Hacking the Hybrid (webinar summary)

For those who missed it, I presented a webinar last week discussing strategies to help life science companies optimise their hybrid engagement approach - thereby improving customer-centricity, whilst garnering better engagement with their medical communications and other stakeholder initiatives.

The presentation garnered some rewarding feedback, on account of what participants deemed 'practical and actionable' content, so I thought I'd disseminate a summary for those unable to attend (and provide instruction to access the video if keen to learn more).

Hacking the Hybrid

Research suggests that clinicians still want the human touch, only now in different ways. A consensus of sources reveal the changing landscape with regards to preferences for engaging with life science companies, and whilst all illustrate a greater lean towards virtual channels, the vast majority still desire an approach that integrates in-person meetings at some point in the journey (although less so for sales calls v advisory boards).

Relationships will remain crucial for the foreseeable future.

These general metrics are great for an overview, but how do we understand our customer preferences for hybrid engagement at an individual level?

If you have existing relationships with your customers, you're in the box seat to find this information out for yourself. However if you're new on territory, new in the role or working in a new TA - how do you build go about establishing relationships?

To build relationships, one approach has stood the test of time - provide value.

Clinicians are consumers - consumers of quality medical education. By developing and disseminating content of value, life science companies can capture target clinicians at the precise moment of receptivity to engage them with a Call To Action (CTA) for further information - an ideal opportunity for a company representative/MSL to initiate contact.

The Omnichannel approach - "fish where the fish are".

Prior to developing content, it is an idea to first consider the platforms and channels that would a) suit the nature of your content, and b) reach the your target audience. This approach will optimise chances of meaningful engagement - with a knock-on effect of CTA capture. Fortunately today, there are several platforms that have risen to the top in terms of HCP user downloads and activity, and provide opportunities for brands to 'plug and promote' their content to target specialist audiences.

The overarching goal is represented by the below positive feedback loop. This integrated approach requires input from several stakeholder departments and begins with medical affairs developing the content -> with commercial teams to disseminate via the most appropriate platforms to drive CTAs -> with MSLs/representatives to engage and build relationships with activated customers -> who then in turn work with med affairs teams to improve/iterate content for even better engagement for the next cycle...

What about stakeholder meetings, such as advisory boards?

Multi-person meetings pivoted from traditional in-person meetings to exclusive use of virtual channels owing to social distancing/travel restrictions imposed since the pandemic began. The overwhelming feedback from clinicians has been in favour of the new virtual platforms - primarily on account of convenience. These new platforms are here to stay.

However, not all platforms are the same, and each suits a different initiative and customer dynamic.

Virtual engagement platforms for these meetings fall in to 3 categories:

1. Real time broadcast (webinar, one person speaks)
2. Real time discussion (video conference, ie. Zoom, everybody can speak and see each other - ideally)
3. Any-time discussion platforms (text-based, moderated online discussion, i.e. Rumi, Within3, Impetus etc)

Each type of platform suits a different purpose, and along with in-person meetings can (in in many instances should) be integrated to maximise customer-centricity whilst fostering the most meaningful engagement and insights possible. This is explained more in the video (instructions below).

Anytime platforms have additional applications that can be employed across a wide-range of industry-stakeholder engagement initiatives/projects.

Thanks for making it this far, I hope you've found the content of interest and welcome any feedback or questions.

If you'd like to see this topic explained in finer detail with real world examples, just ping me a DM and I'll forward the link to the 30min recording.