HCP Engagement Examples

HCP Engagement Examples

What does HCP engagement mean? 

HCP (healthcare professional) engagement requires pharma companies to deliver relevant and timely information regarding new drugs, their side effects, and their applications. 

Since pharma companies cannot sell the drugs or medical devices straight to patient consumers, they must involve healthcare professionals to help. Effective HCP engagement can make the difference between whether many physicians know and are willing to prescribe a drug or use a medical device or not. 

So pharma companies must be proactive regarding HCP trackers and engagement. They need an effective strategy, plans for implementation, and a way to track its effectiveness. 

HCP engagement and Covid 

HCP engagement in 2022 is very different from what it was just a few years ago. Then, the pandemic forever altered the landscape of healthcare professional engagement.  

The healthcare sector was thrust into uncharted terrain back in March 2020. The implementation of remote solutions took place in days instead of weeks or months, and the healthcare sector underwent a 10-year transformation more rapidly than was previously thought possible. 

We know that salespeople need to be able to identify HCPs’ problems and genuinely comprehend the demands of both the customer and their patients. As a result, effective HCP engagement tactics have emerged and adapted quickly in this area. 

Digitalization of HCP engagement 

The pandemic meant that face-to-face meetings were no longer an option. The pharma and healthcare industries were forced to adapt and digitalize if they wanted to keep up. Telephones, emails, and video calls quickly became the new norm for pharma companies trying to reach out and engage HCP healthcare professionals. 

Digital platforms have given HCP interaction new life, but this doesn’t mean you’re done. Engaging the consumer with their preferred style is the goal of multi-channel marketing and something that can be achieved more easily with increasing digitalization and data analysis. 

Businesses must adjust to changing technologies and consumer preferences to maximize HCP involvement. Why should HCPs be any different than other industries where customers have a favorite method of acquiring goods and services?  

The pharma industry has long been noted for its lack of customer orientation. While most sectors center their actions and strategies around catering to customer wants and needs, pharma does not. The challenge of re-centering consumers is essential, and companies must consider the various needs of patients and HCPs if they wish to enhance engagement and sales. 

Unfortunately, the pandemic saw a fall in HCP engagement, and recovery from this may be impossible unless pharma companies change to a more customer-centric approach. 

Pharma companies must listen to HCPs and use the communication and sales channels that each HCP prefers if they wish to improve engagement rates.  

Truly effective HCP (healthcare professional) engagement demands a multi-channel approach so that pharma companies can reach out to HCPs in a way that suits them. Multi-channel strategies for most HCPs will involve both digital and face-to-face communications.  

A balance of the old and new allows pharma companies to provide consistent and less time-consuming communication, which is vital for today’s ultra-busy physicians. It also helps them maintain a more personalized face-to-face point of contact simultaneously. 

Luckily, as digitalization has become more common within HCP engagement, companies have stepped up to bridge the gap with effective software solutions. 

For instance, MedCompli can streamline HCP engagement. MedCompli’s software aims to improve the process for organizations and providers with automated workflow, insightful integrations, and fair market value compensation modes. 

Request your free MedCompli demo to see what it can do for your HCP engagement efforts.