Tangent90 News

Making an impact attracts attention. Doesn’t it? Well, yes but only if the subject of the impact is relevant to the person being impacted. For it to resonate, it needs to be timed to perfection and the subject be of specific relevance to the recipient.

Omnichannel is more than just a buzzword. It is influencing the customer journey in pharma. Adding published scientific content to your omnichannel strategy can help add greater value for HCPs. Read the T90 perspective>>

What would make you more likely to respond? A dry, generic, mass-produced approach or one that addresses you personally and provides specific information on a topic of interest in an easy-to-digest format via a channel of your choice? We know what we’d prefer!

Creating a complete picture of your customer preferences must surely rank high on the list of priorities for brand and marketing teams. Understanding what information your customer wants, engages with and values, will enable you to react quickly and build trust.

Customer experience should be front and centre for every service provider. Instilling trust enables companies to develop effective relationships with their customers. Pharma has the added challenge of time – with HCPs unable to spend hours meeting reps or reviewing data.

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.