How Pharma can Reach HCPs Through Seamless Cross-channel Experiences

August 10, 2015

Megatrend #10: Pharma Must Deliver a Seamless Cross-channel Experience When, Where and How the HCPs Want it

Many recent digital efforts by pharma have resulted in spotty ROI1, leading pharma execs to be somewhat reluctant to fully engage HCPs in digital channels. In addition, pharma faces a number of hurdles in implementing multi-channel digital strategies: HCPs prefer health social media sites where they engage with peers; only 7% of HCPs visit medicine sites; 81% want sites that are primarily directed to physicians; and HCPs often question of the objectivity of medicine-specific information.2, 3, 4

The key for pharma firms is to complement the traditional sales model with a digital platform that delivers useful and relevant information when, where and how HCPs want it. A well-executed strategy builds one-to-one relationships at scale in a cost-effective way.5 Reps must become part of a wider and more diverse cross-channel strategy that seeks to deliver a personalized experience to each HCP.6

The transition from HCPs’ current experience with pharma companies to a future, seamless experience requires making multiple channels available, and allowing HCPs to choose how and when they want to interact. This revised model encompasses the entire relationship, from initial contact to prescription sales and feedback.7

In order for HCPs to derive value from such a model (and, in turn, deliver positive ROI for pharma firms), HCP internal and external needs must be met. The combination of reps and digital resources must help HCPs do their jobs more effectively and efficiently while delivering superior health outcomes for their patients.

Involving HCPs in the development and monitoring of digital efforts is crucial to achieving business objectives. As a result, companies need to enable HCPs to continuously provide feedback to better understand whether or not a digital initiative delivers RoI to the company and real value to the HCP’s.

The importance of online physician communities cannot be overstated. The influencers of today are online, not in the conference room.8, 9 Mapping and understanding HCP networks using advanced software is a strategic undertaking that can identify key influencers, connections between physicians, prescribing levels for each physician, and additional critical data that can help build an effective multi-channel engagement and sales strategy.10

When it comes to melding the traditional sales model with a targeted, multi-channel digital model, there is no such thing as having too much business intelligence.

The trend is a product of an evidence-based research study undertaken by the Healthcare Division in Valtech to map the pharmaceutical landscape of digital mega trends. The research study provides essential insights on how Pharma companies could utilize digital engagement to break down stakeholder barriers, impact stakeholder behaviour and demonstrate more cost-effective outcomes. The research study is based on information from 100+ trusted sources and has resulted in the identification of 14 mega trends.

Reach out to gain an understanding of how to execute on the underused digital opportunities

The Healthcare Division in Valtech has developed an analytical framework that can identify the engagement potential of your brand.

Please contact Healthcare Director Conny Carlzon for further advice or to set up an informal meeting.

1. Booz and Co. Anu Gupta et. al. (November 2013). Digital Health: A Way for Pharma Companies to Be More Relevant in Healthcare.
2. Edelman. Unknown author. (2014). 2014 Edelman Trust Barometer.
3. Manhattan Research. Unknown Author. (2013). Taking the pulse 2013.
4. ComScore. (2012). New Study on Physician Online Behaviours Shows Health Care Professional Sites Reach 4 out of 5 Physicians, While Electronic Medical Records Show Highest Engagement.
5. Accenture. Anne O’Riordan et. al. (2013). Accenture 2013 Technology Vision. Every Life Sciences Business is a Digital Business.
6. Across Health. Fonny Schenck. (2013). 2013 Digital Barometer for Life Science.
7. Capgemini. Tim Moore et. al. (2012). Multichannel Closed. Loop Marketing. Digitally Transforming the Life Sciences Industry.
8. K-Message. Piotr Wrzosiński. (2014). Top 5 pharma marketing trends in 2014.
9. Medical Marketing and Media. Unknown Author. (March 2014). GUIDE 2014. Digital Think Tank: A Work in Progress.
10. New York Times. Unknown author. (2013). Drug Marketers Use Social Network Diagrams to Help Locate Influential Doctors.