Understanding HCP preferences in a digital world
To quote Walt Disney, “Whatever you do, do it well. Do it so well that when people see you do it, they will want to come back and see you do it again, and they will want to bring others and show them how well you do what you do.” This couldn’t be more relevant in today’s fiercely competitive world.
In the Life Sciences industry, success isn’t just about pitching products—it’s about delivering experiences that align with what the HCPs truly want.
Understanding HCP preferences and needs is crucial for effective engagement, as assuming they will be impressed by the latest digital tools without first gauging their interests can subsequently lead to missed opportunities.
While technology is important for making a strong first impression, it is just a tool. Sales reps play a vital role in fostering and maintaining enduring relationships with HCPs. The key is a harmonious blend of technology, human interaction, and personalized messaging – as our analysts have mapped out within this blog.
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State-of-the-art technology may provide a head start, it’s the personal relationships, communication skills, and expertise of sales reps that truly differentiate the experience, transforming them into trusted advisors. Think of artificial intelligence (AI’s) role in this process as seasoning—used in the right measure, it enhances the overall experience, but over reliance won’t necessarily deliver proportional results.
The first step is gaining a genuine understanding of your customers. The pandemic shifted how HCPs interact with life sciences companies, with digital channels like remote meetings and webinars becoming essential. While traditional methods have rebounded, digital engagement has left an enduring mark, reshaping how HCPs prefer to engage.
HCPs now leverage a blend of digital and traditional channels, often preferring face-to-face interactions for product value proposition and competitive differentiation, while using digital platforms for quick product updates or follow-up inquiries.
This evolution offers more flexibility and accessibility, but it also demands a more strategic allocation of resources to provide timely, relevant information to stakeholders like sales and marketing teams.
Welcome to the era of the Hybrid Commercial Model (HCM), where the objectives remain the same, but the strategies must adapt to new rules…
Omnichannel engagement: meeting HCPs where they are
The modern-day engagement landscape offers the convenience of multiple channels with emails, social media, virtual meetings, messaging apps, and face-to-face interactions all serving as potential touchpoints.
At first glance, “omnichannel” seems to imply using every available channel, but in the context of Customer Experience (CX), it’s less about being everywhere and more about being where it counts. Engaging with an HCP without knowing their preferences is like showing up to a party without an invitation—you might not even get through the door!
The real value of omnichannel lies in selecting the right channel, at the right time, with the right message. The goal is not just to engage, it’s to convert HCPs into advocates and loyalists. Achieving this means going beyond initial engagement. Enterprises need to track HCP behaviour and sentiment, follow up based on prior interactions, and understand the optimal frequency and type of engagement for each HCP or HCP segment.
True omnichannel success requires dynamic personalization, leveraging data to deliver the most relevant content, on the most effective channel, in a way that resonates with the HCP’s preferences. It’s a continuous loop of engagement, assessment, and refinement to ensure every interaction adds value and strengthens relationships.
Leveraging data for personalized HCP interactions
To truly deliver personalized HCP interactions, enterprises must address common data management challenges. These include integrating data from various sources (internal, third-party, and real-world evidence), ensuring interoperability between legacy systems, and navigating regulatory complexities.
Having the best AI system is only as valuable as the quality of data feeding into it. While many enterprises have invested heavily in AI-driven platforms, they are now realizing that without a strong data management foundation, these AI initiatives fall short of their potential. The focus is increasingly shifting toward a “data-management-first” approach to unlock the full value of data and prior AI investments.
Data is incredibly valuable but often fragmented and difficult to access. AI-powered insights are only as effective as the data they analyse. When HCP engagement strategies are backed by accurate, real-time data, sales reps can tailor their interactions with laser precision, offering HCPs personalized recommendations, timely follow-ups, and relevant content. By overcoming these data management challenges, enterprises can turn data-driven insights into meaningful engagement.
Future-proofing HCP engagement strategies
In an ever-evolving landscape, HCP engagement must remain rooted in customer-centricity. To truly champion customer engagement in a hybrid commercial model era, enterprises must align their strategies and capabilities to create meaningful differentiation. Five key tenets to champion the future of HCP engagement are as follows:
- Tenet 1: Building dynamic personas for target customers
Enterprises need to create evolving customer personas based on real-time data and feedback. This keeps engagement strategies relevant as HCP preferences shift. By refining personas and segmenting audiences, companies can cater to unique HCP preferences. - Tenet 2: Orchestrating hyper-personalized customer journeys
Managing hyper-personalized journeys requires seamless integration across digital and traditional touchpoints. Enterprises must use a 360-degree view of each HCP to create tailored engagement paths. Tools and insights help optimize interactions, maximizing impact across all stages. - Tenet 3: Digitally enhancing commercial personnel
The role of the sales rep has evolved to include leveraging digital insights for targeted planning. Collaboration among sales and marketing is essential to ensure alignment on customer outreach, enhancing the effectiveness of the customers journey. - Tenet 4: Shifting from brand-based to customer-centric selling
Life sciences is moving away from brand-driven models, as HCPs are now seeking personalized solutions. To stand out from the competition, sales teams are adopting account-specific strategies and creating tailored value propositions that foster stronger connections with HCPs. - Tenet 5: Embracing an agile commercial model with real-time feedback
An agile commercial model, driven by real-time feedback and key performance indicators (KPIs), is essential for optimizing HCP engagement. Leveraging generative AI (gen AI) enables the tracking of commercial stakeholders’ performance, providing personalized feedback based on their interactions with HCPs.
If you found this blog interesting, check out our recent blog focusing on Exploring The Potential Of generative AI In The Life Sciences Commercial Technology Landscape | Blog – Everest Group (everestgrp.com), which delves deeper into the Healthcare & Life Science service line.
If you have questions about optimizing HCP engagement strategies or would like to discuss developments in the life sciences commercial space, please reach out to Chunky Satija ([email protected]), Durga Ambati ([email protected]) and Animesh Solanki ([email protected]).
