The Evolution of HCP Engagement in India: From In-person to Multichannel.

The Indian pharmaceutical industry, one of the largest in the world, has been rapidly evolving, with new drug discoveries, the rise of biologics, and the increasing focus on patient-centric care. In this context, multichannel education is becoming a cornerstone for healthcare professionals (HCPs), particularly as the medical landscape grows more complex and interconnected.

Which channels do pharma companies use to engage with HCPs?

In India, in-person meetings with reps remain a widely utilized communication method, similar to global trends, demonstrating the importance of face-to-face interactions in building trust and engagement. However, there is also significant usage of remote detailing, emails from reps, and webinars/webcasts, showing the increasing adoption of digital tools for professional engagement. This shift is particularly relevant as the healthcare landscape in India is transitioning toward a more tech-driven approach, with digital channels becoming integral to delivering medical updates and promotional content.

Interestingly, online journals and websites are among the most preferred platforms in India, signalling a move towards self-directed learning and the use of credible digital resources for continuous medical education. While channels like social media and text messaging are used less frequently, their presence indicates a growing trend towards informal, real-time communication with Medical Representatives and the wider medical community. It emphasizes the need for pharmaceutical companies to adopt a multichannel approach in India, blending traditional in-person engagements with digital platforms to effectively reach and engage HCPs.

As doctors in India face an ever-expanding array of treatment options and rapidly changing therapeutic guidelines, they need access to reliable, up-to-date information delivered through multiple platforms.

In India, with the vast geographical spread and varying access to resources, multichannel content bridges the knowledge gap, allowing doctors from Tier 1 cities to rural areas to stay informed about the latest developments in medicine.

As the Indian pharmaceutical market continues to expand, pharmaceutical companies have a critical role to play in driving this shift towards multichannel education. By investing in platforms that provide doctors with real-time, evidence-based content, the industry can support better treatment outcomes and enhance the overall quality of care across the country.

Tech Savvy HCPs of India: A Glimpse

In addition to Medical Representatives, Webinars, Scientific Conferences, and Real-World Evidence (RWE) Studies, there are several other channels that pharmaceutical companies and healthcare organizations use to engage with doctors and HCPs.

Digital technologies are increasingly utilized by HCPs globally. Personal learning and development tops the list with 77%, indicating the significant importance of continuous professional education for healthcare providers. This is closely followed by video conferencing for professional networking at 68%, which reflects the growing reliance on digital platforms for collaboration and knowledge sharing among peers.

Notably, telemedicine and telehealth practices for patient consultations, utilized by 63% of HCPs, underscore the rising importance of remote care. This trend is further supported by remote interactions with pharmaceutical companies at 58%, showing how digital tools facilitate continuous engagement with the pharma industry for updates on new drugs and treatments. Lastly, remote patient monitoring at 56% indicates how telehealth and digital solutions are increasingly used to track patient health outside of traditional healthcare settings, ensuring ongoing care management.

Globally, personal learning and development remain the most preferred digital channel used across all regions, including the USA, UK, Germany, Spain, France, Italy, India, and China.

In India, personal learning and development is the most preferred use of digital platforms, reflecting the country’s focus on continuous medical education to stay updated with the latest healthcare advancements. Video conferencing for professional networking and telemedicine/telehealth practices are also prominently used, driven by the rising need for remote consultations, especially during and after the COVID-19 pandemic.

Interestingly, telemedicine and telehealth practices are more prominent in India compared to other regions, reflecting the country's push towards digital healthcare solutions to bridge the gap in access, particularly in rural areas. Although remote interactions with pharmaceutical companies and remote patient monitoring rank lower in preference, their moderate adoption in India suggests a rising trend as these tools become more integrated into patient care and pharmaceutical engagement. This growing digital adoption in India underlines the country's shift towards a more tech-driven healthcare ecosystem, aiming to enhance both professional development and patient care delivery.

How do HCPs across regions feel about pharma representatives' understanding of the HCPs requirements during Covid-19?

In India, 27% of HCPs feel that pharma representatives completely understand their evolving needs, while a majority (67%) believe that reps only somewhat understand them. This indicates that while there is room for improvement, Indian HCPs still recognize some level of responsiveness from pharma representatives. However, 7% of respondents feel that reps do not understand their needs at all.

