{"id":203452,"date":"2022-04-18T10:00:00","date_gmt":"2022-04-18T08:00:00","guid":{"rendered":"https:\/\/www.bluenovius.com\/?p=203452"},"modified":"2023-04-11T12:37:01","modified_gmt":"2023-04-11T10:37:01","slug":"how-to-engage-successfully-with-your-healthcare-professionals","status":"publish","type":"post","link":"https:\/\/www.bluenovius.com\/engagement\/how-to-engage-successfully-with-your-healthcare-professionals\/","title":{"rendered":"How to Engage Successfully with your Healthcare Professionals"},"content":{"rendered":"\n
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Healthcare professionals became digital natives\u2026 Now what?<\/strong><\/h2>\n\n\n\n
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Digital interactions<\/a><\/strong> between Healthcare Professionals (HCP) and pharma reps were, in some ways, already taking place. But with Covid-19 a total disruption occurred and physicians transformed into digital natives. <\/p>\n\n\n\n

Not only did the pandemic oblige to distance and end face-to-face meetings, but also HCP\u2019s expectations<\/a><\/strong> have shifted. Especially on what, how, and when the business interactions with pharma reps should happen. <\/p>\n\n\n\n

The way information is consumed and the preferences on how it is distributed represent a new challenge to pharmaceutical companies. These have to rethink their model of communication and marketing strategy. And put it in line with what physicians<\/a><\/strong> and today\u2019s well-informed patients expect and need from them. <\/p>\n\n\n\n

Nowadays, engagement has to be thought about for remote settings<\/a><\/strong> and digital materials creation to reach pharma\u2019s target audiences. Channels of communication, customers\u2019 journey stages, and preferences of consumption all need alignment. Leaving the old way of \u201call in one approach\u201d behind. So, how can pharmaceutical companies engage with success today?<\/strong><\/p>\n\n\n\n

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The HCP of today<\/strong><\/h3>\n\n\n\n
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HCP are now \u201cdigital omnivores\u201d with a multichannel consumption of information on several devices. They wish to consume up-to-date content<\/a><\/strong> more frequently than ever, in an easy-to-digest format that runs on all kinds of devices. <\/p>\n\n\n\n

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Source: <\/strong>IQVIA<\/figcaption><\/figure><\/div>\n\n\n
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Pharma companies need to become customer-centric<\/a><\/strong> and understand the needs and expectations of HCP in the new hyper-connected healthcare environment. This can only happen if they adjust and tailor the content to be more valuable, and delivered at the right time through the right channel.<\/p>\n\n\n\n

With the non-personal promotion (NPP) comes more personalized content<\/a><\/strong> that is spot on with the customer journey stage, segment, and consumption preferences. And the digital resources must be created bearing in mind a multitude of channels and devices at disposal.<\/p>\n\n\n\n

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The patients also have something to say\u2026<\/strong><\/h4>\n\n\n\n
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First of all,  pharma companies must be more knowledgeable of their target audiences<\/a><\/strong> and aware of patients\u2019 roles in the decision-making process. HCP are no longer the first and last step of the chain to end-users. As they do their research before even thinking of consulting with a physician. <\/p>\n\n\n\n

This is a game-changer in the relationships of both HCP with patients and pharma with end-users. From which they now need share-of-voice to become noticed and chosen. The marketing strategy<\/a><\/strong> doesn\u2019t have the product at its core, now the customer occupies that central place.<\/p>\n\n\n\n

HCP and consumers use online channels<\/a><\/strong> to research and buy pharmaceutical products. So, pharma companies need to adjust and evolve from a B2B to a B2C model, also connecting with the end-user.<\/p>\n\n\n\n

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Did you know that when looking for product information, 66% of consumers are more likely to watch a video than read a text(Wyzowl)? Get more views using <\/em>PubExplainer<\/em><\/a>videos!<\/em><\/p><\/blockquote>\n\n\n\n

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Source: <\/strong>IQVIA<\/figcaption><\/figure><\/div>\n\n\n
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Digital rep empowerment<\/strong><\/h4>\n\n\n\n
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Pharma field reps and sales reps are now digital reps. And digital engagement with HCP is as important to them as to marketing teams<\/a><\/strong>. When observing the numbers, companies find that this type of interaction can be more impactful with less cost associated.<\/p>\n\n\n\n

It\u2019s also important to consider that 87% of HCP, according to 2020 Accenture Research, want either virtual or a mix of virtual and in-person meetings<\/a><\/strong> with pharma reps long after the pandemic ends. All in a more customer-centric approach. <\/p>\n\n\n\n

With remote and digital engagement<\/a><\/strong>, the access to HCP <\/strong>is even greater than before. However, the content quality and relevance are what will determine their choice to consume it and engage.<\/p>\n\n\n\n

The marketing strategy<\/a><\/strong> is to be agile and reactive with produced and delivered content without request. With so much information circulating, you have to provide resources that are relevant for the stage of the journey, to that segment through the channel of their preference.<\/p>\n\n\n\n

To be successful,<\/strong> companies must consider that HCP are time-constrained within a hyper-connected healthcare environment<\/a><\/strong>. This means that every digital interaction must be accountable for and meaningful.<\/p>\n\n\n\n

So, what will guarantee HCP attention and pharma reps\u2019 time in their schedule? Have approved and valuable content stored for each step of the journey and product life-cycle<\/a><\/strong> shared at the right time. <\/p>\n\n\n\n

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Increasing sales with email video marketing<\/strong><\/h4>\n\n\n\n
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When looking at all the possibilities, pharma companies need to think about less time-consuming alternatives and HCP\u2019s preferred channels and format. The best way to develop relationships and nurture customers without being invasive is through email marketing<\/a><\/strong>.<\/p>\n\n\n\n

With approved email content, it\u2019s more likely that HCP decide to engage. Especially if it\u2019s in a bite-sized, easy-to-digest format like video. Video is accessible to HCP<\/a><\/strong> whenever and wherever they want to. Numbers don’t lie:<\/p>\n\n\n\n

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