Engagement parties

Speed and relevance are crucial in interactions between biopharma companies and healthcare professionals (HCPs).

Data from the Digital Health Coalition reveals that only 27% of HCPs find biopharma communications relevant and personalised.

To bridge this gap, companies have turned to on-demand engagement strategies that cater to HCPs’ immediate needs.

Veeva Pulse trends indicate a shift towards service-focused engagement models that blend meaningful face-to-face interactions with responsive digital touchpoints.

Companies that supplement in-person and outbound tactics with inbound channels like compliant chat double their digital touchpoints – while keeping in-person volume the same or better.

These on-demand and digital channels allow HCPs to receive timely support and resources.

Data shows that chat interactions have a high read rate of 80%, double that of email communications triggered by sales reps.

Moreover, video meetings have proven to have a promotional impact three times greater than in-person meetings alone.

The key to success lies in offering convenience and immediacy. Much like receiving tailored content on Netflix, HCPs and patients could navigate a health insurance website for the latest yoga treatments or utilise a chatbot to resolve inquiries quickly.

On-demand engagement simplifies and enhances life in the digital sphere – granting access to digital resources anytime and anywhere.

Key considerations for effective on-demand engagement

1. Convenience: The choice of digital engagement tools must align with where customers are most active. Companies need to be adaptable and responsive to market-specific preferences for messaging platforms.
2. Content: Effective engagement relies on delivering relevant content tailored to the chosen channel. This may include bite-sized modular content, videos, and interactive elements suited to rapid communication
3. Compliance: Adherence to regulatory requirements and data privacy standards is crucial. Successful implementations demonstrate the importance of aligning digital tools with compliance regulations
4. Change management: Implementing new engagement tools requires strong leadership and a well-structured change management strategy. Positioning new tools properly is essential to drive adoption.
5. Training: Comprehensive training ensures that field teams can utilise on-demand tools effectively. Continuous learning and adaptation are necessary to keep pace with evolving digital engagement practices.

Biopharma companies need to monitor key performance indicators (KPIs) to assess the effectiveness of their on-demand strategies.

Metrics such as engagement rates, response times and content sharing are critical in evaluating the impact of these tools.

It pays off to be creative, soft KPIs like reps initiating connections and participating in chats, or incentive games to encourage adoption could boost adoption too.

On-demand HCP engagement transforms the approach to customer interaction.

By integrating real-time digital channels, companies can meet the immediate needs of HCPs, deliver high-quality content, and ensure regulatory compliance.

Embracing these strategies improves customer relationships and provides a competitive edge through better-quality customer engagement.

Sebastien Noel is Commercial Strategy Director at Veeva Systems.
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