Every year more Pharma companies launch drugs. Every year physicians have less time to analyze them. More data and less time is the balance that sales reps now seek in a quest to approach HCP in a new, engaging way.
Business interactions are shifting. Physicians no longer access information just through academic papers. And so, digital platforms and tools have gained new strength, in what is a new way of approaching HCP. Virtual meetings, email, and videos are now some of the growing trends in the field.
More data, less time: 3 new ways to approach HCP
Traditional face-to-face meetings between sales reps and HCP last on average 6 minutes. Even though effective, these lack time to establish an engaging relationship. As well as fail in communicating complex data that can be easily analyzed.
Virtual meetings, on the other hand, tend to last longer (up to 31 minutes in the U.S.). With this, HCP, as well as sales reps, can move the conversation beyond the said product. Questions are answered and further information is provided. In that way, a more empathetic and engaged relationship starts.
The benefits do not stop here. Virtual meetings aid sales reps in reaching HCP that have busier schedules. They further pave the way for a better customer experience. By being better informed, HCP can make informed decisions. So, you have more time to explain more about your product’s features. You are, then, more likely to attract the physician’s attention.
Despite the proven benefits of virtual meetings, face-to-face interactions are still vital. So, your company must find a balance between both. In that way, you have a stronger presence before the HCP, where you can better attend to all its needs.
After a first interaction with the HCP, there is a need to continue engagement. So, how do you do that? Emails are an effective follow-up tool. And, they are of value to physicians. A recent study by Veeva found that 66% of HCP want to receive emails from reps.
Emails work well as a follow-up communication strategy. These allow sales reps to schedule meetings at a preferred time, send valuable information after a call, or promote events. Through these, you can collect insightful data on your customer, which will allow you to personalize your service.
Emails work well as a follow-up communication strategy. These allow sales reps to schedule meetings at a preferred time. As well as send valuable information after a call, or promote events. These generate insightful data that allows you to personalize your service.
Overall, emails prove to be effective. Also concluded by Veeva, personalized emails from reps display a higher opening rate. The average open rate in the U.S. in 2020 was 27%, compared to 3% of generic emails sent from corporate.
So, if you want to maintain an engaged relationship with your customer, emails are a good way to do so. These bring the HCP closer to the sales rep. Mitigating, then, the gap that is usually accentuated when communication is made by corporates.
Year after year, HCP’s schedules grow busier. Leaving them with less time to study and engage with innovations in the field. These still value the insightful information from time-consuming academic papers. But, innovative options are of value and encouraged.
Videos are short animated images that in 3 minutes can say as much as an academic paper. Their informative value has sprouted attention in the field. As patients and physicians seek more the aid of the Internet to obtain information.
In 2015, already 35% of HCP were doing it, and within these, many were searching for videos. In 3 minutes, physicians complement their knowledge about a drug and its MOA. While saving time of their day to read and educate themselves.
The main benefits of video
Videos are equally valuable to sales reps that seek to better educate and serve HCP. Even though it is a growing trend, the potential of videos has not yet been fully exploited. But here are some of their benefits:
- Increase website engagement;
- Attract the attention of the viewer more than a written article;
- Conveys more information in less time;
- Provides insightful data on your target audience (Who? What are the interests? What is it that captured their attention the most?)
- Dynamises product presentations.
The benefits of using video are endless. They can, above all, help your company set apart from the competition. As it provides a personalized and immersive experience to the customer.
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