QUICK READ: Recent research from Zoom Rx saying that digital interactions with HCPs are myopic and don’t apply to the heavily segmented HCP audience. The future of reaching HCPS is both on and off-line depending on the product, health condition, and specialty.
OPENING: Pharma companies are starting to embrace digital marketing forced, in large part, by changes brought on by the pandemic. There is, however, a difference between an evolutionary move to digital and a revolutionary move to digital. Digital marketing is becoming a valuable tool. But the reality is, health care relies on significant in-person engagements, and digital is only one part of the equation.
SUMMARY: Digital marketing is not a tactic. It’s a mindset. With the changes to healthcare on the horizon, the time has come to start building digital capabilities in all areas of company functions.
IN SUMMARY: When patients return to doctor’s offices will HCP’s have time to go online with every drug company that requests an online detail? Will patients be happy with telehealth once they feel it’s safe to return to physicians’ offices?
COVID-19 has disrupted traditional healthcare person-to-person communication and accelerated digital options, such as telehealth and remote patient-clinician contacts, digital therapeutics that deliver remote patient monitoring, and interventions through the use of software. But is this really the future? Medscape conducted some research in May to find out.
QUICK READ: Prescribers are reviewing some of their favorite prescribed drugs and are open to learning about new drugs in terms of efficacy and patient outcomes but you had better be ready to talk about patients beyond the science.
QUICK READ: Some pharma companies are doing a great job with virtual detailing and experimenting but it would be a mistake to think that virtual detailing will succeed when docs are busy seeing patients again.
QUICK READ: Of course remote detailing is way up. Doctors have a lot of time on their hands with patients staying away from physician offices. Is the pharma salesforce obsolete? Hardly.