As communication methods evolve, the tactics Life Sciences companies use to deliver HCP messaging must reflect the different ways professionals elect to connect with others.
As discussed previously in this blog, an omnichannel strategy incorporating not only email but SMS messaging and personalized outreach is the foundation. Building on this, there are three elements to successful engagement that must be considered: content, channel, and frequency of messages.
Content: Predictive analytics provides a remarkable depth of visibility into to what kind of content individual HCPs will be most receptive.
To cultivate ongoing engagement, a company needs to determine if a particular professional prefers to obtain knowledge via peer-to-peer engagement or a digital library of “self-serve” material that can be accessed at their convenience. In addition, some may need tools to foster better patient communication and assistance.
In all of these cases, machine learning and modeling can pinpoint the best type of content or combination of resources that will appeal to a manufacturer’s target audience.
Channel: HCPs today are subject to a near-constant stream of educational and promotional messaging, and they are using an increasing number of resources to seek out the information they need to inform patient care.
Life Sciences companies today need to bear in mind that in order to stand out and make an impact, messaging must be delivered via communication methods HCPs both use and like. Points of contact still can include live conversations with reps, but there also is a bevy of digital outreach taking place today. Face-to-face might have been the gold standard a generation ago, and research studies show that it still is impactful for delivering high-quality promotional educational programming, but this resource-intensive method isn’t the only tool Life Sciences companies have today for reaching busy HCPs.
This is where a veritable buffet of tech tools comes into play: tele- and virtual meetings, email, online knowledge platforms, text messaging, progressive web apps and even mobile apps can all be conduits for disseminating critical information. A.I. combined with predictive analytics can provide guidance for manufacturers who need to know which communication channel to use when.
Frequency: The paradox is that Life Sciences companies have more ways than ever to connect with their audience, but a smaller window of time for forging a bond and initiating engagement. With more targeted communication strategies, Life Sciences companies can target HCPs in a more granular context — without bombarding them.
Communication becomes about quality rather than quantity thanks to analytics and machine learning. For instance: Different channels show different saturation points. Data shows that HCPs are most receptive to initial points of contact via mobile apps and email, but the saturation points vary by channel — and are lower than might be expected in all cases.
Insights like this, facilitated by the visibility gained from implementing robust monitoring and analytics tools, can inform the trajectory of a truly successful communication strategy.
Matthew Gallo, Director, Global Sales Excellence, IQVIA
With nearly 20 years’ experience in the Life Sciences industry, Matt joined IQVIA with the AHM merger. Matt currently leads the Development and Solution Engineering team with a focus on expanding compliance offerings, tailored to emerging market needs. Prior to his solutions engineering role, Matt led AHM’s Technology Support organization, where he built a product-driven support team, meeting a broad scope of client needs—including mobile app support, Salesforce platform support, aggregate spend reporting, and more. Matt’s expertise in the Life Sciences industry spans analytics to account management, giving him a broad range of insight into solutions and support needs across organizations. Matt previously served as a Technical Sergeant in the United States Air Force for seven years.