The New Rules of HCP Engagement
The digitization of the pharmaceutical sector has been going on for over a decade. However, with the COVID pandemic making business operations pretty uncertain across the globe, it seems like digitization in the sector was attached a turbojet engine and is moving at 300 kilometres an hour.
Pharma reps continue to play a major role in the industry, being the point of contact between a pharmaceutical and the doctors on ground, however, their role is continuously diminishing. Hospitals and other medical facilities have been steadily reducing their ability to access medical professionals. Cost effective, digital promotions that can be easily circulated drive a greater ROI to pharmaceuticals. Additionally, they make communication with doctors more engaging and direct.
Pharmaceuticals create an overwhelming quantity of information on the medications they create. Back in 2014, McKinsey estimated that pharmaceuticals will launch over 400 medications by the year 2017, a whopping increase of 146% from the year 2005.
Welcome the Accelerated Approval Era
The large number of drugs flowing into the market has brought forth the Accelerated Approval Era, a time where clinical data is examined quickly and closely to make informed judgements regarding the acceptance of medications. The medical professional’s decision making abilities and experience tend to have a heavy weightage on the success or failure of new medications, which means pharmaceuticals need to provide quality data in an engaging manner and quickly, making new age communication (digital formats) the need of the hour.
Advancements in technology and the efforts tech companies make to involve themselves in the pharmaceutical sector has empowered doctors to use them as self-learning tools. The type of information professionals need has not changed. It is the format, timing and delivery method that changed.
To win the doctors, it is crucial to provide rich content that can help you succeed. A Healthcasts survey from 2015 on Digital Education concluded that there has been a 133% increase in mobile device usage for new drug research. Additionally, HCPs are 5 times more likely to watch a video today than they were 5 years ago.
Creation of quality content is the secret to a successful campaign. Fortunately, there are entities out there that specialize in this exact sort of thing, applying different kinds of research to measure and assess success of the campaign, from a medical standpoint.
Trust is another important factor that can determine the success of your campaign. Just like the physician-patient relationship is built on trust, the success of your marketing campaign depends on establishing trust with your target audience. After all, trust is the main mechanism and moral guide that physicians use to measure the credibility of your content and the potential effectiveness and safety of your treatment. To build trust, using information that is reliable and empowers medical professionals is the way to go. Remember that this information needs to be conveyed through platforms they are comfortable with!
The pharmaceutical landscape is constantly evolving. One of the biggest drivers for us to operate in this sector is the knowledge that the information we create makes a real difference to people and their lives.