Category: Digital Content Distribution

The Veeva Pulse Field Trends Report covers 80% of HCP-rep interactions, making it the largest-ever analysis and provides valuable insights into the pharma industry and establishes a benchmark for HCP engagement across the globe. The latest report focuses on the increasing prevalence of digital content.

HCPs have become more selective as to which pharma companies they will engage with. An average of 65% of accessible HCPs in Europe limit meetings to fewer than three companies, with greater restrictions in the UK. This presents pharma’s field teams with a challenge, so what can reps do to optimise the contact they do get?

There is a desire to leverage the data that omnichannel offers but the gap between aspiration and reality needs to close. Varying degrees of expertise within pharma means that the priority should be to utilise their existing agency relationships which offer a quick and cost-effective approach.

With thousands of new regulatory guidelines issued every year, it’s easy for pharma to forget that something as simple as sharing copyright scientific content also requires a compliant approach. Keeping on top of these additional compliance requirements is a challenge, but there is a solution.

According to an article in Pharmaphorum, pharma portals are underutilised by HCPs, with low engagement rates and reports of poor user experience. These portals are key to supporting the communication of product information. So given the importance of the information they provide, how can pharma make the portal experience more valuable for HCPs?

An article in Pharmaphorum recently discussed why automating data capture is helping pharma optimise HCP engagement. A data-enriched approach enables pharma marketing teams to develop strategies which align with specific HCP preferences.

The pharma industry has embraced the digital revolution and with that the opportunity to use more readily available data. However, effective digital engagement only works if first-party data (information a company collects directly from its customers and owns) is collected and subsequently used properly.

The latest Veeva Pulse Field Trends Report is out and it discusses the change in access to HCPs. Even pre-pandemic, face-to-face meetings were in decline but the report highlights that this has bounced back, and some. The figure now sits at 60% across all specialities but what is clear is that how interaction takes place has changed.

Whether it’s via email, from a congress booth, or a website, we share content with our target audience constantly. For pharma, this content can be the difference between an HCP prescribing their drug or not. It is, therefore, important to understand what happens to that content after the initial interaction with the HCP.

Around 40% of congresses are now operating a hybrid format therefore optimising the whole experience has become a priority, from the initial transaction to providing measurable outcomes – it requires a complete organisational approach.

If your message is not relevant to the recipient, why would it stand out? A recent article in Pharmaphorum talks about the digital deluge of content HCPs receive. The shift change to digital engagement has been swift but with it, a tendency to just push content out without considering its relevance to the recipient.

There have been a lot of discussions online about the future of the pharma rep. The reduction in face-to-face HCP interactions during Covid may have sounded their death knell but in reality, the situation is quite different. The evolution in innovation over the last two years may have taken the limelight but the pharma rep still has an important role to play in ensuring that new technologies are used effectively to improve HCP engagement.