How can Pharma co’s use digital channels to deliver more meaningful communications post-Pandemic?
Digital channels have become critical for Pharma Marketing Strategy as a new breed of online tools become the norm. The question is how can Pharma co’s augment the mix of digital channels to deliver more meaningful communications post-Pandemic?
In the Digital world of HCP future communications, many of the discussions have (not all) become very binary and definite we think Zoom Webinars are the future and Congress is dead, the reality is always nuanced and conditional. We need to be open-minded in our planning to change and use the data to switch courses.
Below are some suggested approaches:
- Use data to inform the Virtual Content choices, give HCP’s what they want
Indegene’s recent data on HCP Digital Channels and habits demonstrated 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 make sure your provide the best learning experiences
- Look for an opportunity to stand out with HCP’s- Audio
BMJ has seen a steady increase in Podcast and Audio listening by HCP’s during the Pandemic The use of Podcast technology to facilitate education, communication is a great opportunity to engage HCP’s in more engaging, meaningful ways. LinkedIn launches its new Audi service next Month: https://consent.yahoo.com/v2/collectConsent?sessionId=3_cc-session_cd15c035-529f-4a21-97fc-3b394b2259c8. Test it, learn what works and achive some cut through
- Mixed blended approach:
Data suggests right now HCP’s want choice. A mixed-channel approach to personal sales meetings — combining face-to-face, video, phone and email — appears a reasonable expectation. 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. It’s not a straightforward linear behavioural shift. Look at the data and adapt
- Seeking inspiration outside of Pharma
Great digital inspiration can be extracted from companies/sectors outside of Pharma that have been successful in the recent Pandemic lockdown. Examples include Peloton Bikes using personalized Video instruction Gausto cleverly integrating digital into their customer experiences and the explosion of telemedicine. How can digital touchpoints integrate into these experiences through observing sectors outside of Pharma?
- Cut down the volume to small exceptional digital experiences
Accenture 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. We need to cut down the frequency to focus in on more meaningful experiences that deliver
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