May 2022 • PharmaTimes Magazine • 28-29

// DIGITAL HEALTH //


Digital calculators

On-demand communication and digital engagement
are redefining the HCP-pharma rep relationship

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The rise of digital has fundamentally changed the pharma and healthcare professional relationship, inspiring new ways to connect and share information. It has also, however, raised important questions around which channels to use – and it’s not always easy for reps to understand the best approach based on individual preferences.

According to a global report from Boston Consulting Group, personalised communication is a top factor in doctor satisfaction with pharma, further highlighting the critical need to adapt to HCP preferences. Increasingly, HCPs are taking advantage of pull communication, an on-demand approach that enables them to proactively find – or pull – the information and educational materials they need while staying connected with the industry.

Shifting engagement with HCPs from traditional one-way communication to flexible two-way communication channels has encouraged stronger cross-sector alliances and enabled HCPs to get timely information, from requesting samples to asking product questions or scheduling a meeting.

Culture shift

The demographic makeup of HCPs is an essential consideration when thinking about communication preferences. After all, today’s HCPs are digital natives. These physicians have varying preferences, and specific segments are now turning to digital channels for primary information sources. Therefore, field reps need to be flexible in engaging with HCPs through in-person and virtual methods.

This flexibility is critical because the onus is firmly on today’s pharma companies to meet HCP expectations and that means leveraging online options.

Most companies are trying to engage with HCPs according to their preferences, but the data suggests there is considerable room for improvement. If the traditional one-way push model fails to meet HCP needs for specific, personalised information, and relevant medical education, there’s an opportunity to improve pharma effectiveness and HCP satisfaction.

The same is true for meeting format preferences. If HCPs want online meetings, reps and medical science liaisons (MSLs) can accommodate their preferences. Given the changes in HCP demographics, preferences and expectations, shifting the pharma engagement paradigm to pull communication is an absolute imperative.

Rapid engagement

When interacting with pharma companies, HCPs want flexible, convenient communications and the ability to search and send text requests easily.


‘Shifting engagement with HCPs from traditional one-way communication to flexible two-way communication
channels has encouraged stronger cross-sector alliances’


For example, HCPs may want to reach out to discover product information or chat about potential treatments that can best meet patient needs but previously didn’t have a compliant way to do so. On-demand digital applications can help them maintain their privacy while using convenient text messaging functionality.

Given patient care and other professional demands, it comes as no surprise that many HCPs find it challenging to schedule face-to-face meetings. Shifting engagement from a push to a pull approach enables two-way digital engagement with HCPs, by providing access to on-demand content and a solution for HCPs to reach out to pharma for information when they need it.

Pull communication works best as part of an established relationship, and understanding what HCPs need to know is essential.

Many life sciences companies have recently recognised that they need to adapt their communications to HCPs for a more human and personalised experience. Generally, a pull model helps meet HCP needs because it enables convenient interactions between HCPs and medical science liaisons or pharma sales reps.

Rethinking content strategy

As companies consider shifting to pull engagement, providing a steady stream of relevant, quality content that attracts and engages HCPs is more crucial than ever. Here are three essential content considerations:

Relevance: There’s no mystery regarding the types of content HCPs require in today’s on-demand world. Ultimately, it comes down to providing relevant content that adds value. By delivering information specifically targeted to their needs, reps can increase opportunities for engagement and may even see HCPs reach out for more.

Speed: Pull engagement strategies require fast content creation and review to provide the personalised content HCPs seek. That’s why brands embrace new modular content strategies that help them quickly deliver and repurpose existing, compliant content and tailor it to different markets, channels and regions.

Quality: Less is often more when engaging with HCPs. There’s value in focusing on quality content over quantity. Material which HCPs can quickly consume as part of their busy schedule is essential.

Reimagining engagement

Companies can use new pull engagement – including on-demand information, meetings and content – to make it easier for doctors to quickly find the people and services they need; it provides the essential dimension of the new age gaining traction across the healthcare ecosystem.

With a greater focus on customer-centricity, two-way engagement meets HCPs where they are, engaging them with relevant material specific to their clinical practice or individual teams – rather than general details dispersed to everyone.

This approach means being available when doctors need pharma most, making it more efficient to get the right treatments into patients’ hands.

Ultimately, everyone wants HCPs to have easy on-demand access to pharma commercial teams and brands allowing them to spend more of their time on essential patient care.

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Four points to ponder

Getting ready for flexible two-way engagement should clearly be a priority across pharma. In considering the best path forward, here are a few questions to consider when communicating with and supporting HCPs:

  1. Can HCPs easily find the product information they need?
  2. Can HCPs easily request samples and materials?
  3. Can HCPs connect through compliant real-time messaging and online meetings?
  4. Can HCPs initiate contact to schedule meetings at their convenience?


Sebastien Noel is Director, Multichannel Strategy Europe at Veeva Systems. Go to veeva.com