The Reuters Events special report, Adapting to the Multichannel Imperative, explores how the COVID-19 pandemic accelerated the pharmaceutical industry's shift from traditional face-to-face interactions to digital-first, multichannel engagement strategies. This transformation is particularly relevant for enhancing personalization in healthcare provider (HCP) interactions.(scoop.it)
Key Insights on HCP Personalization:
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Shift from Push to Pull: Companies like Bristol-Myers Squibb have moved away from a "push" model focused on product promotion to a "pull" approach that prioritizes understanding and responding to HCPs' specific information needs. This involves delivering content through preferred digital channels, such as enhanced websites, chatbots, and on-demand resources.
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Rapid Digital Adoption: The pandemic necessitated a swift transition to digital engagement, with some organizations reporting a reversal from 90% face-to-face interactions to 90% digital communications. This shift underscores the importance of developing agile, omnichannel capabilities that can deliver personalized experiences at scale.
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Building Long-Term Capabilities: The crisis has lowered cultural and budgetary barriers, providing an opportunity to invest in sustainable, flexible engagement models. The goal is to create systems that not only meet immediate needs but also support ongoing, personalized interactions with HCPs.
By embracing these strategies, pharmaceutical companies can foster deeper, more meaningful relationships with HCPs, ultimately leading to improved patient outcomes.(events.reutersevents.com)