Improve omnichannel engagement with data-driven, personalized approaches
The pharmaceutical industry in various regions is grappling with the challenge of effectively engaging healthcare professionals (HCPs) through their commercial strategies. The traditional methods of engaging HCPs have been disrupted by factors such as the COVID-19 pandemic and the rapid proliferation of digital channels. This has created an urgent need for pharmaceutical companies to adopt more versatile and personalized engagement models that cater to the evolving dynamics of HCP interactions (2).
The challenge of transforming HCP engagement is significant and far-reaching. Conventional sales approaches relying on instinct are no longer adequate, given the complexity of today's digital landscape and the multitude of engagement channels available. The ongoing pandemic has intensified this problem, as many physical visits to HCPs have been restricted. This situation has led to a growing gap between the existing engagement models and the evolving expectations of HCPs, creating a pressing need for a comprehensive solution (2).
Adopting an analytics-enabled omnichannel commercial model is crucial for the pharmaceutical industry to address the challenges of HCP engagement. Companies that successfully embrace this transformation can unlock substantial value. These benefits include increased revenue, enhanced marketing efficiency, higher HCP satisfaction, improved engagement, and more meaningful interactions (3). The impact of the COVID-19 pandemic underscores the urgency, which has accelerated the shift towards digital interactions and necessitates a reimagining of stakeholder engagement models. Embracing analytics-driven strategies is a means to adapt to the current environment and a pathway to long-term success and competitiveness (4).