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.
What does success look like? Is it simply proving return on investment – the thing all marketers talk about, and one of the hardest things to provide tangible evidence for?! Or are there other measures of success that can deliver the reassurance that the approach taken is the right one?
Digital transformation has gathered pace in pharma and we have all been witnessing the acceleration. New technologies have been adopted to ensure HCP engagement is maintained but keeping up the understanding of innovative and emerging solutions and investing in the right technologies may prove challenging.
77% of HCPs use digital channels primarily for personal learning and development. Bitesize pieces of information are easier to digest and retain, and therefore, it makes perfect sense that often time-poor HCPs would prefer this method of content distribution.
It’s become an over-used term, hasn’t it – COVID? It seems to have been used as an excuse for everything, from airport baggage handling, to call centre queues, to the global cost of living crisis. But not every impact has been bad. Pharma, for instance, has had to expedite its digital transformation goals. The industry had to change overnight to remain in contact with its key stakeholders, healthcare professionals (HCPs).
Creating a seamless experience for HCPs across all your channels will ensure greater engagement with your brand. Enabling them to find the information they want in a format they prefer should be a key part of your omnichannel strategy. However, it’s important to remember that the HCP demographic is changing, and with that so should the method of delivering content. So how do we ensure that we serve up content that both engages the HCP and adds value for pharma?
Wednesday, July 27, 2022 | 11AM ET / 8AM PT / 4PM UK. Experts from Tangent90, Veeva Systems and Compas, Inc. will discuss why ePrints are an important part of your customer engagement strategy.
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