Closing the loop – how data can inform HCP engagement

It seems obvious, doesn’t it? The more information you have about something, the better informed you are. Well yes and no. We live in a world full of data – what we eat, what we watch on TV, how many hours we spend on the internet, etc. And CRM systems hold extensive data on customer profiles and behaviour. This data offers the ability to tailor and personalise the customer experience. But are we doing enough and what opportunities are there to optimise HCP engagement?

A recent article in PMLiVE by Simon Grime from Wilmington Healthcare highlights four key principles that pharma should be implementing. The first recommends looking beyond the marketing ‘persona’ to provide a 360-degree view of everyone. We all know this is not a new concept. Learning about customer behaviour and touchpoints, how and what they engage with, what their preferences are, etc is standard practice. The challenge is to do this at scale across the entire organisation.

The second principle advocates the importance of local knowledge. There is not a one-size-fits-all approach. Flexibility is essential to be able to adapt to local and regional variations. Pharma reps may need to target a small country-specific rare disease team or a large multi-country brand team. Having the right information about the contrasting requirements of different teams helps build a picture of customer needs.

The third principle highlights the importance of having the right digital capability across the whole business. We all engage more to a personal approach. Having the right systems in place to provide detailed data on customer engagement enables a company to segment its audience and tailor its approach accordingly. In a world where we have become overwhelmed with digital information, ensuring your messaging strikes a chord with your audience is invaluable.

Lastly, all this data needs continuous evaluation. The benefit of digital engagement is that it allows for in-depth analysis to review and refine your strategy to ensure it remains relevant – closing the loop to provide a complete picture.

Tangent90 are a Silver Technology Partner of Veeva Systems. We create marketing leading SaaS solutions that drive better access and ongoing engagement with HCPs. Alongside compliant copyright scientific content distribution, we also provide pharma rich data on HCP scientific content utilisation, channel use, transfer of value and consent captured in the interaction. This data is normally immediately stored in your Customer Relationship Management platform (CRM) to achieve an enhanced view of the customer.

To find out more about how Tangent90 can support your HCP engagement requirements, please contact us at hello@tangent90.com.

Related news


Seeing the Value of Scientific Content

In Pharmaceutical Commerce magazine, Tangent90 CEO Jan van den Burg discusses the value that HCPs place on scientific content and highlights the opportunity that pharma should be taking now.


Need to scale up fast? Ready-made content can help

Veeva recently published an eBook which discusses the best practice approach for supporting emerging pharma to launch and scale content faster. It focuses on how digital communications have allowed field teams to spend more quality time with HCPs. What can pharma’s brand teams do to support the increase needed?

Using next best action to inform your engagement strategy

We have been inundated with discussions about big data. Information that can help inform decision making is an output of nearly every phase in life sciences. The industry, with the increased use of digital channels, has been able to collect more data but is this being used to optimise their HCP engagement strategies?

Scroll to Top

Book A Demo

We use cookies to improve your experience on our website. By browsing this website, you agree to our use of cookies.