What Doctors Want and What This Means for Pharma Now
BCG Article: The COVID-19 pandemic has exacted an enormous professional and personal toll on health care professionals (HCPs) and is changing the way they work.
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 overwhelmingly preferred and expected to continue as the dominant mode of communication.
The article highlights that HCPs are seeking more personalised, data-driven content and new collaborative models, including support for patient care through digital tools. Consequently, biopharma companies are advised to accelerate their virtual engagement strategies, integrate online and offline channels, and leverage analytics to tailor outreach to individual physician preferences.
The authors suggest that a shift towards agile marketing and enhanced medical science liaison roles will be crucial for success in this evolving landscape.