Whitepaper: Amplity's Blended Engagement Model
A New Post-COVID19 Health Care Provider (HCP) Customer Engagement Approach for Pharma
The COVID pandemic has been the catalyst to change the way the pharmaceutical industry (Pharma) engages with Health Care Providers (HCP). HCP information-seeking needs and preferences have changed dramatically in response to the outbreak, as have the options for pharmaceutical manufacturers to meet these new needs and preferences. Indeed, in a curious twist of fate, the COVID pandemic is providing a once-in-a-lifetime opportunity to introduce a truly new model for pharmaceutical industry (Pharma) engagement with HCPs.
The new model represents an effective and efficient approach to provide timely, relevant, and personalized information to each HCP through his or her preferred communication channels:
- For HCPs, the new model allows for greater control and convenience and improves the ability to protect their offices and patients.
- For the pharmaceutical manufacturer, the new model can deliver an 80% improvement in productivity at less than half the cost.
Partnering with large and small pharma alike, this whitepaper explores Amplity's flexible model tailored to each customer’s needs leveraging the benefits of remote and in-person promotion, optimizing the promotional mix across personal and non-personal channels, and ultimately providing relevant, timely, and credible information to HCPs.
- Pre-COVID, 60% of surveyed pharma and biotech Remote Engagement decision-maker respondents did NOT have a Remote Engagement Strategy. (Source: Remote Engagement Outsourcing Survey) COVID-19 has dramatically moved up the timelines for the digital transformation of a firm’s salesforce.
- 48% of surveyed HCPs want a blended virtual and in-person sales model (Source: Remote Engagement Outsourcing Survey)
- Building a data-driven model that is flexible, customizable, and leverages multiple communication channels to deliver relevant and timely information to a broad range of customers is a worthwhile pursuit, likely to have an extremely high ROI.
- HCPs benefit from effective two-way engagement with Pharma for credible information and patient support. These needs vary dramatically based on therapeutic area, stage in the product life cycle, geography, HCP role in decision making, affiliation, and personal preferences.
- The question that follows “what do HCPs want?” is “when do they want it?”