Companies now have a unique opportunity to rethink their customer retention strategies and find new technologies to serve health professionals (HCPs) more effectively. Leverage data analytics and key insights to deliver customized content and communication faster through HCP’s priority channels. In short, the pursuit of digital excellence must be a priority for life science brands that want to stand out from the crowd. 

Increased Demand for Digital Engagement Deeper than 

The pandemic allows sales reps to engage remotely with HCP, resulting in five times more emails  sent and six times more virtual conferencing usage. I did. Physicians have been proactive in responding to digital dialogue with representatives, as they have adapted to providing telemedicine to their  patients. Two-thirds say they want less direct contact with sales reps and much more digital contact than they did before COVID. 

Perhaps surprisingly, the move to digital has improved the quality of engagement. HCPrep exchanges across Europe have increased  from 3 minutes for face-to-face meetings to an average of 18 minutes for online meetings. This gives you more time to provide detailed and meaningful information. 

The use of email has also changed. Prior to the pandemic, brands used primarily  to send high-level product-related messages from headquarters, but doctors received more detailed clinical data from the pharmacy’s medical team and  patient support services. I would like to know more about it. Authorized and informed patients today want access to the latest treatments, so doctors must be able to provide them with the latest information available. 

Customized Content and 360 ° View 

To get the most out of your digital communication channel, your sales team must provide relevant, timely information  tailored to your HCP needs. You also need to make sure that all data analytics are up-to-date, approved for use and comply with relevant regulations 100%. With respect to technology, this means three things. First, sales reps need a quick and easy way to customize their content  to meet their individual HCP needs  on a particular topic. The modular content approach is a flexible and scalable way to do this. You can centrally manage blocks of pre-approved information  and assemble them as needed to meet the needs of a particular target audience. 

In addition, the sales team needs a 360-degree view of the customer journey, which is currently reported by only 10% of companies. When teams integrate  marketing automation tools with CRM systems, they improve collaboration between individual customers’ marketing and sales. By aggregating real-time insights across digital channels, enterprises can get a complete picture of activities that can facilitate more personalized dialogue with each customer. 

Finally, insights into customer preferences and behaviors allow sales reps to choose the best channel to interact with a particular HCP. The data analytics can indicate which strategy works, which channels your contacts prefer to use, and how much they are embracing digital interactions. By grouping customers based on common characteristics and preferences, sales reps can clearly understand the best channel for a particular contact. 

Finding the Right Hybrid Mix 

Even though the most sophisticated technologies and  HCP cohorts are becoming more and more digital natives, there’s always  a place to meet in person. For sales reps, this means paying  more attention to the individual requirements of the physician in order to identify the appropriate channel mix  for each customer. Anyone who evaluates customer preferences at every touchpoint can offer the perfect combination of virtual and personal channels. With clearer insights and access to enhanced analytics tools,sales reps will be able to provide the information and services they need for HCP on any channel, device, and at any time, on their own terms. By carefully navigating this new hybrid environment and adopting advanced content and engagement strategies, organizations can provide the best possible customer service. It also directly contributes to  better patient outcomes, which is all about digital excellence.

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