May 1, 2024

New Approaches to Physician Engagement

Pharma marketers are constantly on the lookout for innovative and effective ways to engage with healthcare providers (HCPs). In this rapidly evolving landscape, it’s crucial to understand the challenges and have the right expertise to navigate them.

Tried-and-True Methods 

While pharma marketers and medical communications teams need to pioneer novel engagements leveraging omnichannel, they also need to realize the power of live, in-person sessions. These sessions foster a robust exchange of ideas and create an environment where HCPs feel part of an energized team committed to improving outcomes. As Maya Angelou said, “People may not remember what you say, but they will always remember how you made them feel.” Presentations should be empathetic and embedded with interactivity, keeping the dialogue going after an event to refine insights and deliver on business objectives.

Challenges and Solutions 

In today’s world, HCPs often experience information overload. Striking a balance between comprehensive communication and streamlined, actionable communication is crucial. This is especially true in areas such as oncology, where combination regimens and novel mechanisms of action (MOAs) can exponentially increase complexity.

Another practical challenge is the integration of relevant information into existing clinical workflows. HCPs are often pressed for time during patient interactions, and introducing new information systems or tools may disrupt established routines. EVERSANA INTOUCH’s medical communications solutions are designed with user-friendly interfaces and easy integration into existing workflows to ensure adoption and effectiveness.

Implementing New Outreach Approaches 

When implementing a new outreach approach for HCPs, authenticity is key. We believe in being a partner, not just a provider. Understanding the unique needs of diverse HCPs at various stages of their diagnostic and treatment journeys and tailoring an outreach approach to align with their workflow and channel preferences is key. This translates into reduced burden for HCPs and improved care for patients.

The Future of HCP Engagement 

The trend toward increased collaboration and co-creation between HCPs, pharmaceutical companies and agencies is exciting. With the overwhelming amount of data, evidence and technology available, no one group can operate in isolation. All stakeholders realize this and are partnering more effectively than ever.

At EVERSANA INTOUCH, our in-house, full-service MedComm agency is committed to pioneering new approaches to physician engagement while continuing to implement tried-and-true methods. We navigate the challenges and maximize the opportunities in HCP engagement for pharma marketers and the brands and portfolios they oversee. Contact us to learn how to approach HCPs to drive your brand relevance and impact.