Changing the channel

Digital channels have become critical for pharma marketing strategy as a new breed of online tools have become the norm. The question is how can pharma companies augment the mix of digital channels to deliver more meaningful communications across the post-pandemic terrain?

In the digital world of HCP future communications, many of the discussions have become very binary, for example we might assume Zoom Webinars are the future and the need for face-to-face interaction is declining, but the reality is often nuanced and uncertain. We need to be open-minded and flexible in our planning so we can use the data to switch course if necessary.

New directions

Use data to inform the Virtual Content choices
Indegene’s recent data on HCP digital channels and habits demonstrated that HCPs used digital channels mainly for personal learning and development (77%), followed by video conferencing for professional networking (68%) and telemedicine/telehealth practice with patients (63%). Shape your digital content around HCP learning and development and ensure quality learning experiences.

Look for an opportunity to stand out with HCPs
BMJ has seen a steady increase in podcast and audio listening by HCPs during the pandemic. The use of Podcast technology to facilitate education, communication is a great opportunity to engage HCPs in more engaging and meaningful ways.

Try a mixed blend approach with maximised choice
Data suggests that right now HCP’s want choice. A mixed-channel approach to personal sales meetings combining face to face, video, phone and email demonstrates this approach could deliver more traction. Veeva’s APAC Pulse Data showed that face-to-face meetings dropped dramatically in the top five therapeutic areas – respiratory, cancer, infection, diabetes and cardiovascular – between February and April 2020, before increasing back to pre-COVID numbers by July 2020, when many restrictions were lifted at that time. The conclusion is that this is not a straightforward linear behavioural shift and people will need to adapt and demonstrate flexability.

Seek inspiration outside pharma
Great digital inspiration can be found from other companies and sectors working outside pharma that have been successful in the recent pandemic lockdown. Examples include Peloton Bikes using personalized video instruction and Gousto recipe kits cleverly integrating digital touchpoints into their customer experiences.

Cut down volume to small exceptional digital experiences
Accenture research late last year found 64% of HCPs said that they were getting too much digital content from pharma and 65% said at least one pharma company had ‘spammed’ them during the pandemic. Data suggests we need to cut down the frequency of email and focus on more quality interactions that deliver real value.
In conclusion, delivering value to HCPs through digital channels requires new ways of working, utilising data, collaboration and constant experimentation.