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For example, media companies or publishers can offer customized educational programs to meet the demands of audiences and industry partners to provide the most relevant education. Additionally, if rethinking geographic boundaries are needed by industry field forces, online (virtual) platforms with engaged audiences have a significant advantage.
How Can We Elevate Thought Leader Relationships Now?
Instead of just working to maintain relationships during this time, companies should also be exploring ways to elevate their thought leader relationships. Key questions companies should be considering include:
• What is the value of thought leader think tanks to help solve a question or obtain a clinical insight?
• How can important scientific exchanges among groups be facilitated smoothly?
• What are novel ways to facilitate introductions to become a trusted resource to community-level healthcare providers?
• What legal or compliance regulations may need revising?
One area to explore may be telehealth, which has proven to be effective and can have positive therapeutic effects on patients and increase efficiencies in health services. These advances in technology can facilitate healthcare education, but some caveats remain. For example, in a healthcare professional’s ability to use digital resources to access material.2 In our recent survey, nearly two-thirds of more than 3,700 respondents reported anticipating an increase in use of both video conferencing and appointment scheduling and follow-up technology, among a list of various products and services.
So, what are the best ways to maximize activity and relationships now and in the future? Whether personal or professional, relationships take effort, hard work, and persistence. That has always been the case. Payoffs and success metrics, however, may need to change. Systems thinking in medical communication is essentially the ability to develop and maintain interconnectedness. The connections go on to synthesize as larger, more defined practices. Feedback loops to check processes are part of the mechanism to assess success, much like integrative physiology—a series of checks and balances to maintain balance.
REfERENCEs:
1. Kaplan, R. S., Norton, D. P., & Rugelsjoen, B. (2010). “Managing Alliances with the Balanced Scorecard.” Harvard Business Review, 88(1/2), 114–121.
2. Stevens, A. (2020). “Telehealth in the Age of COVID-19 and Beyond: Clinical Information Needs of Healthcare Providers.” Healio Strategic Solutions.
Alliance strategies in HCP Relationships
Source: Adapted from Kaplan1
about the author
Adrienne Stevens, EdD
Vice President, Head of Scientific Strategy Healio Strategic Solutions
Adrienne has held leadership roles in medical associations, CME companies, and managing MSL teams for several pharmaceutical companies. She received her doctorate in Applied Physiology from Columbia University, is a graduate of the Juilliard School (Dance), and is completing her MBA (Spring, 2021). Adrienne is committed to advancing medical excellence and alliances for ongoing competitive advantage with creativity and passion. She can be reached at astevens@healio.com.
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