{"id":204276,"date":"2022-08-10T10:00:00","date_gmt":"2022-08-10T08:00:00","guid":{"rendered":"https:\/\/www.bluenovius.com\/?p=204276"},"modified":"2022-08-02T14:55:04","modified_gmt":"2022-08-02T12:55:04","slug":"hcp-engagement-growth-of-the-blended-approach","status":"publish","type":"post","link":"https:\/\/www.bluenovius.com\/engagement\/hcp-engagement-growth-of-the-blended-approach\/","title":{"rendered":"HCP Engagement: Growth of the Blended Approach"},"content":{"rendered":"\n
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HCP\u2019s engagement with pharma companies was once devoted to in-person interactions with sales reps. These were often quick meetings that put physicians in contact with a brand\u2019s products. Yet, the digital era came, and all changed. <\/p>\n\n\n\n

Information consumption and buying habits have changed since the advent of the World Wide Web. This allied to the growing busy schedules of HCP pressured by the everchanging circumstances in the industry. Thus, digital options<\/a><\/strong> had to be sought to adapt HCP engagement. <\/p>\n\n\n\n

In-person interactions became complementary to email, virtual conferences, and website engagement. This contributed to the rise and increasing adoption of the blended approach. <\/p>\n\n\n\n

Continue to read to learn more about this new model<\/a><\/strong> in HCP engagement. <\/p>\n\n\n\n

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Blended Approach in HCP Engagement<\/strong><\/h2>\n\n\n\n
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A definition<\/strong><\/h4>\n\n\n\n
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A blended approach is the combination of traditional and digital practices. Interactions focus on continuous engagement within a digital multichannel program in action. Where face-to-face still plays a complementary role. <\/p>\n\n\n\n

This approach to HCP engagement is then all about embracing digital channels<\/a><\/strong>. They are complementary, resourceful channels of communication to traditional in-person interactions. <\/p>\n\n\n\n

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\u201cThis combination drives sales growth more effectively and has dramatic impacts on resource efficiency.\u201d –  Veeva, Guide to Digital HCP Engagement <\/em><\/strong><\/p><\/blockquote>\n\n\n\n

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Journey into Pharma<\/strong><\/h4>\n\n\n\n
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The blended HCP approach is a result of the growing omnichannel marketing trend<\/a><\/strong>. This and the customer-centric approach have entered into B2B-led Pharma. <\/p>\n\n\n\n

The pharmaceutical industry long relied on in-person interactions with HCP. It was the traditional way to foster long-lasting relationships<\/a><\/strong>. In fact, in the years before the pandemic, 64% of meetings between sales reps and physicians were physical (Accenture). The industry relied more on B2B marketing and direct communication with the HCP not as a consumer, but as an \u201cinstitution\u201d.\u00a0<\/p>\n\n\n\n

The Internet and the growth of digital channels made physicians’ content habits<\/a><\/strong> change. Over half of practising physicians are digital natives who seek online search engines as their first resource for learning or obtaining information. So, buying journeys have changed, and so have relationships with brands. <\/p>\n\n\n\n

COVID-19 has further aggravated the industry\u2019s digital shift. It made pharma companies<\/a><\/strong> adapt to the new circumstances in the field. At the same time, they respond to the needs and preferences of their key stakeholders, namely HCP. <\/p>\n\n\n\n

Physicians have busier schedules and feel pressured by the growing demands from patients<\/a><\/strong>. So they sought alternatives that allowed them to continue their education in an inclusive environment. This has forced pharma brands to shift their perception of HCP. So they started perceiving them as digital users looking for meaningful experiences. <\/p>\n\n\n\n

It was here that Omnichannel marketing<\/a><\/strong> and customer-centric<\/a><\/strong> came to play. Physicians wanted, and still want to receive content at the right place and time at their utmost convenience. They are consumers, who have their unique preferences and needs. So, for a successful engagement, it is important to consider this and move on with an inclusive approach, such as that of the blended.<\/p>\n\n\n\n

Here communication comes through using:<\/p>\n\n\n\n

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