HCP channel preference refers to the diverse range of preferences that Healthcare Professionals (HCPs) display regarding the channels, content, and frequency of their interactions with biopharma and medtech companies. This concept has become increasingly critical for the pharmaceutical and medtech industries, particularly as the COVID-19 pandemic accelerated a significant shift in how HCPs want to engage.
Traditionally, engagement models were predominantly reliant on physical, in-person channels. However, the pandemic forced companies to operate differently, with in-person meetings becoming virtual, and HCPs adapting to new ways of working. This has led to a lasting impact on how biopharma companies need to engage with HCPs.
Here's a breakdown of what HCP channel preference entails and its benefits:
- Evolving Engagement Landscape: HCPs' preferred channels for interaction have shifted markedly. Before 2020, 79% of HCPs preferred in-person sales rep interactions, but this dropped to 49% in 2021 and beyond. Conversely, preference for email rose to 65% (from 54%), and video calls increased more than fivefold to 38% (from 7%). For ordering medical products, digital and remote models like supplier websites, mobile apps, and e-procurement portals saw a 20-fold increase in preference for researching information, negotiating deals, and placing orders by 2020 and beyond. Overall, 84% of physicians prefer to maintain or increase their share of virtual interactions with pharma companies. This indicates a move towards a hybrid model of engagement, blending virtual and in-person interactions.
- Personalised Interactions: HCPs' channel and content preferences can vary significantly across specialties and geographic areas, and even at a doctor-by-doctor level. Understanding these preferences allows companies to deliver personalised customer engagement, which is a key driver of success. This means providing the "right content, right channel, and right timing of delivery". HCPs expect companies to deliver personalised interactions and get frustrated when this doesn't occur, valuing brands that "know them no matter where they interact".
- Improved Access and Influence: When pharma and medtech companies demonstrate a better understanding of HCP needs and provide more meaningful engagements, they are recognised and rewarded with more time and attention. For example, 88% of HCPs who experience highly positive interactions are more likely to open emails, listen to messages, make more time for future meetings, and meet with different people from that company. This underscores that the quality of engagement can matter more than just the sheer volume of contacts.
- Avoiding Information Overload and Digital Fatigue: HCPs often report being overwhelmed by the volume of digital material from the biopharma industry, with 77% agreeing the volume of digital communications is too great and nearly two-thirds finding the volume of meeting invitations excessive. Ignoring channel preferences can lead to "channel saturation," where too many communications result in diminishing or even negative impact on HCP engagement. Approximately 65% of HCPs feel at least one pharma company has "spammed" them with digital content. Understanding saturation points helps companies optimise the level of interaction per HCP segment to deliver value without overwhelming them.
- Optimising Resource Allocation and Efficiency: Knowing HCP channel preferences allows companies to identify where to invest effort and how to optimise that investment. This enables more effective and efficient use of resources and supports agile go-to-market models. Companies can use data-driven insights to determine the optimal level of interaction per HCP segment, avoiding unproductive over-investment.
- Informing Omnichannel Strategy: HCP channel preference is a foundational element for developing a successful omnichannel engagement model. This involves integrating online and offline journeys to provide a seamless experience, encompassing various channels like self-service portals, webinars, emails, and sales rep visits. Achieving seamless coordination across diverse channels is impossible without understanding individual HCP preferences.
- Leveraging Data and AI for Insights: Understanding HCP channel preferences relies heavily on data-driven customer segmentation and advanced analytics. This involves pooling and analysing data, using machine learning algorithms to identify homogeneous behaviour patterns and customer propensity, and feeding this information into dashboards. AI-powered analytics can help identify "next best opportunities" and "next best actions," providing recommendations on content, channels, and timing. Generative AI can further enhance this by creating personalised content, assisting with medical review, and enabling customer-enablement co-pilots for reps.
- Continuous Adaptation: Customer preferences are dynamic and evolve over time. Therefore, understanding HCP channel preference is not a one-time exercise but requires a continuous learning and improvement mechanism, with regular review frameworks and potential automation of data collection and analysis to reclassify HCPs into segments based on their recent behaviour.
HCP channel preference is about recognising and responding to the specific ways healthcare professionals prefer to receive information and engage with pharmaceutical and medtech companies across various communication channels, both traditional and digital. This understanding is crucial for fostering meaningful relationships, optimising commercial strategies, and ultimately improving patient outcomes.