According to the survey of European Pharmaceutical Review, 48% of the total 1500 physicians surveyed still receive information and communicate to pharma through sales reps. Even if some number of people are utilizing digital methods, their approach to the needs of the client isn’t tailored properly. It is time pharma should use digitized marketing and communication widely and more frequently. Digital communication benefits the HCPs as they have accessibility to fresh information, it is time-saving, easy to use and it fits around their busy schedule.
In this survey, it was stated that the pharmaceutical companies were worried that the use of digital methods would affect the face-to-face interaction with HCPs and reduce costs associated with reps. Also, different channels preferred by different countries and physicians could make it difficult to reach out to each and every one. For eg: 44 percent of HCPs used WhatsApp to communicate with colleagues regularly, only 14 percent were using the same channel to interact with pharma. Similarly, LinkedIn was used by 21 percent to contact colleagues, but only six percent spoke with pharmaceutical companies via this application.
Laurence Olding, Research Director at the multinational research firm Bryter, addressed how pharmaceuticals can enhance their use of digital technologies to sell goods to healthcare providers (HCPs), such as connectivity apps.
The online marketing and training tools are used for multimedia approaches, including webinars, training videos, blogs, and emails. These allow for more professional-resource interaction in a way that paper resources and conversations would not. These methods can also be customized based on areas of interest or specialism of HCPs and make it easier for doctors to access information. Pharma companies need to have a clear understanding and awareness of their HCPs to use digital communication effectively. Pharma should use digitized marketing and communication in such a way that enables face-to-face real-time communication with physicians in between in-person meetings, which lowers costs for pharma as reps are not required to travel as frequently and enable greater connectivity, including on-demand and immediate response to a physician’s questions.