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Direct Mail Nearly As Popular As Email for Pharma Sales

A study by CMI/Compass that has tracked physicians' preferences for communication from drugmakers since 2009 has revealed that 66% of doctors prefer to hear from pharma reps by email, a number that has risen by 8% since 2009 as fewer primary care physicians serving more patients have less time for in-person visits. Direct mail is a surprising second, with 65% of doctors preferring that reps send printed information through the mail - a percentage that has doubled since 2009. The other key finding in the study is the number of channels that physicians chose. In 2009 doctors selected 1.6 channels of contact on average, and in 2012 the number has jumped to 2.9 channels.

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