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.
Tangent90 and BMJ enter a strategic partnership. The agreement will enable BMJ to provide greater access to its scientific content and drive better engagement with healthcare professionals.
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?
Tangent90 announces strategic collaboration with NEJM Group. The agreement will enable NEJM Group to provide greater access to clinical content with secure and compliant delivery to Healthcare Professionals.
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.
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