The Future of HCP Engagement with Hybrid Commercial Models
Engaging healthcare professionals (HCPs) requires understanding their preferences, especially post-pandemic. While traditional methods are back, digital channels such as remote meetings remain vital. A hybrid approach, combining digital and traditional strategies, is key for flexible engagement, effective resource allocation, and enhanced product awareness, thus avoiding a one-size-fits-all approach.
The convergence of traditional and digital channels in the life sciences industry presents significant challenges in delivering a comprehensive customer experience (CX) across all touchpoints. Before 2019, healthcare professionals (HCPs) primarily engaged with life science enterprises through traditional means such as face-to-face meetings, phone calls, printed journals, and industry events. However, as digital options surged, HCPs now expect personalized content and a seamless omnichannel experience. As such, there has been a noticeable shift in HCP engagement preferences from pre-pandemic to post-pandemic times, with digital channels becoming increasingly prominent.
As HCPs become more selective, developing a CX strategy has become a competitive advantage. Achieving comprehensive CX requires understanding customers across touchpoints, driven by integrated data and agile responses to evolving needs. Traditional CRMs are being enhanced with capabilities like customer 360, omnichannel engagement, and real-time insights to support hybrid commercial models (HCMs). Engagement is shifting from one-way to interactive, with HCPs seeking on-demand access to tailored information. Life sciences companies must adopt channels like conversational AI and HCP portals to meet these demands. While there are strong drivers to adopt HCM, it come with its own set of challenges as well –
Top challenges:
Enterprises can gain significant advantages by embracing HCM, spanning business, operations, and cost benefits. This adoption facilitates an enhanced stakeholder experience, enables real-time analytics and insights, and allows more efficient resource allocation and marketing efforts due to a deeper understanding of HCP needs and preferences.
The core principles that form the foundation of a commercial model are vital for incorporating innovative business practices and sustaining the business model. As discussed, HCM prioritizes customer-centricity to facilitate personalized omnichannel engagement. This requires a deep understanding of customer needs while aligning enterprise strategy and capabilities to leverage insights effectively for delivering significant value. The key tenets of HCM embody these principles. Considering the drivers, challenges, and benefits of HCM, we can summarize five key tenets of this model, as mentioned below:
Read more: https://www.pharmafocusasia.com/articles/transforming-customer-engagement-in-life-sciences
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