HCPs today are playing a game with which many medical affairs teams are not familiar.

Marketers face a two-sided challenge in today’s digital world. They now need to meet healthcare professionals’ (HCP) growing expectations for hybrid interactions across a dynamic mix of channels, while providing relevant information that is timely and accurate.

In March 2020 our own experience of engaging with the rest of the world profoundly changed. This is as true in medicine as everywhere else – the big question is now how much of what has been so rapidly adopted will be retained in future years. And what does this mean for pharma?

As meetings with pharmaceutical sales reps migrate online and more patients visit with their healthcare providers via video, digital has set a new norm within life sciences. The sudden shift toward virtual engagement last year laid the groundwork for more efficient exchanges. And it’s now driving reps to continue engaging with healthcare professionals (HCPs) remotely, even as in-person access returns beyond the pandemic. 

Linda von Rosenvinge, IQ Practice Lead of Greater Than One, explores some of the reasons behind data mishaps and recommends remedies every healthcare marketer can incorporate into their research protocols. 

Alex Kareotes, director of media and innovation at Intouch Solutions, shared a few top takeaways from the 2021 digital health track at the fully virtual CES.

A recent study from Butler/Till Health, which surveyed more than 200 U.S.-based healthcare providers – including gastroenterologists, hematologists, neurologists, and dermatologists – reveals that providers are largely on the fence about the effectiveness of virtual events, yet predict increased attendance as the economy restarts in such events after COVID-19. 

The large majority of patient respondents to a survey by Doctor.com (83 percent) say they will likely use telemedicine even after the Covid-19 pandemic ends. 55 percent of patients are willing to use telemedicine to see new doctors, and 69 percent convey that “easy-to-use technology” would help them decide to make a telemedicine appointment.

Public safety is the world’s singular goal as mandatory quarantines, shelter-in-place orders, travel restrictions, and mandatory work-from-home policies go into effect to curb the spread of COVID-19. In response, many biopharmaceutical companies are shifting how they work: Amarin withdrew part of its field force, while Amgen and Merck have instructed their sales teams to halt all in-person meetings with physicians and hospitals.

According to a study released by Infogroup, a provider of data and data-driven intelligence solutions, four in five consumers say they are more concerned about privacy than they used to be – a tendency marketers ought to keep in mind.