Are You Utilizing the True Power of Omnichannel Experiences?

Most probably you don’t. At least what the latest data from Across Health says. In today's healthcare landscape, the way we engage with healthcare providers plays a critical role in the success of pharmaceutical products Especially during the launch phase. Over 55% of specialists prefer an omnichannel engagement with commercial functions. The preference towards medical functions is even higher with almost 70% of HCPs preferer omnichannel engagements. This article aims to make the case for a strengthened focus on omnichannel engagement with a rather dissatisfied customer base.

The Gap

The current state of engagement between pharmaceutical companies and HCPs reveals a significant disconnect. Shockingly, only 9% of HCPs have experienced interaction across three channels (face-to-face calls, virtual discussions and emails) in the last three months. While more than 60% of HCPs recognize the importance of what biopharma offers in the digital space, only one in three is satisfied with the digital offerings during the launch of a new product. This highlights the urgent need to bridge the gap between HCP expectations and the industry's current delivery.

The Demand

The demand for omnichannel experiences among HCPs continues to outpace what the industry currently provides. More than half of HCPs remain dissatisfied or neutral with the digital offerings from pharmaceutical companies. Although satisfaction levels have shown some growth over the past four years, they still hover below the halfway mark, with only 45% of HCPs expressing satisfaction. It is evident that we have untapped potential to meet the expectations of HCPs and deliver truly satisfying services.

The Transition

A notable shift is occurring in HCP preferences from face-to-face interactions to a mixed approach. Within two years, the preference for face-to-face engagements has declined by half. Simultaneously, the preference for a digital-only approach has decreased from 24% to 20% within a year. As of 2020, 60% of HCPs clearly prefer a mix of face-to-face and digital interactions. This highlights the need for investments in activities that cater to this preference for a blended engagement model.

Harnessing the Power

Focusing on activities that generate a great omnichannel experience holds immense potential for enhancing engagement with HCPs. By offering a seamless integration of multiple channels such as face-to-face interactions, virtual discussions, and email communications, we can ensure that our message reaches HCPs through their preferred channels. An effective omnichannel strategy creates a cohesive and personalized experience that aligns with HCP expectations, leading to improved customer satisfaction and increased success products independently of the product life cycle.

Unlocking Customer-Centric Engagement:

Investing in omnichannel activities is an opportunity to revolutionize our approach to healthcare provider engagement. By prioritizing the creation of a great omnichannel experience, decision-makers can bridge the gap between HCP expectations and the industry's current delivery. This investment enables you to connect with your customers on their terms, building stronger relationships and maximizing the impact of our engagement efforts. A customer-centric approach focused on omnichannel experiences will position you as industry leader committed to meeting the ever-evolving needs of your customers.

Bridging the Gap

Knowing the gap is the first thing. What can you do now, to start bridging the gaps and deliver against the expectations of your valued customers? We are not talking about the large transformational programs, that will take months or even years to be completed. We focus on the now and what you can do in the next days and weeks to improve.

Assess Current Engagement Channels: Evaluate the existing channels through which your company interacts with healthcare providers. Compared to the insight in this article you have a crystal-clear view on the gaps between HCPs preferences and the channels currently deployed by your company promoting your product.

Enhance Digital Offerings: Based on the gaps identified choose one activity or asset to start bridging the gap. Think how you could leverage the values of it. Can you disseminate it digitally? Can you create multiple pieces of it and share it with your customer base through their favorite channel? Important here is to focus on one thing, and on thing only. Once you learned your lesson you can leverage others. Iteration is key to success.

Set Clear Goals: Whatever you are about to start, set realistic & achievable goals. Focus on goals you are in control of achieving them. For example, if you have decided to leverage a printed material and send it in a digital form to a specific target group via email set the goal around, how many HCPs you want to reach with this email and by when you want to have reached all of them.

Gather Feedback: Establish mechanisms to collect feedback from HCPs and as well your customer facing colleagues regarding their satisfaction with digital offerings and engagement experiences. Use this feedback to identify areas for improvement and make necessary adjustments.

Foster Collaboration: Encourage collaboration and knowledge-sharing between different departments within your organization, such as commercial, medical, regulatory, compliance and digital teams. This collaboration will help ensure a cohesive, unified and compliant omnichannel approach.

Ensure Success

It’s imperative to recognize the transformative power of omnichannel experiences in healthcare engagement. With most HCPs expressing a preference for omnichannel interactions, the industry must adapt and invest in activities that align with these preferences. By offering a seamless blend of face-to-face and digital interactions, you can elevate customer satisfaction, build stronger relationships, and ensure the success of your product and business.

Sources

Across Health Webinar - Global HCP & competitor omnichannel trends in life sciences 2022-2023 (https://across.health/event/omnichannel-trends-in-life-sciences)

The State Of Omnichannel In Biopharma 2022 – Global Trends Report (https://across.health/assets/websitedata/across.com/Files/pdf/Across_Health_2022_Global_Trends_Report.pdf)