Assessing Medical Information Needs Via an Internet-Based Survey

Genentech's Medical Communications Department provides verbal and written responses to unsolicited requests for medical information relating to company products. Two surveys were conducted with the following objectives: to assess health care professional informational needs during the postapproval period, to evaluate customer satisfaction during a time of increased departmental workload, to explore relevance and usefulness of information provided, and to identify differences in informational needs between customer segments. Genentech's Medical Communications, in collaboration with marketing, identified a professional research group to coordinate the customer surveys. The Internet-based surveys were developed and implemented by the professional research group. The surveys were conducted following product or indication approvals. Overall, the majority of respondents were satisfied with the service and information received, and reported the information was relevant to clinical practice. Additionally, a majority indicated the information would be discussed with colleagues and patients, and used to self-educate. The most frequent reasons for contacting the Medical Communications Department following a new product approval were for safety information, use with other products, administration questions, and patient monitoring questions. The most frequent reasons for contacting Medical Communications during a label extension included questions on use in combination with other products, safety information, dosing; and identifying appropriate candidates for the new use. Using an Internet based survey was an effective tool. Genentech customers overall were satisfied with the information received from the Medical Communications Department. In addition, all customer segments reported that the information assisted in therapeutic decision making.