5 Keys in the Multichannel relationship with the HCP

The way in which the pharmaceutical industry engages with healthcare professionals (HCPs) has changed dramatically in the last year. Restrictions on face-to-face interactions have given way to greater use of remote and digital channels. Have they worked? Laboratories have had to adapt in record time to the new needs, hitting and missing in those attempts due to the speed of change, but now, with the new normal, we can stop and think about what can be improved.

Face-to-face visits have decreased and the use of digital tools has increased, especially videoconferencing and e-mails, and this has been done all at once and for everyone, but for this new model to work, something more is needed to enrich the relationship with healthcare professionals and at the same time be effective in terms of informing, training, not being intrusive and adapting to the place and time that the professional needs.

The multichannel strategy is not about being in many channels at the same time and for all of them, but about being able to segment to whom to send what content, through which channel, time and place, and that the messages that are shared in the different channels are coherent. You have to put the customer at the core and adapt to each one of them.

It is very important to use channels that are not intrusive to the HCPs. During the pandemic, because of the overnight changeover, the industry over-saturated many practitioners by not having the time to further study the channels, the appropriate content for each channel and the profiles of their customers.

Thoughts: Why is mobile not being used as one of the main channels in the industry-HCP environment if it is both the most adaptable channel and the most used on a day-to-day basis?

Before we begin, let’s look at one advantage of the moment.

By 2021, approximately 70% of HCPs are digital natives, meaning they use mobile, social and digital technology on a regular basis both personally and professionally to communicate or keep up to date with the latest trends. Companies need to make a big step forward in building relationships with these doctors and pharmacists,… through their mobile phones by creating a close bridge of connection.

“The results of the “Digital Engagement Value Chain beyond COVID. Survey Report 2021″ by Next Pharma Summit and Viihealth, estimated that 70-100% of 25-35-year-olds will use remote and digital solutions in their daily lives, 60-80% of 35-45-year-olds, and 40-50% of 45-60-year-olds (although as many as 29% of respondents thought it would be 60-80% in this age group).”

So what’s next?