Oncology Clinics Frustrated With Manufacturer Engagement Tactics

The oncology toolbox is growing rapidly, with novel treatments or expanded uses being approved almost monthly. Understandably, manufacturers seek to ensure that oncologists are informed of the details for new and existing treatments, and community oncologists generally find product updates to be highly useful. However, an increasingly crowded market is forcing companies to compete for the limited time physicians and practices can allocate for these meetings.

Our 2024 Community Oncology Annual Trend survey examined practices’ points of view toward manufacturers’ digital engagement to identify frustrations arising from current approaches (Figure). HMP Market Access Insight’s (MAI’s) research suggests that manufacturers who engage with providers on their terms are more likely to avoid these causes of frustration.

Figure. Prevalence and Causes of Community Oncology Practices’ Frustrations. (A) Perceived frustrations and inefficiencies with digital manufacturer communications (N = 124 practices). (B) Top three oncology clinic frustrations with manufacturer engagement tactics (N = 113 practices).
Source: HMP Market Access Insights 2024 Community Oncology Annual Trend report. 

Key findings include:

• Overall frustration: 91% of surveyed practices have declared some type of frustration with current manufacturer engagement tactics.
• Inefficient communication: 55% of practices believe they are receiving excessive email communication, and 52% have experienced uncoordinated meeting requests from different representatives at the same manufacturer. This demonstrates a need for more streamlined and coordinated communication strategies.
• “Meet clinics where they are”: 54% of practices report that they receive communication at inconvenient times. Manufacturers may increase communication effectiveness by aligning their engagements with practices’ daily schedule.

We look forward to sharing additional insights later this month when we release our full 2024 Community Oncology Annual Trend report!

Meanwhile, be sure to check out some of our newly available reports and keep an eye out for our other upcoming offerings:

• Currently available: IDN Annual Oncology Trend report
• Currently available: Annual Landscape report (part 1) 
• Available in July 2024: IDN and Community Oncology Brand Planning Insights
• Available in July 2024: Payer Annual Oncology Trend report

If your organization is interested in learning more about our offerings, please contact Sara Stewart.