The Future of Digital Engagement: An HCP Perspective

Jun 29, 2022 | Sebastien Noel

As the final restrictions on social contact fade away, the pharma industry is seeking to apply the Goldilocks principle—the “just right” ratio of digital and in-person—to interactions with healthcare professionals (HCPs). Companies using digital channels have realized significant efficiency gains, but also value the role of face-to-face meetings in building trusted relationships.

A recent Veeva roundtable poll of pharmaceutical companies indicated that 20% to 50% of HCP interactions are expected to be digital in future. The potential advantages include saving time on meetings without compromising the quality of interactions, expanded access to customized content, and improved ability to engage key opinion leaders (KOLs) in relevant areas.

Federico Fanti, head of commercial operations at LEO Pharma, summarizes: “Over the last two years, the pharma industry transformed its customer engagement channels. Although triggered by the pandemic, we now see a preference for digital interactions to continue.”

Some HCPs would even prefer to tip the scales decisively in favor of digital. As Dr. Camilla Nero, an HCP at the Policlinico Universitario Fondazione Agostino Gemelli in Rome, commented during the discussion: “I am confident digital engagement will exceed 50% of interactions with HCPs one day. We are going digital in all aspects of life, and HCP digital engagement is becoming the norm.”

Moving to digital as the default

HCPs’ preferences for digital engagement should be considered in the context of other healthcare innovations that are underway. Physicians on the ground are witnessing the adoption of new technologies across the health ecosystem, from digitally-connected clinical trials to new in-home tools that improve patients’ lives.

Yet, significant organizational change is required for pharma companies to deliver on their escalating expectations. This change starts with correcting assumed knowledge in their own salesforces, as many reps still believe there is a strong customer preference for face-to-face interactions.

Effective engagement strategies have a clearly-defined role for in-person meetings. Dr. Nero points out that their purpose is to create and reinforce trust in the relationship.

“Certainly, there is a future strategic role for in-person meetings, particularly at the start of the HCP-rep relationship, where both sides need to build credibility. I can also see a role for face-to-face when trying to evolve the relationship or where there are issues to address. But other everyday interactions could happen through digital tools, including sharing insights around new products and clinical trials, as it is more convenient to access information in this way.”

Foundations for digital excellence

With unprecedented HCP openness to digital engagement, companies should seize the opportunity to evolve their strategies. Here are three key steps to delivering an effective approach:

• Customer segmentation: Counteract assumed knowledge within the salesforce with customer data. Update the organizational understanding of HCPs’ channel preferences, by role, demographic criteria, therapy area, region, and stage in the adoption curve.
• Tailored messaging: Reps need access to compliant content that can be customized and delivered across multiple channels, markets, and regions. Modular content strategies facilitate brands to provide high-quality content at scale.
• Synthesized scientific insights: Remote conferencing technology has widened access to international conferences, but HCPs struggle to stay ahead of the latest trends in their therapy area. This area is where insights through Link for Key People can be powerful.

As Fanti observes, “With digital engagement, we can create connections between KOLs and doctors across the world, allowing them to expand their networks into different countries.”

Fewer touchpoints, driven by data

A new generation of digital-native HCPs is reshaping interactions around their preferences. Looking ahead, pharma companies will require robust data to rally stakeholders around a modernized engagement model.

Commercial operations leaders say the next industry priority is finding ways to leverage system data capturing previous customer interactions and channel preferences. Without actionable insights, it is challenging for reps to decide the right next action or content to be delivered to their customers, undermining the overall experience.

Fanti concludes, “We need to make sure that we continue to provide valuable insights that embed these channels while improving the customer experience delivered to HCPs.”

Decisive break from the past

Individual customer preferences and the overall relationship dynamics should determine the most effective content and channel for each HCP. This approach will feel like a decisive break from the past, resulting in fewer touchpoints that facilitate the exchange of information and access to KOLs.

But opting for a digital-first approach will create more impact. Dr. Nero concludes, “We will see a significant change in engagement strategies in the future. If companies offer digital tools to provide scientific information, there can be no doubt healthcare professionals will see the value.”

Watch LEO Pharma discuss HCP digital engagement trends.