This text from the Boston Consulting Group explores the profound and lasting shifts in how healthcare professionals (HCPs) wish to engage with biopharmaceutical companies, primarily driven by the COVID-19 pandemic.
A survey of over 1,300 doctors across seven countries reveals that virtual interactions are now strongly preferred for both patient care and communication with biopharma, a trend expected to continue even post-vaccine.
The article highlights that doctors find virtual engagement highly effective and are seeking new models of cooperation that offer relevant, digitally-delivered content.
Consequently, biopharma companies must radically accelerate their virtual engagement strategies, personalise outreach using data analytics, and adapt their traditional sales and marketing approaches to thrive in this evolving landscape.