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HCP InsIgHts
on Call
targetIng HCP audIenCes and OPtImIzIng user exPerIenCe
Managing Relationships Now
and in the Future
By Adrienne Stevens, EdD
Relationships are tough. That has never been truer than during the pandemic, but life sciences companies can do certain things to make their connections with HCPs stronger than ever.
It used to be easy to meet with thought leaders: A quick call or email, hop on a plane, meet in the office or hospital café and then discuss new data, trends in medical education, or how to fine tune drug administration. Pre-COVID, medical congresses were a valuable conduit to conduct business over lunch or between sessions to maintain long- standing relationships or introductions. That was then.
How are professional relationships formed and maintained in the absence of face-to-face meetings? How should scientific information be shared now and in the future? These are the challenges pharmaceutical and medical device companies are facing with medical science liaisons (MSLs) and sales professionals alike.
Maintaining HCP-Industry Relationships During COVID
Industry field forces want to share new data and discuss best practices and clinical insights that drive expanded awareness about a therapeutic, medicine, or device. Meanwhile, clinicians may want general overviews to learn how their clinical colleagues are practicing or to better understand the health outcomes. The bottom line: Clinicians want new information, insights, samples, and the opportunity to share opinions with their peers. So, what are the best practices for facilitating and maintaining professional medical relationships now that traditional venues are not possible?
Adaptation will be key and life sciences companies must consider: How can the shift in mindset using systems thinking apply to professional relationships in medical affairs, commercial operations, education, and news? Might the construct borrow from strategic alliance and map thinking to build relationships with other non- competitor businesses that target the same/similar market(s)? To begin to answer those questions, companies can follow five best practices:
1. Living the alliance
• First, ensure the right culture, building trust, communication, and leadership; identifying a common language that is mutually beneficial to all
2. Collaboration
• Optimize resources to enhance communication and trust • Establish joint objectives
3. Speed, process, and innovation
• Leverage network and relationships, tapping into the expertise of each stakeholder to produce, maintain, and sustain communication
4. Growth
• Provide or create the right resources stakeholders seek • Strive for improvement at every step
5. Value for all parties
• Jointly understand missions and goals of all
• Assess strategic goals as interactions are completed
How Does Audience Engagement Function Now?
The pandemic, as well as other factors that emerged over the past few years, have made HCP engagement different in other ways, including:
• Most medical congresses have shifted to virtual platforms; attendees can write in questions to experts. • Medical-related questions by healthcare providers can be posed to sales reps who can then provide information, or direct the query to the company’s medical information department or to MSLs to address questions.
• MSLs establish and maintain relationships with thought leaders and accounts at academic institutions, hospitals, and community practices to provide insight about clinical trial or real-world data that may have an impact on the way clinicians treat and manage patients.
This also means that field forces in companies are changing and many are creating new policies for engagement given the increased reliance on virtual interactions. Companies that have a loyal user base, such as media companies or publishers, are at an advantage as these healthcare professionals use online platforms to learn about new trends in the field.
22 pm360 magazine / September 2020
EXPERT