Freelance pharmaceutical sales and marketing head. Experienced above country marketer with rich regional sales and marketing foundations
Unveiling Pharma's Vision 2024: Navigating Shifts in HCP Engagement with Precision. A recent game-changing study, "The Future of HCP Engagement Impact," by EPG Health, has illuminated the industry's evolving priorities and challenges in the dynamic realm of digital engagement and medical affairs. 🔍 57% of pharmaceutical companies are placing 'HCP insight (needs and behavior)' at the forefront of their strategic HCP engagement priorities for the upcoming year. This marks a considerable departure from the landscape of 2021-2, where the emphasis was on cultivating a 'digital culture or mindset.' 🌐 MSLs Take Center Stage: For the first time in industry history, the study unveils a seismic shift: MSLs have surpassed the sales force as the most critical channel for delivering scientific information to HCPs. A staggering 84% view MSL activities as critical or very important, outpacing the traditional sales force at 77%. 💡 Addressing Gaps: While brand information remains a top priority, the study reveals a nuanced approach as 27% anticipate increased budgets for disease awareness, aligning with HCPs' escalating demand for focused content. This dual strategy highlights a strategic pivot in acknowledging and catering to diverse HCP needs. 📱 Social Media Discrepancy: While 41% of HCPs express a growing demand for content via social media, pharma has curiously reduced its emphasis on social channels over the past two years. This discrepancy highlights a potential gap between industry practices and the evolving preferences of a younger demographic, with figures soaring to 64% among those under 34. A potential hurdle could be local SOP and compliance challenges. 📊 Measuring Impact: The study reveals that 'demonstrating behavioural impact and outcomes' is the second most pressing challenge for pharma's digital HCP engagement, with a significant 63% describing it as a major obstacle. This underscores a persistent struggle in measuring the true effectiveness of industry efforts beyond traditional reach metrics. The compelling figures from the EPG Health study serve as a powerful call to action, urging the industry to recalibrate its approach, leverage emerging channels, and establish robust measurement strategies to illuminate the true impact of medical-led activities. It's not just a new year; it's a pivotal era in pharmaceutical HCP engagement, where precision and adaptation will be the keys to success. #Pharma2024 #HCPInsights #DigitalTransformation 🚀