Which channels do HCPs prefer to receive content from pharma companies?

The preferred communication channels used by HCPs in India, show the shift towards both traditional and digital methods. In India, in-person meetings with representatives remain the most preferred form of communication, mirroring global trends and underscoring the importance of direct engagement in the pharma industry. However, there is a growing usage of webinars or webcasts, which have become a highly utilized channel, reflecting the increasing importance of virtual learning and continuous medical education.

HCPs preference for webinars across regions

Additionally, emails from reps and online journals are also gaining preference prominence, showcasing the transition toward digital content for both professional engagement and medical updates. Remote detailing and self-directed web detailing are moderately preferred, pointing to the gradual adoption of digital platforms for receiving information about new treatments and products. In contrast, methods like text messaging and offline medical science liaisons are among the least preferred, indicating a stronger inclination toward more formal and detailed digital communication channels.

Interestingly, aspects like discounts or sample offers and digital health services are among the least preferred, suggesting that HCPs in India prioritize evidence-based data and clinical outcomes over promotional incentives when interacting with pharma companies.

This shift in preferences demonstrates the need for pharmaceutical companies to implement a multichannel strategy in India, blending face-to-face interactions with digital engagement to effectively meet the evolving needs of HCPs.

Which type of information do HCPs prefer to receive from pharma companies?

Efficacy, safety, and clinical data are the most preferred types of information, reflecting the importance HCPs place on understanding how new medications perform in real-world settings. Similarly, real-world evidence (RWE) is highly valued, emphasizing the growing reliance on data from real clinical experiences to inform treatment decisions.

Additionally, Indian HCPs show a strong interest in treatment guidelines and medical information, which help them stay updated on best practices and evolving treatment protocols. Product availability and dosage information are also critical, indicating the need for practical details that aid in patient management. Review articles and disease information are moderately preferred, showcasing the desire for literature-based resources that can guide decision-making.

Interestingly, aspects like discounts or sample offers and digital health services are among the least preferred, suggesting that HCPs in India prioritize evidence-based data and clinical outcomes over promotional incentives when interacting with pharma companies. This reflects the increasing focus on value-driven patient care within the Indian healthcare system.

Which sources do HCPs frequently use to access information?

Medscape leads the list, with 86% of HCPs relying on it for updates on clinical data, treatment guidelines, and peer-reviewed articles. Following closely is WebMD at 75%, which provides a user-friendly platform for accessing medical information, both for professionals and patients. Sermo, a social network for doctors, is used by 71% of HCPs, offering a space for professional discussions and sharing clinical insights.

Mayo Clinic, a trusted source for evidence-based medical information, is accessed by 50% of HCPs, while Search Engines such as Google, at 47%, are also commonly used for quick access to diverse medical content, though they often require further validation from credible sources. This data indicates that Indian HCPs prefer a mix of specialized platforms like Medscape and WebMD, along with interactive professional networks like Sermo, to stay informed and make well-supported clinical decisions.

Need of the hour: Multichannel Marketing Mix

As the Indian healthcare industry continues to expand, it is clear that both pharmaceutical companies and HCPs must embrace a multichannel marketing mix strategy. Whether it's real-time engagement through webinars, professional development via digital platforms, or in-person meetings, the ability to provide relevant, evidence-based information remains central to improving patient care and outcomes.

This shift towards a more integrated, multichannel strategy not only addresses the growing demand for flexibility but also enhances the overall quality of care delivered to patients across the country.

The importance of personalized and continuous engagement by pharma representatives in India, where the healthcare landscape is rapidly evolving. As HCPs increasingly rely on digital tools and new treatments, the ability to understand and meet their changing needs will be crucial for pharma companies to maintain effective relationships. Investing in better training for reps and utilizing real-time digital feedback channels can enhance their ability to offer more tailored and relevant solutions to Indian doctors.

This focus on multichannel engagement aligns with the broader global trends while reflecting the unique demands of India’s healthcare infrastructure, which benefits from remote solutions to bridge the gaps in access and reach across the country's diverse regions.