This McKinsey article argues that the medtech industry must immediately adopt omnichannel engagement models to better connect with healthcare professionals (HCPs) and other stakeholders, ultimately improving patient care.
The COVID-19 pandemic accelerated a shift towards digital interactions, with HCPs now preferring hybrid engagement, blending in-person contact with digital channels like email and video calls for information and product ordering.
To successfully implement this, medtech companies need a systematic approach: setting a clear vision, using design thinking to understand stakeholder needs, establishing agile cross-functional teams, building a robust analytics engine, developing a scalable technology infrastructure, and preparing their organisation for significant change by hiring new talent and upskilling existing staff.