％	3％
None of the above	42％	43％	41％

*Blue cells: Top channel
*Green cells: 20% or higher

■Appendix - Products that ophthalmologists received detailing or collected information on in the past 3 months
*Excerpt of the top 15 products among all ophthalmologists

		All (n=500)	Hospital (n=280)	Clinic (n=220)
1	Alesion Eyelid Cream	77％	73％	82％
2	Eylea 8 mg	72％	82％	60％
3	Vabysmo	54％	65％	41％
4	GLA-alpha	49％	49％	50％
5	Diquas / Diquas LX	46％	38％	56％
6	Azimycin	33％	26％	42％
7	Ranibizumab BS	29％	34％	23％
8	Glanatec	29％	30％	28％
9	Beovu	29％	34％	22％
10	Mikeluna	28％	22％	36％
11	Eybelis	27％	21％	35％
12	Ailamide	27％	23％	32％
13	Aibeta	23％	20％	28％
14	Alesion / Alesion LX Ophthalmic Solution	23％	19％	29％
15	Aiphagan	22％	20％	24％

■Research Outline

Target audience	Ophthalmologists
Valid sample size	500 samples (280 hospital ophthalmologists, 220 clinic ophthalmologists) *Hospital/Clinic cutoff at 20 beds
Methodology	Online survey
Fieldwork	September 17 to September 30, 2024
Key topics	・ Sources of information on ophthalmic drugs, sources of information to utilize more/less in the future ・ Drugs ophthalmologists received detailing or collected information on in the past 3 months > Recalled messages on each product (open ended responses) > Sources of information > Whether the information had a positive impact on prescription ・ Ophthalmic drugs in the pipeline that seem promising ・ Names of doctors/institutions ophthalmologists refer to when making treatment decisions for retinal diseases, glaucoma, and ocular hypertension ・ Other

If you have any questions, please contact…
Shin Saiki
Healthcare Partner Division
Medical Collective Intelligence Co., Ltd.
[email protected]

ニュース & トピックス

Survey on Brand Promotion - Outcome Among 500 Ophthalmologists“Face-to-face channels excel in promotion targeting ophthalmologists”

Outcome

Face-to-face channels performed better in the promotion targeting ophthalmologists

Top channels that ophthalmologists want to utilize more in the future were "Explanation from the sales representative (face-to-face meetings)", and "Online seminars (webinars)."

Survey on Brand Promotion - Outcome Among 500 Ophthalmologists
“Face-to-face channels excel in promotion targeting ophthalmologists”