How Medical reps can become Digital Medical Representatives

In the present scenario when the HCPs are very much internet smart and they are aware of all the drug-related facts even before the medical rep introduces the molecular brand. Although medical reps continue to prioritize physical and print inputs, HCPs have acknowledged that digital is the way of the future. The moment has arrived for medical representatives to become digital medical representatives.

1. Listening to and scanning the social media profiles of doctors: Most doctors nowadays have a good digital presence; at least 20% to 30% of doctors regularly share about new developments either on Facebook, Instagram, or Twitter. Medical reps need to follow their target doctor profiles on social channels and keep track of what the doctors are sharing online. Whether it is about helping an NGO, taking pictures at a CME event along with peers, or debating about a molecule in some Facebook group, The medical rep can use this as a talking point during their next meeting with the HCP - KOL.
2. Webinars for doctors: Take advantage of webinars and CME programs to thank and engage the doctor learners on your list. Medical representatives should meet with the learner doctor who attended to ask what other information they would like apart from the webinar content. Share with them the key highlights of the webinar and ask if they would like to ask any specific questions to the speaker or request any specific medical journal related to the discussion points.
3. Shift focus from giveaway to engagement: Every time a medical salesperson meets a doctor, they have the fundamental conviction that they must give them an LBL, gift, or promotional item. What they need to think about is engagement, or how they can start a conversation with the KOL during those two minutes. The discussion pointers can vary from molecule-related discussions or patient camps, or they may be about something they love to do apart from their clinical consulting like cricket, long drives, helping NGOs, or helping NGOs.
4. Build relationships:? In the Indian pharma scenario, we pharma marketers need to focus more on relationships instead of sharing scientific content, as the majority of pharma brands are generic. Another reason is that most pharma companies also have multiple brands in the same disease category; hence, we must value our relationships with HCPs and help develop them. Medical reps need to focus on how they can develop relationships with KOLs and help them with patient engagement and counseling.
5. Don’t become a Whatsapp spammer: In the current scenario, medical representatives usually send daily morning reminders, along with the regular tagline "from the makers of so-and-so brand". Then again, a celebration day message goes along with this style. But the irony is that we ourselves hate it when banks and insurance companies spam us daily on Whatsapp and emails, so why are the medical reps engaging in spam format? So, reminders work, but spamming creates frustration and may result in debarring the brand.
6. Digital marketing with HCPs should focus on retention, as the acquisition and onboarding of new KOLs are costly while retaining them costs less. Marketing should concentrate on how HCPs can engage with scientific content on a regular basis and how engagement strategies can be geared toward retention. Furthermore, retention should lead to molecule advocacy; why would HCPs advocate for your brand to their peers, what would they advocate for, and can we incentivize this initiative? All these questions should be answered as part of the content marketing strategy for the pharma brand molecule.
7. Invest time to learn about Facebook and Instagram: Most doctors in India have a good presence on Facebook and often share new developments and achievements on the platform. They participate in Facebook group discussion forums to debate and share treatment details. A medical rep needs to become a part of these groups to know the trends in what doctors share and what content in LBL can help him get better face time and engagement in the clinic.

Among all professions, Pharma stands out as the only one where the customers, i.e., doctors, are more knowledgeable than the sales representatives. In a generic market like India, product differentiation is challenging, so Pharma companies need to focus on customer-centricity and engagement. Traditionally, doctors meet medical reps out of obligation, waiting for hours before giving them some time. However, Pharma companies should make doctors' jobs easier by having their sales teams update them on patient-focused services like patient assistance programs.?

To be truly effective, digital should become a mindset across functions and hierarchies, allowing Pharma companies to fully leverage their potential for pharma-physician engagement. By embracing digital tools and techniques, Pharma companies can provide doctors with valuable, timely information and support, ultimately leading to better patient outcomes. Overall, the key to success in the Pharma industry is to focus on the needs of the customer, and digital tools are an essential part of achieving this goal.