Study reveals majority of drug companies utilize in-house call centers

Cutting Edge Information's most recent medical information study reveals that drug companies overwhelmingly agree that operating medical information call centers in-house is more efficient. The study, "Evolving Medical Information Call Centers: Performance Measurement and Process mprovement" shows that 85% of pharmaceutical companies utilize in-house call centers.

The most significant reason for this 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. When a call center remains in-house, however, internal employees manage that customer experience. Members of in-house teams are more driven to provide the greatest customer service.

"Ensuring the best call experience must be number one on a medical information call center's agenda," said David Richardson, the report's lead author. "While call center employees do not sell the product, they are selling the company."

Bad experiences talking to company-affiliated call centers could spell disaster for a brand trying to gain market share in an increasingly competitive environment. 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 -- and may actually lead to dwindling adherence in the patient's other prescribed medications.

Still, some companies opt to outsource their entire medical information call center function, primarily due to financial concerns. 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.

Thanks to the promise of cost savings, nearly every Fortune 1000 company outsources some part of its operations. Pharma and biotech companies are no different. And call center operations are one of the more commonly outsourced functions for companies looking for cost-cutting measures.

"Evolving Medical Information Call Centers: Performance Measurement and Process Improvement" contains details of call center processes such as answering systems, agent availability, triage systems as well as response methodologies and internal communication.