Lisa Roner of Eyeforpharma alerted us to an interesting phenomenon based on the results of a recent pharma marketing survey: 40% of 100 Physician Offices surveyed preferred to be contacted by Fax.
Fax? In today’s high tech, “high touch” environment? Maybe when things get too complicated, we become more attracted to the basics. Even when 27% of nurses and 23% of physicians in the survey welcomed calls (phone or face to face) from pharma sales representatives, this newly uncovered preference for fax communication caught me off guard.
But wait, a cynic in me that is asking this question: “Do doctor’s offices prefer faxes because the faxes can be tailored to the information and accessibility of the physicians – or because faxes are more easily thrown out of the office than a sales rep?”