Veeva: HCP Engagement Strategies for Today’s Hybrid Business Model
The way customers interact with pharmaceutical companies is changing dramatically. As digital transformation sweeps the industry, new channels of communication are opening up, enabling businesses to reach and interact with customers in new ways. Engagement is becoming less of an outside push from companies to their customers and more of a two-way conversation that enables healthcare professionals (HCPs) to get the information they need when they need it.
While this proliferation of new channels can present challenges, it also provides organizations with a strategic roadmap for connecting with healthcare professionals on their terms, guided by the deep understanding of customer preferences that is now possible.
Understand HCP preferences to better tailor engagement
A digital engagement strategy offers pharmaceutical companies a number of new ways to connect with healthcare professionals. However, due to a wide variety of different HCP preferences, it can be difficult for reps to know the best engagement strategy to use with each customer. What is the best channel to engage this HCP? When is the best time to do it? And with what kind of content? One of the main advantages of a digital strategy is that it can offer this type of precise information.
There is no one-size-fits-all approach to engaging with physicians, but personalizing communication is one of the biggest drivers of physician satisfaction with the pharmaceutical industry. Sales teams can start by leveraging the CRM data they already have on HCP preferences and behaviors, as much of it is automatically logged with every customer engagement.
Combining this data with additional data, such as patient, prescriber, and sales data, further improves segmentation and targeting. A streaming patient data platform can help provide even more accurate data links without downstream privacy risk, which can be a boon for companies selling modern, complex products.
Open new inbound communication channels
In addition to improvements in outbound communication, the new pull engagement channels also have benefits. For example, it’s easier for healthcare professionals to quickly find the people, information and services they need, and exactly when they need them.
Such two-way engagement puts the focus on the customer. When healthcare professionals can quickly connect with experts, request samples, or find patient materials instantly online, doctors can deliver the right treatments to their patients as efficiently and as quickly as possible.
In general, a pull model better meets the needs of healthcare professionals, as it provides them with a convenient way to stay in touch with representatives and Medical Science Liaisons (MSLs) between meetings. This approach can also increase engagement with underserved or hard-to-reach healthcare professionals, helping to avoid missed opportunities and expand access.
Align sales and marketing efforts
With digital engagement now as important to field teams as it is to marketing, visibility into all customer engagement tactics is necessary for businesses to deliver the optimal omnichannel experience, and that includes all personal aspects. (sales-oriented) as well as non-personal. tactics (led by marketing).
For example, a company can measure the impact of its marketing promotions on HCP prescribing behavior to better understand how its marketing efforts are enhancing field operations. He can then communicate with health professionals who are less receptive to the sensitization of representatives.
Sales teams can orchestrate sales and marketing strategies using their CRM platform to trigger the next best step in the customer journey. Having a holistic view of every customer touchpoint allows businesses to engage in the most effective way possible: at the best time, on the best channel, and with the best content.
Content Considerations for Digital Excellence
Tailoring engagement based on customer preferences is just one pillar of an effective digital strategy. Having the right content is also key to developing your new approach. Here are three key considerations:
- Relevance: There’s no mystery about the types of content healthcare professionals need in this on-demand world. Ultimately, it’s about providing relevant content that adds value. If you provide relevant content, you will increase your opportunities for engagement and may even see healthcare professionals asking for more.
- Speed: Digital engagement requires faster content creation and review. That’s why brands are adopting new modular content strategies that help them quickly deliver and reuse compliant and personalized content across markets, channels, and regions.
- Quality: Less is often more when it comes to engaging with healthcare professionals. It helps to focus on quality content rather than quantity.
To learn more about accelerating the content lifecycle and maximizing impact in the field, download our new ebook, The Commercial Leader’s Guide to Digital Excellence.