Know your HCPs, tell what they want to know

Dr Pratibha Karande

The organizers had to reschedule one of the evening workshops at the CME. While I waited for the day’s last session to start, I found myself in the café, with a rather strange group of recent acquaintances. One looked the typical absent-minded professor. Then there was a seasoned medical representative, a contact from long ago, who must have forgone a few promotions to be still doing what he obviously loved to do. The third was a doctor, who looked the youngest of the lot.

As the professor and the doctor were busy with their phones, I took a quick glance at the program to get to know my tablemates better. The professor was a researcher and he was to speak on new indications for an old drug during the last session. The doctor was apparently considered a genius, the kind most likely to boldly use Viagra to save a child without waiting for the label’s permission.

The rep was busy preparing a cup of tea for the doctor. As soon as the doctor put the phone away, the rep pushed the cup towards him. “Two bags and no sugar, just as you like.” The doctor thanked him with a smile and said. “Uncle, you know me so well. I wish you knew my patients as well and why I want to see less of you.”

Tell me how I can help them better

The doctor had stopped seeing all reps, and “uncle” had not taken the decision well. The doctor was obviously keen not to hurt the feelings of the senior salesman, but at the same time did not want to give in. “Tell me uncle, what is it that you can tell me that I cannot read for myself here?” he was pointing to his mobile. “And see this … this email is from your company. And this one is from your competitor. I can read both when I have the time. And I don’t have to break my head trying to fit you and the other guy in my schedule, to tell me the same thing.”

The rep made another attempt. “I know my company is trying to replace all good people with technology. They don’t understand the importance of personal touch,” he complained.

The doctor laughed and then consoled the rep. “Let me assure you it is nothing personal. Whenever both of us can spare the time, we must have a cup of tea and catch up. What we are doing is simply moving with the times. For example, last time you briefed me about ….” The doctor named a drug and the rep happily agreed, thrilled that the doctor remembered. “Do you know that three days ago, there was a paper questioning that indication and suggesting another use?” The rep stopped smiling. “My company did not tell me anything,” the rep mumbled.

Like any patient, every doctor has different needs

Probably to save the poor rep, the researcher jumped in. He referred to the same study and mentioned another ongoing research about the same drug. The doctor was suddenly all ears. And a discussion studded with research and medical jargon followed.

The doctor wanted to know more about some other under-research drugs too and the discussion went on. Apparently, this was one doctor who did not necessarily base his prescriptions on pharma marketing recommendations. He believed that every patient was different and liked to consider a host of factors to ensure greater compliance and better results for the patient.

The rep, who was eagerly waiting for an opening butted in the moment there was a break in the conversation. He drew the doctor’s attention to the new section on his company’s website that provided what he called “scientific information.” This time the doctor made no attempt to indulge the rep and replied sharply. “Borrowing a couple of paragraphs from a research paper and building a blatant marketing story around it does not make it scientific information.” He turned his attention back to the researcher.

Take care of my patients please

The doctor wanted to know if the researcher was aware of any work in patient education. Yes, a lot of patients were involved in clinical trials and they did educate them as part of the studies but, no.  The researcher was not aware of any study devoted to patient education. At least, not with respect to the drugs and indications they were discussing.

“I wish I had more time to talk to my patients about their disease and why it is important for them to follow my instructions. That will improve compliance and the quality of their lives. It is so senseless when patients keep coming back for the same problem simply because they were not aware of the importance of compliance,” he sounded genuinely concerned. “I would rather spend the time to attend to new patients.”

Just then he noticed that the sulking rep was still at the table. The doctor put a conciliatory hand on the rep’s shoulder. “Do me a favor. Tell your company to put up a section for patient education in multiple languages. I will ask my patients to visit the site. But don’t just put what you think is right and enough. Come and talk to me and I will tell you the real problems I face. You should also talk to other doctors about how you can help educate their patients. Make sure you put up only what is relevant and useful. Become a doctor and think like a patient. I am sure your company will make smart use of technology to share that information with us doctors and directly with the patients.”

The communication prescription

As we walked back together to the conference hall, the doctor was happy to know that I too was a doctor who specialized in pharma communications for HCPs. “Just the right person! You know us best!” I began briefing him about how technology was helping pharma companies to have a meaningful two-way communication with health professionals like him, but he cut me short.

“Technology is all fine. You must tell them to communicate right first. Find out what matters to each doctor. Then communicate that. Short and to the point. If I must read something that is for all, I might as well read the newspaper. I know you are a great company and your product is great. If you consistently tell me about efficacy, safety and new indications and answer my questions before I ask those, I will always remember your company and your brands. And don’t forget my patients.”

With that he jogged to the front row while I settled for an aisle seat near a colleague. The researcher was getting ready to deliver his talk.  

Dr Pratibha Karande heads the digital communication function at Ethosh Digital, which designs and develops pharma communications. Ethosh partners Veeva, the CRM platform trusted globally to drive intelligent engagement.