A recent study by Cutting Edge Information reportedly revealed that drug companies 'agree that operating medical information call centers in-house is more efficient.'

 

The study, “Evolving Medical Information Call Centers: Performance Measurement and Process Improvement,” shows that 85 percent of pharmaceutical companies use in-house call centers. 

Why? The study found the number one reason given is 'call quality. When a company outsources its medical information call center function, the company effectively hands over control of its customers’ call experiences to a vendor.' Bad experiences talking to company-affiliated call centers could spell disaster for a brand trying to gain market share in an increasingly competitive environment.

Members of in-house teams, the pharmaceutical companies believe, are 'more driven to provide the greatest customer service.'

 

David Richardson (News - Alert), the report’s lead author, said that while call center employees do not sell the product, 'they are selling the company.” 

Interestingly, the study finds that consumers don't even need to make the explicit connection between a particular drug and its manufacturer: 'Although patients may not know which company markets specific medications, a bad experience trying to gain information about one product will keep them from adhering to that treatment regimen.'

 

In other words, if you have trouble getting good information on CureAll, you're not going to use CureAll, not because you're mad at the company but simply because it isn't worth it.

Financial concerns, naturally, were cited as reasons why companies would opt for contracted services: 'Not only does it cost less overall, but outsourced call centers are also easier and quicker to set up, making them a practical option for companies without the resources to establish an in-house operation.'