The Digitally-Savvy HCP Report is here!

Unsurprisingly, doctors are more digitally savvy than ever before. There has been some speculation that this shift is solely due to the pandemic and that physicians will no longer act the same way after the COVID-19 outbreak has passed, preferring the tried-and-tested rep-led model. I may disagree, but a pragmatic approach is necessary, keeping the benefits of the digital-led model in mind, not just for the company but also for the customer. I believe pharma executives should seriously consider developing capabilities aligned with the changing environment if they have not already.

To offer an exceptional customer experience, pharma marketers must thoroughly understand where HCPs are in their customer journey, their content and channel preferences, and what motivates their behavior. Since 2014, Indegene has been conducting surveys of HCPs to determine how their digital habits manifest and alter. We recently published the fourth edition of this study and found several intriguing developments in contrast to the previous editions, as HCPs, pharma companies, and patients embraced digital approaches at a much faster rate.

The report, in my opinion, provided some fantastic insights into how marketers can create omnichannel experiences that boost customer engagement and commercial success. Undeniably, HCPs are more digitally savvy today, and pharma marketers must recognize the need to engage HCPs via their preferred channels and at times that are relevant to them. For any commercial activity to thrive, driving preference-led engagement is no longer a choice but a necessity.

In one of my previous posts, "Personalization: New Norm for the New Normal," I addressed how brands must move away from a one-size-fits-all strategy to cut through the digital clutter. HCPs have expressed similar concerns, with the survey stating that more than 60% of HCPs are overwhelmed with product-related promotional content pushed by pharma companies through various digital channels. 62% of HCPs said that knowing their needs and sharing relevant knowledge with them to make interactions more insightful is the most crucial area where pharma representatives can contribute value. Thus, reimagining the rep's role is critical to making omnichannel engagement more effective. The one-size-fits-all strategy will no longer suffice, and pharma businesses will need to engage in increased personalization at scale as well as improve content development and operations skills.

The study concluded with some interesting findings. Download your copy of "The Digital Savvy HCP" here and read about how you can engage customers more effectively and efficiently.?