PeopleMetrics Research Links Sales Representative Engagement and Physician Prescribing Behaviors

Philadelphia, May 11, 2007 –   According to leading research firm PeopleMetrics (www.people-metrics.com), the engagement levels of pharmaceutical sales representatives influences physician attitudes and behavior. In its work with a leading Biotechnology company, PeopleMetrics found a link between the engagement levels of the company's sales representatives and physician loyalty, as evidenced by prescribing behaviors.

This finding is significant because physician loyalty impacts the bottom line for pharmaceutical companies in terms of higher brand prescribing volume, reduced marketing costs and enhanced brand/company equity among physicians.

"This research is compelling and has important implications for pharmaceutical companies" noted Gary White, Executive Vice President of PeopleMetrics Strategic Market Research practice, "our research indicates that the engagement level of sales representatives and how passionate they are about the company they work for is an important and often overlooked part of an effective marketing strategy when companies launch new brands or promote existing ones."

In PeopleMetrics research with a leading Biotechnology company, two key findings emerged:

• Physicians detailed by "Engaged" sales representatives wrote more prescriptions for the client's entire product portfolio than physicians detailed by "Disengaged" representatives.
• Physicians detailed by "Engaged" sales representatives wrote fewer prescriptions for competitor products than physicians detailed by "Disengaged" representatives.

The puzzle of why physicians make different prescribing decisions is a complex one. Many companies invest solely in research that assesses sales representative performance from the physician perspective. Such research often examines only the functional aspects of the detail process. PeopleMetrics research finds that the engagement level of the representative and their passion for the company is an overlooked but critical piece to this puzzle. Pharmaceutical companies that measure and improve sales representative engagement thereby position their sales force to build stronger relationships with physicians.

About PeopleMetrics:

PeopleMetrics is a leading research firm that helps organizations engage their customers and employees. We have remarkable people, proven methodologies, robust benchmarks and world-class technology. PeopleMetrics Rx is a division dedicated exclusively to the market research needs of the pharmaceutical industry and is a pioneer in developing the concept of Physician Engagement. We serve some of the most trusted brands and respected companies in the world, including AstraZeneca, Christie's, Coca-Cola, Comcast, Genzyme, HSBC, McDonald's, Morgan Stanley, Microsoft, Novartis, and Wyeth.

For more information send an e-mail to info@people-metrics.com or call 215.979.8030.