\n created questions about how and when to use each channel with customers. Due to individual HCP preferences,
\n it\u2019s often challenging for pharma reps to determine the best engagement strategies for each HCP. There is no
\n one-size-fits-all approach for engaging with doctors, but personalization of communication is a top factor in doctor
\n satisfaction with pharma.1<\/sup><\/p>\n
It\u2019s time for pharma companies to rethink engagement and respond to HCPs on demand. Using digital tools and
\n two-way communication enables pharma and HCPs to stay connected in a new, compliant way.<\/p>\n
CHAPTER 1<\/h4>\nShifting engagement preferences<\/h2>\n
The shift to omnichannel\u2014tailoring customer interactions across multiple channels to match HCPs\u2019 profile-specific needs2<\/sup> This shift is compounded by the fact that HCP expectations for engagement are changing. For example, 87% of HCPs say they want all Because of these changes, companies find traditional one-way push Therefore, pharma companies must complement push communication by The demographic makeup of HCPs is an essential consideration when it comes to communication preferences. Today, 70% of HCPs are digital “Physicians are increasingly open DIGITAL NATIVES PREFER TO: <\/strong><\/p>\n Whether HCPs are digital natives or not, their needs and behaviors are changing, but pharma doesn\u2019t always meet their expectations. Here are Of course, most pharma companies believe they are trying to relate to HCPs according to their preferences, but the data suggests there is room An additional challenge for HCPs is maintaining current contacts for each brand they interact with. When HCPs need timely information between Given the numerous changes in HCP demographics, preferences, business needs, expectations, and behaviors, it\u2019s time to shift the pharma Adding a pull strategy enables two-way digital engagement with healthcare professionals. You provide the content and a solution for HCPs to Recently, companies have recognized that they need to adapt their communications to HCPs for a more human and personalized conciergelike experience. Generally, a pull model helps meet HCP needs because it enables convenient interaction between HCPs and medical science \n “Moving from a traditional push to a pull model means being where our customers already are, HCPs are no different from most of us, with regards to how they communicate personally and professionally. When interacting with pharma Given patient care and other professional demands, it comes as no surprise that many HCPs find it challenging to schedule face-to-face \n “The holy grail is being multichannel\u2014using all of the devices in our reach. This will give HCPs more Companies can use pull engagement, including on-demand information and meetings, a new approach to content, and a CRM system fit As you rethink your approach to HCP engagement, you can meet their expectations by using digital solutions to connect in a compliant \n “Pull strategy allows real-time, bi-directional interaction between HCPs and MSLs, or pharmaceutical A single industry-wide pull channel for pharma and HCPs to message, meet, request, and share content and services offers many benefits. For pharma teams, staying connected with busy, hard-to-reach HCPs can be challenging in-between meetings. It often requires a lot of back and Stay connected with HCPs in-between meetings<\/strong><\/p>\n Digital solutions provide the missing piece in your omnichannel pull strategy puzzle. They are particularly well suited to in-between interactions, Everyone wants HCPs to have easy on-demand access to pharma commercial teams and brands so they can spend more of their time on Setting up a meeting does not have to be complex. HCPs should be able to see pharma reps\u2019 availability\u2014across commercial teams and The bottom line is that HCPs need an efficient, convenient, and modern connection to pharma based on their needs. One solution to the problem Having the right content is a critical element for developing your pull strategy. Here are three essential content considerations: <\/p>\n Are you ready for a push and pull model?<\/p>\n HCPs\u2019 preferences have shifted, making push communication less effective. Many HCPs are adapting to new ways of working with digital tools. To help you meet the dynamic needs of HCPs and build engagement, learn more about Veeva CRM Engage. <\/a><\/strong><\/p>\n
\n want all virtual or a mix
\n of virtual and in-person
\n meetings with pharma
\n representatives.<\/at-a-glance><\/p>\n
\n \u2014affects how
\n pharma teams operate and measure performance. <\/p>\n
\n virtual or a mix of virtual and in-person meetings with pharma representatives even in the post-pandemic era.3<\/sup><\/p>\n
\n communication models initiated by pharma reps are less effective.
\n In a recent report, 66% of respondents said companies would move away from
\n the traditional sales rep model due to the perceived low return on investment.4<\/sup><\/p>\n
\n adding a pull strategy, a new approach that enables two-way communication
\n and empowers HCPs to get the information they need, when they need it. <\/p>\nSupporting digital native HCPs<\/h3>\n
\n natives.5<\/sup>
\n These physicians have varying preferences, and specific segments are now turning to digital channels for primary information sources.
\n As such, pharma companies must be flexible in engaging with HCPs based on their preferences and business needs.<\/p>\n
\n to digital communication,
\n with more than 70% of HCPs now
\n identifying as digital natives.”\n<\/p><\/blockquote>\n\n
\n and potential advocates<\/li>\nChanging HCP expectations<\/h3>\n
\n some of the challenges HCPs report when engaging with pharma:<\/p>\n
\n of HCPs find messages
\n personalized to their needs6<\/sup>\n <\/div>\n<\/p><\/div>\n
\n prefer medical education,
\n but only 9% receive this content7<\/sup>\n <\/div>\n<\/p><\/div>\n
\n of HCPs want to
\n access meetings online8<\/sup>\n <\/div>\n<\/p><\/div>\n<\/div>\n
\n for improvement. With each pharma company managing its own tools, portals, channels, and applications, the reality is that it\u2019s becoming more
\n challenging for HCPs to find the relevant, personalized information they need. <\/p>\n
\n meetings and events, it\u2019s often difficult to determine which field reps and companies to contact. <\/p>\n
\n engagement paradigm and enable pull communication. <\/p>\nCHAPTER 2<\/h3>\n
Enabling flexible engagement <\/h2>\n
\n reach out to you for information when they need it. Of course, pull works best as part of an established relationship, and building relationships
\n and understanding what your HCPs need9<\/sup>
\n to know is central to your success.<\/p>\n
\n liaisons (MSLs) or pharma sales reps.<\/p>\n
\n engaging them with valuable and relevant content that\u2019s specific to their clinical practice,
\n in the locations they\u2019re already interacting with content.”
\n Alex Day, Innovation and Business Excellence Director, AstraZeneca <\/span>\n<\/p><\/blockquote>\n
\n companies, they want flexible, convenient communications and to easily search and send text requests. However, maintaining their privacy
\n and ensuring personal and professional separation may prevent HCPs from texting their pharma contacts. <\/p>\n
\n meetings. That\u2019s why physicians want pharma to provide a range of digital engagement tools, including virtual chat (36%) and apps (34%).10<\/sup>
\n You can build trust and sustain your relationships by listening and responding to HCPs\u2019 communication preferences.<\/p>\n![\"\"](\"\/eu\/wp-content\/uploads\/2023\/02\/The-New-Rules-of-HCP-Engagement-image1.png\")
<\/p>\n
\n flexibility in how and when they decide to engage with companies and reps. Ultimately, the goal should be to
\n make it easier for HCPs to get the information they need through the right combination of channels.
\n It\u2019s also critical to provide HCPs with a way for them to raise their hand to initiate the dialogue.11<\/sup>”
\n Dr. Dolores Corbacho, Povisa Hospital, Spain<\/span>\n<\/p><\/blockquote>\nCHAPTER 3<\/h3>\n
Reimagining HCP engagement<\/h2>\n
\n for omnichannel, to make it easier for doctors to quickly find the people, information, and services they need. With a greater focus on
\n customer-centricity, two-way engagement allows HCPs to connect with experts, request samples, and find patient-facing materials online
\n instantly. This approach means being available when doctors need pharma most, making it more efficient to get the right treatments into
\n patients\u2019 hands.<\/p>\n
\n industry-wide pull channel. Recently, COVID-19 reset customer expectations, and everyone\u2014including HCPs\u2014became more digitally-savvy as a
\n matter of necessity.12<\/sup> Combining virtual and in-person engagement, a new hybrid model represents an opportunity for commercial pharma and
\n medical teams to reimagine and optimize working methods, from planning meetings to creating relevant online journeys. Fortunately, digital
\n solutions can help ease the transition to working in a hybrid world.<\/p>\n![\"\"](\"\/eu\/wp-content\/uploads\/2023\/02\/The-New-Rules-of-HCP-Engagement-image2.png\")
<\/p>\n
\n sales reps, and helps increase engagement with underserved or hard-to-reach HCPs. That way,
\n we avoid missed opportunities and can share compliant content when and how physicians want it.13<\/sup>”
\n Deborah Sullivan, Director of Field Force Automation, Sanofi<\/span>\n<\/p><\/blockquote>\n
\n For example, it creates opportunities for pharma to build new relationships with HCPs and engage with them according to their preferences. <\/p>\nStay connected with HCPs <\/h3>\n
\n forth and may even result in no meeting. <\/p>\nFUTURE \u2014 PUSH & PULL ENGAGEMENT<\/h3>\n
![\"\"](\"\/eu\/wp-content\/uploads\/2023\/02\/The-New-Rules-of-HCP-Engagement-image3.png\")
<\/p>\n<\/div>\n
\n such as sample requests, product questions, and scheduling meetings. You can use digital channels, an essential part of your pull strategy,
\n to build relationships with HCPs and help them find the relevant information they need. <\/p>\n
\n essential patient care. In an ideal world, HCPs have access to timely self-service and compliant educational materials. They can also access
\n a solution to search for and connect with field reps and MSLs, initiate compliant chats, request samples, and schedule and join meetings. <\/p>\n
\n brands\u2014via an online solution and select their preferred meeting format (video, phone, or in-person) and schedule a convenient meeting time.<\/p>\n
\n is an integrated scheduling capability that streamlines the entire process, making it faster and easier to connect than ever before.<\/p>\nRethinking your content approach<\/h3>\n
\n
\n There\u2019s no mystery regarding the types of content HCPs require in this on-demand world. Ultimately, it comes down
\n to providing relevant content that adds value. If you provide valuable content, you will increase your opportunities for
\n engagement and may even see HCPs reach out for more.<\/li>\n
\n Pull engagement strategies require faster content creation and review to provide the personalized content HCPs seek.
\n That\u2019s why brands embrace new modular content strategies that help them quickly deliver and repurpose compliant,
\n personalized content across markets, channels, and regions.<\/li>\n
\n Less is often more when it comes to engaging with HCPs. There\u2019s value in focusing on quality content over quantity<\/li>\n<\/ul>\nFUTURE \u2014 PUSH & PULL ENGAGEMENT<\/h3>\n
\n Can HCPs easily find your
\n product information when they
\n need it?<\/div>\n<\/div>\n
\n Can HCPs easily request
\n samples and materials?<\/div>\n<\/div>\n
\n Are your field teams able to
\n stay connected with HCPs
\n between in-person meetings
\n in a compliant way?<\/div>\n<\/div>\n
\n Can HCPs initiate contact
\n with you and other reps
\n to schedule meetings at
\n their convenience?<\/div>\n<\/div><\/div>\n<\/div>\nNext steps<\/h2>\n
\n But the landscape is still fairly complex, with each pharma company managing its own tools, portals, channels, and applications, resulting in
\n varying levels of HCP engagement. Pull communication and digital solutions can help you increase access and engagement with HCPs and
\n deliver the experiences they expect.<\/p>\n